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Drink Digital Nov 2016 Updates

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What's been happening in the last couple of months (Sept/Oct 2016) in SEO and PPC. Originally delivered at the Drink Digital event in Nottingham on 3/11/16.

Published in: Marketing
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Drink Digital Nov 2016 Updates

  1. 1. What’s Been Going On?
  2. 2. Rich Cards
  3. 3. Rich Cards • Currently applies to recipes & movies • Requires additional structured data mark up • In testing: “Actions” for local businesses, music, TV & movies https://developers.google.com/search/docs/guides/mark-up-content
  4. 4. Rich Cards
  5. 5. Reviews
  6. 6. Mobile SERP “App” Experience
  7. 7. Mobile SERP “App”
  8. 8. Games
  9. 9. Mobile Interstitial Penalty
  10. 10. Click To Message Ads
  11. 11. Demographics For Search Ads • Age • Gender • Display & Video only: Parental Status • Video only: Household income (US only)
  12. 12. Expanded Text Ads • Two headlines: 30 characters each • One description line: 80 characters • Automatically uses Final URL domain for Display URL • Allows two “Path” fields: domain/path/path • Standard text ads continue to display • 31st January cut-off for creating/editing • Ensure you test Expanded vs. Standard • Check ad extensions vs. new ad copy
  13. 13. Campaign Groups & Performance Targets
  14. 14. Campaign Groups & Performance Targets
  15. 15. Campaign Groups & Performance Targets
  16. 16. Image Search Shopping Ads • Mobile-only (currently US) • Ads automatically eligible when using Google Search Network
  17. 17. Showcase Shopping Ads • Appears for broad searches • Only charged if a user clicks on a product ad • Premium feature to be rolled out allowing retailers to brand the page
  18. 18. Shop The Look • Images from trusted partners • US-only & mobile-only at present • Automatic inclusion for clothing & home décor advertisers using Shopping ads

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