1.
January 2023
SEARCH MARKETING UPDATES

2.
GOOGLE INTRODUCES ACCOUNT
LEVEL NEGATIVE KEYWORDS
Google has introduced the ability to apply negative keywords across
multiple campaigns.
To save advertisers time and prevent unwanted impressions or clicks from certain
keywords, advertisers can now create a negative keyword list at the account level and
apply it to all relevant campaigns.
Why we care
Building a negative keyword list helps advertisers target the brand's most beneficial
and relevant audiences.
This reduces wastage and can lead to higher click-through rates and conversion rates,
resulting in a higher ROI.

3.
ADVERTISERS CAN NOW EXPERIMENT
WITH PERFORMANCE MAX CAMPAIGNS
Although it hasn’t been announced by Google yet, Performance Max
experiments are here for some accounts.
When fully rolled out, this update means advertisers can use a new feature to test
changes within an account before applying them permanently.
This will make experimentation easier and quicker for advertisers with the ability to
easily remove/disable failed tests.

4.
GOOGLE HAS UPDATED ITS
REDUNDANT KEYWORDS POLICY
Google is now favouring broad match keywords over
redundant and exact match.
Google has emailed all customers to notify them that they have
updated their “Remove redundant keywords” feature.
Google has said this update is to help advertisers manage their
accounts by consolidating keywords into broader match types rather
than individual terms/keywords.
Google has said, “As an example for how this would work, if your ad
group has the phrase match keyword “women’s hats” and broad
match keyword ladies hats, we will recommend that you remove the
phrase match keyword since the broad match keyword ladies hats
covers all searches from “women’s hats”.
What should you do?
Work closely with your account manager to ensure that broad-match
keywords work best for your account. If they don’t, turn off auto-
apply and test any changes you make to keywords.

5.
GOOGLE TO RELEASE
CHATBOT
According to a New York Times report, Google plans to
release its own chatbot-style search engine in 2023
With the release of OpenAI’s ChatGPT, Google’s CEO, Sundar
Pichai apparently issued a ‘code red’. This indicates Google sees
ChatGPT as an urgent threat.
The Times has reported that Google intends to unveil more than
20 products and release a search engine that contains chatbot
features similar to ChatGPT.
The priorities discussed by Google:
1. Getting facts right.
2. Ensuring safety.
3. Getting rid of misinformation.
This has not been announced by Google yet.

6.
COULD CHATGPT BE ADDED TO BING
SEARCH?
TheInformation.com has reported that Microsoft is likely to
be adding ChatGPT to Bing search.
Here’s what the report from The Information tells us, “Microsoft could
soon get a return on its $1 billion investment in OpenAI, creator of the
ChatGPT chatbot, which gives human-like text answers to questions.
Microsoft is preparing to launch a version of its Bing search engine
that uses the artificial intelligence behind ChatGPT to answer some
search queries rather than just showing a list of links, according to two
people with direct knowledge of the plans.
Microsoft hopes the new feature, which could launch before the end
of March, will help it outflank Google, its much bigger search rival”.
What’s next?
While we know Microsoft wants a higher percentage of the market
share, until this feature rolls out we’re unsure of how the general
public will respond.
However, we will keep a very close eye on consumer search behaviour
in the coming months and make sure you’re aware of any big changes.

7.
MICROSOFT ADS TO EXPAND
IN 2023
Microsoft is planning to double the size of its ad
business to $20 billion.
Microsoft Ads has had consistent growth over the past year
and is continuing to grow as we enter 2023.
With its large expansion plans comes new features and
improvements that advertisers can benefit from:
• Detailed reporting, data visualisation and new automation campaign
tools.
• Audience insights.
• Automated bidding strategies.
• Extended shopping campaigns.
• Cash back incentives.
• Bing is building a new retail marketplace.
• Multimedia ads.
Why you should consider Microsoft Ads:
1. Competitively priced.
2. 14.7 billion monthly PC searches.
3. 653 million unique PC users.
4. 18.3% PC market share.
Data from about.ads.microsoft.com

8.
APPLE BUSINESS CONNECT
RELEASED
Apple has introduced a new tool for businesses
to manage the way their information appears
across Apple apps.
Businesses all of sizes can now claim their location place
cards and customise the way their information appears.
This covers Apple Maps, Messages, Wallet, Siri, and other
apps to more than a billion Apple users.
Eddy Cue, Apple’s senior vice president of Services:
“Apple Business Connect gives every business owner the
tools they need to connect with customers more
directly, and take more control over the way billions of
people see and engage with their products and services
every day.”
Businesses can:
• Add images and logo.
• Invite customers to take actions like ordering food or
making reservations.
• Add and update store details.

9.
TWITTERS LAUNCHES SEARCH
KEYWORD ADS BETA TEST
Available to all advertisers, Twitter is beta testing a new program called
Search Keyword Ads.
This new ad type allows advertisers to target their Promoted Tweets to specific keywords.
The aim is to reach people with high intent in real time which improves ad relevance.
“Search Keywords Ads differ from other Twitter Keywords campaigns in that they only
reach people who are searching for targeted terms when they are searching, offering a
stronger signal of intent”, Twitter.

10.
LINKEDIN ARTICLES ADDS SET
PROPERTIES
LinkedIn users can now add SEO title and description to their articles to
appear in search engines.
To help visibility and discoverability, LinkedIn has an option for its users to add an
SEO title and SEO description to articles they’re publishing. They can also amend old
articles.
How to add:
1. Click on Write Article.
2. Head to the Publishing Menu, then click Settings.
This brings up a new window to add both title and description.

11.
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