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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Bing Ads updates, latest Windows 10 release & the Jelly relaunch appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Search marketers, are you prepared for a mobile world? Columnist Amy Bishop discusses trends and opportunities to help guide your optimization effort and make the most of your mobile experience. The post Maximizing your mobile impact appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Advertisers can add the extensions at the campaign and ad group levels. The post Callout and Review extensions now available in Bing Ads appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
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Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.
This week we have loads of paid search stats and research and news on the latest madcap tinkering by Google.
They must have lovely homes. If you can get round all the boxes and fork-lifts.
AdGooroo has published data on paid search advertising for the home décor category in the United Kingdom, examining 500 top, non-branded home décor keywords on Google between January 2015-January 2016.
Here are the stats:
The last time I mentioned Mother’s Day coming soon, it brought about a panic on one side of the Atlantic. And now it’s time to do the same for the other side…
As Graham Charlton reported this week, according to Ofcom half of all search engine using adults do not recognise ads.
For the study, the respondents were shown a picture of the SERPs for ‘walking boots’ (please note this study took place in 2015)…
The 1,328 survey respondents then had to select the results they thought were ‘paid for’. 60% identified them as paid links, while 49% identified them only as paid ads
Ofcom also split the results out between newer and more established internet user and found that newer users were less likely to identify that the results with the yellow ad label were indeed paid results.
As reported in MediaPost this week, Adobe has discovered that the cost per click for paid search ads served in the fourth position may produce the best outcome, with low cost-per-clicks but high click-through-rates.
CPCs rose slightly for the first and second paid search positions (6% and 7% up respectively) but fell for third and fourth (10% and 8%).
CTRs rose for all except the second position. First position was up 13%. Third: 2% and fourth: 18%.
So… how you going to optimise PPC ads for fourth position? Bearing in mind Google doesn’t always show a fourth paid search ad. Well I’ll leave you to that quandary and go put the kettle on.
You may not have been aware of this but there’s an in-depth articles feature in Google that helps you surface longer more evergreen articles.
Well there was until a couple of weeks ago when it mysteriously vanished, leading to much speculation as to whether it had been axed or not.
Only that’s all for nothing now, as it’s suddenly back again. Leading to new speculation that the whole thing was just a bug/glitch/mistake.
Now although this reads as a total non-event, your takeaway from this should be NEVER EVER take anything in search for granted, because Google will not only manually change an algorithm on purpose but occasionally lean on a keyboard and delete something vital by accident.
The growth of adblocker usage is one of the major problems affecting publishers today, as it has the potential to cut into ad revenues which many rely on.
Paul Lomax is CTO and Head of Product Development at Dennis Publishing (founded by the great Felix Dennis), an independent group which publishes many different titles, online and offline.
We caught up with Paul to ask his views on the growth of adblocking and how Dennis Publishing will look to deal with this issue.
Not insignificant but still very much in the minority. It varies hugely by market, with tech and younger brands affected more than say our automotive brands.
We have a fairly diverse portfolio, thankfully. Obviously we’re concerned the numbers may grow, so we’re not resting on our laurels.
I think if other revenue models were viable enough to be a primary revenue stream, they’d already be in wider use. Ecommerce is far from being a new thing. There’s clearly opportunity to further diversify revenue steams, but that doesn’t mean abandoning ad revenue models which are still very strong.
Also, ecommerce (in the publishing sense, usually affiliate based) is not immune from ad-blocking in so far as many ad blockers stop affiliate cookies being dropped, which means the publisher won’t get paid for referrals.
Some publishers may diversify more drastically into real ecommerce, ie shipping products themselves rather than via partners. Dennis, for example, now sells cars and finance online having acquired buyacar.co.uk in November 2014.
There’s an argument that Pandora’s Box has been opened and can never be closed – even if publishers clean up their sites, there will be enough bad sites out there for users to leave ad blockers on, and there are other concerns too (malware, privacy). There’ll always be an element of ‘I ad block because I can’.
Remember though that publishers don’t create the adverts – advertisers, agencies and ad-tech companies have all played their part in this. There’s a drive towards good ‘acceptable ad’ formats, although the fact it sometimes requires payment is of course controversial, but there’s an element of user backlash about ad blockers letting any ads through. Some blockers that allow no ads are springing up. There will always be anti-ad zealots, but they’re in the minority.
The problem is when this filters over to mainstream users who have more legitimate concerns and would be happy for some value exchange to take place. At the moment ad blockers are mostly indiscriminate. I think we need to improve ad formats, but that alone isn’t enough.
Like other publishers, we want to see whether our readers are happy to white list our sites, or if they’re more aggressively anti-advertising. There are also many questions about ad blockers’ ability to circumvent measures. And we want to look at discrepancies between various tracking and measurement methods.
We think solutions may vary depending on the brand and its market – for example a B2B IT website with pretty unique content might be in a better position to block users than say a news or more mass-market website.
And some of our brands may do a ‘data wall’, where we could ask for their contact details rather than require them to view advertising. More mass-market brands such as Coach might have more of a soft message, or an ad recovery solution. We’re open minded.
I don’t think we’ve seen studies long enough to draw any conclusions. For example, the much publicised Forbes trial data ends the day before the Adblock Plus community added rules to circumvent their message.
This resulted in ad block users seeing the ‘thank you for whitelisting’ message but not actually seeing any ads. If you have an absolute ‘whitelist to view this site’ wall, then ad block developers are going to try and circumvent it – it becomes, to quote Sourcepoint, a knife fight.
For users, maybe, for publishers, no, because of the largely indiscriminate nature of ad blockers. Let’s be clear, ad blockers aren’t all about users either – there are companies involved in ad blocking who are and will be making millions from the protection racket of pay to display.
It’s also a massive threat to net neutrality, if ISPs and mobile networks starting using technology like Shine, as has happened in Trinidad.
People also think they only block third party content, eg ad-served, but they can block anything that can be pinned down via it’s HTML pattern (eg a CSS class name). All it takes is a user to right click on something they think is an ad for it to be reported to the community developers, who then figure out how to block it. And those creating the block lists tend to be anti-ad zealots.
They can and do block logos from sponsored blocks, any content or links labelled sponsored or similar (which given the ASA are starting to crack down on native labelling in the UK will become easier), anything they consider ‘annoying’.
Also things like related content blocks (if some of the items are paid-for), or newsletter sign up promos, or paywall notices. Ironically some even block cookie privacy notices. Many also have privacy options, which can stop affiliate or attribution tracking, retargeting, personalisation, ad effectiveness measurement, analytics (eg GA), A/B testing. The latter could have an impact on web professionals being able to optimise user experience or improve conversion rates.
As the layout of search engine results pages continues to change and evolve, columnist Rachel Lindteigen notes that being the top result may not be as important as it used to be. The post The #1 Reason Why Position #1 Doesn’t Matter appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Most of us have used Google Search Console, but many SEOs ignore Bing Webmaster Tools. Columnist Tony Edward argues that we should not overlook this rich source of data. The post Why SEOs should not ignore Bing Webmaster Tools appeared first on Search Engine Land.
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In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. Kangaroo at Google this week: Source: Google+ Russo brothers visit Google…
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