All that's left now is to wish you all a Merry Christmas and a Happy New Year from all at AdConnection. We look forward to seeing you in 2011.
On a regular basis I have to explain to my father how to copy and paste, put a photo in an e-mail as an attachment, scan a document, etc etc… the list really does go on….and it normally ends with me doing it ALL for him. Now, it’s not that I mind helping out my Dad, after all I’d rather he was at least aware of the existence of ‘Spam mail’, rather than thinking someone in Nigeria really has left him a fortune, or that he really needs little blue pills for a happier life…*shudder*…but now, thanks to Google, all of this can now be avoided!
Google have recently launched ‘Teach Parents Tech’ http://www.teachparentstech.org/
In this simple but clever interface, the user can select who the recipient is intended to be (Mother or Father) and what information about computer-related tech would really help them, and ultimately, take the pressure off their sons or daughters who would have previously been bugged for!
It covers everything basic to the more advanced, in a mass video-information (via YouTube) e-mail to the recipient, after clicking through the personalised website.
An apparent selfless act from Google, it’s another example of how they are trying to be in the heads of those who would not normally be aware of them. Some of the videos of information that are selected have presenters wearing Google t-shirts, as well as instructions being displayed using Google-owned products.
All this doesn’t just create potential relief for sons and daughters everywhere, but is a clever brand awareness technique from Google (and YouTube), creating a positive and friendly image to an audience which needs help and advice online.
Facebook is preparing to launch a web-based email client that has been described as a “Gmail killer”. The rumours are that this will be launched on Monday alongside personal @facebook.com email addresses.
As reported here previously, Facebook have recently launched its 'places' product to capitalise on the success of location based services, and with their ability to understand who your friends are a launch into the email market will directly target Gmail and its recent priority inbox product.
We saw a glimpse of the future of channel Five now that Richard Desmond, owner of OK! Magazine, has bought the channel.
Last night the ultimate in trash TV – Russell & Katie Get Married aired on Channel 5. It was even sneakily sponsored by OK! Magazine, an indication of the cross-marketing still to come.
The critics slated it, but actually it was surprisingly entertaining, un-challenging viewing. It was the equivalent of OK! on TV and was strangely watchable. With just under a million viewers, it reached almost critical mass. Expect more of this to come.
Google has begun experimenting with a new layout that could change how users search the web - full page previews.
Now continue to type ‘blue’ and again, results appear instantly before you even finish writing the whole word, giving results for ‘Big Brother’ the TV series (now thankfully over), to ‘big blue filter’ ads when typing ‘big blue’.
Now im after a big blue sofa (who isnt?) so how has this affected my search? Have the new instant results helped my search? If I am trying to find a blue sofa, is an ad for blue filters really improving Google’s relevance?
To the user, this is only a small problem, as they can complete their full phrase search and find what they are looking for if the results beforehand don’t do the job. But for an advertiser, it could cause complications. Whilst searching for my big blue sofa with the words ‘big blue’, I stopped to look at the results and paused for about 4 seconds before continuing to type. In this 4 seconds, the ‘big blue filter’ ppc ad was shown, and according to Google, after a minimum of 3 seconds, an impression is recorded on the ad. I fail to see any results that would be of use to me and my search, therefore I continue typing the remainder of my search query. For the advertiser, this change will have a direct impact on impressions and CTR, but on the flip side, ‘predictive queries’ will inevitably expand reach and exposure to a larger audience than before.
On the evidence, it is vital that advertisers accept and adapt their strategies in line with Google Instant developments. A change in customer behaviour is inevitable for users searching online - knowingly searching with shorter keyword phrases because they have learnt that this is all they need to do from now on. In short, PPC is likely to be fine, it’s just a question of adapting after the initialperiod of ‘organised chaos’ which is inevitable whilst advertisers adapt and settle into the idea - changing the way we treat impression count and expanding keyword lists to focus on combinations of generic and long tail keywords to beat competiton.
As for SEO, all Instant has done has moved the goalposts. SEO strategies must now shift in-line with the implications of Instant:
- Use a greater combination of search phrases - generic, long tail and alternative keywords so you show up no matter what the variations a searcher may use
- Descriptions need to be all the more clear as users have less time than ever before to select their destination website
- When compiling SEO keywords and phrases, take into account Google’s suggestions to the user, as these will become more important and convenient to the user.
The main implication to SEO in my opinion is the need for more research, more detailed keyword analysis, and ultimately even more effort - Instant only ‘kills’ SEO if you’re not prepared to work for it.
In other news, Facebook have launched their Facebook Places in the UK today, allowing users to ‘check in’ with their exact locations, indentifying where you are in the world to your friends whether they want to know or not……I just hope some ‘friends’ don’t use this information to time a well executed robbery at your home, knowing exactly where you are…..and if they do, I just hope they don’t take my brand new big blue sofa.
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