Google is the dominant player in search, in large part because their team labors to make the search experience better for its users. Knowing and understanding advancements and changes made by Google is essential to help you maximize your digital marketing, paid search and organic search opportunities.
Google News Impacting Digital Marketers
Here are the big stories, announced by Google during the week of June 11, 2018, that may influence digital marketing strategies and performance. We’ve highlighted key takeaways and the impacts on digital marketers.
More Targeting Transparency for Consumers
Pulled from “Greater Transparency and Control Over Your Google Ad Experience” published on the Google Blog on June 14, 2018.
- Google launched Ad Settings to help users see and control how ads are targeted to them.
- “Why this ad?” information is now provided for all services that show Google ads.
- Data used for targeting includes activity when signed into Google, information added to Google accounts and information provided by partner advertisers.
Key Takeaway for Digital Marketers: Even as consumers become more aware of data sharing and targeting practices, most continue to appreciate well-targeted advertising that resonates with their needs and desires. Customize your messages to match your audience, and you’ll be more likely to win the attention of your prospective consumers.
Niche Audience Authenticity + Commitment = Win
- Google celebrates Pride in a big way. Here are some marketing-related highlights:
- Pride parade routes are marked on Google Maps with rainbow-paved routes.
- Businesses can declare themselves “LGBTQ+ Friendly” and “Transgender Safe Space” within Google Maps and Google Search.
- LGBTQ+ YouTube creators are being featured on YouTube Spotlight.
- Noting a planned 100% match of up to $100,000 during the month of June, Google also encouraged giving to LGBT-related nonprofits, like PFLAG, It Gets Better and GLAAD. Donate from this link to get the match.
Key Takeaway for Digital Marketers: By highlighting LGBT data in new ways, Google is informing their users, making a niche audience feel respected and authentically leveraging the action of Pride month. That’s a win-win-win for them and their users. Click here for more Pride-related marketing lessons.
Keeping Prospective College Students with Google
To help prospective college students during their college search process, Google is providing a new search experience inclusive of college information and data points, as shown in the examples below.
- College-specific data will include: admission rates, average cost after student aid, student body stats, graduation rates, notable alumni, typical income 10 years after enrollment, similar schools.
- Publically available information from the U.S. Department of Education’s College Scorecard and the Integrated Postsecondary Education Data System (IPEDS) is being used to populate the search results.
- Note: In 2016, Google added College Scorecard and IPEDS data to the Knowledge Panel for some college searches. The new experience is significantly more robust.
Key Takeaway for Digital Marketers: With Google providing more information directly on the SERP, click-through rates for college searches may decline. In addition, higher education marketers should be prepared to capitalize on strong College Scorecard and IPEDS while also developing strategies to overcome data that may be negatively perceived.
Dad Is Hip ― Even When It’s Not Father’s Day
A number of dad-related searches have increased in volume this year, including dad shoes, dad hats, celebrity dads and dad jokes.
- “Gucci dad shoes” and “Umbro dad shoes” both saw a 5000% increase in search volume.
- “Rick and Morty dad hat” and “Black Panther dad hat” also saw 5000% increases.
- These 10 dads topped the search charts so far in 2018: Kanye West, Dwayne “The Rock” Johnson, Prince William, Tristan Thompson, John Legend, Adam Levine, Hugh Grant, Seth Meyers, Jeffrey Dean Morgan and John Stamos.
Key Takeaway for Digital Marketers: Capitalizing on micro-moments can drive traffic to your website, but so can long-term trends. Assess your keywords regularly to see how they align with search volume to determine if there are new phrases you should build into your content and SEO strategy. Click for Dad-focused marketing campaigns.
Google Assistant Can Do 2 Things (But Not 3) Simultaneously
Pulled from “Nope, You Still Can’t Ask Google Assistant for 3 Things at Once” published by AdWeek on June 12, 2018.
- On June 11, @MadeByGoogle (a Google hardware Twitter account) tweeted “You’re not the only one who can multitask. Now Google Home can perform up to three queries at a time, so you can get more done.”
- The tweet was deleted within 24 hours.
Key Takeaway for Digital Marketers: Even if only two tasks can be completed at a time, the growing popularity and increasing abilities of artificial intelligence (AI) devices such as Google Home and Amazon Alexa have the potential to change search and how marketers communicate with their audiences. Read more about optimizing your SEO for voice search.
No time to be the Google expert? No worries, Digital Media Solutions (DMS) is ready to help. We have specialists who spend their entire days focused on Google. Plus, DMS search experts can help you leverage recent changes to elevate the performance of your search campaigns. Click here to contact Team DMS.