Libérez le potentiel du search grâce au display temps réel

Basé sur un search retargeting aussi fin que précis, et augmenté par l’ajout de Data tierces (Third Party Data), le SmartSearch est une façon innovante de combiner la précision du search avec la puissance de la révolution du Trading Media et des ad’exchanges.

Grâce à Smart Search, nous pouvons augmenter vos volumes tout en baissant vos coûts d’acquisition.

Contactez nous pour plus d’informations !

 

Google présente ses nouveaux formats de publicité

One of Google’s recent announcements is the release of a new free tool for advertisers called Ready Creatives. It is a beautiful solution that helps serve high quality ads in a very easy and efficient way.

The new Image Ads include two elements: Ready Image Ads and Ready Image Gallery. Both are focused on making image ad creation possible to implement in just a few minutes.

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With the Ready Image Ads there is a great flexibility: simply add a URL from your website and the tool automatically constructs display ads based on images from this particular page. There are many customisation options for the text, font, color, images, headlines, URL and more. Also it supports creation IAB standard ads in HTML5 formats. The beauty of this is that these HTML5 ads can be viewed across mobile devices as well as desktops.

As Google mentions currently the following formats are available for your display ads:

  • Dynamic Ads – Dynamic Ads deliver tailored creative across the web that combine the layouts, products, messages and offers that your customers are most likely interested in, based on what they viewed on your website.

  • Engagement Ads – Engagement Ads captivate consumers with rich creative messages. They fit in standard display units, allowing to scale across the web, and then expand to a larger format after an innovative two-second hover delay.

  • Video Ads – Videos are as effective as TV in building awareness of your business. You can create a quick video ad in just a few minutes that showcases your brand.

  • General Purpose Ads – If you need a simple display ad, you can browse through the hundreds of template options provided and easily customise in Google’s editing tool.

With the above tools to build PPC ads through the image ad creation can become an enjoyable process for digital marketers. You can find both tools on the Ads tab in your AdWords account.

 

Actualité SEO – Septembre 2013

Marking its 15th birthday, Google announced its new ‘Hummingbird’ search algorithm on the 26th September. It’s probably the biggest change to the inner workings of Google since 2001 when Amit Singhal joined the company and affects over 90% of searches worldwide.

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Google reportedly told Danny Sullivan that the name came from being « precise and fast », with improvements to « Conversational search » being one of the main examples highlighted by Google. People, when speaking search commands, should now find it easier and more natural to have a conversation with Google.

In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query is taken into account rather than just particular words.

Although announced on 26th September, Google say that Hummingbird actually went live about a month earlier. Moz.com reportedly saw a disruption between 20-22nd of August so a step change in organic traffic around this period could potentially have been caused by the update.

Guidance remains the same however, with Google reiterating the need to focus on original, high-quality content. Ultimately Hummingbird appears to be about delivering faster, more accurate results that also improves the integration of knowledge graph entities. It’s no coincidence that Google announced on the same day that they had enhanced their knowledge graph results with the addition of filters and a way to compare two Knowledge Graph items side-by-side.

Google also announced a new card based design for tablets and phones, richer direct answers with comparison, a new song exploration feature and notifications of Google Now information for iOS 7.

Google’s Move Towards 100% ‘Not Provided’ Referrals

Google have made a significant change in terms of the information they pass on from search activity. This change means no more keyword data will be passed to site owners.

Although Google have yet to make an official announcement, they have switched all searches over to encrypted searches using HTTPS for users regardless of whether they are signed into a Google account.

Google essentially retains the referrer, but strips out the q= parameter which holds the keyword. This means we will still see that the visit came from organic search but we will not have specific keyphrase information that has traditionally allowed us to report on user behaviour (i.e. brand and non brand searches). All keyphrase referrals will now appear as (not provided) within analytics platforms such as Google Analytics and Adobe SiteCatalyst.

We have seen rapid growth of not provided referrals over the last two years. When encrypted search initially launched in May 2010, Google initially had encrypted search on a separate URL. A year later, in late 2011, Google started redirecting all U.S. users who were signed into their Google Accounts to the encrypted version at https://google.com.

Just last month, BrightEdge released a study finding the percentage of « (not provided) » data was over 50% for some industries. The site Not Provided Count now reports an average of nearly 81% of keywords not provided. Whilst there will be some residual keyphrase data still coming through we anticipate that this will reduce dramatically over the coming weeks.

Although this does represent a challenge, Google still provide granular keyword data in the form of its top search queries report in webmaster tools which provides impressions, clicks, average position and CTR. This can also be linked to Adwords where the data can be viewed in the paid and organic report.

NetBooster UK has already evolved its reporting to include this top search query data in addition to ranking visibility and page level metrics so that clients continue to get the right level of insight from their search campaigns. We are also working with industry leading reporting platforms to find alternative ways of reporting on brand and non brand performance. 

Google Announce Penguin 2.1

Google also launched Penguin 2.1 on October 4th. This was announced by Matt Cutts via Twitter in which he said it impacted about 1% of search queries.

Following a YouTube hangout with John Mueller we established that the update was focused on including more data into the main Penguin algorithm rather than it being changed in any way. This is likely to have been sourced from feedback via Google’s disavow tool and is likely to affect publishers that are using more manipulative link building tactics.

 

Actualité Social Media – Septembre 2013

YouTube comments now highly integrated with Google+ discussions

A very interesting development was announced in the end of September, concerning the new era of comments on YouTube.

Through the official YouTube blog it has been revealed that from now on users will see the new YouTube comments powered by Google+ on the channels discussion tabs.

YouTube want to give more value to conversations that matter the most both for video content creators and users. And as they explain, ‘recent does not necessarily mean relevant’. So, in the following weeks comments from users that are valued more will rise up. Moreover, some new tools have already been introduced that give the ability to video creators to moderate users and conversations according to their personal preferences. For example, now creators can ban commenters who consistently leave negative or maybe insultive remarks as well as filter out comments that contain certain trigger words.

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On more detail YouTube’s relevant post mentions:

  • Commenters who matter move to the top: You’ll see posts at the top of the list from the video’s creator, popular personalities, engaged discussions about the video, and people in your Google+ Circles.
  • Join the conversation publicly or privately: You can choose to start a conversation so that it is seen by everyone on YouTube and Google+, only people in your Circles or just your best friend. Like Gmail, replies are threaded so you can easily follow conversations.
  • Better ways to moderate comments: You have new tools to review comments before they’re posted, block certain words or save time by auto-approving comments from certain fans. These can help you spend less time moderating, and more time sharing videos and connecting with your fans.

So the effects are significant in many ways. Now commenters will not be able to leave anonymous remarks any longer, since they have to be signed in to Google+ in order to make comments. This provides a good level of protection against insulting comments and ‘troll’ comments. Moreover, it’s a great opportunity for the creators to develop relationships, invest on their YouTube communities and give weight to their top quality contributors. Finally it gives another important incentive for brands to establish and grow their Google+ presence since its connection with YouTube, the second largest search engine in the world, becomes more and more integrated.

Google Introduces Hashtags In Search Queries

Google continues to introduce new features that can make search even more interesting. We know that Google+ is supporting hashtags from May and recently it was announced that Google Search will now allow you to search for Google+ posts by using these hashtags.

Although this new search feature is live for English language users in the U.S. and Canada on google.com and google.ca for the time being, it is pretty clear that other countries will follow as well.

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Googler Zaheed Sabur explained some of the features of this development on a Google+ post in the end of September. As he said:

  • When you search on Google for a hashtag, say [#AmericasCup] or [#WaterfallWednesday], a set of relevant Google+ posts may appear to the right of regular results.
  • You’ll only be able to see posts that have been shared publicly or shared with you.
  • If you click on any of these posts you’ll go to Google+, where you’ll see the full set of relevant posts.
  • You’ll also see links to search for these hashtags on other social sites.

Content marketers now have a strong incentive to use hashtags in their Google+ posts. We should not forget that occupying strategic real estate on the search results pages is an important goal for every brand, so appearing on the top-right corner of Google’s SERPs is certainly significant and having a link to there could drive serious traffic from popular hashtags.