Transcript: SEO and PPC News | 19-03-2019 Algorithm Update Google Ads test and More
We’ve had a cool algorithm update from Google, there’s also been a bit more popularity for DuckDuckGo as a search engine. In addition to that Google are testing the way ads look on the search results page yet again changing the way that looks. This is search engine news, all of that and more coming up.
Hey guys, Darren Taylor, of thebigmarketer.com and my job is to teach you all about digital marketing. Now, if that sounds up your street you should consider subscribing to my channel and in this video, it’s all about search engine news. The world of search engines changes so quickly, we’ve got a lot of news to get through, so let’s get started with the very first story. On the 12th of March Google have confirmed that there has been a cool algorithm update. Now, we’re going to see much more of this in the future.
Google are becoming very forthcoming about updating their product essentially by changing the algorithm in order to provide better results for user. As an SEO and for your business what does that mean? Well, like a lot of these algorithm updates in the early days, it’s hard to tell what it actually means. Last time Google had a cool algorithm update it eventually came out that it targeted the medical industry and pharmaceutical industry since the name of the update was then coined the term as Google medic update. That was one part of it, but a lot of people in the SEO community are also seeing that this could be the case yet again.
That there are negative impacts in a lot of websites in the medical kind of industries. Let’s keep an eye out and see what we are seeing in the search results pages and the rankings of your websites, because ultimately at this very early stage is hard to tell specifically what this update does and how it’s affecting different websites. Google always states that there are many of these cool algorithm updates and every now and again they make quite a major one. Again, this seems to be quite a major one, they’re very forthcoming about it, and they’re very forthcoming about how often they do them as well.
This is something to experiment as an SEO, whenever you’re doing your website optimization and you’re looking at the overall SEO strategy beware that the algorithm can change on you, so make sure you’re following best practice to make sure you stay consistent throughout. If you’re heavily weighted in one tactic, that might be a bit of a grey area, that you might be affected in the future. Always make sure when you’re doing your SEO you future proof your campaigning by understanding what Google are trying to achieve and doing the things they ultimately like.
Now, I can already hear you saying, “Darren, if my site was negatively affected, what the hell can I do?” Well, at this stage Google have ultimately said, “There’s nothing you can do.” They’ve not given any advice on what you should or shouldn’t be doing if your website is been negatively affected by this update. As usual, Google are being cryptic about it, but it’s just a case of making sure, as I said, you follow best practice and don’t weigh yourself too heavily in some of this grey area tactics because ultimately it could come back to bite you in the future.
Next stop we have a new story that came about because of something I actually spotted on the search results page when I was doing some research for a client. When I was looking at the search results page, it appeared to me when I was looking on chrome on my mobile that the way ads were being displayed on Google had changed. Now here’s a screenshot of exactly how the change looked and you can find this on search engine land as well, but ultimately when I took this picture I was, unfortunately, using Google Chrome in incognito mode, so I didn’t sway the effect of what my browser was bringing up in terms of the search result.
That was a problem because, after the recent chrome update, I was not able to do a screenshot of it, so my next best option was to take a photograph of what I was seeing because I knew it would disappear as soon as I checked again, and guess what? It did. As you can see from the picture, Google have changed the way the ads are displaying from having a green icon that says ad next to the green URL. Turning everything grey and having a small bit of text next to the top line that says ad in grey. Now Google do these kinds of tests when they want to see if the quick through rates of the ads improve by doing them.
This is something again that Google have been doing for years, you remember the yellow boxes, and you remember the yellow URLs, then you remember the green URLs of now. Of course this is something Google continuously do to make sure they maximize that click through rate, and maximize the amount of traffic on the search results to ads, because ultimately it’s their money spender, they want to make sure people are using that product. This is yet another example of Google trying to see if they can get a better click through rate by doing this.
The recent change of ads to green only happened two years ago, so we know Google are going to look at this again and see what else they can do to squeeze more click through rate out of their Google ads products on the search results page. A lot of people like myself included said this is a sneaky tactic only because Google have been in trouble for not highlighting ads on the search results page in the past, maybe this one is working the line a little bit, but time will tell whether they actually roll this out or they park it aside. Either way, I’m glad I spotted it because now it shows everywhere that Google are still trying to improve their click-through rate from ads and is something they do all the time.
In fact, Google’s exact comment was, “We are always testing new ways to improve our experience for our users and advertisers but don’t have anything specific to announce right now.” Sounds about right for Google, to be honest, a bit of good news if you’re a fan of DuckDuckGo as the search engine has now been added as a choice of search engine in Google Chrome’s latest update. If you use Google Chrome and you have the search engine bar within your browser you can now actually use DuckDuckGo as your default search engine, which is good news if you’re a user of DuckDuckGo. It’s a really fast-growing search engine, in fact, it’s the fastest growing search engine in terms of percentage of growth.
It’s really good news for them in terms of their growth targets and their objectives. They’ve grown really quickly very recently and overall they’ve actually seen increases 78% year on year in terms of search volumes across their website. They’ve also seen one billion searches per month since January, so this is massive, massive growth for them and I guess they will be really excited with this latest update because again it’s going to feed into their growth strategy in a long term, and it’s a search engine that’s growing quickly. As search engine marketers, we need to be aware of what’s going on in the industry and this search engine is growing really quickly.
Next stop is a story from the world of Google ads and Google have officially said that average position has a metric is set to sunset. Going forward in the very near future, when you go into your account you will see that the average position metric will be removed but don’t panic. In replacement to the average position metric, Google have also rolled out impressions, absolute top percentage, and impression top percentage. These are two new metrics to describe the percentage of time your ads appear at the top or the very top.
These metrics will be a good way to determine the success of your ads based on their position in the future, so all is not lost. A lot of people think that Google are taking away more control from advertisers by doing this and by taking away average position, it does take away a degree of specific metrics in terms of your exact position on average across your number of ads or your keywords and that can be quite frustrating as an upwards advertiser or should I say a Google ads advertiser.
For me, I think it’s not a big deal but ultimately I would still personally prefer to have all of it, have average position and the new additional metrics as well, but I’m greedy a bit like Google, really? That to me is something I would prefer but ultimately it’s not going to have a massive effect, if you’re looking at your positioning and understand what you’re achieving in your campaigns based on your position bidding or your positioning of different keywords and the effectiveness of that along with your impression share then you’re not going to lose out with those metrics, you’re still going to have access to those types of metrics and you’re still going to be able to optimize campaigns based on them, so all isn’t lost.
Finally, Google are set to release a brand new budget planning tool to help you effectively future forecast your PPC campaigns based on adjustments to your spend and budget in your campaigns to see what you’d actually get in the future. The update will allow you to future plan your campaigns based on clicks or conversion volume and see what the spend reflective of that with would be. If you wanted to increase your spend or forecast how many conversions you’d get or if you set targets in terms of your conversions, or your clicks and your volume of clicks then you can forecast how much you need to spend in order to achieve those results.
Overall, it’s a bit more additional data it’s another tool that it will help you I understand some of the frustrations might come from the same kind of things that stem from the keyword planner where there are few inaccuracies there and the data is not necessarily the best but it’s all we have really in terms of Google ads data. I think overall it’s a good move from Google and it’s a tool that will be quite useful. Now on your screen, you will see a screenshot of what this tool will look like, you can toggle to see the spend curve overall and highlight the highest number of clicks for your spend or lowest average PPC for spend.
There’s a number of different ways you can try and see what your campaigns will do in future and the volumes you can expect based on your expenditure. Again this tool was good for forecasting and I think it will actually be a very powerful tool for advertisers in the future to help better plan campaigns for PPC. Ultimately, future planning PPC campaigns can be a bit of a challenge when you’re looking at how much you should spend? How much you could spend? How about your optimum levels are?
This will help again as another tool in your locker to help you achieve those things as well. Thanks again for watching this edition of search engine news, if you have any questions jump into the comments I’ll be more than happy to reply, I reply to every single comment. If you love the video, please leave a like below and then again there’s tons of content across m channel around search engines, SEO, PPC and digital marketing as a whole and more important than that don’t forget to subscribe and I’ll see you guys on my next video.