As a Google Partner, I get access to interesting information, statistics, seminars, and trend notifications. One of the most interesting I have received lately is that of “right now” searches are trending up.
For example, searches like pizza place open right now, flower shop open now, and other similar searches showing a desire to act immediately are trending strongly upward on Google.com. Another term “best” is also trending and surprisingly “near me” is trending down.
Here’s why these terms are “hot” for searches – consumers are using smartphones more and more for search. The desire for immediate information that is immediately actionable is driving these numbers. In fact, traffic for terms that contain “open now” have tripled in the last two years alone.
“Near me” is a term that is trending down as mobile phone users now expect to see data that is relevant to their own personal location and so no longer feel the need to specifically state “near me” in a search query. You may still want to use those terms in AdWords for now but not for much longer.
“Best” is another term that appears to be trending up at this time in addition to immediate-related terms.
How can you leverage this information?
Make sure you are using these terms in your query strings in AdWords and in your ad text. Know that immediate, now, and best are surfacing strongly showing that users want to be able to take immediate action.
Make sure you are using a chat function on your website to help feed this need to interact with you and your sales team on a moments notice.
Shoppers expect to act on their decisions immediately!
Google states that shoppers have been empowered by the immediate gratification and knowledge from fast online research done on smartphones – AND now shoppers are acting on that information.
That means that mobile is a key driver for the purchase cycle and that information found to assist in making a decision to buy, needs to be immediately actionable.
“This ability to get things done in the moment—paired with the fact that brands are getting better at delivering speedy, frictionless mobile experiences—is driving expectations higher than ever. “
Google says that with mobile research completed, on the spot decisions have tripled in the last two years.
Terms with “open now” are trending up, just as searches with “near me” are declining.
Amazon is leveraging this emerging consumer trend with one day delivery, same day delivery, and even local pickup options.
I’ll keep you posted on more trends as Google shares them with us Google Partners. But for now the key takeaway is that mobile is a huge disrupter and now is driving the need for more personalization, streamlined checkout, and an immediacy of contact on websites.
AdWords dashboard reporting will soon be changing my life, and I can’t wait. Managing 30+ client accounts is a big job, but the monthly reporting and communication, although important, is very time consuming.
In the Beta New AdWords, customized dashboard reporting is one of the biggest enhancements that will help clients to visually understand what I, as their account manager, think is important to know about in their AdWords account.
Not only does dashboard reporting make my life easier, but I do feel that this important enhancement will really help clients to gauge what is happening in their account easily, at a glance.
The interface is powerful. I can set up grid tables, pie charts, bar charts, and an account scorecard, that updates every month. Plus, I can download the report and send it on a schedule as a PDF to the client.
This is such a huge improvement for AdWords account managers and for clients that I cannot wait to see it appears in all of my client accounts.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.
Google data shows that consumers are wanting more useful information, more personalization, and more immediacy.
The reason for the decrease in activity on “near me” and zip code specific searches is that consumers expect the results to be location and self-specific. This change has been driven by the mobile micromoment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.
In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.
In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.
In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.
Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our clients better market their products and services on Google AdWords.
Received an AdWords site suspension notice? You are not alone trust me, but do nothing and your ads won’t show. Get too many site suspensions and you can get banned from Google AdWords.
A site suspension is serious business. I would not waste time fighting with Google. If they say you have an offending term or problem, get the service or word out of your ads and off your website now.
We have several clients who have just been hit with a site suspension for Botox, Xeomin, and Restylane. These are physicians who are authorized legally to supply these injectable treatments to clients. But Google has decided that they must now supply their medical license number to AdWords staff to use these terms on their own website even if they are not advertising these drugs and services in AdWords.
Once a site suspension is received, it is important to do research to identify which AdWords policy was violated. AdWords updates their policies at will, what ran without a problem before does not assure will continue to run on AdWords – and especially in the medical field.
There is no purpose to delaying. Once you have verified with AdWords staff what needs to be done, get to it quickly, then ask for a resubmission. For many physicians this means getting rid of pages and content changes needing to be done quickly.
I am not sure how long the medical license review takes, but it is by far better to get up quickly in AdWords to not lose too much business and then do the medical license application.
AdWords drug terms used on website landing pages are causing AdWords site suspensions for dermatologists and cosmetic surgery practices.
AdWords has added Botox, Xeomin, Restylane and other commonly used injectables that physicians use for facial rejuvenation on their drug term monitoring list. As a result AdWords advertisers are being turned off at the account level and their site is suspended from advertising on AdWords.
This is a brand new landscape for medical professionals. This past year Google has been very, very picky and seemingly capricious in regards to who they turn off and who they do not when it comes to content and claims. Many medical practices had to clean up their content to promote Coolsculpting with AdWords, but the drug name suspension is a brand new thing, just happening this last week for more than one of our AdWords advertisers.