Network Intellects’ Top Tips for Google Search

As the internet giant Google continues to grow, changes to the online landscape are occurring more frequently as time goes on. It’s very important that companies or individuals utilising the online arena to generate revenue and profits stay ahead of the game and keep on top of all opportunities which are presented. As such, Network Intellect have provided their Tip Tips for Google Search:

1. Google Real-Time Search

The ‘Latest Results’ for searches on Google provides real-time updates within the search results page. This was introduced after an agreement was reached with social networking site Twitter so that tweets and the latest news updates could be included within the normal search results.

The implementation of this feature highlights the growing influence that social media is having on marketing, particularly as the initial search process is a key component in the buying cycle.

2. Google Product Extensions

Formerly known as the ‘Product Plus Box’, this feature enables actual product images and price data (obtained from Google Product Search feeds, formerly known as ‘Froogle’) to be displayed within a paid search ad/sponsored link. The advertiser will of course be required to have a Google Product Search feed live and active in conjunction with their Google Adwords paid search account.

3. Google Product Listing Ads

These ads work with an advertisers’ Google Merchant Centre account in order to serve highly targeted ads that include more detailed product information within the ad itself. Such information includes product image, price and merchant name.

Product Listing Ads are charged on a cost-per-action (CPA) model, whereby the advertiser only pays Google once a user has completed a purchase on its site after clicking through on one of its ads. This is a risk-free form of advertising and can prove to be very effective.

4. Google Site Links

Site Links are displayed within paid search ads and are essentially additional links which can be listed within a paid search ad. This feature allows the advertiser to drive traffic to specific areas of their website, but bear in mind that these can only appear if the ad appears in position 1 and consistently obtains a high click-through-rate. Brand campaigns are usually the best qualifiers for this type of ad.

5. Google AdWords Funnels

This feature helps advertisers evaluate the processes that users go through when making purchases or conversions on their site. Similar in the industry to Path Analysis or Scenario Analysis, the Adwords Funnel enables advertisers to understand how their users search for their products, consumer shopping habits and thought processes. The advertiser can then analyse user behaviour to make adjustments to their site in order to make it more user, and conversion, friendly.

6. Google Product Reviews

Adwords ad’s for specific products will display a short link directly below the ad copy stating, for example, Fountain Pen is rated 4.4 stars / 5. By clicking on the ratings link, the user will then be taken through to a page with full product reviews.

Bazaarvoice, who provide user review systems, have helped Google implement this new feature but advertisers may be cautious in adopting reviews under their Adwords ad text simply because a few unfavourable reviews may off-put a number of interested parties.