Tech Treats: 22.02.16

Welcome to Tech Treats, our weekly feature where we provide our clients with the latest news on all things digital marketing. From current trends and innovations, to fresh tips on getting the most out of your paid adverts, we’ll ensure you’re always kept in the loop!

Here are the topics we’ll be discussing with our clients this week:

Our new website is here!

If you’re reading this, you’ll have noticed that our website looks a little different.

Designed with new and potential clients in mind, we wanted to ensure our new website is easy on the eye, as well as being easier to navigate and find all the information you need. From guides and blogs, to basic information on our services, the new website will also provide our clients with everything they need to ensure they get the most out of their digital marketing.

We’d love to know what you think of the new look- give us a shout on social media!

Google to remove ads from right side of desktop search results

Over the past few days, Google has rolled out a number of changes to desktop search results, with the ads that appear on the right hand side of search results being removed. With the exception of Product Listing Ad (PLA) boxes, they will instead be placed only at the top or bottom of the page.

As a result, desktop search results will be more similar to mobile search results.

Google also told Search Engine Land that they may show an additional ad above search results, taking the total from four, to three.

The TJM take: It’s tricky to predict the overall impact, but this will definitely shake up the internet for a while.

The added competition is likely increase the CPC, which will impact CPAs. This means businesses need to be even more focused on the long term value of clients and enhance conversion rates right through the sales funnel.

The Impression Share lost by rank will likely increase dramatically. You can counter this by increasing the quality score and click costs, but the impact will still be more expensive conversions.

With PPC and SEO always roughly balancing out in terms of cost (if one were significantly cheaper then everyone would do that!), we guess there will be more focus on organic rankings as this briefly appears cheaper. This will likely be offset slightly by the fact that the first organic result will be below the fold.

Our recommendation is to understand your data as much as you can, as this will enable you to decide how aggressive you can be. Once you have that understanding, you can start using features like bid to position 3 scripts with confidence.

We have suggested this a few times now, but exploring other platforms now appears to be even more attractive. Being over-reliant on a single platform can be risky, plus the CPAs can be much lower away from Google.

Google releases beta of Cloud Vision API

Following an early preview at the end of 2015, Google has released a beta of its Cloud Vision API. This will help to detect and label objects in images submitted by developers to the platform, as well as read text and recognise logos.

As The Register has reported, the Cloud Vison API also includes facial analysis and landmark detection. Additionally, it is currently able to recognise content that is NSFW (a.k.a. ‘Not Safe for Work’, for those not in the know).

For more information, check out the original article from The Register.

The TJM take: Due to the newness of this technology, there’s endless opportunities, and we’re excited to see what applications can be developed from this.

Are there any topics you’d like covered in future Tech Treats updates? Send us a message on social media or drop us an email.

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