What's New In Search? Presentation by Ann Stanley at Every Second Wednesday 12/06/2013
49
1 @annstanley What’s new in Google? By Ann Stanley [email protected] Experts in the Science of Search
-
Upload
ann-stanley -
Category
Business
-
view
675 -
download
0
description
What's new in search? What has Google changed to effect your search rankings?
Transcript of What's New In Search? Presentation by Ann Stanley at Every Second Wednesday 12/06/2013
2
@annstanley
Growth in Digital
IAB/PwC - Total Market Size First Half 2012 (Oct 2012)• Digital Ad spend in H1 2012 reached £2,591 million (£2.6 billion); this is a
record• Spending on digital advertising grew by 12.6% year on year.
AA/Warc Expenditure Report (Jan 2013)• The size of the annual UK online advertising market is expected to reach
£5.3bn (year ending 2012), more than 31% of all UK advertising • Q3 growth still at 10% (year on year)
3
@annstanley
The importance of search!£1,527 million was spent on search in the first half of 2012. Source: IAB/PcW
Advertising spend by cat-egory
SearchDisplayClassifiedOthers
Google?
4
@annstanley
Google results for [luggage]
Pay per click ads
Pay per click ads
Organic or natural search results
Product Listing ads
Local business listings
15
@annstanley
Penguin 2.0 Update – What to be aware of?
Links should be a by-product of great content and should not be obtained ‘unnaturally’ - the emphasis is on quality over quantity.
Websites should stay away from:• Paid advertorials• Link exchange networks• Over-using exact match anchor text for generic keywords• Poor quality outreach campaigns
If you have been hit:• Scrutinise your backlink profile. Identify, isolate then remove bad links
that could be coming from spammy domains • Perform disavow requests for even bad links that you have already
removed• Resubmit your site to Google for reconsideration• Re-build your link profile with good links from reputable sites
16
@annstanley
Don’t forget about Panda!
• Google Panda’s latest update seemed to have hit in March, but Google did not confirm this as Panda is now incorporated into Google’s indexing processes, which means penalties are less noticeable than they were previously
• Websites should display unique content and not duplicate mass-produced content
• All poor quality content should be separated then blocked from crawlers
17
@annstanley
Good and Bad Merchants
• There was talk at the SXSW Conference of a potential update that would make it difficult for bad merchants to rank highly in Google’s search results.
• Google already have in place a system that penalises bad merchants which uses reviews as a signal, but with the increasing number of fake reviews, Google is in search of other, more reliable signals to distinguish bad merchants from good ones.
• Google is looking to bring its Trusted Stores programme to the UK later this year after the service has proved highly popular in the US.
20
@annstanley
What are new enhanced ads?
• Designed by Google to help better manage campaigns and budgets for a multi-device world. Note: Universal Analytics will be able to track across these devices
• Allow you to manage bids across devices, locations, and time of day - all from a single campaign
• Count Phone calls and App downloads as conversions in AdWords
• Google will automatically be upgrading all AdWords campaigns to enhanced campaigns starting on July 22, 2013.
• There is now an upgrade centre to make upgrading to enhanced campaigns easier http://adwords.blogspot.co.uk/2013/04/upgrade-to-enhanced-campaigns-more.html
24
@annstanley
Sitelinks
• Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that
occurred on any part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad.
• Data retention: Edit your Sitelink extension without resetting its performance statistics.
• Customised Sitelinks for mobile• Scheduling with start and end dates
26
@annstanley
The controversy – Mobile campaigns
• Simpler to set-up but:• Can’t have separate campaigns for each
device - what about mobile only campaigns for mobile sites?
• Bid modifier only for mobiles (-100 to +300%)• Lack of control e.g. tablet specific campaigns,
bid modification at ad group not keyword level• Expected to lead to bid inflation, as everyone is
forced to use mobile• You can have preferred ad for mobile, but you
have to manually select ad in each ad group
28
@annstanley
Social extensions
Don’t forget the SEO importance of every connection or post in Google +
30
@annstanley
• Most advertisers do not have access to this extension, because it is still in beta
Communication extension – beta test
38
@annstanley
Call Extension data
New enhanced ads have Google call forwarding (for free) and additional features
40
@annstanley
Summary of different shopping results in Google
Keywords =Luggage
Organic shopping results
(Merchant Centre)
AdWords Products ad extension
Product Listing ads
Map and Local listings
43
@annstanley
3) Analytics/AdWords integration(Tracking and reporting)
44
@annstanley
Dynamic PPC script with conversion value
The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php
46
@annstanley
Conversions Attribution – top paths leading to a sale
Last click before a conversion
Assisted click – in conversion path
Note: New screen in Analytics is now in B & W
47
@annstanley
Integration of channels (last click vs. assisted click)
48
@annstanley
Call tracking & optimisation˃ Call tracking software is now available to
determine the keywords that triggered a phone call from your website
˃ Ideal for sites where conversions are also taken over the phone as well as online
˃ Dynamic code is added to your website, which generates unique phone numbers every visit
˃ If the number is called it is redirected to your normal phone number, with the option to record the call
˃ The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics
˃ A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”
49
@annstanley
Our labs!
• AdWords Scripts• Landing page testing (Optimizely)• Integrated Analytics & AdWords
Reporting • PPC Competitor analysis• SEO links/site authority reporting• Ecommerce – New PrestaShop plug-
ins
50
@annstanley
Thank you!
PS. We like working with other agencies!
