Click traffic from the Google search partner network took two major blows in early 2019. The first was Yahoo’s move to begin showing only Microsoft Ads-powered sponsored listings following a more than a
Here we evaluate a sample of long-standing Tinuiti (my employer) advertisers to assess the effects of these changes to the share of Google Shopping traffic coming from search partners, the relative value and cost of that traffic, and what it all means for advertisers.
Search partner click share falls dramatically across device types
As you can see from the chart below, search partner traffic once accounted for a significant share of Google Shopping clicks, and in August 2017 was at 16% for desktop. In August 2019, that figure was just 3%, with share on tablets and phones at 2% and 1%, respectively.
here.
About The Author
Register by next Saturday, October 5, to save up to $600 off on-site rates!
- More
Search Marketing Expo – SMX East is happening November 13-14 in New York City… and Early Bird rates expire next Saturday, October 5!
Don’t miss out on up to $600 in savings on the only search marketing conference that’s programmed by the Search Engine Land editors.
You’ll get 90 tactic-rich search marketing presentations (including two new full-day tracks on agency operations and local search for multi-location brands), keynotes from Rand Fishkin, Google, and Microsoft Advertising, 8 interactive Q&A clinics, demos from 30 market-defining vendors, exclusive networking events, and so much more.
Ready to register? Get started here!
See you in NYC 🙂
About The Author
SMX® East, November 13-14 in NYC at the premier conference designed by search marketers for search marketers. You’ll meet prospective clients, partners, even future talent — it’s all possible at the largest gathering of SEOs and SEMs on the East Coast.
Here’s a look at the networking events in store:
Wednesday, November 13
Expo Hall Reception, 5:00pm – 6:00pm
After a full day of sessions and keynotes, unwind with a drink and delicious snacks in the Expo Hall. Mingle with fellow attendees, connect with market-defining vendors, and have fun! This event is sponsored by Perficient Digital. (Open to all pass holders.)
Search Marketing Meetups, 6:00pm – 7:00pm
Choose from four interactive meetups covering agency life, technical SEO, multi-location search marketing, and professional development. (Open to all pass holders.)
- Agency Meetup: Attend this exclusive meetup designed just for consultants and agency marketers. Join Search Engine Land’s editor-in-chief Ginny Marvin to discuss common obstacles and opportunities, share your own advice, and learn something new.
- Technical SEO & Developers Meetup: Search Engine Land’s Detlef Johnson will lead a discussion about past, present, and future web development frameworks and technical search engine optimization issues that can affect success or failure. In this unique (and technical!) meetup, you’ll spend time discussing the topics that matter to technical SEOs and developers.
- Multi-Location Meetup: In this meetup, Search Engine Land contributing editor Greg Sterling will lead an engaging and collaborative discussion about the issues that matter to multi-location brands including the critical elements of an effective local strategy and the future of Google My Business and local search.
- Professional Development for SEOs & SEMs Meetup: Join Jessica Bowman for an informal conversation on how to develop your professional skills in such a way that makes you the obvious choice for that next step up the workplace ladder. Discussion topics include how to stand out at meetings as a leader, strategies to earn colleague praise (which makes its way back to your boss), tips for delivering presentations like an executive, getting buy-in for new projects, advice for asking for a promotion or raise, and much more.
Open Perspectives, 7:30pm – 9:30pm
Open Perspectives, created by Microsoft, is focused on exploring principles of diversity, inclusion, and inclusive marketing. It’s the space where we can discuss deep and relevant issues and challenges that we all face with a focus on the experiences of underrepresented groups and their allies. We create an open environment where all are welcome and can contribute to the conversation. This event is hosted at Hudson Mercantile, 500 W 36 Street, New York, NY 10018. (Open to all pass holders.)
Wednesday & Thursday, November 13 & 14
Birds of a Feather Lunches
At SMX East, you’ll get more out of lunch than just hot, delicious meals. Sign up for one of our “Birds of a Feather” lunch tables for topic-driven discussion about specific areas of search. These tables are designed to let you continue the conversation with others who share your interests. Once you register, we’ll send you an invite! (Open to All Access pass holders only.)
Don’t miss your chance to share tips, talk shop, and grow your circle of professional contacts in a welcoming environment. Pick your ideal pass and register today to enjoy up to $600 off on-site rates.
I look forward to meeting you in NYC!
Psst… In addition to all of these networking events, you’ll access a firehose of content: 90 tactic-rich presentations on all-things search marketing, including two new full-day concentrations on agency operations and local search marketing for multi-location brands. See the agenda.
About The Author
Despite the rise of zero-click results, a new study (.pdf) from BrightEdge says organic and paid search still deliver far more traffic to websites than other channels, including social and display advertising. The company found that paid and organic search are responsible for “68% of all trackable website traffic.”
Organic traffic growing. In fact, the percentage of traffic from organic search has grown in the five years BrightEdge has been conducting this research. In 2014, organic search delivered 51% of site traffic according to the company. That number grew to 53% this year with paid providing roughly 15%.
BrightEdge said the data were generated in May 2019 “from thousands of domains and tens of billions of sessions.” The company excluded direct traffic from the study.
The report breaks out traffic data by key verticals. For B2B sites, the numbers were even larger than more general traffic distribution. More than 75% of B2B traffic, according to BrightEdge, is coming from organic and paid search.
Comparing share of visits by channel
In a retail context, the distribution of traffic between organic search, paid and “other” was somewhat more evenly distributed, with other and paid each responsible for about 23% of visits, while organic search delivered 41%. Hospitality was similar, but with more traffic (31%) coming from other.
Social media traffic referrals flat. The report has little positive to say about social media, which has been flat (at ~5% of traffic) since 2014 according to the company. Media and entertainment was the one category where drove more traffic than that (8%).
BrightEdge also offers an estimated breakdown of revenue by channel for general traffic and in specific verticals. Overall the company says that paid and organic search are responsible for 72% of revenues for B2B and the other verticals. BrightEdge asserts that social media delivers less than 1% of revenue on average.
Why we should care. There are marketers who might dispute some of the social media findings. But assuming the report’s methodology is sound, it strongly affirms the continuing value of organic and paid search. Indeed, the sturdy persistence of organic search in particular seems to belie the many structural changes in the SERPs that have occurred over the past several years.
the brand new SMX East agenda… a firehose of 70 sessions covering all aspects of integrated search marketing: SEO, SEM, agency operations and management, local search marketing for multi-location brands, CRO, analytics, attribution, content, video, mobile, tools, and beyond.
But I know that for some of you… 70 sessions (in two days?!) isn’t enough.
SMX Workshops were designed for over-achievers like you. These immersive training seminars, hosted by recognized industry experts, are the perfect way to kick off your week in NYC.
Join us on Tuesday, November 12 from 9:00am – 5:00pm for your choice of full-day, in-depth workshops including:
Advanced SEO Training
Spend a day with a master SEO and come away with cutting-edge SEO techniques – tackling RankBrain, voice search, AMP, featured snippets, and more – that can help raise your rankings and visibility in search engines. Learn more here.
Workshop Presenter: Bruce Clay
Advanced Google Ads Training
Even with all of the new marketing channels that have opened up over the years, Google Ads (formerly AdWords) is still the core of many companies’ interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line. Join Brad Geddes for a full day of advanced Google Ads training and discussion that will teach you not only the best practices but also advanced concepts and strategies that are based on a decade of research and testing. Learn more here.
Workshop Presenter: Brad Geddes
Hardcore Technical SEO Tactics & Techniques
Do you deal with big SEO problems? Do you work in a large enterprise, or have a site with millions (or billions) of web pages? If so, the basic SEO training material is not what you’re looking for. You’re looking for the master class, the one that is loaded with advanced content. Topics include how to analyze and solve a variety of thorny technical SEO challenges, how to create and implement progressive web apps, PWAMPs, how to understand the impact of machine learning and AI on search. Learn more here.
Workshop Presenter: Eric Enge
In-House SEO Exchange
Join Jessica Bowman for a full-day of “open the kimono” knowledge sharing in the only event designed by in-house SEOs for in-house SEOs. Because attendees are all in-house SEOs, the walls come down and you get to talk to the people actually doing SEO at the big brands, build relationships, and share solutions that you would normally only hear behind closed doors. There is no other workshop with this level of sharing! Learn more here.
Workshop Presenter: Jessica Bowman
Content Marketing for SEO (new!)
Struggling to get your marketing team on board with why and how to do content marketing for SEO — in such a way that helps achieve organic growth? This workshop is for you. Speaker, author, and leading expert Michael Brenner will discuss the SEO context and business case for content marketing. He’ll walk you through a roadmap that any SEO expert can use to get their marketing teams on board to deliver the organic reach, engagement, and conversions clients demand. Learn more here.
Workshop Presenter: Michael Brenner
Video for Search Marketers (new!)
Video is dominating the content landscape, but because traditional video production is expensive, complicated, and slow, it’s often underutilized by many search marketers. Join marketing and video expert Michael Hoffman for a full-day workshop exploring the best practices and secret hacks for making video a powerful driver of both organic and paid search programs. You will also learn how to leverage new and lower-cost ways to produce video that you can use to quickly scale your video marketing campaigns. Learn more here.
Workshop Presenters: Michael Hoffman and Rami Atassi
Search Marketing Boot Camp
Search marketing can be overwhelming when you are just starting out. That’s why we created the Search Marketing Boot Camp — a one-day pre-conference experience set of sessions that will prepare you to implement traffic- and revenue-boosting search marketing techniques immediately. It’s perfect for those new to search marketing or needing a refresher! Learn more here.
This is your chance to learn from some of the smartest search marketers on the planet. Don’t miss out!
Ready to register?
There are two different ways to attend depending on your goals and budget:
- All Access Pass Workshop (best value!): You’ll unlock the complete SMX East experience, including all sessions, keynotes, networking, exhibitors, and amenities, plus your choice of workshop. Register now to save $900 off on-site rates!
- Workshop Only: Interested in just a workshop? Register now to save $450 off on-site rates. (Your pass transforms into an Expo pass once the workshop is over – that means you’ll access the complete Expo Hall, all market-defining vendors, select networking, refreshments, WiFi, and more.)
So — which workshop will you choose? Register now and I’ll see you in NYC!
About The Author
Facebook has been testing ads in its search results for more than six months, but only with a select few advertisers. Now that test is finally expanding.
In December, Facebook gave a small group of automotive and retail advertisers the ability to run ads
Wenograd, vice president of marketing strategy at Aimclear, and Steven Johns, marketing consultant at Door4, said that they saw the search ad placement option showing up in accounts this week.
“It appears as a placement item,” said Wenograd, “Interestingly, you can target it as a stand-alone placement. You don’t seem to be required to target the Feed, as well, in order to enable it.”
Johns shared screenshots on Twitter of the option for both News Feed search ad placements and Marketplace search ads.
What Facebook says. When asked if the Search ads were getting a broader roll-out to more advertisers, Facebook Product Manager Jason Rudin echoed what the company said about the ads when it began testing them at the end of last year: “We continue to test placing ads in Facebook search results and are evaluating whether these ads are beneficial for people and businesses before deciding whether to roll them out more broadly.”
Who’s eligible and when do the ads show up? Facebook search ads are still limited to a small group of retail, auto and, now, e-commerce advertisers. The ads will appear in search results for queries deemed to have the same commercial intent — advertisers cannot select keywords or phrases for search ad campaigns.
The ad format is similar to News Feed ads, and include a headline, image and copy text. The ads also include a “Sponsored” tag, and product catalog sales, conversions and traffic objectives are supported.
Why we should care. As Facebook’s ad inventory continues to become more saturated, finding new ad placements is a win for both Facebook and advertisers. Having the option to run ads in Facebook’s search results — both in the News Feed and Marketplace — opens up
About The Author
There are widespread complaints in the Google forums about the search results not fully rendering when a search is done. This seems to be happening for some searchers on mobile. Google has confirmed the company is working on a fix.
Google’s confirmation. Google posted on Twitter at 3:30pm ET, “We’re aware that for some people, our search results page might not be fully rendering. We’re actively working to resolve this bug.”
We’re aware that for some people, our search results page might not be fully rendering. We’re actively working to resolve this bug.
— Google SearchLiaison (@searchliaison) July 24, 2019
What the bug looks like. Here is one of many screen shots from the Google forums with complaints about this issue.
Why we should care. If searchers cannot see the search results, even if that is a small percentage of Google searchers, that can lead to a drop in traffic to your web site, which may lead to fewer leads and sales and less revenue for your company. Of course, Google wants its search results to render, so it is working fast to fix the issue.
About The Author
Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.
Some companies still hesitate to invest in search engine marketing under the impression that paid ads don’t have an impact on purchasing behavior.
After all, why pay for traffic when you can earn it with a well-executed SEO strategy, the thinking goes.
This view, however, is short-sighted. The value of SEM goes beyond establishing and fueling traffic, leads and conversions. Even more important than the straightforward return on investment, SEM can serve as a valuable branding tool that can make your company and your products be seen as a leader in your industry.
PPC advertising should be seen as a launching point for your business to interact with search engine users. Since paid search ads are the first thing people encounter when they search, PPC ads are an excellent opportunity to establish a positive brand impression.
The most effective search marketing strategy is one that includes both paid SEM as well as organic SEO, according to a Clutch analysis of survey results on the reasons people click on paid search ads. PPC often serves as an effective complement to SEO services by providing analytics that your business can use to inform its long-term search marketing strategy.
Here the following branding benefits that accompany an effective search marketing strategy.
1. Establish brand awareness and authority
People respond to search engine results that are the most relevant to them.
One-third of people (33%) click on a paid search ad because it directly responds to their search query, according to the Clutch survey, while more than one quarter clicked on an ad because it mentioned a brand they were familiar with.
The survey finds that more than three-quarters of users – 77% — are able to distinguish search ads from organic search results. As such, the ads that businesses create need to be relevant to search queries. If not, people will ignore them
Businesses can establish themselves as reliable brands to potential customers if they have ads that answer people’s search queries. The benefits of helpful ads can include improving their brand awareness and earning high-quality site traffic.
By establishing the top spot on search engine results pages with paid search listings, you send a clear signal that your company is relevant to the search.
This is particularly important for reaching mobile users, as phones often display only paid ads above the fold on the screen, meaning users have to scroll down to reach organic listings.
As users increasingly move to mobile to conduct search, the value of establishing an initial impression will increase.
2. Create a lasting brand impression
Consistent appearance across SERPs of similar topics creates the impression that your company is a comprehensive resource about a topic, and more broadly, in your industry.
For example, if your company sells used auto-parts, the best way to establish a lasting brand impression is to appear in search results for all terms related to your business, rather than just exact match phrases, in this case “used auto parts.”
To achieve this, your company should conduct research to determine natural variants of your company’s core keywords. Through this process, you can discover that terms such as “used car parts” also attract a solid number of monthly searches.
here.
About The Author
Clutch, a ratings and reviews platform for B2B marketing and technology services providers. He is also a senior writer for a B2B news and how-to site.
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