Last month, with the help of Dr Pete Meyers from Moz, we looked at how PPC ads are changing and what they will look like next year.
Some of these predictions have already happened, such as the yellow 'ad' labels and less obvious background shading.
One of the themes of that article was Google's efforts to make ads blend in more on results pages, something Dr Meyers referred to as 'ads in sheep's clothing'.
This is now happening in Google's UK results, with the top PPC ads on some brand searches resembling results more than ads.
Only 74 of the top 5,000 YouTube channels are from brands.
This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.
Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.
What can brands do about this? Is there any hope for them?
Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.
Are you an advertiser running a PPC campaign? Is there something not quite right with your paid search costs? Does your performance data contain unexplained anomalies?
Have you heard the term ‘click fraud’ bandied around the internet and think that you could be its next victim?
I realise that while writing this introduction I was beginning to sound like a fear-mongering, consumer-based TV show that makes even the most rational people think twice about leaving the house after dark, so I'll stop here.
Is click fraud something you should be aware of, and if so, to what extent does it affect your PPC campaign?
Google is constantly testing and tweaking its search results pages and presentation of ads, with the aim of better UX and of course, monetising its pages more effectively.
The two are not mutually exclusive, as the better the user experience, the more people are likely to use it and therefore attract advertisers and clicks.
Dr Peter J Meyers, Marketing Scientist at Moz, has been keeping tabs on tests carried out by Google, and he has some very interesting predictions of what the SERPs will look like next year.
His article on Moz.com looks at a number of changes, including the knowledge graph and greater use of boxed results, but I'll be focusing on changes to the appearance and placement of PPC ads.
Google has, for years, made no secret of its enthusiasm for blended search results, and for video in particular. But its repeated message is that organisations must focus first and foremost on audience.
The name of the game in video marketing best practices should be delivering first-rate video experiences to real people, rather than focusing on quick tricks to boost discoverability.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
In Chinese culture the number six represents wealth, and it is thought to be good for business.
For this reason I chose the six most important actions you should take in order to get Google Analytics up and running properly.
I tried to provide tips on both configuring and using the tool, as both are extremely important.
International SEO is a complex challenge for digital marketers due to the intricacies of local languages and customs.
Unfortunately it's not enough to assume that UK companies can expand into Latin America simply by translating their content into Spanish and Portuguese.
Luckily there are some free online tools available to make the task slightly simpler and automate some parts of the process.
It’s a great time to be a big brand. They have nothing to worry about when it comes to search, and have it all: top page ranks, multiple links.
Google is even currently testing overlarge banner ads for big companies in its search results. Big brands will be fine.
It seems that Google is doing more and more to support big brands, filtering out the flotsam and jetsom of the internet and providing users with ‘trusted’ big name brands they recognised, pushing the more dubious websites further down its SERPS.
But what about the little guy? The little guy who makes a great product or provides a quality service. How can this valuable but tiny start-up company possibly hope to compete against the giants of commerce?
At Searchlove yesterday, Distilled’s co-founder and CMO Will Critchlow used the London based restaurant chain Hawksmoor as an example of a successful local business to provide his own insight and guidance on how your small business can market itself in the face of staggering adversity.
I mentioned the testing of banner ads in my post on Google's search UI changes yesterday, but such a big change deserves more attention.
In a nutshell, Google is testing banner ads on branded searches for 30 different advertisers, including Virgin America and Crate & Barrel.
I've rounded up the views of several search marketers on the tests being carried out by Google...