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.

1. The Rapidly Changing Face
of Google
Alan Coleman &
Brendan Almack
Wolfgang Digital
London • 10–13 February 2014 • #SESLON @SESConf

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

3. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
What Makes An Awesome Digital
Marketer?
1. Being First
2. Being Smartest

4. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
How Many AdWords Updates in Q4
2013?

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

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

8. London | 10–13 February 2014 | #SESLON | @SESConf
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Remarketing CTRs Over Time

9. London | 10–13 February 2014 | #SESLON | @SESConf
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Product Listing Ads CPCs Over Time

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

11. London | 10–13 February 2014 | #SESLON | @SESConf
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Europeans Love Search

12. London | 10–13 February 2014 | #SESLON | @SESConf
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13. London | 10–13 February 2014 | #SESLON | @SESConf
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>10% Market Share

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

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

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

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

19. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
“Lob some more pictures on there
lads!”

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

21. London | 10–13 February 2014 | #SESLON | @SESConf
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3M Study
We Process Images
60,000 x Faster than Text

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

23. London | 10–13 February 2014 | #SESLON | @SESConf
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“The perfect search engine would understand
exactly what you mean and give back exactly
what you want”
Larry Page

24. London | 10–13 February 2014 | #SESLON | @SESConf
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Google Mantra
“Fast Is Better Than Slow”

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

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

27. London | 10–13 February 2014 | #SESLON | @SESConf
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Paradigm Shift

28. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
A Picture is worth 1,000 words......and
lots of revenue

29. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Product Listing Ads

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

31. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Not A Level Playing Field

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

33. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Back in the Game
PLA Campaign Conversion Rate = +130%

34. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
To America...

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. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
What the CPC?
+30% in CPC

37. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Source: 1. Adobe 2. Marin Software

38. London | 10–13 February 2014 | #SESLON | @SESConf
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I’m Not Scared

39. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
It Comes Down To…
 Price Competitiveness
 Product Image
 The Product Data Feed

40. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Start Labelling
 Price Buckets
 Profit Margin Buckets
 Sale Items

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

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

43. London | 10–13 February 2014 | #SESLON | @SESConf
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Great User Experience
Great Customer Experience

44. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Great Customer Experience

45. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Image Ad Extensions

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

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

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

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

51. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
80%
20%

52. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Source: notprovidedcount.com

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

54. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Old School SEO

55. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Technological Singularity

56. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Getting Onboard with Google

57. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Eric Schmidt,
Google Executive Chairman
“The internet is a cesspool of lies and
misinformation”

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

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

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. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Noteworthy Also-Rans

63. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
What Do The World’s Hottest Internet
Properties have in Common?

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

65. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Traditional v Digital
Marketing Mindset

66. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Personalisation: Enhanced Campaigns

67. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Enhanced Campaigns
Smelt Funny

68. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
New Google Influencing Factor

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. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Remarketing Lists for Search Ads:
A Smart Use

71. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
This Is Semantic Search
Semantic Search =
Personalised Search Results

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

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

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@WolfgangDigital
What Next For Search

75. London | 10–13 February 2014 | #SESLON | @SESConf
@WolfgangDigital
Prediction 1:
Video Ad Extensions

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

78. London | 10–13 February 2014 | #SESLON | @SESConf
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Life Patterns

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

80. London | 10–13 February 2014 | #SESLON | @SESConf
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Prediction 2:
“Google Clairvoyant”

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

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