On Wednesday the 30th of April Google hosted a Partners event in Manchester’s Hilton Hotel in Beetham Tower. Standing over 168 meters high, Beetham Tower enjoys spectacular views across the city of Manchester and made for an ideal venue to hear all about Google’s latest news and their “big bets” for the coming year.
Google Partner Exams
As Google themselves state; “only trusted agencies can earn Google’s seal of approval and be listed on Google Partner Search”. In order to become a Google Partner there are certain requirements. Excellent customer service and following best practice are a must, while having at least one certified employee who has passed the Google Partner exams is also needed.
The focus of the morning session was on helping agencies take steps towards becoming Google Partners by allowing attendees to take these Google Exams. Thankfully I can say that Ambergreen has already exceeded these requirements and proudly shows the Google Partners seal of approval badge on our website. Nonetheless, there was one exam I hadn’t yet sat so this gave me the chance to take, and pass, the Google Display Advanced test.
Exams were followed by a Google Analytics presentation as well as some discussion between thought leaders from different agencies. This was, in my opinion, one of the most interesting parts of the day.
One of the main topics discussed was the role of quality content. This is certainly something Ambergreen, with our own creative and content specialists, take great pride in. It also seems that many agencies are hiring external PR companies to assist with their campaigns to ensure that this content reaches the right people, while others are building their own in-house teams. This really highlights the need to stay up to date in the fast changing world of Internet Marketing.
Google’s Big Bets
Part two of our day was a little more relaxed as we were taken upstairs to enjoy canapés, drinks and networking while enjoying the panoramic views of Manchester. Googlers were on hand with fancy tablet devices which allowed you to design and personalise your own Android t-shirts which was a great touch.
Mobile
Then it was back to business as Google speakers talked us through their “Big Bets” for the upcoming year. The hot topic was again, mobile. Of course, we all know that mobile searches are growing, but the focus here was on how we approach it and how we educate and prepare our clients on everything from site design to recognising the true value of mobile compared to desktop. User behaviour can vary greatly between devices so it is essential that we understand the user journeys of mobile and desktop separately so that we can evaluate what will benefit our clients most.
Export
Another key talking point was export and shopping. It is important that we always look for new opportunities to find customers for our clients and the key message of the day, especially for retailers, is that there is borderless opportunity for sales. Using Google products such as the Global Market Finder and Google Trends are just two tools that can help determine global demand around keyword groups and identify new audiences to whom you can expand your advertising reach.
All in all, the Google Partners event was interesting, informative and educational. The venue was a fantastic setting in which to meet others in the industry and hear Google’s take on what to prepare for in the coming months. Exciting times!
