ipg media brands - Belgium

Friends of Search - 5 takeways

by Benjamin Bonnet, Head of Search // 14 Feb 2020

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On February 5th, Brussels welcomed the first edition of “Friends of Search”, which has been successfully running in Amsterdam for seven years.
This well-oiled event aimed high and scored. Not only was the location outstanding, the speakers and content were relevant and full of great insights.

As partner of this event, we’d like to share with you our 5 takeaways:

How do you get and measure traffic in a world of Zero Click Searches?

Search engines are trying to aid consumers and make their digital journeys more convenient. Whether that means finding the right information or searching for products, if the search engine can provide a streamlined and helpful experience, consumers are more likely to return. Most interactions between consumers and search engines are not revenue generating, resulting in either an organic click, or even no click.
Over the past couple of years, there has been a key shift in search dynamics: the rise of no-click searches. That is especially true on mobile, where more than 60% of searches result in no click. This is because search engines have put significant work into answering consumer questions, sometimes directly in the search engine results page through an enhanced result. For that reason, frequently consumers feel no need to click through to a site since their question has already been answered.


Discover our Whitepaper "the volution of search"

Zero Click Searches refer to a SERP (Google results page) where the answer to your search query appears immediately, without having to click through to a website. This can take all shapes and sizes.
From a retailer, these functionalities present many advantages and create strong opportunities to drive visit to your store.

So what does it means in terms of KPI’s to follow ?
You can’t rely only on your Analytics data anymore. You need to monitor your entire SEO results through proper tools.
At Reprise we share this point of view and have invested in technology in order to report real SEO impact to our clients.


How to approach a multilingual market?

Based on the previous point, how do you get that well-deserved traffic to your website in a Zero-click world?
One of the answers is by focusing on language.
Google has 3 ways to find out which language you speak. This is key because the player want to offer the best search experience. The language of the end user plays an important role there.

Google gets its information from the language of:
• the Google version
• the query or search query
• the default language of the device itself

As from now, Google mainly focuses on the default language set on your device, despite the language of the query (search query). This gives you a completely different ranking for the same keyword compared to someone who has set a different language.


Dynamic ads

The well-known Ad Customizer allows brands to adjust part of their advertisement based on location, hour, day, weather conditions ... This way of working presents some disadvantages. The point here is that you only adjust part of the ad. Therefore, you need to adjust your text ad and your customizer content. Not effective.

Thanks to Conditional ads, you’ll make your life easier. How? You prepare a one-time feed of conditions (for example, lunch time vs dinner) and you set a point (“.”). Then you “just” have to write a full ad text per condition and add the conditional point.

dynamic ads

This need a bit of preparation but benefits are numerous:
• More freedom to write ad texts
• Content is only in one place
• They’re easy to use – no technical expertise is needed Reporting, testing, and optimization is possible with this approach

At Reprise we believe this process is a great one for advertisers who need to change their message for specific conditions. From a customer perspective this totally makes sense and will benefit the performance of your campaigns.


The SEA role in a AI driven world

Every SEA expert faces many changes in an ongoing way. Google is automating more and more parts of this job. Although in many cases this is moderately successful compared to the work we do as humans. We do not deny the fact that self-learning algorithms will improve performances in a near future.

Will SEA experts lose their job ?
Unanimously, the answer is no. Companies will always need SEA specialists even if their role definition evolves along with technologies:
Reasons why:
Firstly, automation cannot replace a human analysis and understanding of a company’s needs. Without someone who acts as a doctor to analyze the situation and make good recommendations, you take the risk of choosing the wrong strategy.

Secondly, in an AI-driven future, the SEA expert will have to constantly monitor the machine’s choice.

Thirdly, Algorithms must learn and be feeded by humans.

To conclude a full automation is a great asset for marketeers so they can focus on high value tasks. We feel we don’t need to oppose Man and Machine but we need to find how Machine can empower human skills in a fast changing world.


Creativity, trust, Innovation

Search is a touchpoint but also a key source to get consumer insights, helping brand to be more agile. But not only, it also offers many possibilities in terms of creativity (keywords choices, copy, strong headlines, etc.), moments marketing, friction reduction to improve users experiences (e.g. virtual reality and holography to shop for furniture).
The future of search is about: real-time personalization, everyday interaction, anywhere & everywhere reach.
But all this makes sense only if there is trust. Because


The first edition of Friends of Search Belgium is already the unmissable congress for (online) marketers and SEO/SEA specialists.
That said, we regretted that the SEO and the SEA were covered separately, without gateways.
At Reprise, we are convinced that combining SEA with SEO empower your search strategy
and generate more effectiveness.

We are looking forward to the next edition.
You Reprise team

ipg media brands - Belgium