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Bulletin | September 2015

September Bulletin | Google Search

Google are launching a new feature called Customer Match allowing advertisers more freedom in targeting specific clients. The company has also found that this year they have lost 4 points on their hold on desktop searches, could this be their downfall? The Moz study on search ranking features for 2015 has been released with some interesting facts. Did you know that the average moviegoer searches through 13 different sources before deciding on whether or not to see a movie? And we are about to see the demise of the 140 character restriction on Twitter, good or bad?

Google Announces Customer Match: Upload Email Lists For Search, Gmail, YouTube Ad Targeting

Google have announced their latest feature Customer Match, allowing advertisers to upload and target their audience from specific email lists. It also allows them to bid and create ads tailored to customers’ searches, as well as YouTube and Gmail ads. 

It works by comparing the email list sent through by the advertiser with those used on Google account sign-ins or Gmail accounts.

This comes three years after Facebook gave its users the same opportunity with their Customer Audiences feature, however with the capability that Google is offering with Customer Match, there could be a much better chance of targeting the right people at the right time.

Even after such a gap in time, is Google about to give Facebook a run for its money? Time will tell but one thing is for sure – advertisers should definitely be looking at taking advantage of this new feature.

Some links to learn more

Desktop Search: Google May Have Peaked Last Year According To comScore

According to comScore Google have dropped 4 points on desktop search. In August Google controlled 63.8% of all PC search volume (as opposed to 67.6% last year), with Bing at 20.6% and Yahoo at 12.7%.

So why has this happened? Has the death knell begun to ring out for Google? No, this appears to be a slight glitch in the market and could be caused by many factors. It could be due to the fact that several browsers have changed their default search providers, in fact with Windows 10, Microsoft integrated Bing and so, some existing Google users may have been automatically switched. Another theory is the mobile. More people are using search on their mobile than on their desktop, with Google controlling 90% of mobile searches in the USA.

It has to be remembered that this relates purely to desktop search traffic on actual computers including laptops but not mobiles. We are sure Google have nothing whatsoever to worry about and that this glitch will probably be followed by some huge upsurge.

Some links to learn more

Announcing the 2015 Local Search Ranking Factors Results

The results are in for the 2015 study by MOZ into how and why some businesses are able to dominate the local web search in their area.

The most interesting aspects are the specific local ranking factors and the ranking factors for Google’s local pack. For instance, the top 5 local organic ranking signals were:

    1. The domain authority of the website (the age, size and popularity)
    2. The quality and authority of inbound links
    3. Business signals (location in respect to searcher)
    4. External location signals (mention of business name, address phone number, etc) 
    5. Behavioural signals (number of people who click through)

An interesting point in the study was that the scoring of reviews had absolutely no effect on high rankings. A business with a one star review had as much chance of ranking well as a business with 5 stars.

The most interesting aspects of the top 5 ranking signals for local pack included a section on structured citations (which appear to have a much bigger influence on the rankings than unstructured) and that local keywords in anchor text aren’t all that likely to have a positive influence on the rankings either.

The full results of the study can be found here

Some links to learn more

Going to the Movies: The Micro-Moments Before Showtime

4 out of 5 moviegoers who research films on video sites go to YouTube and 39% of them said that the trailer influences whether they bother to spend the money to go and see the movie at all.

Meanwhile Google research has found that moviegoers will spend a lot of time researching digital information before buying their tickets. In fact, they reported a rise of 56% in movie related searches last year. This search data can also be used to predict movie performance with a 92% accuracy.

The movie trailer doesn’t simply appear the week before release, it is a well-oiled machine and has been planned meticulously. Between 6 and 12 months before release the first trailer will appear with a 60% viewing figure. Then 4 weeks from the release of the movie a new trailer will appear with a larger audience and that is usually when the viewer is making the decision as to whether they want to add it to their list of ‘must-sees’.

However, the most interesting aspect of the Google study is that people will consult up to 13 different sources of information before deciding on the movie they will eventually pay out to see. So you can understand why this is such a large part of the movie maker's marketing nowadays.

Some links to learn more

Why Twitter should move beyond 140 Characters

Twitter is considering allowing posts to be longer than the 140 character restriction which it has strictly adhered to since its concept. So why this decision and is it a good idea?

Basically with the growing popularity of other messaging platforms such as WhatsApp and Facebook Messenger, Twitter feels it should be competitive and thereby keeping its users happy. Many of its customers like the idea of micro-blogging and find the 140 character restriction to be a good thing as it makes the messages concise and quick to read, as opposed to long paragraphs that can be sent via those other platforms. However, on a marketing front, this has to be a good move by Twitter. It means that brands can now handle customer issues in a much better way and can also give out more detail when alerting customers of new brands, etc. One-to-one conversations with customers will also be possible on the new platform, making the relationship between customer and business more personal. Newsletters could also be sent using this method which is certainly a positive move as far as businesses are concerned.

Something which we think can only be good news for businesses.

Some links to learn more

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