Digital Marketing Megatrends 2017
Learn the 5 pillars of multichannel marketing and 9 actionable trendsFREE DOWNLOAD
Each day Google makes many changes and updates to its different tools and it does a great job of announcing them through all its feeds, but it can be difficult to keep on top of what matters and what doesn't.
So on this page we'll be selective and update you on algorithm updates, new tools, policies and changes to Google Analytics we think anyone working in digital marketing or marketing needs to know about, even if they're not a search specialist. Hopefully SEO or Adwords specialists will find it useful too and can let us know what we're missing!
Category: Search behaviour and Adwords targeting
Marketing implications: I've always wondered when Google would introduce mobile search volumes showing how many people are searching from their mobile phones since it will give us a much better idea of how important mobile marketing is - touted again as the next big thing for 2011.
This example shows it's quite significant for local search - there are around 3 million searching on terms related to London - which is about 10% of the desktop search volume. So new opportunities here to target searchers who are out and about or just browsing from home - the competition seems relatively low here.
Recommended link:Explanation of mobile keyword Tool
Marketing implications: Many Adwords accounts we review for smaller companies don't have negative keywords setup at all. Negative keywords tell Google when NOT to display your ads if the searcher includes a term like "cheap or free" that shows they're likely not on the lookout for your products.
Recommended link:Adwords shared lists for negative keywords
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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