When it comes to Google Search, it becomes increasingly obvious that it’s evolving faster than ever. Advertisers are now being forced into evolving with it; those who make a living from either natural search or paid search (or both). You’re probably in for a rude awakening if you haven’t done anything NEW with your search marketing in the last year or so. Essentially, what’s taking off and leaving lazy, conventional advertisers in the dust is Google Caffeine 2010 and the new AdWords updates.
Caffeine is the name of Google’s new method of ranking websites that has been in beta since last summer and has been tested on at least one of their datacenters on IP: 209.85.225.103 since then. With it, come some new updates on how Google prioritizes websites. This week, on a permanent level, Google is said to be officially rolling out the new changes. At this time, one PPC management company will be conducting thousands of keywords tests to update itself on what strategies it will take to leverage these changes.
The company’s research thus far has shown where they might be focusing Caffeine ranking changes. Caffeine is said to give importance to longer tail keywords and those more specific on websites. Also, it will add more weight to news and social media results like Twitter and Facebook. Domain age will play a slightly higher roll in ranking and domain name pertaining matching keywords will take a differrent roll as well.
Instead of waiting behind the curve, a PPC advertising company will play ball and will take these updates seriously. Overall, it’s just an opportunity to surpass competitors who will wait or are just oblivious, nothing to be scared of.
Google AdWords has not gone unbridled either. As Google’s money maker, AdWords pays close attention on where search is going so they can stay on top of it. It is no surprise that much of their search development for sponsored ads surround that of the mobile search which allows advertisers to use their product feeds to display product images in sponsored links, such as image search using mobile applications such as Google Goggles and Merchant Center. Until recently, only some advertisers were invited to participate in this program; but more and more links to product images will be seen every day.
Recently, the above PPC advertising company has posted a blog piece talking about how Google AdWords had forced hyper competition on the first page of Google, showing inside AdWords accounts that advertisers who aren’t bidding enough aren’t serving ads. They have also made it increasingly hard for some to gain higher quality scores, despite their published criteria above par.
Quality Score has traditionally been based on criteria advertisers could easily control. Now, it takes longer and to get around some of the unpublished criteria Google uses. Google is now relying on industry averages in conjunction with more traditional determinates as confirmed with the company’s own betas and reliable sources.
For now, this PPC advertising company has found ways to tackle these obstacles but it still doesn’t change Google from widening the barrier to entry for new advertisers. It would hurt more especially if you were being shut out of an industry you’ve been successfully in for 5 years already.
Whether you are actually being kicked off that boat or if the boat is simply just leaving you behind, it’s time to jump on it. These types of PPC search advertising updates present not just awareness, but an opportunity to join top advertisers before everyone else does; before everyone is on top again. New players are welcome to join too.
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