Google Update Enhanced Campaigns & Webmaster Guidelines
Advertisers With Enhanced Google Campaigns May Add Sitelink Descriptions
Google introduced enhanced adwords campaigns in February of this year. A number of advertisers grasped the opportunity to feature advertisements which accounted for contextual factors including the location and previous search history of Google users. Many noticed an increase in conversion rates after the integration of this updated system. However, there was a little bit of frustration about the lack of customisation options.
Now Google have opted to give advertisers the opportunity to add specific descriptions to the sitelinks on their enhanced advertisements. This means that online sellers can add details about the pricing, availability and special features of their products. It is thought that the inclusion of such details will result in increased click-through rates. It is also good news for searchers who want to hone in on websites of particular interest.
Google Advises Webmasters To Focus On The Generation Of Quality Sites
The online landscape has changed a great deal since Google launched their Panda algorithm back in February 2011. It has become increasingly clear that the leading search engine is striving to clear the online sphere of bad links and poor quality content. And recently they reinforced their intentions by changing the wording of the webmaster ranking guidelines.
The previous message suggested that ‘webmasters [could] improve the rank of their sites by increasing the number of high-quality sites that link to their pages.’ Now it is claimed that ‘webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.’ It’s quite clear that successful SEO campaigns will incorporate the generation of quality on-site content. Web site owners are also urged to take account of speed, usability and relevance.
Search Engines Urged To Ensure The Distinction Of Paid And Organic Listings
The American Federal Trade Commission has warned search engines such as Google, Yahoo and Bing about the importance of ensuring a clear division between paid and organic listings. The government agency suggested that the unmarked inclusion of paid advertisements represents a serious deception of online users. The search engines responded by claiming that they were aware of the importance of maintaining transparency online.
The FTC claimed that ‘Sometimes the results returned as part of a specialized search are based at least in part on payments from a third party. If that is the case, it is also a form of advertising and should be identified as such to consumers.’ It was also suggested that the search engines have shown an increasing ignorance of this issue in recent years. However, they refused to single any of the search companies out for particular scrutiny.
