ISSUE 173 – 27th February 2015 “Mobile friendliness” now a ranking signal on Google Google has announced it will roll out a new update which affects the rankings of search results for users who are accessing Google search on their mobile device. The notable changes, which will take affect from April 21st, include taking into account a site’s ‘mobile-friendliness’, as well as deeplinking technology, which will see information from mobile apps appearing more highly in results. Google explained: “As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns”.
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Call-Only Ad Types Available Through Google Adwords Many businesses are focused solely on driving calls as their primary conversion metric. To meet this need, Adwords has launched a callonly ad option, and will not drive traffic through to a website. No headline copy is required as the phone number will be displayed in the headline. The format still requires a URL as it is displayed in the ad alongside the telephone number and description lines. Google have stated that this helps users understand which business they are calling – it is likely this also helps the format fit with other listings on the search results page. The format is charged on a cost per click basis: upon click-through, the user is taken to their dialer with the phone number ready to call so the cost is not necessarily associated with a call. Although there will not be a one-to-one relationship between clicks and calls, as calls are the only outcome of this ad format, advertisers can bid and optimise copy towards this ultimate goal.
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Search Ads to Appear in Google Play Store Google are testing ads within the Google Play Store search results. This will help app promotion, particularly in competitive arenas. The test has been limited to existing Adwords users in the US, on mobiles only and are currently free to use. The format is keywordled and ads are positioned at the top of the search results. This invitation-only test is likely to roll out into a more limited beta for existing Adwords users at some point in the future. One of the main concerns at the moment is the high likelihood of click fraud with this format and how Google will manage this.
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