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.

2. What’s Been Going On?

3. Rich Cards

4. 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

5. Rich Cards

6. Reviews

7. Mobile SERP “App” Experience

8. Mobile SERP “App”

9. Games

10. Mobile Interstitial Penalty

11. Click To Message Ads

12. Demographics For Search Ads
• Age
• Gender
• Display & Video only: Parental Status
• Video only: Household income (US only)

13. 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

14. Campaign Groups & Performance Targets

15. Campaign Groups & Performance Targets

16. Campaign Groups & Performance Targets

17. Image Search Shopping Ads
• Mobile-only (currently US)
• Ads automatically eligible when
using Google Search Network

18. 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

19. Shop The Look
• Images from trusted partners
• US-only & mobile-only at
present
• Automatic inclusion for clothing
& home décor advertisers using
Shopping ads