Advertisers have seen many big updates from Google over the past year, yet the most impactful updates may well have been the least publicized. All paid search managers would love to think that the success or failure of their programs hinges on their hard work and brilliant strategies, but sometimes the most significant factors happen behind the scenes. Silent but deadly.
With the Olympics well underway, Google is rolling out a new Trends hub to give folks a bit more insight into what people are searching during the global athletics event. The Trends hub will let users view the trends happening around each sport, as well as general search trends like “Where is the Olympic Torch?” No special talents needed.
Facebook is preparing to enter the search advertising business supported by the company's more than 2 billion daily searches. During their second-quarter earnings call, CEO Mark Zuckerberg called out three stages of the strategy. Today, Zuckerberg believes Facebook sits firmly in the second phase: the ability to search for people, pages and groups. The third stage will likely focus on commercial and monetizable search features. The beast gets bigger.
Google will remain the dominant player in worldwide search ad spending. The company will capture $47.57 billion in search ad revenues in 2016, or 55.2% of the search ad market worldwide, eMarketer estimates. Don't stop, get it get it.
If recent accounts on the rise of voice search are anything to go by, the volume of long-tailed queries with more natural language and searches with a question is heading nowhere but up and to the right. This, the argument goes, should in turn impact our digital strategy as we account for the differences in typed search vs. voice search. But retailers, don’t go changing your paid search practices just yet; not much is going to change. Stay calm and continue optimizing.
Google’s data team aggregated search queries that started with “how to spell,” then identified which word was Googled most frequently in every state. While a few states struggle with the same words—desert and cancelled were the most common—others were unique to individual states. For example, Minnesotans apparently have a tough time spelling broccoli, while Ohioans can’t spell banana. And here I thought it would be a their, they're, there issue.
Yesterday, Google announced broad changes to advertising with them; from how text and display ads will work to the way advertisers can optimize campaigns. Now optimized for screen sizes of the most popular smartphones, display ads will be responsive and search campaigns will allow for longer text ads, keyword bid adjustments by device type, and an increase in local search ads on Google Maps. The importance of mobile search is growing.
A new test conducted by Yahoo and Nielsen Catalina Solutions showed that people searching for yogurt-related terms who were served up Chobani advertising actually bought 9% more of the Greek yogurt than those who did not see the ads. The test was designed to match households from their use of the Yahoo search engine through to actual grocery store checkouts, going well beyond just tracking if someone clicked on an ad. Read more about the test campaign here.
As traditional advertising loses its ability to get our attention and persuade us to choose one brand over another in these contexts, PR, social and search have become the primary tools to answer those questions; talking through people we respect and putting information in the right context to avoid the need for interruption in the first place. Not to mention the most important factor: Designing a connected brand experience that creates a seamless journey from purchase to loyalty and recommendation. Getting attention and persuasion to take care of themselves
Noticing a 50% increase in travel-related queries on mobile phones in 2015, Google has released a new search feature designed to help plan your next vacation from the palm of your hand. Your next vacation is just 1 search away.