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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
@WolfgangDigital
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
@WolfgangDigital
Change is a Digital Marketer’s Best Friend
London | 10–13 February 2014 | #SESLON | @SESConf
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Or Worst Enemy…
London | 10–13 February 2014 | #SESLON | @SESConf
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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
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How Important is Search
London | 10–13 February 2014 | #SESLON | @SESConf
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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
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50%
50%
London | 10–13 February 2014 | #SESLON | @SESConf
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20%
80%
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 Rate150% lift
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
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
@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 CampaignsSmelt 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 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
@WolfgangDigital
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