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Google's New Layout

28-04-2016 Nu downloaden

Ontdek onze analyse over de veranderingen en de gevolgen van Google's nieuwe gesponsorde links lay-out.

Op 22 februari van dit jaar, heeft Google wereldwijd een nieuwe lay-out uitgebracht van zijn resultatenpagina op desktop: de rechterkolom op de gesponsorde resultatenpagina heeft plaats gemaakt voor een 4de positie boven de SEO-resultaten. Volgens Google is hun belangrijkste doel het aanbieden van een identieke surfervaring, onafhankelijk van het toestel dat gebruikt wordt.

Bij iProspect België hebben we een studie uitgevoerd op 17 miljoen impressies met een focus op de Travel en de Finance sector, om te meten wat de impact van deze verandering is op de Adwords metrics van onze klanten op generieke trefwoorden.

Gezien elke campagne zijn eigen objectieven heeft, is het van belang om bij het testen van de verschillende posities op de resultatenpagina van Google, de resultaten heel nauw te monitoren en analyseren. Posities 3 en 4 tonen positieve resultaten wat betreft CTR en CPC. Resultaten voor posities 1 en 2 waren daarentegen eerder gevarieerd. Desalniettemin biedt Google over het algemeen meer zichtbaarheid aan Adwords ads met deze nieuwe lay-out en is het van belang dat adverteerders verder werken op de kwaliteit en relevantie van hun ads en van hun ad extensies.

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By understanding intent and assessing the search engine results page and content types delivered, brands can much better assess not only the problem, but the best suited format for delivery, too - whether that is a video, an article, an image or other. Deliver on expectations Delivering on expectations means ensuring that you are not only showing up when people search, but also that they can convert easily once they land on your website. This requires acting simultaneously in two dimensions: the user experience (UX) and the technical side. There is an important difference between a website that looks clean and a website that is truly user friendly. Analytics can help you detect the most problematic bottlenecks of your website. Then, user testing can help you understand the various reasons behind these bottlenecks, such as a frustrating product catalogue organisation, or an impractical checkout. These insights can help you address the most urgent pain points through A/B testing, and ultimately improve your UX. From a technical standpoint, there is a host of aspects to consider, starting with site speed. Site speed is fundamental in user experience, and has a strong influence on bounce rate and conversions. Marketers should regularly monitor their site speed, using online tools such as Google PageSpeed Insights. Additionally, UX plays an increasingly important role in search engine rankings. From May 2021, page experience signals (e.g., mobile friendliness) will be included in Google Search ranking. Simply put, UX is not only important for making the most of the attention of people who reach your website, but it also conditions your ability to get the attention of additional users through search results! As one marketer out of two (48%) declares that not being consistent across every element of the consumer experience is a main challenge for long-term trust in their brand (iProspect 2020 Global Client Survey), strategic use of content presents a true opportunity to bring the experience together - from attention to transaction - by making the most of consumer intent and context through value. This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0 5 minuten gelezen

Google's New Layout

Ontdek onze analyse over de veranderingen en de gevolgen van Google's nieuwe gesponsorde links lay-out.

Download "Google's New Layout"

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