Business is a mutually inclusive affair and prospering together operational procedure that benefits both sides (i.e. businessman and customer). Google reflects the same idea when it shares “Google generates the majority of our revenue by offering advertisers measurable, cost-effective and highly relevant advertising. Our goal is for the ads you see on Google to be as useful to you as they are to the advertisers—so that they can be a valuable form of information in their own right.” Google has the fortune of owning world’s most advanced search technology and the popularity has earned them more than 70% share of the online search market. Though, other search engines like Bing and Baidu are gaining footholds in the market, yet they are not much of worry for Google right now. So what has exactly made Google so invincible in World Wide Web! It’s the policies, advanced user-friendly applications and profitable solutions for users have made Google, the “STRENGTH” online. Google has been a perfect platform for both businesses (i.e. small as well as large) and potential customers. As shopping has been a growing trend online in recent years, Google too has supported buyers in making right choices through its various search programmes and on the other hand sellers have taken the benefits of Google offered solutions like Google Adwords and Google Merchant Centre. Let’s find out what is new and what is to come for users from Google in near future.
As we have discussed above that Google generates majority of its revenue from its flagship solutions: Google Adwords. Google Adwords offers online advertising solutions to business holders on multiple platforms including search engine result pages as well as its third party partners. This advertising programme helps new businesses to drive search traffic directly from result pages without being ranking higher organically, which is relatively time consuming and hefty task to achieve amidst high millions of competitors online. Such traffic generated through Google’s advertising programmes is popularly known as “Paid Search Traffic”. Paid search is one of the largest traffic drivers to web stores when compared with other online selling channels such as marketplaces and comparison shopping engines. With more sellers accepting this trend and investing diverting more promotional budget into paid search, competition has really shown a sharp rise. Return on investment (ROI) is under pressure from higher cost-per-click (CPC) rates due to heavy competition. Despite such high competition, Google continues to be the dominant search engine with a dynamic e-commerce sector that creates huge opportunities for online sellers. Let’s analyse how Google has sustained and established its advertising solutions in a highly competitive environment so successfully.
1. New Tweaks in Search Engine Result Pages (SERPs)
Google Site Links are additional links that appears below top links of both Organic and paid search results. For paid search, the site links can be listed in the top advertiser’s ad under the paid section for a particular keyword, usually brand keywords and for organic results it’s chosen by Google Algorithms automatically. As we are talking about opportunities offered through Google paid search programme, these additional links allow sellers to drive traffic to specific areas of their website, resulting in a higher click-through and conversion rate out of the cost per click amount.
Google has always been innovative in presenting solutions to its users. Their applications have always been world class and what the best thing is that all relevant applications can be easily integrated so that users can get the best out of their use. Integration of Google Adwords and Google Merchant Centre is one such highly productive solution for online sellers who use its advertising programme to display ads on search pages. Product Extensions are the latest ad format to be released from beta to all sellers in the UK market. If a seller is sharing product feed on Google Merchant Centre, now (s)he can integrate both Google Adwords account and Google Merchant Centre so that products from Google Merchant Centre can be displayed along with ads on search result pages for relevant keywords. This would surely help improving click-through-rates and return on investment.
Broad Match Modifier
As Google puts this Broad Match Modifier, “The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today. To implement the modifier; just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word proceeded by a + has to appear in your potential customer’s search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemming (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren’t considered close variants.” (Courtesy: Google’s Inside Adwords)
Google is currently experimenting with displaying seller ratings from Google Product Search in paid search ads as well as with organic results. Seller ratings are also compiled from multiple sources like comparison shopping engines such as Ciao or Kelkoo, Google Checkout, Bizrate.com, Shopping.com, PriceGrabber, ResellerRating.com. Google has categorically mentioned on Inside Adwords blog, “If your online store is rated in Google Product Search, you have 4 or more stars, and you have at least 30 reviews, you’ll automatically get seller ratings with your ads. What’s more, you’ll only be charged if someone clicks on the headline of your ad – clicks on the review link are free. At this time, seller rating extensions will show to English-language users searching on Google.com.”
Benefits of using Google’s various solutions are immense and diverting funds to Google advertising is worthy enough. The reason is that most of the Google solutions are absolutely FREE in comparison to other similar companies that offer paid service. For online seller, it’s Google everywhere from selling to tracking to advertising to generating profit. Google has absolutely carved a niche where every seller (i.e. whether small, medium or large) are considered equal. It’s absolute democracy under Google where every seller and buyer enjoys equality.
Business is a mutually inclusive affair and prospering together operational procedure that benefits both sides (i.e. businessman and customer). Google reflects the same idea when it shares “Google generates the majority of our revenue by offering advertisers measurable, cost-effective and highly relevant advertising.
For more information please visit our site at www.247topseller.co.uk .
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