Google Search Changes: How to Strengthen Your Brand? Two easy examples

Earlier this year, Google announced the Multitask Unified Model (MUM) launch. Google search will change soon, and you can benefit from it. How? Read the article?

Improved responses to complex questions

Imagine that you are riding a bicycle, and your gears stop changing. You understand that something doesn't work, but you don't know how to describe the problem. If there were a workshop nearby, you would show the bike to a specialist and ask what to do. Soon Google Lens will help you do exactly this. It will be enough to point the camera at the object and ask, "How can I fix this?" Google will identify the problem and share information on how to deal with the problem.

If you are a bicycle manufacturer, then you should post a video with a step-by-step guide. If you are also a cyclist, then add instructions on how to fix the transmission. In any case, the person will learn how to fix the bike, and you will be taken to the first line of the search.

Search advertising automation

SEO marketers often set up campaigns manually when looking for clients, creating ads, and optimizing ad performance. But now, when search behavior is radically changing, manual campaign setting is no longer relevant. Many advertisers have understood this and actively use automation in search advertising campaigns.

One automated optimization solution is a broad match, where ads are shown with variations of a keyword or similar topics. When used in conjunction with smart bidding, advertisers can capture all the ways to search for products online: by brand name, description, model name, or relevant questions. If campaigns with a target ROAS are set to Broad Match instead of Exact Match, you can increase your conversion value by 20%.

For example, when online dating services grew in popularity during pandemic lockdowns, the Meetic service team created a campaign with just a few keywords describing their offer, such as "dating site" and "dating website." The broad match was then included to cover a lot of low-frequency queries on this topic, such as "single people nearby," "dating over 40" and "how to date."

Nespresso, a coffee pod and coffee machine maker, began implementing these schemes even before the pandemic. From 130 manual search ad campaigns, the brand has moved to 20 fully automated campaigns.

So don't be afraid of automation and spend your time on something worthwhile, like creating a tutorial that will help your potential client. Or contact us: we will prepare and translate any content.