Search Marketing updates for August 2022.

1. AUGUST 2022
SEARCH MARKETING UPDATES

2. GOOGLE RELEASES HELPFUL
CONTENT ALGORITHM UPDATE
The helpful content update aims to reward content that provides visitors with a
lot of value and a satisfying experience. The biggest theme is removing weak
content that is written specifically for search engines not the user.
This update is expected to take 2 weeks to fully roll out and Google say it will
continue to be tuned and refined.
Google has released some advice and guidelines and here are some top tips:
• Focus on creating satisfying content for the reader. Consider delivering as much
helpful information as possible that answers the users intent.
• Demonstrate first-hand experience and a strong depth of knowledge on
particular topics. Focus on answering all questions the reader may have.
• Once you’ve finished your content, before
publishing, consider if the reader will feel as if
they’ve learned enough or will have to search again
to find their answer.

3. GOOGLE HELPFUL CONTENT UPDATE
CONTINUED…
Although SEO practices are extremely valuable, Google wants content to be
people-first with SEO as a secondary goal.
Here are some things to consider:
1. Create your content first while thinking about your readers, then apply SEO
practices to the piece after.
2. Have knowledgeable content writers create the content, not automation or AI.
3. Make sure you’re adding a lot of depth, detail and knowledge to your content
rather than paraphrasing for SEO purposes.
4. Remember Google doesn’t have a preferred word count.
5. Make sure your content answers the promise in the title.

4. GOOGLE ANNOUNCES OUT-OF-HOME
ADS UPDATE
Google out-of-home ads are now in Display & Video.
Digital out-of-home ads are now available to all Display & Video 360 users to help
brands and businesses reach their audience in the real world.
Locations include:
• Stadiums
• Airports
• Bus Stops
• Shopping Centres
• Taxis
• and more…

5. GOOGLE LAUNCHES NEW SHOPPING
CAMPAIGN FEATURES
Conversion value rules for store sales and store
visits - Advertisers can now set store visit or store
sales default values at the campaign-level.
Product-specific insights – Advertisers can now
optimise their product feed and holiday season
coverage with product-specific insights at the
account level using the products tab in Google Ads.
Deals Content API – Merchants and advertisers can
now add their sales and promotions to their listings
via the Content API, which makes it even easier for
merchants to upload and manage their deals at scale.
Shipping & Returns Annotations – New for our
Shopping Ads, merchants will be able to list expected
delivery date (dynamic) (“Delivery by XX/YY”) and
free returns right on their ads.

6. PERFORMANCE MAX UPGRADE TOOL
LAUNCHED
Google has started to roll out a tool to help
advertisers self-upgrade eligible Smart
Shopping and Local campaigns.
Automatic upgrades will be available to all accounts from
July -September 2022 and all campaigns will be
complete by the end of September.
Keep an eye on your notifications within your Google Ad
account to automatically upgrade.

7. GOOGLE DISPLAY & VIDEO 360
INTRODUCES CUSTOM BIDDING
From August '22, Google allows advertisers to apply custom
bidding to their campaigns.
The new custom bidding signals include ‘player size’ and ‘audibility’, and extending
custom bidding support to CTV.
As Google starts to implement more AI technology into ads, this new update can
help advertisers keep some control over their strategies.
The custom bidding is available with GA4 now with advertisers being able to
customise bids using first-party data from their account.
This feature is incredibly beneficial to advertisers as they can now optimise for
‘user attention’ when direct conversions are difficult to measure.

8. GOOGLE ANNOUNCES NEW
KEYWORD PLANNER FEATURE
Keyword planner gets a new
feature to ‘Organise keywords
into ad groups’.
With this new feature, advertisers will be
able to save time by automatically
organising keywords into ad groups in their
accounts.
Google said:
'This feature adds the ability to use an
automated machine learning system where
we suggest which ad groups are the best
ones for the keywords, instead of you
manually doing the placement.’

9. GOOGLE TO RELEASE AUGUST 2022
PRODUCT REVIEW UPDATE
Google have announced they will release version 5 of the
Google product review in the coming weeks.
Since update 4, Google has said they have been refining their systems to make
it easier for customers to find high-quality, original reviews.
The update will hopefully be rolled out in early September.
What does this mean for your brand?
Hopefully, with time, Google will be able to
recognise fake reviews and prioritise real reviews
for your customers to give them a true
representation of your business/brand/
products.

10. MICROSOFT INTRODUCES ADS TO
OUTLOOK MOBILE
Ads are now being shown on Outlook
mobile on both iOS and Android.
Just as Google shows ads in Gmail, Microsoft are now
showing ads within Outlook.
These ads look like real emails and are prioritised at the
top of users’ inboxes.
Many users have expressed their negative views for
these ads, however, advertisers have a great
opportunity to reach potential customers in a less
competitive environment.

11. GOOGLE ADDS NEW PROS & CONS
STRUCTURED DATA
Google is giving advertisers the opportunity to manually tell
Google about product pros & cons.
To manually tell Google of your product pros & cons, advertisers can add
postiveNotes and/or negativeNotes properties to nested product reviews.

12. MICROSOFT BING ADDS COUPON
CODES TO SEARCH RESULTS
To help shoppers save money and find
the best deals, Microsoft Bing is showing
coupon codes in search results.
Coupon annotations will be added to products
results on search results to give shoppers the best
deals possible.
No extensions or plug-ins will be needed, but third-
party cookies will need to be enabled.
Other annotation updates include:
• Introducing price history for products.
• Ethical brands.

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