Transcript – SEO and PPC News 17-09-18
Darren Taylor: In this week’s edition of search engine news, we’re going to look at Google’s recent updates to exact match keywords and what it could mean for your business advertising on Google Ads. We also have staying with Google Ads, a new ad format future tryouts for shopping campaigns to hopefully boost your engagement. Finally, following on from last week where we talked about indexing on the mobile web, we’re looking at Google’s recent announcements underlying why it’s really important to use HTML as the primary language for your pages. This is search engine news and all of that is coming up right now.
Hey there guys, Darren Taylor of the bigmarketer.co.uk. My job is to teach you all about search engine marketing. If that’s like your street you should consider subscribing to my channel today. Today’s edition of search engine news, we’re looking very closely at some updates Google have made to Google Ads. I’m going to start off with the very first topic which is the recent updates to exact match keywords. Yes, I know, again, Google have done it again. Now, we have less control again over our exact match keywords in our Google Ads accounts.
What this recent update does is, it uses a machine learning to understand the identified search terms and match them to your exact match keyword based on Google’s learning process and its machine learning looking at the intent of keywords. As you’ll notice in the example, Yosemite National Park as an exact match keyword isn’t actually getting exact match traffic with these three types of matching of searches. You’ll see actually the traffic quality you can get compared to an exact match search is actually quite broad. This is not exact match.
I can definitely see a lot of advertisers getting annoyed at this. I know, for example, I’m annoyed at this because again, it’s just another example of Google taking control away from advertisers and trying to cover it up as improving user experience. Now, let’s be fair, let’s look at what Google have said about this. Google have actually said that is to help advertisers who haven’t expanded their keyword list enough, discover new phrases and show for important phrases that they probably want to show for on the Google Ad search results page.
In a way, Google is saying that it’s a good thing they’ve done, but let’s be honest, this is a genuine land grab again from Google taking control away, improving revenue on their parts, and it’s just annoying. Now, I know there’s a lot of very clever people out there who have written scripts to make sure exact match stays exact. The last update to be honest isn’t as bad as this one. This one’s a lot worse. I think I will definitely be utilizing some of those scripts as well. The scripts you’ll find them in the description below. It’s definitely credited for the people who wrote them as well. Thank you so much for the guys who have written these scripts. You’re a lot smarter than me.
Next up, we have an update on shopping ads. Now, Google have improved showcase shopping ads now. You can actually use video to promote your products, which is pretty cool. Previously, showcase ads could only contain images. Moving up to video now is going to give a much better user experience for the person searching. It means advertisers have more options as well to promote their products, they can get really creative with the ideas to really boost up their click-through rates. In fact, Google have actually said that the top ad in the showcase search results gets a 3.6 time higher click-through rate than the adverts.
We know these adverts are powerful anyway but now we’ve enhanced it with video, it’s going to be really, really powerful for advertisers with a product to sell. Google have said the video format for showcase ads is already available for people already running that format. Go ahead, start recording video, make videos of your products and get the advantage of a higher click-through rate by doing so as well.
This next story is a very minor one but at the end of the day it’s worth discussing because Google actually rolled back a change based off the back of complaints, which is quite rare to be fair. This change is all around the new Chrome update. When Chrome updated Google took away the www. from the address bar whenever you typed the website in. You just saw the domain name on its own without the pre-requisite of the www.
Now, apparently this annoyed a lot of people. It made them feel unsure about where they were on the web and there were a lot of complaints off the back of it. Guess what? Google have actually rolled back the changes and they say so in this recent post, “However you can’t say that the complaints were unfounded because most of the complaints revolved around seeing the pre-requisite M dot for mobile websites that people still use the M prefix for mobile versions of their site.” You couldn’t see that because Google got rid of that option by doing the update.
In addition to that, you can’t see the full address, therefore, phishing attempts become a lot easier because you can’t see the pre-requisite part of the domain in the browser. For that reason, Google have brought back the changes which to me makes perfect sense. Next up, we have a minor change to Google My Business which is quite a good one for an advertiser who’s strapped for time, because now you can go into your Google My Business Listing, see your reviews on your sites and then you can actually go through and edit them directly from the Google search results page instead of logging in to your dashboard on Google My Business.
Yes, I know it’s a minor change but it’s definitely good for the advertiser because it saves a lot of time instead of logging into your dashboard and going through manually every single review. You can actually just go on there now and write responses to reviews which is really going to help people be engaged with your business more if you can respond to more reviews especially bad ones. I’ve made many videos about bad reviews in the past and what to do. I’ve linked that up in the description below and how to get more good reviews for your Google My Business page.
If you have a site that’s not pure HTML and it’s got a lot of other scripts in there, then what will happen is Google will give a second pass. What Google have said is there’s no time frame for the second pass. Guys, if you want to be indexed on Google ASAP, especially, if you have new content or update and you really want to make sure that the search results reflect your current website, be sure to make sure your website uses HTML heavy and it’s more HTML focused as opposed to other languages because Google sees it as a distraction and it won’t index your site as quickly as it could, especially, in time-sensitive industries where you’re publishing articles.
It’s really important to do this because if you don’t, your competitors do it, then all of a sudden you aren’t as visible as them for time-sensitive content pieces. That completes the search engine news update for this week. If you like this video, please leave a like below. Let me know in the comments. I really want to know from you guys what you think of Google’s recent exact match change, whether it’s more annoying than the last one or whether you’re still annoyed at Google like I am. Just vent yourself in the comment section below. More important than that, don’t forget to subscribe. Check out the other content on my channel. I’ll see you guys on my next video.