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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London • 10–13 February 2014 • #SESLON @SESConf

The Rapidly Changing Face of GoogleAlan Coleman &Brendan AlmackWolfgang Digital

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

Alan Coleman, CEOBrendan Almack, Digital Marketer

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

What Makes An Awesome Digital Marketer?

1. Being First2. Being Smartest

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

How Many AdWords Updates in Q4 2013?

London | 10–13 February 2014 | #SESLON | @SESConf

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AdWords Updates Q4 2013

1. Estimated Total Conversions2. ROAS bidding3. Google Shopping Goes Local4. Mobile PLA Improvements5. Improved Location Targeting for

Int. Searches6. New Google Shopping Campaigns7. Ad Rank Improvements8. Search Network with Display

Select9. Google Shopping in 8 New

Countries

10. Adwords T&C’s Change11. Calls as Conversions12. New Opportunities Tab13. Google Shopping Images

Upgrade14. Google Trusted Stores

Expands15. Google Partners Goes Global16. AdWords Video:Earned

Actions17. Active Views on Display18. Engagement Ads

London | 10–13 February 2014 | #SESLON | @SESConf

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Change is a Digital Marketer’s Best Friend

London | 10–13 February 2014 | #SESLON | @SESConf

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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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@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

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“Lob some more pictures on there lads!”

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

London | 10–13 February 2014 | #SESLON | @SESConf

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3M Study

We Process Images 60,000 x Faster than Text

London | 10–13 February 2014 | #SESLON | @SESConf

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“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

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Google Mantra

“Fast Is Better Than Slow”

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@WolfgangDigital

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Paradigm Shift

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A Picture is worth 1,000 words......and lots of revenue

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Product Listing Ads

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@WolfgangDigital

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

Not A Level Playing Field

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@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

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To America...

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@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

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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

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Start Labelling

Price Buckets Profit Margin Buckets Sale Items

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@WolfgangDigital

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Great User Experience

Great Customer Experience

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Great Customer Experience

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@WolfgangDigital

Image Ad Extensions

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@WolfgangDigital

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

London | 10–13 February 2014 | #SESLON | @SESConf

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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

London | 10–13 February 2014 | #SESLON | @SESConf

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Remember Organic Results?

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50%

50%

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20%

80%

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Source: notprovidedcount.com

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Old School SEO

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Technological Singularity

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Getting Onboard with Google

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Eric Schmidt, Google Executive Chairman

“The internet is a cesspool of lies and misinformation”

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.”

London | 10–13 February 2014 | #SESLON | @SESConf

@WolfgangDigital

Google Authorship

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Click Through Rate150% lift

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The Future of Keywords

1. Dynamic Search Ads2. Product Listing Ads3. Other Feed Based Ads4. Hummingbird5. The “Thesaurus” Patent

London | 10–13 February 2014 | #SESLON | @SESConf

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Noteworthy Also-Rans

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What Do The World’s Hottest Internet Properties have in Common?

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Personalisation

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Traditional v Digital Marketing Mindset

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Personalisation: Enhanced Campaigns

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Enhanced CampaignsSmelt Funny

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New Google Influencing Factor

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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.

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Remarketing Lists for Search Ads: A Smart Use

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This Is Semantic Search

Semantic Search = Personalised Search Results

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What Next For Search

http://www.wolfgangdigital.com/blog/digital-marketing/2014-year-video-video/

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

London | 10–13 February 2014 | #SESLON | @SESConf

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Life Patterns

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Prediction 2:“Google Clairvoyant”

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Actionable Insights1. 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 communications7. Use RLSA to manage your Impression Share8. Familiarise yourself with Google Now.

London | 10–13 February 2014 | #SESLON | @SESConf

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