12 Features We Wish Google Would Add

AdWords

“Ad Type” Definitions

Testing different ad messaging can be a bit of a hassle, due to the fact that we cannot currently define ad “types”. If Google were to add the ability for advertisers to define their ad types, advertisers would have a better ability to test ad types and analyze data.

For example, if an ad group had the following 3 ads:

“question & answer ad” type
“Want a widget?
Get it here”

“emotional appeal” ad type
“Don’t you deserve
a luxury widget?”

“toll free number” ad type
“Get a widget:
Call 1-800-000-0000″

The advertiser could define each ad type, and then perform analysis based on the ad messaging type. It would be wonderful to be able to perform analysis on this field across many ad groups in the campaign. For example, for one client, the “question and answer” ad type may have the highest CTR, but for another client, the “emotional appeal” ad may have the highest conversions. With the ability to name the ad types, and include this field in the reports, this data would be easier to extract.

Track Ad Scheduling

It would be nice to be able to track ad clicks based on time of day, outside of Google Analytics. It would be helpful to be able to download a report of what time of day each keyword was clicked on, from AdWords. This way, advertisers would not have to invest in an external analytics package, or be defining ad scheduling hours and prices based on estimates. A graph would also be nice, for quick viewing. The integration into the AdWords system could save a lot of time.

Ad Scheduling by Location or Time Zone

It would be helpful to be able to define ad scheduling based on visitor location. For example, if a visitor is in the UK, show the ad between 8am-5pm GMT. For the same ad, show it to Californians from 8am-5pm PST. Mucking around with multiple ad groups just for ad scheduling creates a more fractured campaign and increases campaign maintenance costs.

Broad Match Disclosure

It would be nice to be able to see all the keywords that have been matched with our “broad match” ads. Analytics packages only show keywords that actually prompted the visitor to click on the ad. While this would suggest that those are the more “relevant” keywords, there could be hidden gold in also discovering the keywords that did not prompt a click.

Broad matching disclosure would allow advertisers to see all of the keywords where the ad was shown, to allow for better ad text targeting.

Demographic Targeting

As Google learns more about users through blogs, personalized search and Google Accounts, etc., Demographic targeting is the logical next step. Yes, it’s true that interest in the ad is the only demographic information that you really need. But in some cases, such as in credit cards, you may only want to target those who may actually qualify, and not everyone who may be interested.

AdWords Dashboard Alerts

One nice feature would be for AdWords to show campaign alerts in a more conspicuous place. For example, on the Campaign Summary page, show “2 Ads Disapproved”, or “3 Ads Inactive for Search”. At the moment, you either have to go into the ad group, or set up email alerts - which may not go directly to the person managing the campaign. Even handier - it would be nice to log into “My Client Center” and have a summary of alerts there. For example - “Client 1: 2 alerts”, “Client 2: 1 alert”, etc.

Organic Listings

Results by Searcher Location

It would be extraordinarily helpful to be able to see natural SERP listings as they appear in different locations

Google Webmaster Tools

Domain Control

It would be nice to be able to tell Google that the domain information has changed, and not have to wait until the next update, or until Florida freezes over, whichever comes first.

Remove Pages from Index

It would be great to be able to tell Google to remove pages from the index

Google Analytics

Default Dashboard

It would save impatient marketers time to be able to set the default dashboard to “Marketer”

Schedule Exports

It would also save time to be able to schedule exports and have reports emailed (like AdWords)

Sticky Reports

Most paid analytics programs allow you to “stick” your favourite reports in the dashboard. This would be a great additional feature for Google Analytics.

Useable Graphs

Some of the graphs in Google Analytics are pretty. We’d like to include them in our client reports, but it’s difficult because you can’t save the graphs from the browser. Being able to save the graphs, or at least copy and paste them, would be a great feature to add to the system. Help the SEM company include the graphs in their client reports, and the client will see the Google brand right there as a trusted source of information. This is a symbiotic win-win for everyone.

Even though some may wish Google didn’t exist, Google’s going to be around for a long time. Just read these even more interesting Ten Products Google Should Develop.

My fellow SEMer Helen posted a rant recently on the ludicriousness of the fact that Canadian based companies are refused eligibility for becoming a Google Adwords Qualified Company. Check out the search engine watch thread.
This post has received a lot of buzz, mainly because people are so shocked and baffled by the news.

A fellow Canadian and SEMer feels our pain. Jim Hedger wrote a nice little rant of his own in his Metamend SEO Blog. Jennifer at Jensense was one of the first to join the complaint parade, and Search Engine Guide reported on this baffling scenario as well.

Our supporters raise great points about the issue, including why Canada SHOULD be on the list…I’d urge you to check these out and and see if you can come up with even more reasons why Canada should qualify. Maybe if we generate enough talk and support surrounding this, Google will work more quickly towards adding Canada to the roster.
Thanks,

Julie

This is the situation

Let’s say your website has a high rank on Google - say #3 for your keyword. Your SEO consultant calls you and says “Great news! You’re #3″. You do a search and confirm this. Then your overseas business manager calls and says “the website is nowhere to be found - weren’t you going to do some SEO?”. You do a search and find your website is still #3. What’s going on?

There are many factors which can affect your search engine ranking. By now, most marketers know that on-page text, number of links, amount of content, anchor text, etc. can affect where your website ends up in the endless shuffle of search engine results. But lately, something different been happening.

The web is becoming increasingly personlized. And we’re not talking about the occasional website using a cookie to throw a “Hello {name}” on your homepage; for most businesses this is simply not targeted enough any more. Now the content, the ads, the suggestions and cross-selling are all targeted as much as possible to visitor behaviour and perceived preferences. This means that marketers are presenting messages to the people most likely to be interested. The net effect of which is happier marketers (more targeted offers), and happier visitors (less irrelevant offers).

Search engines also have marketers on staff, and they have been catching on to the trend, if not actually participating on the frontier. You only have to look at the absolutely dazzling array of new search engine services to see the trend towards personalization in action. Google brings us Gmail, Blogger, Google Home Page, Calendar, Google Desktop, and perhaps most ubiquitously, Personalized Search. For its’ part, Yahoo brings us My Yahoo, Yahoo Subscriptions, MyWeb and Y!Q. Even MSN - a relative newcomer to search marketing - has been offering demographic targeting since even before it’s official launch earlier this year.

The Big Test: Pay-Per-Click Location Targeting

For years, search marketers have been able to narrow pay-per-click ad distribution by the location of the target market. Google AdWords, for example, allows you to target an ad by country, state, city, and even distance from a specific location (such as “show my ad to searchers within 20 miles of my shop”). This has been quite successful, and has led to paid ads appearing in Google Local and Google Earth. Marketers also appreciate the ability to focus the ads on the actual market, eliminating irrelevant ad traffic, and being able to pay more to target the people who are most likely to purchase. Again, everyone is happy, and Local Search in general becomes a thriving industry.

Now… why not target the natural, organic results the same way? Searchers from New York looking for “shoes” can see websites for businesses with a shop in Manhattan, and searchers for “shoes” in California can see websites which have a shop on Rodeo Drive. Think of it from a search engines’ point of view: the more targeted the results are for each visitor, the happier the visitor, the stronger the search engine’s brand, and the better off the investors are. Personalization is search engine ambrosia.

More and more, search results are targeted to the individual performing the search. What this means is, with personalized search enabled, if you perform a search for “shoes” today, the results you get could be filled with discount stores and designer high heels across North America. If you then perform a search for “dallas shopping”, “dallas shops” and “texas stores”, then your next search for “shoes” - identical to the first search - could feature shoe stores in Dallas, TX.

Organic Location Targeting

There is one development, however, that is sending a mild chill (or thrill, depending on your outlook) through the wider search marketing community. Put plainly, Google appears to be presenting different search engine results depending on the location of the visitor even when personalized search is not enabled, and even when the search is conducted on the global google.com website. Let’s say that again: By default, Google is presenting different natural, organic results based on the visitors’ IP address and/or search history - regardless of user preference. The patent for personalized search results was filed by Google last year.

This means that a company which ranks well in the US may appear nowhere in the top listings in Canada - despite the fact that the company serves the entire market.

The most interesting thing about this is that by employing this strategy, Google may actually be presenting less relevant results to it’s searchers. If a visitor is seeking to buy “shoes” online, they may be presented with a list of retailers nearby that offer shoes, instead of the site just across the border that offers exactly the shoes the searcher was looking for, and can ship them faster, for less cost. Granted, there does tend to be a higher shipping cost associated with cross border shopping, but some customers care much more about getting “just the right thing”.

When you think about it, personalized search does at first seem a bit counter-intuitivive, it is, after all, called the “world wide web”. The fact of the matter is, however, that Local Search is a hot area that is generating quite a bit of excitement. Google is ahead of the pack in launching this strategy for it’s searchers.

The Future of Search

What defines a “search engine result”? How many people have to see that result before it becomes “reliable”? Before you can say that “THIS is your ranking”? These are questions that the SEO industry is going to have to deal with over the next year or so.

As search becomes more personalized, the skills required to manage effective search marketing campaigns will become more complex. There is a great opportunity here for innovative, forward-looking search marketers. After all, marketing campaigns tend to be more effective with more advanced targeting techniques. One thing for certain is that as search marketing continues to evolve, successful marketers must remain open to change and new strategies. Those who do will continue to succeed.

Hey folks,

If you don’t already subscribe to MarketingSherpa’s newsletter, then you probably don’t know that they have just released a special report on the State of the Search Marketing Agency Industry. At a very high level, this looks at both the macro and micro perspectives of what is going on within the industry and SEM firms / agencies in terms of growth, outsourcing, specialization and future trends. It would be of interest to anyone working in the industry or considering contracting services from firms. You can read the interesting article here.

We all know that in recent years the world of search has been experiencing some big and continuous changes. MarketingSherpa confirms this: “2006, without a doubt, has seen the most tremendous shifts in the five years that we’ve been tracking the search marketing services industry.”

The most interesting trend is that of the fact that the industry is now maturing and may be facing the obstacles that come along with a mature industry: dwindling potential client base, difficulty to gain market share, increased threat of new entrants, etc.

Another trend that I am surprised as it the overwhelming trend towards specialization (that is in PPC or SEO primarily). I can understand the justification for doing this, but very much feel that in order to maximize value and create synergies, the two need to be considered together. For example, if I know a client has an organic ranking of #3, do I need to bid into the top spot in PPC for that same term? Probably not. Does it pay for both sides to be fully aware of what the other is doing? Absolutely.

A final interesting trend is that client-base growth has not been in line with the market opportunity in most cases. We have not personally experienced this trend, and actually it has been quite the opposite. Growth has outpaced our expecations in some cases, which is why new members have been added to the team to keep up with demand.

Regardless, it is important for us to stay abreast of these industry developments so we can be proactive rather than reactive towards these trends and the impact it will have on the world of search going forward.

There has been a quiet storm brewing about wireless search over recent months…

Despite the fact that there are apparently 4 mobile phones purchased for every 1 PC, there has been slow uptake in the search marketing industry to address this world of opportunity.

Although we have yet to see anything akin to an earthquake or tornado take place, a few strong gusts of wind have been stirring things up as of late.
One such ‘gust’ is that of Google’s recent launch of Google Adwords for wireless devices.

Although Google has long been offering mobile users the recognizable Google search service on their cell phones, it has only displayed organic results to date.

However, after testing in Japan, they have just launched the option for advertisers to place ads in the wireless search results in the US. You can find out more about this from WebProWorld News.
Another windstorm is the release of the .mobi (dotmobi) domain. dotMobi is the first – and only – top level domain dedicated to delivering the Internet to mobile devices.

While the open period to register domains doesn’t start until close to the end of September, there will be sure to be a rush to register in some very popular fields (such as SEM!).

As very few of us leave the house without some sort of mobile device attached to our bodies, why wouldn’t savvy advertisers capitalize on such a captive audience? Particularly for ‘on-the-go’, highly mobile, and increasingly time-crunched professionals, retrieving relevant and useful information through their cell phones or PDAs is going to become more and more important. And for the youth of today who tend to be early adopters, using search on cell phones will likely become second nature to them in the future. Makes you think twice about mobile search, doesn’t it?
With all this bustling going on in the mobile world, we at NLC are starting to think about how to go about offering mobile search marketing to our clients. Although only light winds are blowing now, I would predict that in another year or two, we’ll be nearing the full-scale storm mode in the world of mobile search.

Regardless, it will likely pay to keep your eyes on the barometer regarding this space.
Until next time,

The NLC bloggers

Finally! Google has just (and by “just”, we mean about an hour ago) launched a service where you can see your AdWords ad by location.

What this means is that if you are physically sitting in a desk in Washington, DC, but are targeting your ads to Toronto, ON, you can now see your ad, and its competitors, as it is shown to searchers in Toronto.

This is great news for optimizing your ad campaign, because you can now see exactly what your competitions’ offers are. If your ad is too similar to your neighbours ads, we can now clearly analyze it, and jazz up your ad content.

Currently, there are 6 ways to narrow the ad location view: by country, region (state or province), city, latitude and longitude, and in the U.S. only - by Postal code or DMA region.

The Google AdWords “test” or “preview” page can be found here: AdWords location ad viewer, and instruction on how to use it can be found here

We’re really excited by this new development, and will keep you updated as it develops in future.

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