Ian Harris
CEO and Founder at Search Laboratory
SEO
focused on user engagement. After the update was released, it was found that a number of sites were losing quality due to poorly designed content. High-quality content is incredibly valuable for user engagement and the perception of your site. It is recommended that you perform regular audits, and keep an eye on how people are interacting with the pages on your site.
6
Don’t neglect the wealth of user data now available within Google AdWords.
While the fundamentals of a well-optimised set of keywords and ads in a sensible structure remains pivotal, there is much we can do to capitalise on what we know of user behavioural trends. That means setting bid adjustments based on the time of day (or week, or month) depending on when site visitors are most likely to convert. Also by location (anywhere from the country to the postcode-level), the type of device being used, demographic data such as gender and age, and whether they’ve been to your website before – and if they have, how they’ve interacted with you on those occasions.
Share your data with your team 7
Ensuring that your digital marketing teams are sharing the fruits of their
labour can reap wonders. On a day-to-day level, this could just be letting your SEO team know which at driving revenue through PPC. Make sure the PPC team know where you dominate the SERPs for own-brand terms so you can save money by
8
We’re moving beyond relying on the standard set of online metrics based on
a basic last-click attribution model – or at least, we should be if we want to truly assess the value of paid search activities. Some of this is pretty well established already, some not so much. We’re talking assisted conversions and conversion path analysis to better understand the
important
Links are still hugely
customer journey; cross-referencing data sources to estimate customer lifetime value and new customer acquisition rates; the tracking of phone leads and sales; cross-device tracking; and even factoring in the value of physical store visits that have been driven by online activities. This would be modelled on data from sources including Google Maps, GPS to be an up-and-coming area of analysis in 2016.
pulling back spend on those keywords. More interestingly, it might mean programmatically scripting increases in PPC bids to coincide with your existing TV advertising slots, or targeting an online banner campaign to target users on their mobile devices when they are physically in the neighbourhood of one of your billboards.
More insightful tracking
Getting more out of Shopping Ads
9
Shopping Ads are going to be a cornerstone of any ecommerce paid search
to see them responsible for delivering half of all PPC revenue. Until 2014,
growth coming from Google’s continuation to push this ad format’s prominence in the SERPs. Now saturation point has more-or-less been reached and competition has never been higher. From this point onwards, the further value from Shopping is only going to be extracted by retailers optimising their feeds to edge ahead of the competition: testing alternative product images, ensuring the titles and descriptions are written in accordance with best practice and ensuring that accurate, up-to-date and quality data is being used at all times.
When ads aren’t right 10
Google recently announced that it is
SERPs by removing adverts on the right-hand side of the page. This is a major change and it is recommended that you monitor the impact this has on your paid search campaigns and optimise them accordingly if witnessed. Look carefully for changes in cost-per-click (CPC), click-through rates (CTRs) and be aware that more updates are likely in the future as Google continues to test new layouts across mobile, desktop and tablets. ■
searchlaboratory.com
63 annual sourc e guide 2016
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