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.
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
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
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