Many of you may have seen or heard by now from this article:
Google 2.0: Google Universal Search
Google has changed up the way listings are displayed. Although paid search will not be effected as much as organic search there are some things that all paid search advertisers should be doing or taking advantage of on Google:- Account Structure – Making sure the site structure and the search engine account compliment each other in such a way that users can find what they are looking for with ease.
- Trademarks – if you own trademarks, the time has come to get the paperwork into Google so others will stop bidding on what are probably some high grossing terms.
- Google Checkout/Google Account Integration – Google Checkout will become a trusted source for people who buy thing online. It integrates with Gmail and Personal Google accounts. It allows users to make purchases without being hassled by long shopping cart processes and save CC info of users so they only need to have the card on file at Google. If Google checkout is implemented it also displays a graphic to differentiate yourself from the competition. You should take advantage of this ASAP.
- Google Analytics – Google analytics is a free solution and a new platform was just released. It ties back easily with Adwords spend and transactions that occur on checkout. If you have not implemented it yet – you should.
- Shopping Feeds - If you have any product database you should consider getting on Froogle as it is free and the listings often display at the top of the page. Research has shown that Shopping engines usually convert at higher rates then traditional paid search
- New Engines – Try to break out of the pure Google mindset. There are many other engines out there we can test that still have good results. Many advertisers just deal with Google so don’t forget about the little guys.
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