July 2018

What’s new in

search

Ann StanleyMD & Founder

A bit about Ann and Anicca

Examples of thebrands we work with

Our Vision and main services

Sharing our digital marketing wisdom to help you and your organisation prosper

EEarned Media

TTechnical Support

✓ Analytics & tracking

✓ Tag management

✓ Data Studio & Dashboards

✓ Feed management

✓ CRM integration

✓ Paid search

✓ Paid display

✓ Paid social

✓ Ecommerce marketing (e.g. Marketplaces)

✓ Traditional & online PR

✓ Social media

✓ Community & reputation management

✓ Influencer outreach

PPaid Media

OOwned Media

✓ Search engine optimisation (SEO)

✓ Content marketing

✓ Email & marketing automation

✓ Social media

SStrategy & Support

✓ Consultancy & strategy

✓ Training, seminars & apprenticeship

✓ Client services & support

Contents• Introduction to search engine marketing

• Updates to Google My Business Pages

• Organic search

• How do search engines work?

• Recent Google updates

• Other developments

• Paid search

• Background to Paid Search

• What’s new in paid ads

• Google marketing Live 2018 - Announcement from 10th July 2018

• Google Ads Integrations

• Analytics dashboards and reporting using Data Studio

Introduction to search engine marketing

Getting found in the search engine resultsThe aim is to increase visibility across both Organic and Paid search channels for highly relevant

product, informational and locational based searches with the aim of generating higher

volumes of leads and sales.

PPC SEO Local

Pay-per-click

text campaigns

(paid ads)

Localised focus for

targeted areas

using free My

Business Pages

(or map listings)

Search engine

optimisation and

Content Marketing

(organic or free

listings)

Product Listing

ads or paid

Shopping ads

PLA

Different types of search results

Pay per click ads

(via Google Ads)

Organic or Natural

search results

Shopping ads

(via Google Ads)

Updates to Google My Business Pages (and local search)

Local map results

Updates

• Questions and answers

• Services field

• Highlight attributes

• Extra descriptions

• More Analytics

• Local ads

• Post content and events

Google My Business Pages dashboard

How do search engines work?

How do search engines work?

A search engine is essentially a very large database containing a record of individual web pages

The mechanics of a search engine can be thought of in terms of these four aspects:

Crawl Index Algorithm Results

Crawling• Spiders/crawlers/bots – all mean the same things

• A tool that is used to crawl the pages on your site

• Follow links from one page to another

• Google bot – mobile and desktop

• You don’t need to submit your site or pages to crawl

but you can

• Blocking bots can prevent pages from being indexed

Indexing• If your pages aren’t indexed they can’t be returned to

users via search engines

• Renders a version of the page just as browsers do

• Takes notes of key signals from the page to understand

the context of the content

• Files your page for each phrase it feels the page is

relevant for

• Increasingly better semantic understanding of things

and their connections

AlgorithmThere are a number of ways Google uses algorithms to

return results in the order they do

• Analyse

• Analyse the users search, the words used, the

context and subject matter

• Match

• Match webpages in the index to the search

query – Context

• Your location, your history, search settings

• Ranking

• Of all the relevant results which are the most

useful to the searcher, are most trustworthy,

freshest, good UX

On-PageThis aspect of SEO is concerned

primarily with the content the

site and how well it is optimised

for relevant keyphrases and

how it provides a good user

experience for visitors

Technical

This aspect of SEO is focussed on

how well search engines spiders

can crawl your site and index

your content

Off-PageThis aspect of SEO is concerned primarily with inbound links from

high quality, relevant sites pointing to your site.

These natural links act as an independent vote of confidence, which helps search engines trust

your website more

Key aspects of a search engine optimisation (SEO) project

Requires your

developer to

make changes

to your site

Work required to earn

links due help increase

the authority of the site

Work required to write

relevant content on our site

and to produce ongoing

content

Content

Tech

PR/Links Social

Paid

Multi-media web

content

Link earning

and

removal

Comms and content

promotionInfluencer marketing Content promotion / content

led influencer outreach

Paid social content

promotion

SEO strategy

development

Paid content

promotion

Content Marketing, merchant and

brand content

What is SEO?

Recent Google updates

Mobile-first indexing• Was rolled out in early 2018

• “Mobile-first indexing means that we’ll use the mobile

version of the content for indexing and ranking”

Google Webmasters Blog, 18th December 2018

• Non-responsive and sites that have a separate mobile

and desktop site likely to see the largest impact

• Responsive sites less likely to see an impact providing

all content shown on desktop is also shown on mobile

• Mobile-first indexing – further reading

HTTPS update

• Since 2014, Google gave a ranking boost for having a secure https site

• This has resulted in a shift in security status

• From July 2018, Google’s Chrome browser will mark non-HTTPS sites as ‘not secure’

Speed update• From July 2018, Google will finally use mobile

page speed as a ranking in their mobile search results

• Use the following link to test your mobile site speed

• https://testmysite.withgoogle.com/intl/en-gb

Other developments

Featured Snippets (position 0)

Voice searchIncrease in voice search and use of assistants

• “There are over one billion voice searches per month. (January 2018)” estimates Alpine.AI

• “Google voice search queries in 2016 are up 35x over 2008” according to Google trends via Search Engine Watch

• “40% of adults now use voice search once per day” according to Location World

• “We estimate that the retail giant (Amazon) has sold 5.1 million of the smart speakers in the U.S since it launched in 2014” according to CIRP via Geekwire.

• Google’s Assistant is now available on more than 400 million devices, including speakers like Google Home, Android phones and tablets, iPhones, headphones, TVs, watches and more

• Results on Google Assistant is normally taken from featured snippet –only 1 result not 10 out of millions

Featured Snippets in voice search

• The Search Analytics

reports can be found

under the

Performance menu

• Up to 16 months of

data (previously 3

months)

New Google Search Console

Background to Paid Search

Digital advertising in the UK – 2017• UK digital ad spend in 2017 reached record

high of £11.55 billion, up 14.33% year-on-year

• Paid search up 16% on a like for like basis at

£5.82 billion (50.3%)

• Social spend is now £2.4 billion (20.1%)

• At £5.20 billion, Smartphone now makes up

45% of all digital

• Smartphone is accounting for 61% of all digital display advertising

• Online video is the largest display format, up

47% year-on-year

• Offline advertising spend in the UK hit a record

high of £22.2bn in 2017, according to the latest figures from the Advertising Association and

Warc Expenditure report (up 4.6%)

• Digital now represents 52% of UK ad spend

Source: www.iabuk.com

User clicks on paid

link, triggering

payment to Google

1

2

Listings dynamically

ordered by a

combination of bid price

& relevancy (4 results at

the top and 3 at the

bottom)

User submits search

(Keyphrase)

3

The Pay Per Click Process

Creating the

Campaigns

Keywords & Ads

Landing pages

Other ad types

Campaign

Settings

Budgets

Targeting & location

Devices & schedule

Optimising the

Campaign

Bidding & positions

CTR & Quality Score

Conversions optimisation

Types of Pay Per Click campaigns

• Text ad campaigns across Google, Bing and other

search engines

• Shopping ads in Google and Bing (ecommerce

only)

• Remarketing campaigns (your audience are

shown targeted ads after visiting your site)

• Display Marketing (text or image ads on other

peoples’ sites)

• Gmail Ad campaigns (ads in your Gmail)

• YouTube ads (image or video ads next to or in

videos on YouTube)

• Paid social ads (or in conjunction with paid search

remarketing (“Honeypots”)

What’s new in paid ads

Recent innovations - Triple A

• Assets

• Responsive ads - smart ads

• New Trueview video ads

• Audience

• Customer Intent audiences and remarketing

• Automation (machine learning)

• Automated bidding options (Smart bidding)

• Smart ads – machine learning – automatically created

• Smart shopping – auto-bidding and dynamic remarketing

Focus on Audiences• By using the different Audience and remarketing techniques available to us we

would work to re-engage and expand users at all stages of their journey

Types of Audience Targeting

Affinity Audiences

• Built for companies currently running TV advertising. Allow you to expand the reach of that campaign through an online presence

Custom Affinity Audiences

• Create audiences that are more tailored to your businesses. You can use a combination of interests which are entered as keywords and URLs of website your audience may show an interest in

Life Events (new)

• Can be used across YouTube and Gmail to connect with users at important life milestones such as getting married or graduating university

In-Market Audiences

• Find customers who are actively researching and in the market for your product or service

Custom Intent

• Define and reach the ideal audience for your business as they are making a purchasing decision

Remarketing

• Reach people who have previously visited your website

Remarketing and retargeting techniques

• There are a number of remarketing techniques available, including:

• Display remarketing – when your ads are shown on other peoples sites (Google and other ad serving networks)

• Dynamic remarketing – where the product you viewed is displayed in the ad from Google, Facebook, Criteo etc (requires a product feed)

• Remarketing for search (RLSA) when your search ad or bid is higher when previous visitors search (Google) – for example use with expensive, competitor or generic phrases

• Social retargeting (e.g. Facebook Custom audiences) where you load Pixel on your site and show your ads to previous visitors in their social newsfeed

• When you load up your database of your email contacts -Customer match (Google), Custom audiences (Facebook), Matched audience (LinkedIn), Tailored audience (Twitter)

• Lookalike or Similar audience – finding a new group of users that are similar to one of the above (e.g. previous customers)

Multi-channels remarketing using ‘Honeypots’

Visitor Returns & Converts

User Searches & Clicks On Your Ad

Honeypot Content on Your Site

Ad Shown To Target Audience

Remarketing

lists created

in Analytics

Users can be

qualified and

bids adjusted

Ads attract users

to your site (feeds

the funnel)

Returning users

more likely to

convert

Original sources of

traffic

Source Of

TrafficTag Visitors &

Create listsConversion On Your

Site

Remarketing in

AdWords• Leverage the low cost

nature of paid social to

increase the size of website

remarketing pools

• Benefits of this technique:• Allows your PPC teams to

target high cost, low

ROAS unbranded

keywords through user

qualification and bid

adjustment

• Increases CTR and AOV

• Platforms:• Facebook

• Instagram

• Twitter

• Pinterest

Announcement from 10th July 2018

AdWords is now Google Ads

Small Business Ads

Double Click and the Paid “360” products

merge to become

Google Ads Integrations

Salesforce integrated with Google ads

• Import Salesforce data directly into Google Ads to track leads through the purchase funnel

• Understand how your Google Ads investment translates through the purchase funnel

• Helps with optimisation – some keywords may appear to drive registrations but these users may never complete the purchase

• GCLID information will be passed from Google Ads into Salesforce to enabling the tracking of each lead

• You can record conversions for different stages in the lead funnel

• Use Data Studio to provide integrated reports based on Analytics data for individually tracked users

Automatic feed creation and set-up of shopping ads in Shopify

• New shopping feed creation by crawling your site –available soon

• New Smart Shopping ads

• Auto-feed

• Bidding based on objectives (machine learning)

• Includes dynamic remarketing

• Shopping ads appearing across multiple placements

• New integration with Shopify – shopping ads created in Shopify

Analytics dashboards and reporting using Data Studio

Data Studio Dashboard

• Easy visualisation and reporting of your website data in one place

• Turn your data into informative dashboards

• Community connectors to non-Google data sources

• Report on metrics such as

• Website content

• Channel performance

• Audiences

• Browsers and devices

• Page speed metrics

Anicca Promotions

Analysis

Audience

Aims

Assets

Awareness

Acquisition

Actions

Assessment

Attention/ Retention

Advocacy Anicca’s A10

Digital

Marketing

Framework

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Any Questions?

ann@anicca.co.uk