Google market pulse for search advertisers

Google market pulse for search advertisers

https://www.affiliatemarketingbuzz.com/google-market-pulse-for-search-advertisers/?utm_source=rss&utm_medium=rss&utm_campaign=google-market-pulse-for-search-advertisers

30-second summary: Google is constantly testing new places on the page for SERP component. In simple words, the #1 spot in organic or pay ads does not guarantee that your paid advertising listing will be visible without scrolling. Prasanna Dhungel, a leading advisor and performance marketing expert, reveals four key insights to help marketers maximize their performance marketing initiatives in 2023. Google’s search engine result page (SERP), has seen a lot of changes over the past two decades. Google’s search engine results page (SERP) no longer only contains organic listings. It now includes dynamic paid ads as well as other...

30-second summary: Google is constantly testing new places on the page for SERP component. In simple words, the #1 spot in organic or pay ads does not guarantee that your paid advertising listing will be visible without scrolling. Prasanna Dhungel, a leading advisor and performance marketing expert, reveals four key insights to help marketers maximize their performance marketing initiatives in 2023. Google’s search engine result page (SERP), has seen a lot of changes over the past two decades. Google’s search engine results page (SERP) no longer only contains organic listings. It now includes dynamic paid ads as well as other organic SERP components. Google SERP currently has many organic features such as – People also ask questions (PAA),Popular Products,Featured snippets Google MAP,image Packs,Videos, Tweets and many other things that I think we are only scratching the surface. Google SERP currently shows a few paid features: Shopping ads, text ads, and MAP local search ads These are paid features advertisers shouldn’t ignore if they want better advertising and content strategies to maximize search marketing ROI. Google allows you to change the SERP composition by keyword, location, time of day and device. Google is testing new SERP components on pages. You may be wondering what all this means. Simply put, the #1 spot in organic or paid ads doesn’t guarantee that your listing will appear without scrolling. This means that an organic rank #1 as reported by Google Search Console does not represent the actual page position 1. This means that you will have a lower CTR than expected, which can impact both your organic and paid clicks. Search marketers need to understand the dynamic nature of SERP and how their brand ranks on Google compared to others. This will allow search marketers to use the best paid and SEO strategies to maximize visibility, clicks, and conversions. Based on my knowledge and experience with the dynamic SERP, these are four key insights that marketers should pay attention to in order to maximize performance marketing efforts. 1. Analyze the SERP composition for your keywords Marketers need to be familiar with the SERP features that are visible for keywords. The graph below shows that SERP features such as PAA and popular products, along with organic keywords, are taking up significant real estate for “apparel”, and “accessories.” keywords. Search marketers who do not target these components may miss opportunities to acquire customers at different stages of the buying process. 2. Monitor emerging and contracting SERPs Marketers need to understand the new features of SERPs that are becoming popular for their keyword traffic. This allows marketers to develop long-term content and advertising plans that target popular SERP features. We identified Map Local Search Ads (in mobile devices) and App Install (in desktop computers) as SERP features in the “apparel” and “accessories keywords. We witnessed a rise in popularity for PAA and other popular products across many keyword categories. 3. Keep an eye out for above-the-fold features in the SERP It is crucial to understand the features of SERPs visible above-the fold. These insights will allow marketers to understand the dynamics behind rising and falling SERP click through rates. It is possible to wonder why clicks are falling despite your average position on Google Reports improving. These questions can be answered by true ad positions in SERP. The graph below shows that the organic component of this keyword landscape is less prominent than SERP features such as PAA or popular products. These insights help markete...