5 search trends you need to know - reachlocal.com€¦ · 5 search trends you need to know 5 mobile...
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5 SEARCH TRENDS YOU NEED TO KNOW
Google Removed Right Hand Ads
More Ads in Local & Maps Results
Voice Search & Machine Learning
Expanded Text Ads
Mobile Search Keeps Growing
5 SEARCH TRENDS YOU NEED TO KNOW
1 Big Change to SERPs
Nov. 2015 - Top & Side Ads
Aug. 2016 - Top Ads Only
5 SEARCH TRENDS YOU NEED TO KNOW
Making the Most of this Change
Don’t stop advertising!
Have a combined strategy
Optimize your campaign
It is still a highly effective search marketing tactic.
Advertise on multiple search engines and incorporate organic tactics.
Keywords, ads, and landing pages all help you improve performance.
5 SEARCH TRENDS YOU NEED TO KNOW
2 Google Grows Local Ad Inventory Ad Inventory in Maps Local searches conducted directly
in Google Maps site & app
Local Finder Ads Ads are shown to users who click
from the 3-pack (local pack)
Need Location Extension This extension must be enabled
for ads to show in local results
5 SEARCH TRENDS YOU NEED TO KNOW
3 Expanded Text Ads This update streamlines the way Google ads display on multiple devices. It includes:
Second Headline
Long Description
Customized URL
5 SEARCH TRENDS YOU NEED TO KNOW
Making the Most of this Change Get more from expanded text ads with these tips:
Write Great Ad Copy
Optimize for Conversions Evaluate search ad performance based on the leads and calls you get, not just clicks
With more space for copy, you can better convey products and services and differentiate your business
Consider All Publishers
This change will most likely impact other search engines, so make sure your ads are prepared!
5 SEARCH TRENDS YOU NEED TO KNOW
4
1 in 5 Mobile Searches are Voice People using Siri, Cortana, Google Voice,
and Amazon devices to search for information, including local businesses
Search Algorithms Advancing Machine learning technology like RankBrain
are helping Google understand the meaning of search queries
Search Results More Relevant Google factors in behaviors like clicks, time on
site, and search intent -- not just keywords
The Influence of Human Behavior
5 SEARCH TRENDS YOU NEED TO KNOW
5 Mobile Stats to Know Mobile Search Has Outpaced Desktop Search
One-Third of Mobile Searches Have Local Intent
And it makes up almost 60% of all searches, so it’s important to have a mobile-first strategy.
Plus, 40% of voice searches are local, so make sure that your search marketing is locally focused.
75% Start on One Device & Finish on Another You need to deliver a great, consistent experience across all devices.
Source: Google