Google Instant: Why are PPC/SEO Advertisers not happy?

You must have already heard of Google's largely buzzed (already revealed) "streaming" or "real-time" search engine - Google Instant. What it mainly does is that it shows automatically updated results with each letter typed - and that's the big web hit at the moment or, as many regard it: the end of "Search" button.. Would that be the case or not, I'm more interested now in the effect it may have over PPC/SEO tactics the online advertisers are working on.

Firstly, let's see how Google markets their new search revelation:

YouTube Release

Obviously, Google's main rationale behind it is their main USP - relevance, saying that the benefits are:

Faster Searches: By predicting your search and showing results before you finish typing, Google Instant can save 2-5 seconds per search.

Smarter Predictions: Even when you don’t know exactly what you’re looking for, predictions help guide your search.

On the other hand - what Google Instant also does - apearantly not by chance:) is drives a lot of traffic for generic terms, and thus, receives more money per each click, which costs are being increased significantly.. So, what is,in fact, Google Instant? A new & extremely smart revenue model?

Definitely! And thus - when Google makes more money - advertisers pay more and thus, they are unhappy for major implied reasons are:


1. Although Google Instant won't affect the methodology behind ads' dispay, the search results - for SEO (and related ads) will now be shown on each new "predicted query".

For example, if someone types "de" into Google, an algorithm predicts that the user is searching for "debenhams" (the predicted query) instead the intended "dell" for instance.That's why the search listings and ads will all be connected to "debenhams" - quite an unexpected volume of traffic for the advertiser,right?

Important: These results will continue to show unless the next letters that the user types lead to a different predicted query.


2. The impressions will now be counted when:

- The user inserts in the search box a particular query by clicking the Search button, pressing Enter or selecting one of the predicted queries;

- The user starts typing a query on Google and clicks anywhere on the page (an ad, a search result, a spell correction, a related search);
And even - when the user stops typing, due to the results are displayed for a minimum of 3 seconds!!

Expected implications?

Firstly - Traffic/Impressions increase, while CTR/QS may drop

Also - There may occur a potential shift from long tail searches i.e. searches for ‘holidays in Ibiza Spain’ being picked up by ‘holidays’;

Last but not least important - CPCs increase since generics will attract high volume of clicks!!

What should be done? A close monitoring of your impressions on key traffic-driving generics, so that you don't end up spending "blindly" all your budget on generics which don't guarrantee high conversions.

Best,

Nadya @Digilunch

P.S. I'm very curious of your own thoughts, experiences:)
Cheers!!

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About

Hi all, let me introduce myself - my name is Nadya and I've been happily doing PR for years, before I realized that working in digital marketing is my next "wanna-be".

I started this blog aiming to be always in the loop of news/trends that are changing traditional PR & marketing and make it further open to the online space. Also, selected news are checked against at least 3 valuable sources (my PR old school:) and I'm always happy to hear for new suggestions/ideas - we can discuss them all here.

Blogging has always been a passion ever since getting the first taste of it some years back and finding that it is just so addictive...Since starting Digital Lunch I blogged about social media, email and mobile marketing, digital reputation (which is truly amazing), new media's evolution in other parts of the world - as China, Russia, Spain etc (anywhere where it's becoming pretty significant)and also gave away some industry tips, which have worked for me and hopefully may be of use to you too - it’s all here ready for you to read:)

I’ve also had the chance to meet other bloggers, made lots of friends, via this and other blogs, also via comments left on this blog and I hope to keep going for as long as possible, so please browse the blog and enjoy.

I’m also proud to announce that Digital Lunch is a G rated blog and is ideal for All Ages:



Some of the other sites I author:

Social Media Marketing
UK Marketing Community and

Some History:

I've crafted my way from PR into the "digital space" by firstly becoming an MSc Marcom graduate at the Uni of Birmingham,UK. In the meantime I found myself tapping into social media alongside Cadbury UK and Jaguar & Land Rover Cars (as their summer PR Intern, witnessing 1st ever worldwide digital launch of a luxury car model) and that's when my "affair" with digital marketing actually took off. My current journey stop is at one of the largest European digital marketing companies, where I'm happily embracing online marketing knowledge working in the retail team for such brands as The Body Shop, Net-A-Porter, Interflora, Gap a.o.

Again, thanks for stopping by and feel free to connect further on, suggest new ideas or contribute as a guest writer (if you have some good ideas/info don't keep it to yourself - make it heard), so that we can all share some "digestible" E-marketing Food for Thought!

You can find me on Li: Nadya Tatarciuc Birca
Twitter: @Digilunch and of course - here:)

Always positive,

Nadya @Digilunch

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New Rules for Online Advertisers: PPC & SEO implications

The Online Advertising business will soon slip under a common umbrella of valid regulations for all parties involved: as of 1 March 2011 the online ads will become subject to the same strict advertising rules as traditional media!

The Advertising Standards Authority will be getting enough online power to be able to ban marketing statements on social networks such as Facebook and Twitter. Moreover,the new rules will apply to adverts and any statement on a commercially-lead website that is intended to sell products or services.

First let's analyze the implications for PPC/SEO marketers:

1. The ASA will be given new sanctions against online ads found to be in breach of its regulations,

2. It will also handle the removal of paid-for search advertising and the right to place its own advertisements highlighting an advertiser's non-compliance. (It could seem pretty harsh and at the same time may potentially raise awareness over online advertising malpractices and thus, may question respective brand's reliability...what do you think?)

3. Although the rules only apply to content that is not editorial or journalistic in nature, - that leaves some confusion for SEO companies:

It becomes obvious from ASA's statement that paid search will be part of the ASA’s remit. What stays unclear is whether the ASA will punish the paid search company or the company being advertised? also, will that imply potentially increased costs for PPC service providers?

4. From an SEO perspective, blog writing doesn’t seem to fall under the new regulations as that’s “editorial” in nature. However, many businesses are covering "corporate blogging" writing about company's products/services – these may be interpreted as commercial in nature and thus - restricted,too?

5. Social Media will fall under ASA's coverage,too - which promissed to remove pieces of advertising or marketing from Facebook and Twitter. The question is: how will ASA decide which piece is advertising and which one is marketing? I guess a set of criteria made public would do the deal, otherwise - it will stir enough confusion..

Finally, some Take-Away Stats:

1. Out of 35 million UK daily online users just 3,500 made official complaints to the ASA, which comprises just 0.01% of all users;

2.75% of the complaints received by the ASA are about misleading content;

Your thoughts are welcome,
Always positive,

Yours,
@Digilunch

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Email Overload? Google unveils Priority Inbox

What tools do we tend to really appreciate today while managing our workflow? To mention just the most "appealing" ones: optimisation and time-saving solutions. No wonder: the reason lies in - data overload.. Are you feeling overwhelmed with the amount of data received via email inbox? Too many letters to read - and thus..quite a lot of them - to skip?
Google has come up with - Google Priority Inbox = a tool designed to:

1. filter out your spam (bad news for spammers!) - this promises to become more efficient than before: it uses some of the same algorithms used for Gmail's spam filtering, but for the opposite purpose: to triage, to see just how important each email is..

2. filter by importance: the Priority Inbox tool will be an item in the left-hand column, right above Inbox, and will be divided into three sections: Important Unread, Starred, and Everything Else.



Worth mentioning:

- Important and Unread emails will include correspondence with people you always respond to right away, as well as
- Emails that include keywords that usually grab your attention (quite an inovative approach, based on Google's search principles). Also,
- Email sent specifically to you, and not to others as well, will receive preferential placement.



This system is a thoughtful one, - a simplified way to quickly see what needs immediate responding and what can wait--provided the algorithms are effective...

What's Google's strategy behind this tool? Google is positioning it's new product as your personal assistant, helping you focus on the messages that matter without requiring you to set up complex rules (which we're now used to with MS's Outlook).

I'd say well done for now and let's see the usability of the new tool when it comes to complex issues - such as filtering emails per personally selected categories (say product types - if you're a manufacturer, clinets' list - if you're an agency/supplier or other channels)..

Hope that helps:)

Always positive,

Yours,
@Digilunch

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How Blogs Can Become Public Relations Tools?

This post has been written by a guest contributor - Kristin Gabriel, Social Media Professional at MarComNewMedia.com.

Marketing and PR has morphed into a combination of old school traditional media, and the latest social media marketing strategies. I have been blogging for a variety of different clients over the last eight years. Some of the first tricks that I first learned still apply.

Many are forming all over the Internet, and blogs increase the search visibility for online audiences. The following blogging tips to work very nicely for our clients including:

1. Use newsworthy topics that tie-in to local, national or industry news if possible. Always include these key words in your headline and body copy.

2. Link your key words and phrases in blog posts to a page on your website with relevant content.

3. Use about three links per blog post -- beginning middle and end. Also always link towards the beginning middle and end of each paragraph and/or sentence if possible.

4. Research and use statistics, site studies, and science when you can to lend authority to each blog post.

5. Add photos, diagrams, charts and videos, which should all be uploaded with names that include your keywords.

6. To be clear about a process needing an outcome, use steps or numbers.

If you are a company that is trying to get covered by the media, you have to be all over the Internet so the media will find you. The press room on your website must have everything they could possibly need to begin writing about your company right away.

The items in a press room should include:

a company backgrounder,
press releases,
a frequently asked questions document (FAQ),
product profiles, and
photos, videos, etc.
Plus today's press rooms also might have RSS feeds or links to Twitter and Facebook fan pages.

If you have a blog but need help writing and performing the right search marketing strategies and tactics for better visibility, look for someone to can ghostwrite your blog, or train you on how to get the best return for blogging on the Internet.

Most businesses that are using Facebook already know about the little "Like" feature, which enables you to click on something someone posts that you like and then share that with your Facebook friends. Facebook wants you to share your likes from other places on the Internet, such as blogs and other websites. Start watching for other web publishers to begin installing the FB Like button everywhere. More than 1,500 Type Pad bloggers installed Like buttons on their blogs when the widget first launched.

More than 2,400 bloggers added this feature soon thereafter and started enjoying a 200 percent growth spurt in their referral traffic from Facebook according to Type Pad. We test out most all of the revenue boosting social media tactics that we hear about. We have also seen some good results with Facebook ads.

These are Facebook's pay per click (PPC) revenue center, but the ads usually work and are low cost.

Hope you'll find it useful. For further post ideas and contributions, don't hesitate to get in touch!

Yours,
@Digilunch

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How to Schedule Your Gmail/Outlook emails?

Have you heard so far of Boomerang for Gmail? The service claims to be able to help you schedule the exact time and day for sending your emails. Say you'd like to set a recurring task for certain days, to be able to notify your colleagues or maybe clients (in which case that could be an add-on to your e-mail marketing campaign), or just to send a greeting card to your friends on a Birthday occasion? Would be a nice idea,wouldn't it?

Since Gmail doesn’t allow you to schedule your emails - there's instead a third-party application claiming to be able to do that - Boomerang for Gmail, which is an extension for Firefox and Chrome browser (also available for Mac).

I've found about its existance today and here're the benefits & drawbacks I learned from:

1. Benefits:

- You can schedule when to read/answer on your incomming emails:




- You can set and automatic delivery of your draft emails at any time in the future



2. Drawbacks:

- There may occur mistakes while scheduling emails containing attachments:



Possible mistakes - the email body may disappear, while the attachment may be duplicated. Obviously, not a welcoming occuring.

- Lack of data integrity (the email may be sent with or without the intended attachment).

Whether it was just in my case or it's more of a common issue Boomerang is currently facing - we don't know, as there hasn't been any official statement on it so far. Anyway, you're more than welcome to check it yourselves and decide if this free app would be useful for yourselves: http://www.baydin.com/boomerang4gmail/

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LinkedIn - Enters Social Recommendations' Market

The 75-million subscribers-rich professional network LinkedIn has acquired social recommendation technology mSpoke. Although the terms of acquisition were not yet made public, place your bets - LinkedIn is heading towards greater relevancy and more engagement. Apparently social recommendations' trend is skyrocketing (e.g.search engines have already started to integrate social features to be able to leverage "community wisdom" - more on: Google Star Ratings article)

mSpoke is a provider of an adaptive personalization engine which aligns machine learning technology with consumers implicit and explicit feedback to deliver relevant content. The result is that consumers see content relevant to them personally, as well as advertising on related products/services (great news for e-commerce vendors) as the reccomendation algorithms are individualized to the user. An other curiosity is that the individualized algorithms are constantly adapting and improving over time. You can see an example by checking out on Feedhub.

"mSpoke and LinkedIn's shared focus on generating relevant content make this acquisition a natural fit for us," says Jeff Weiner, chief executive officer of LinkedIn. "We're actively investing in solutions that help deliver valuable professional insights to LinkedIn members"

Note: mSpoke is based in Pittsburgh and was founded by chief executive officer Sean Ammirati, chairman of the board Dave Mawhinney and chief technology officer Dean Thompson.

Your Social Recommendations Spy,

@Digilunch

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