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The Rapidly Changing Face of Google

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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 Alan Coleman & Brendan Almack Wolfgang Digital London • 10–13 February 2014 • #SESLON @SESConf
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Alan Coleman, CEO Brendan Almack, Digital Marketer
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Makes An Awesome Digital Marketer? 1. Being First 2. Being Smartest
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Many AdWords Updates in Q4 2013?
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Change is a Digital Marketer’s Best Friend
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Or Worst Enemy…
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remarketing CTRs Over Time
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads CPCs Over Time
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Important is Search
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Europeans Love Search
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital >10% Market Share
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital “Lob some more pictures on there lads!”
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 3M Study We Process Images 60,000 x Faster than Text
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital “The perfect search engine would understand exactly what you mean and give back exactly what you want” Larry Page
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Google Mantra “Fast Is Better Than Slow”
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Paradigm Shift
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital A Picture is worth 1,000 words......and lots of revenue
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Not A Level Playing Field
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Back in the Game PLA Campaign Conversion Rate = +130%
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital To America...
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Text Ad Phenomenon • Text Ad CTR (While PLAs Live) = 3.1% • Text Ad CTR (PLAs Paused) = 1.6% ?
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What the CPC? +30% in CPC
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: 1. Adobe 2. Marin Software
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital I’m Not Scared
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital It Comes Down To…  Price Competitiveness  Product Image  The Product Data Feed
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Start Labelling  Price Buckets  Profit Margin Buckets  Sale Items
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great User Experience Great Customer Experience
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great Customer Experience
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Image Ad Extensions
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Our Experience • • • • Available to e-commerce & service providers Precious ad real estate Impact on CTR (+40%) User is closer to taking action
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remember Organic Results?
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 50% 50%
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 80% 20%
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: notprovidedcount.com
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Old School SEO
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Technological Singularity
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Getting Onboard with Google
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Eric Schmidt, Google Executive Chairman “The internet is a cesspool of lies and misinformation”
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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.”
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Google Authorship
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Click Through Rate 150% lift
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital The Future of Keywords 1. 2. 3. 4. 5. Dynamic Search Ads Product Listing Ads Other Feed Based Ads Hummingbird The “Thesaurus” Patent
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Noteworthy Also-Rans
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Do The World’s Hottest Internet Properties have in Common?
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Traditional v Digital Marketing Mindset
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation: Enhanced Campaigns
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Enhanced Campaigns Smelt Funny
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital New Google Influencing Factor
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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.
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remarketing Lists for Search Ads: A Smart Use
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital This Is Semantic Search Semantic Search = Personalised Search Results
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Next For Search
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 1: Video Ad Extensions
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Life Patterns
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 2: “Google Clairvoyant”
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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.
London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Want to come to Dublin? We’re Hiring!!!! Wolfgang Digital’s Digital Digest Sign up on our website or leave your business card!

More Related Content

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
  • 3. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Makes An Awesome Digital Marketer? 1. Being First 2. Being Smartest
  • 4. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Many AdWords Updates in Q4 2013?
  • 5. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital Change is a Digital Marketer’s Best Friend
  • 7. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Or Worst Enemy…
  • 8. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remarketing CTRs Over Time
  • 9. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads CPCs Over Time
  • 10. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Important is Search
  • 11. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Europeans Love Search
  • 12. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 13. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital >10% Market Share
  • 14. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 15. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 16. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 17. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 18. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 19. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital “Lob some more pictures on there lads!”
  • 20. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 21. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 3M Study We Process Images 60,000 x Faster than Text
  • 22. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 23. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital “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 @WolfgangDigital Google Mantra “Fast Is Better Than Slow”
  • 25. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 26. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 27. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Paradigm Shift
  • 28. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital A Picture is worth 1,000 words......and lots of revenue
  • 29. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads
  • 30. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 31. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Not A Level Playing Field
  • 32. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 33. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Back in the Game PLA Campaign Conversion Rate = +130%
  • 34. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital To America...
  • 35. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital What the CPC? +30% in CPC
  • 37. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: 1. Adobe 2. Marin Software
  • 38. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital I’m Not Scared
  • 39. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital It Comes Down To…  Price Competitiveness  Product Image  The Product Data Feed
  • 40. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Start Labelling  Price Buckets  Profit Margin Buckets  Sale Items
  • 41. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 42. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 43. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great User Experience Great Customer Experience
  • 44. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great Customer Experience
  • 45. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Image Ad Extensions
  • 46. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 47. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 48. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital Remember Organic Results?
  • 50. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 50% 50%
  • 51. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 80% 20%
  • 52. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: notprovidedcount.com
  • 53. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 54. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Old School SEO
  • 55. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Technological Singularity
  • 56. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Getting Onboard with Google
  • 57. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Eric Schmidt, Google Executive Chairman “The internet is a cesspool of lies and misinformation”
  • 58. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital Click Through Rate 150% lift
  • 61. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital Noteworthy Also-Rans
  • 63. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Do The World’s Hottest Internet Properties have in Common?
  • 64. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation
  • 65. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Traditional v Digital Marketing Mindset
  • 66. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation: Enhanced Campaigns
  • 67. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital 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 @WolfgangDigital Remarketing Lists for Search Ads: A Smart Use
  • 71. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital What Next For Search
  • 75. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 1: Video Ad Extensions
  • 76. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 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 @WolfgangDigital
  • 78. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Life Patterns
  • 79. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 80. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 2: “Google Clairvoyant”
  • 81. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 82. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
  • 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 @WolfgangDigital 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 Want to come to Dublin? We’re Hiring!!!! Wolfgang Digital’s Digital Digest Sign up on our website or leave your business card!

Editor's Notes

  1. Market ShareOutage Birthday
  2. Giving result part of p[uzzle – you understanding result and getting gtoanser is equally important
  3. idiom
  4. Increased monthly sales by 50%
  5. Use both - incremental
  6. Comparison shopping engine Price buckets – adword groupings6 parts of the data feedLook at filters google use and try to use them
  7. Pull them back in