0
The Rapidly Changing Face
of Google
Alan Coleman &
Brendan Almack
Wolfgang Digital

London • 10–13 February 2014 • #SESLON...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Alan Coleman, CEO
Brendan Almack, Digital Marketer
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

What Makes An Awesome Digital
Marketer?
1. Being First...
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.
2.
3.
4.
5.
6.

7.
8.
9.

E...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Change is a Digital Marketer’s Best
Friend
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Or Worst Enemy…
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

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
@WolfgangDigital

How Important is Search
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

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 wh...
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 revenu...
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...
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 Im...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Start Labelling

 Price Buckets
 Profit Margin Bucke...
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 & serv...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Remember Organic Results?
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

50%
50%
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

80%

20%
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 ...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Eric Schmidt,
Google Executive Chairman
“Within search...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Google Authorship
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Click Through Rate
150% lift
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

The Future of Keywords
1.
2.
3.
4.
5.

Dynamic Search ...
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 i...
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 Campaigns
Smelt 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
Rema...
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...
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 futu...
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 Insights
1. Use PLAs, Image Extensions & Go...
London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital

Want to come to Dublin?
We’re Hiring!!!!
Wolfgang Digi...
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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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  • Market ShareOutage Birthday
  • Giving result part of p[uzzle – you understanding result and getting gtoanser is equally important
  • idiom
  • Increased monthly sales by 50%
  • Use both - incremental
  • Comparison shopping engine Price buckets – adword groupings6 parts of the data feedLook at filters google use and try to use them
  • Pull them back in
  • Transcript of "The Rapidly Changing Face of Google"

    1. 1. The Rapidly Changing Face of Google Alan Coleman & Brendan Almack Wolfgang Digital London • 10–13 February 2014 • #SESLON @SESConf
    2. 2. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Alan Coleman, CEO Brendan Almack, Digital Marketer
    3. 3. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Makes An Awesome Digital Marketer? 1. Being First 2. Being Smartest
    4. 4. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Many AdWords Updates in Q4 2013?
    5. 5. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital AdWords Updates Q4 2013 1. 2. 3. 4. 5. 6. 7. 8. 9. Estimated Total Conversions ROAS bidding Google Shopping Goes Local Mobile PLA Improvements Improved Location Targeting for Int. Searches New Google Shopping Campaigns Ad Rank Improvements Search Network with Display Select Google Shopping in 8 New Countries 10. 11. 12. 13. 14. 15. 16. 17. 18. Adwords T&C’s Change Calls as Conversions New Opportunities Tab Google Shopping Images Upgrade Google Trusted Stores Expands Google Partners Goes Global AdWords Video:Earned Actions Active Views on Display Engagement Ads
    6. 6. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Change is a Digital Marketer’s Best Friend
    7. 7. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Or Worst Enemy…
    8. 8. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remarketing CTRs Over Time
    9. 9. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads CPCs Over Time
    10. 10. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital How Important is Search
    11. 11. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Europeans Love Search
    12. 12. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    13. 13. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital >10% Market Share
    14. 14. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    15. 15. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    16. 16. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    17. 17. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    18. 18. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    19. 19. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital “Lob some more pictures on there lads!”
    20. 20. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    21. 21. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 3M Study We Process Images 60,000 x Faster than Text
    22. 22. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    23. 23. 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
    24. 24. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Google Mantra “Fast Is Better Than Slow”
    25. 25. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    26. 26. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    27. 27. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Paradigm Shift
    28. 28. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital A Picture is worth 1,000 words......and lots of revenue
    29. 29. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Product Listing Ads
    30. 30. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    31. 31. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Not A Level Playing Field
    32. 32. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    33. 33. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Back in the Game PLA Campaign Conversion Rate = +130%
    34. 34. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital To America...
    35. 35. 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% ?
    36. 36. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What the CPC? +30% in CPC
    37. 37. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: 1. Adobe 2. Marin Software
    38. 38. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital I’m Not Scared
    39. 39. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital It Comes Down To…  Price Competitiveness  Product Image  The Product Data Feed
    40. 40. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Start Labelling  Price Buckets  Profit Margin Buckets  Sale Items
    41. 41. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    42. 42. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    43. 43. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great User Experience Great Customer Experience
    44. 44. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Great Customer Experience
    45. 45. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Image Ad Extensions
    46. 46. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    47. 47. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    48. 48. 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
    49. 49. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remember Organic Results?
    50. 50. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 50% 50%
    51. 51. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital 80% 20%
    52. 52. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Source: notprovidedcount.com
    53. 53. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    54. 54. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Old School SEO
    55. 55. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Technological Singularity
    56. 56. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Getting Onboard with Google
    57. 57. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Eric Schmidt, Google Executive Chairman “The internet is a cesspool of lies and misinformation”
    58. 58. 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.”
    59. 59. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Google Authorship
    60. 60. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Click Through Rate 150% lift
    61. 61. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital The Future of Keywords 1. 2. 3. 4. 5. Dynamic Search Ads Product Listing Ads Other Feed Based Ads Hummingbird The “Thesaurus” Patent
    62. 62. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Noteworthy Also-Rans
    63. 63. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Do The World’s Hottest Internet Properties have in Common?
    64. 64. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation
    65. 65. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Traditional v Digital Marketing Mindset
    66. 66. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Personalisation: Enhanced Campaigns
    67. 67. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Enhanced Campaigns Smelt Funny
    68. 68. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital New Google Influencing Factor
    69. 69. 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.
    70. 70. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Remarketing Lists for Search Ads: A Smart Use
    71. 71. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital This Is Semantic Search Semantic Search = Personalised Search Results
    72. 72. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    73. 73. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    74. 74. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital What Next For Search
    75. 75. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 1: Video Ad Extensions
    76. 76. 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
    77. 77. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    78. 78. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Life Patterns
    79. 79. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    80. 80. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Prediction 2: “Google Clairvoyant”
    81. 81. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    82. 82. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    83. 83. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    84. 84. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    85. 85. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital
    86. 86. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Actionable Insights 1. 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 communications 7. Use RLSA to manage your Impression Share 8. Familiarise yourself with Google Now.
    87. 87. London | 10–13 February 2014 | #SESLON | @SESConf @WolfgangDigital Want to come to Dublin? We’re Hiring!!!! Wolfgang Digital’s Digital Digest Sign up on our website or leave your business card!
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