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Google+ Your World + Online Advertising

If you are in the online advertising industry you will want to read this.

And when I say online advertising, I mean if you have any work involving SEO, SEM, SMM, YouTube, Facebook, Bing etc… The recent change by Google really impacts alot of us.

If you want to skip the examples and find out what you should do as an advertiser click here.

If you want to skip to the summary click here.

What did Google just change?

Google integrated social results from their Google+ network into regular search results on Google.com for people signed in. This is not your usual algorithm update. This doesn’t really change how they rank you but what else they might show before an old school SEO ranking.

What did this change really do?

If you are signed in, it has changed the whole meaning of SEO. Google’s concept of a ultra deep index is quickly being destroyed. They are trying to give you one page which has versions based on who you are associated with. Here is a quick example of Google + world in action.  As you can see in the video – the results from Google+ are not well organized at all. I think I would be frustrated by the random organization for certain searches. I could see this working well for seeing what videos your friends are watching. Eg – That Rebecca Black video…

Here is what has changed from what I can observe. Note Google is rolling out the features over the next few days, so things may continue to change.

Top things that changed:

1) Ads on branded terms have been reduced in many instances. Many product ads now showcase pictures. If you search for Ipod. you will get a graphic like this in your search results.

2) Mentions of terms by friends in your Google Circles can change page 1 results completely. Google+/Circle results now show like a news feed.

3) It looks like the right column is now widened significantly. You will now see maps on the right and youtube links.

4) Generic terms like “insurance” “online education” don’t seem to be affected just yet. This is partially because many lead gen players have not created Google+ pages with their brand name or key terms.

5) The Google mobile search results are different too since most mobile users are signed in. (Screenshots on AbsoluteVariety.com)

6) Twitter results are no longer part of the index.

7) The number of search ads shown when you are signed in may be greatly reduced due to all the new types of content being shown in the search results.

8) CTRs of text based search ads may drop since there are so many images / different types of content on a search page now. Text ads easily get lost.

9) Search ads can be interactive now. See the REI example on AbsoluteVariety.com. This looks like a feature isolated to products that can be reviewed on Google Products.

10) Being on Page 2 of Google now is completely useless.

I did a few sample searches signed in on Google. Here are the videos:

H&M – considered to be one of the largest brand pages on Google+. This is a good example of a brand that is interacting with people on Google+ but doesn’t offer them a way to purchase anything.

Ford – Another large brand on Google+ now has its organic results greatly modified. Ads are pushed down on the page and a Map/Google+ pages are more prominent.

Here is a quick example of how the new Google+ results show up on an Android phone. As you can see there are still some bugs to be worked out with Google+ and how they have constructed their URLs. This is for the same search term “ford.”

Next up is an example of a local school listing for Grand Canyon University Phoenix. They have registered a place location, listed a phone number and have reviews. It seems like they do not have a Google+ page yet though.  Key takeaway from this video is to list an inbound lead gen phone number on your Google Places page along with a regular phone number if possible. Keep in mind not everyone wants to be sold something if they are calling a school…

 

What should I do if I am advertising online?

1) Set up a Google+ Brand page – Tutorial is here 
Official business sign up for Google+ is here 
key with building a Brand page is to make your profile as complete as possible. Pictures, Videos, Tags, Descriptions, Locations etc. All must be filled in.

Note – Vanity URLs in Google do not exist yet.

Consider this page on Google “social insurance” just in case Google + starts taking off and people start using both Facebook and Google+ regularly.

2) Ask people to +1 your page or posts. Make sure you +1 your own content when it is published.

3) Audit your search accounts. You may need to implement a more aggressive search strategy to stay in the top 3 spots. Also check impression volume over the next week or so.

4) Start using Google+ regularly to get familiar with the interface.

5) Talk to your Google rep. Ask them to be part of any beta product they offer.

6) Physical campuses should be listed in Google Places and rated if possible. EG – Search for your school brand in your city or where a campus might be. Examples on AbsoluteVariety.com.

7) Find universal connectors to help distribute your brand. Celebrities are a great way to do this. They have massive followings. You want to be friends with the popular kid. Welcome back to 8th grade….

8) Make sure all of your ALT tags on images and videos are updated with brand oriented keywords.

9) Fact remains – Facebook dominates the social space. Take the Google+ talk with a grain of salt. I suspect that people still spend more time on Facebook than they do on Google. From a cost benefit point of view, Facebook is still a better use of resources. However, plan for the future, especially mobile since Android is growing rapidly.

10) Create content that is truly shareable and high quality. Make sure to ask people to share the content at the end of each article/video/form etc.

11) Stay tuned, I am sure as the weeks go by there will be more info on how this change affects all of us.

12) Last but not least – always include a link or CTA in each post. Check out this example from H&M.

Summary

 
I think Google has made a good attempt at changing what search means. The reality is that the old model didn’t make sense anymore. People don’t want 2 billion results. They want to know what their friends are doing and know what the general public thinks of a topic first.

However, I think this change blocks out key data from sites like Facebook, Twitter, and other “authority” sites which heavily skews the results which you see. If none of your friends are on Google+ this has virtually no effect on you. You are not getting any of the benefits.  This does not give you a realistic view on what the world thinks since not everyone is on Google+.

If you are a company running paid search campaigns, your CTRs will start change simply because your ads are not as prominent and may not be verified by a friend in your circle.

The other downside of this change is that if the search ads are so heavily compressed or moved down on the page, Google’s revenues will start to move in the wrong direction. I suspect that this change will not go away but it will be iterated upon. There will be new ad units and new cost per click models based on the results presented.

The other part of this equation is that in the next few years, people will be doing more voice searches via technologies like Siri. This move towards voice will also require a massive change in terms of UI for Google. I think Google is moving much faster with their new leadership but without the critical mass in Google+ alot of this new strategy could work against them.

Keep an eye on the following in the next 6 months:

1) Voice search

2) TV search

3) Facebook potentially revamping their search engine.

4) True growth of the Google+ user base.

5) Ipad 3 & Apple TV.

All have major implications on Google.