What's New in Search? 29th April 2016

Enjoy Digital
By Enjoy Digital
5 minutes to read

Welcome to our weekly round-up! Every week we discuss what’s been happening in the integrated world of Digital Marketing.

PPC

In the latest PPC news this week, Giada reviews Google’s most recent test on Expanded Text Ads:

Earlier this month we heard a few rumours regarding a new advert beta format, which would include the following features:

  • Double or Extended headlines
  • Description copy extended from 70 to 80 characters
  • Display URL can include up to two paths or directories to the domain name

We have created this example of what the advert may look like without advert extensions:

This test has not yet been confirmed by Google, but would without a doubt be received warmly by the PPC community, as it would allow advertisers to describe their services more fully, leading to better user experience and higher CTRs.

Google Shopping Feed Easier to Manage With Merchant Centre Feed Rules:

Fully aware that it has put a lot of merchants in a spot of trouble with its new GTIN update (Global Trade Item Number) , which requires all products to have an associated GTIN for them to appear as Product Listing Ads (PLAs), Google is trying to soften the blow by introducing a new feature, Feed RulesThis release, located within the Google Merchant Centre, is aimed at facilitating the management and formatting of feeds.

It allows you to export and submit your product database and transform your attributes and values to meet the Google Shopping feed specification requirements directly. It does this by mapping fields and values in your products’ data feed to defined Merchant Centre attributes and values.

Feed Rules are currently still in beta and are therefore only available to a limited number of accounts.

Bing – Our New Saviour? 

Bing seems to be constantly playing a game of catch up with Google, like the tortoise trying to compete with the hare. An example of this is evident in the fact that callout and review extensions have only just been released within the Bing Ads interface, whereas they’ve been around for almost 2 years in AdWords.

Holding back, however, may have worked in Bing’s favour this time. In what seems like such a well-timed move, it must have been strategic, Bing Shopping campaigns came out of beta just earlier this month. And the best part about this release is that the Item identification field is optional i.e. no GTINs required!

Clever old tortoise.

SEO

Alex describes the changes and tests run for local listings this past week:

In terms of loading speeds, Google seem to have ‘slimmed down’ the mobile local results box, removing the blue band, image and map. It is thought that this slimmed down version is being used for people with slower internet connections so they can load their search results quicker. In addition to this test, Google also seems to be running an ad test on the local results using a purple ad.

Internal Page Rank:

One of the challenges with e-commerce websites is often the wrong page ranking for a specific key term. An interesting article on SearchEngineLand talks about using internal linking to tell Google which pages you see as most important for certain key phrases within your site. They call it ‘internal page rank’. The importance of internal linking is something which is often overlooked and should be made part of any good SEO strategy.

Backing Brighton SEO:

On the back of Brighton SEO, there was a really interesting presentation which talked about how ranking zero is the new number one in organic search. Ranking in ‘position 0’ is actually where a piece of information is extracted from your site and listed above the first organic listing in a text box. The text box has been called ‘rich answers’.

We have started to see this occur in lots of listings and it shows that your content is more important than ever. This goes back to a previous week’s blog post, where we have talked about the importance of content answering queries related to your site’s offering.

PR

Bard code- Kathryn looks at how Shakespeare became scannable with the new Vodafone QR code campaign: 

To read or not to read? To mark the milestone of 400 years since Shakespeare shuffled off this mortal coil, Vodafone, in collaboration with the British Library, is now making it easier to digest Shakespeare’s most famous plays.

Smartphone users can download first edition texts by scanning a QR code on the spines and covers of his most famous works including Romeo & Juliet, A Midsummer Night’s Dream and Hamlet, amongst 14 others, through a touring ‘digital library’.

The campaign follows a study by Vodafone, which The Telegraph, reports found that 1 in 10 people in the UK didn’t know who Shakespeare was, 25% couldn’t name his plays, and 40% don’t even like them or think they are relevant to modern life.

Hopefully, by making the plays more accessible, a greater appreciation for Shakespeare’s works will emerge.

Content Marketing

Talking Cats:

Aloof and watchful, cats have long puzzled people. However, the inner workings of the cat’s mind can now be revealed, thanks to a new invention which will translate a cat’s meow.

The cat treat brand Temptations has created a device called ‘Catterbox’. Designed to resemble a collar, Catterbox connects to the owner’s smartphone through an app. When the feline meows, the device can sense what kind of call is used and translates it through a speaker on the collar, in a voice chosen from the range available in the app.

Whilst the prototype has only just launched in the US and New Zealand, and is not yet available in the UK, it will certainly add a new dimension to LOLcats!

Stay tuned for more updates on the world of Search!

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