Google is updating all the time. All its updates have one goal, that is, to make the users search experience as enjoyable and rewarding as possible. In this presentation (which we did for SES London), we talk through a number of Google changes from the last year, and make some bold predictions for the future.
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The Rapidly Changing Face of Google
1. The Rapidly Changing Face
of Google
Alan Coleman &
Brendan Almack
Wolfgang Digital
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Alan Coleman, CEO
Brendan Almack, Digital Marketer
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@WolfgangDigital
What Makes An Awesome Digital
Marketer?
1. Being First
2. Being Smartest
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How Many AdWords Updates in Q4
2013?
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AdWords Updates
Q4 2013
1.
2.
3.
4.
5.
6.
7.
8.
9.
Estimated Total Conversions
ROAS bidding
Google Shopping Goes Local
Mobile PLA Improvements
Improved Location Targeting
for Int. Searches
New Google Shopping
Campaigns
Ad Rank Improvements
Search Network with Display
Select
Google Shopping in 8 New
Countries
10.
11.
12.
13.
14.
15.
16.
17.
18.
Adwords T&C’s Change
Calls as Conversions
New Opportunities Tab
Google Shopping Images
Upgrade
Google Trusted Stores
Expands
Google Partners Goes Global
AdWords Video:Earned
Actions
Active Views on Display
Engagement Ads
6. London | 10–13 February 2014 | #SESLON | @SESConf
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Change is a Digital Marketer’s Best
Friend
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Or Worst Enemy…
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Remarketing CTRs Over Time
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Product Listing Ads CPCs Over Time
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How Important is Search
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Europeans Love Search
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>10% Market Share
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19. London | 10–13 February 2014 | #SESLON | @SESConf
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“Lob some more pictures on there
lads!”
20. London | 10–13 February 2014 | #SESLON | @SESConf
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3M Study
We Process Images
60,000 x Faster than Text
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“The perfect search engine would understand
exactly what you mean and give back exactly
what you want”
Larry Page
24. London | 10–13 February 2014 | #SESLON | @SESConf
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Google Mantra
“Fast Is Better Than Slow”
25. London | 10–13 February 2014 | #SESLON | @SESConf
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26. London | 10–13 February 2014 | #SESLON | @SESConf
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27. London | 10–13 February 2014 | #SESLON | @SESConf
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Paradigm Shift
28. London | 10–13 February 2014 | #SESLON | @SESConf
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A Picture is worth 1,000 words......and
lots of revenue
29. London | 10–13 February 2014 | #SESLON | @SESConf
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Product Listing Ads
30. London | 10–13 February 2014 | #SESLON | @SESConf
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31. London | 10–13 February 2014 | #SESLON | @SESConf
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Not A Level Playing Field
32. London | 10–13 February 2014 | #SESLON | @SESConf
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33. London | 10–13 February 2014 | #SESLON | @SESConf
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Back in the Game
PLA Campaign Conversion Rate = +130%
34. London | 10–13 February 2014 | #SESLON | @SESConf
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To America...
35. London | 10–13 February 2014 | #SESLON | @SESConf
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Text Ad Phenomenon
• Text Ad CTR (While PLAs Live) = 3.1%
• Text Ad CTR (PLAs Paused) = 1.6%
?
36. London | 10–13 February 2014 | #SESLON | @SESConf
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What the CPC?
+30% in CPC
37. London | 10–13 February 2014 | #SESLON | @SESConf
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Source: 1. Adobe 2. Marin Software
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I’m Not Scared
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It Comes Down To…
Price Competitiveness
Product Image
The Product Data Feed
40. London | 10–13 February 2014 | #SESLON | @SESConf
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Start Labelling
Price Buckets
Profit Margin Buckets
Sale Items
41. London | 10–13 February 2014 | #SESLON | @SESConf
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42. London | 10–13 February 2014 | #SESLON | @SESConf
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43. London | 10–13 February 2014 | #SESLON | @SESConf
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Great User Experience
Great Customer Experience
44. London | 10–13 February 2014 | #SESLON | @SESConf
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Great Customer Experience
45. London | 10–13 February 2014 | #SESLON | @SESConf
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Image Ad Extensions
46. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
47. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
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Our Experience
•
•
•
•
Available to e-commerce & service providers
Precious ad real estate
Impact on CTR (+40%)
User is closer to taking action
49. London | 10–13 February 2014 | #SESLON | @SESConf
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Remember Organic Results?
50. London | 10–13 February 2014 | #SESLON | @SESConf
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50%
50%
51. London | 10–13 February 2014 | #SESLON | @SESConf
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80%
20%
52. London | 10–13 February 2014 | #SESLON | @SESConf
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Source: notprovidedcount.com
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54. London | 10–13 February 2014 | #SESLON | @SESConf
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Old School SEO
55. London | 10–13 February 2014 | #SESLON | @SESConf
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Technological Singularity
56. London | 10–13 February 2014 | #SESLON | @SESConf
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Getting Onboard with Google
57. London | 10–13 February 2014 | #SESLON | @SESConf
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Eric Schmidt,
Google Executive Chairman
“The internet is a cesspool of lies and
misinformation”
58. London | 10–13 February 2014 | #SESLON | @SESConf
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Eric Schmidt,
Google Executive Chairman
“Within search results, information tied to
verified online profiles will be ranked higher
than content without such verification.”
“The true cost of staying anonymous, then,
might be irrelevance.”
59. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Google Authorship
60. London | 10–13 February 2014 | #SESLON | @SESConf
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Click Through Rate
150% lift
61. London | 10–13 February 2014 | #SESLON | @SESConf
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The Future of Keywords
1.
2.
3.
4.
5.
Dynamic Search Ads
Product Listing Ads
Other Feed Based Ads
Hummingbird
The “Thesaurus” Patent
62. London | 10–13 February 2014 | #SESLON | @SESConf
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Noteworthy Also-Rans
63. London | 10–13 February 2014 | #SESLON | @SESConf
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What Do The World’s Hottest Internet
Properties have in Common?
64. London | 10–13 February 2014 | #SESLON | @SESConf
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Personalisation
65. London | 10–13 February 2014 | #SESLON | @SESConf
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Traditional v Digital
Marketing Mindset
66. London | 10–13 February 2014 | #SESLON | @SESConf
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Personalisation: Enhanced Campaigns
67. London | 10–13 February 2014 | #SESLON | @SESConf
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Enhanced Campaigns
Smelt Funny
68. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
New Google Influencing Factor
69. London | 10–13 February 2014 | #SESLON | @SESConf
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Personalisation: Remarketing Lists for
Search Ads
Remarketing lists for search ads allow you tailor
your keyword bids and ad text for your highest
value prospects — people who have visited your
website in the past.
70. London | 10–13 February 2014 | #SESLON | @SESConf
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Remarketing Lists for Search Ads:
A Smart Use
71. London | 10–13 February 2014 | #SESLON | @SESConf
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This Is Semantic Search
Semantic Search =
Personalised Search Results
72. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
73. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
74. London | 10–13 February 2014 | #SESLON | @SESConf
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What Next For Search
75. London | 10–13 February 2014 | #SESLON | @SESConf
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Prediction 1:
Video Ad Extensions
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Prediction 2:
Personalised Search Experience
“The future of search is dictated by the devices
people use to access search and how search
uses those devices to learn about people”.
Amit Singhal, Google VP. SXSW Interactive 2013
77. London | 10–13 February 2014 | #SESLON | @SESConf
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78. London | 10–13 February 2014 | #SESLON | @SESConf
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Life Patterns
79. London | 10–13 February 2014 | #SESLON | @SESConf
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80. London | 10–13 February 2014 | #SESLON | @SESConf
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Prediction 2:
“Google Clairvoyant”
81. London | 10–13 February 2014 | #SESLON | @SESConf
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82. London | 10–13 February 2014 | #SESLON | @SESConf
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83. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
84. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
85. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
86. London | 10–13 February 2014 | #SESLON | @SESConf
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Actionable Insights
1. Use PLAs, Image Extensions & Google Authorship to
improve campaign impact.
2. Outsmart your competition with Product Feed Labels.
3. Get ready for Video ad extensions.
4. Move resources from SEO to PPC.
5. Put a search box on your homepage for greater
keyword visibility.
6. Granular advertising = Personalised communications
7. Use RLSA to manage your Impression Share
8. Familiarise yourself with Google Now.
87. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
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Editor's Notes
Market ShareOutage Birthday
Giving result part of p[uzzle – you understanding result and getting gtoanser is equally important
idiom
Increased monthly sales by 50%
Use both - incremental
Comparison shopping engine Price buckets – adword groupings6 parts of the data feedLook at filters google use and try to use them