Search lately issue 179

ISSUE 179 – 21st April 2015 SMG Nominated for 2 Awards in Search Category Starcom MediaVest Group have been nominated for another 2 awards this year, in what is proving to be a very successful start to 2015. The awards in question this time are the Brand Republic Digital Awards, to be held on the 18th of June. The Nominees are Europcar and Samsung, with the former being recognised for a tactical campaign that targeted users during the London tube strikes and the latter was a campaign that targeted iPhone users, encouraging them to switch to Samsung’s latest Galaxy series device. For the full shortlist, visit the link below.

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Focus Abroad: Russian International Travel Interests When people in Russia want to find information about a particular country, they often turn to the search. Different countries - from Russia to Guinea-Bissau - devoted about 3% of search queries; more than 175 million per month. The requests are very diverse and show that people are interested in communication with other countries, be it the historical facts of the country, movies and TV shows from there, or the opportunity to take a holiday there (airfare ticket queries have grown by 20% YoY). Yandex analysts’ team have analyzed the queries and listed the most popular countries for vacation, immigration and emigration. For more information please visit the link below.

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Dynamic Structured Snippets Website Overview In Ads The latest feature coming out of Adwords will automatically add text into your ad, highlighting industry specific information like the numbers of flights per day. Essentially, it is made to reflect categories of content found on your website. It’s currently available for hotels, flights and retail verticals, but other businesses will be added later in the year. It is possible to opt out by filling a form, although Google emphasizes that automated extensions are a factor in Ad Rank and opt out should be avoided. The question that remains is when those snippets would show, and which information they would display.

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Bing Ads To Force Close Variants On Advertisers & To Modify Negatives Bing are following in the footsteps of Google by forcing users to be opted into close variant matching, and thus removing the ability to appear against a ‘true exact match’. The impact of this change means that users will have to exponentially increase the amount of exact match negative keywords in the account if they wish to have absolute granularity upon the keywords which they are bidding on. Bing are also introducing a change to the way negative keywords are managed; as oppose to the traditional approach where a negative keyword would trump a positive keyword, this approach will now be reversed. Those relying solely on using negative keywords to manage their campaigns will now need to perform an account check to ensure that they are in fact removing any unwanted terms from their positive keyword list – as these will likely trump the negatives which are in place in the account. Click the link below to see an example chart from Bing themselves.

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