search advertising

Google kills right-hand PPC ads: How should marketers respond?

No doubt you’re all aware by now that Google is removing ads from the right-hand side of its search results pages (SERPs). 

Ads will now only appear at the top and bottom of SERPs.  

To give some context around what this means for search marketers, we asked several experts for their take on why Google made this decision, and also how marketers need to adjust their PPC campaigns as a result. 

Cross-channel advertising: The customer comes first

It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.

Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.

In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.

UK and US retailers benefit from increased search spend

The 2011 holiday shopping season was a banner year for online retail, which broke numerous records. Savvy retailers can pat themselves on the back; the best have become incredibly adept at enticing consumers and delivering a great customer experience.

But they’ll probably also want to thank their spend on search according to a new report by IgnitionOne, which found that significant increases in this area for Q4 boosted impressions, clicks and transactions.

Google Instant will change — not kill — SEO

Today Google unveiled a new product called Google Instant, which predicts users’ search queries and delivers results as they’re typing. The news immediately got people talking. While it will make search faster, not everyone is excited about this new feature. Some, in fact, are worried it will kill SEO and harm paid search advertising results. 

Google, however, knows better than to kill off its cash cow with a new consumer friendly feature. Rumors of Google Instant killing the art of SEO are greatly exaggerated. 

Brands and the World Cup: who were the real winners and losers?

Spain has emerged as world champions and the excitement is over
for another four years. 32 teams battled it out in South Africa for
World Cup glory, but the game wasn’t just being played on the pitch; brands went head-to-head in a fiercely contested online marketing
battle.

From betting and beer to travel to TVs, who were the real
winners and losers?

Dealing with Google’s new trademark policy

Google recently announced it would allow limited use of trademarks
in the text of some search ads in the US, even if the trademark owner
objects.

While previously brand owners could specify which retailers or affiliates were able to reference their
trademarked brand name, any advertiser who sells
a brand on its website can nowuse that brand name in the text of their
Google ads.

Google’s Trademark policy change in the US
is likely to impact a wide range of advertisers, brand owners,
competitors, and affiliates. However, it is the brand owners who should
be particularly vigilant of the new ramifications.