ChatGPT Launches Search—Does It Matter? Google’s Core Update, Plus the Latest in PPC and E-commerce

Welcome to this week’s Digital Discovery.

Each week we cover the latest developments and everything you need to know in the world of digital marketing.

This week, we’re breaking down essential updates in SEO, new features for paid search and e-commerce, and practical tips for optimising ad performance and brand visibility. Each story is packed with actionable insights on why these changes matter and how they can impact your campaigns.

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Ok, let’s dive into this week’s update to ensure your brand stays one step ahead!

SEO & Search Engine Developments

ChatGPT’s New Search Engine: Will it Shake Google’s Dominance?

OpenAI has officially introduced ChatGPT Search, an innovative tool allowing users to search the web directly within ChatGPT. This move enables streamlined access to online information, similar to traditional search engines but integrated within ChatGPT’s conversational AI interface. However, as SEOs might recall, when Microsoft incorporated ChatGPT into Bing, Bing’s search engine market share actually declined. This trend raises questions about user adoption and the potential for ChatGPT to capture meaningful search volume from Google.

Marketers should observe how the tool evolves, especially its impact on SEO strategies and search behaviour, before rushing into new tactics. Patience and ongoing analysis are key. Read more about ChatGPT Search here

Google’s November 2024 Core Update: What SEOs Need to Know

Google is rolling out its November 2024 Core Update, which, like all core updates, could affect site rankings in unexpected ways. While Google hasn’t provided specific details on ranking changes, SEOs know these updates tend to focus on content relevance, quality, and authority. Website owners should closely monitor any fluctuations in traffic and rankings, adjusting their strategies if necessary. Google’s updates highlight the importance of continuous improvements to site content, emphasising experience, expertise, authority, and trustworthiness and (E-E-A-T). For a deeper understanding of the update and its impact on SEO, check out Google’s official guidance.

Optimising Your Crawl Budget for Enhanced SEO

Google has recently updated its documentation on crawl budgets, specifically for large sites with different mobile and desktop pages and links. Effective crawl budget management ensures Google can access all your site’s critical pages, which is especially important for SEO on large, complex sites. Google’s new advice helps site owners understand how to structure pages to be more accessible, especially for mobile and desktop variations. SEOs working with large sites should review the updated documentation to prevent crawl issues and improve site indexing. Explore the new guidelines here.

E-commerce & Paid Search

Merchant Centre’s New Sale Event Feature

Google’s Merchant Centre now includes a "sale event" promotion type, giving advertisers a new tool to highlight upcoming sales directly in their listings. This enhancement lets businesses showcase specific sale events, boosting visibility and driving clicks, especially during high-traffic times like Black Friday and Christmas. For e-commerce businesses, this feature represents an opportunity to better align sales promotions with customer search intent and capture more conversions. For more on how to activate and optimise this feature, read Google’s support page

Google’s Top 100 Products for 2024: U.S. Consumer Insights

Just in time for the holiday season, Google has released its list of the top 100 consumer products trending in the U.S. This annual list highlights popular products across categories, providing valuable insight for marketers crafting targeted campaigns for the festive season. While this data is U.S.-focused, it can still inspire global marketers, especially those targeting American consumers, by identifying seasonal shopping trends. Check out the full list for a deeper dive into 2024’s consumer shopping trends.

New Insights on PMAX CPCs and Performance

Performance Max (PMAX) campaigns have become a popular tool for digital advertisers, with new data highlighting trends in cost-per-click (CPC) and performance. Marketers using PMAX for search and shopping ads should note CPC changes, as optimising ad spend in PMAX is essential for maintaining profitability. This recent analysis offers insights into PMAX performance, providing benchmarks to help advertisers refine their strategies and spend more effectively. For more information, read Search Engine Land’s report on PMAX.

PPC & Ad Management

Brand Customisation Now Available on Performance Max

Google has introduced a brand customisation option for Performance Max campaigns, enabling advertisers to better align creative elements with brand guidelines. This feature allows brands to manage image overlays, text styles, and logo placement, which can improve ad performance by creating a more cohesive brand experience. This customisation is a strategic win for brand consistency across ad formats, benefiting both direct response and brand awareness campaigns. For a closer look at how to use this feature, check out Search Engine Land’s detailed explanation.

Enhanced Review Integration for Shopping Ads

Google has enhanced its review integration on Shopping Ads, making it easier for consumers to see product and seller ratings directly within search results. By integrating both product reviews and seller ratings, Google aims to increase trust and conversions by offering transparent, credible information for shoppers. Businesses should leverage this feature to boost credibility and conversion rates, especially for high-ticket items where reviews play a crucial role in decision-making. Read more on Search Engine Land.

Local Search & Advertising

Google’s Local Services Ads App Is Sunsetting: Here’s What to Know

Google has announced the sunset of its Local Services Ads (LSA) app, urging advertisers to manage LSAs through Google Ads or the platform’s desktop interface instead. LSAs are essential for many service-based businesses, helping connect with nearby customers. The app’s discontinuation means advertisers will need to adapt to the desktop version or Google Ads, both of which may offer more extensive management features but lack mobile app convenience. Explore the transition details here.

And that’s a wrap for this week’s Digital Discovery!

With ChatGPT’s new search capabilities, Google’s November Core Update, and fresh features in PPC and e-commerce, it’s clear that the digital marketing landscape continues to evolve rapidly. Staying informed on these changes is essential for keeping your strategies competitive and effective. Take these insights into your planning, monitor your performance metrics closely, and adjust as needed to make the most of these new opportunities.

Thanks for tuning in! Don’t forget to subscribe to stay ahead of next week’s developments, and feel free to connect with me on LinkedIn for more tips and updates.

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