We recently organized a webinar on tracking Digital Marketing Masters Program Certification trends for 2020 – a search engine perspective, which was presented by Brad Geddes, PPC seat at Simplilearn. Brad is a “sophisticated Google Adwords” writer and co-founder analysis, automatic ad testing, and PPC recommendation platform. Brad makes it a mission to share his expertise in a paid search with online marketers so that they can build successful online campaigns that produce businesses. He often writes columns for search engine land, has Keynote and speaks in more than 125 conferences, and has led more than 100 Google advertising seminars.
In this webinar, Brad rejects the things you have to know that happened in 2019. He then saw some of the top projections for 2020 and how they really trend. Finally, he touched on some trends that had nothing to happen until a few weeks ago.
Matching changes in 2019
One of the biggest changes in search engine marketing in 2019 is to match the type. Good phrases and spacious compatibility modified undergo several changes.
If you have used search engine marketing but have not followed changes, perfectly suited phrases always mean having the same word in search order.
Google makes two important changes in 2019:
– Sudden requirements can be in different order
– Google can replace words with what they consider as the same meaning as the keyword into the query.
It has led several companies to have several problems with the type of match. For example, a foreign travel company might find that Google suddenly said “Kenya Safari” is the same thing with “Nairobi Safari.” Nairobi is indeed the capital city of Kenya, but an exotic travel company knows that, from the point of view of the average order value, they are very different: Safari throughout Kenya can involve more experience than Nairobi (and maybe even start or end up in Nairobi.).
This is another example: a search for “trademark registration fees” usually from someone who tries to find out the costs of having a third party register trademark for them. When someone looks for “the cost to file a trademark,” it was very different; Usually someone wants to do your own filing.
We have seen several language substitutions. We have seen several substitutions of a completely different word in the intention: trademark logo versus trademark symbols, for example. If you have used many phrase matches, it can be useful to return in the data of your search term and see it in your closed variant phrase match. The closed variant is words that don’t exist in your account that match Google. Check those words to see if you have a problem because you will mostly fix it with negative keywords. Not everyone has this problem, but this type of problem is one to look for because it is a big trend last year.
Secondly, the modified spacious match changed. Modified broadly has become a good type of match for use: You don’t need to find out every combination of words and every keyword to use, but when you use a symbol plus, Google will never be crazy in their matches. Last year, they changed the rules to allow the substitution of the same word, and you might see things like Google treat the word “trademark” together with “logo design.” However, logo design and trademark are not even close in the sense in some contexts.
Another problem is to match the brand name. Google launched a change last summer to fall in English, he was launched to Germany in February-March this year and to the Netherlands in February to March this year (as well as several other countries). Based on the language you are working on, you might not see this change: they may still launch into your account based on the language.
From the average position to click Share to conversion
In 2019, Google pension the average position metrics and then introduced a share click to go with the Share Impression. While everyone is forced to study impressions in recent months because the average position is lost, click Share is still a metric that is less utilized.
Click Share is the percentage click you received compared to what is possible. You want to start Graphing Click Sharing from time to time to see how the trend of the numbers impression. You can then begin to see how well click Share Metrics Share impressions. Does it trace the share of the upper impression, for example? Does it reflect the missing impressions? This gives you instructions on what actions must be taken to increase sharing clicks.
You also want to track the conversion of this metric. However, conversion, the purpose of your search engine marketing. Google other subtle changes make that has great implications is the tracking of campaign level conversion.