Search Marketing updates November 2022. Here are the top 10 stories brands, businesses and marketers need to know from the world of paid search and SEO.

1. November 2022
SEARCH MARKETING UPDATES

2. 100 MOST SEARCHED
PRODUCTS IN 2022
Google has released a ‘top 100 gift ideas’ based on the most searched
for items during 2022. This also includes product insights, trend tips and
notes on specific search anomalies based on user behaviour.
They have split the top 100 items into six categories:
• Home & Garden
• Apparel & Accessories
• Gaming & Electronics
• Beauty
• Toys & Crafts
• Health & Fitness
Why we care?
This is a great collection of search behaviour data
that gives us insights into the post-covid shopping
habits of users. Taking note of what rose in
popularity during 2022 could help businesses in
their strategy planning for the New Year.

3. GOOGLE TO LAUNCH NEW LOCAL
SEARCH FEATURES
After being announced a few months ago, Google is
finally rolling out new local search features aimed to
help businesses in users’ local areas.
These new features include:
• Search with live view: This allows people to use their
phone camera to search for what is around them and find
out more information about nearby businesses.
• Search for restaurants by dish: This allows people to find
restaurants local to them by searching for a specific dish.
(You can also search using images of food).
• Find fast charging stations for electric vehicles.
• Find wheelchair-accessible places in more countries:
Users can search for wheelchair-friendly and stair-free
places on Google Maps.

4. GOOGLE SIMPLIFIES LISTING PRODUCTS
IN NEW SHOPPING TAB FEATURE
Google is making it easier for
smaller ecommerce businesses to
have their products seen.
An update to Search Console means
it is now easier to list products in the
shopping tab without submitting a
product feed or re-verifying your
website.
How can you start using this new
feature?
You'll find a new navigation item in
Search Console called 'Shopping tab
listings' will take you to the feature
where you can connect a Merchant
Center account.

5. MICROSOFT VIDEO ADS NOW
AVAILABLE
Following a trial period last year, Microsoft have now made video ads
broadly available for marketers.
The Microsoft video ad options range from six seconds to two minutes, with
Microsoft recommending videos shorter than 30 seconds as they are the
biggest engagement drivers. The video ratio aspect can range between 16:9 to
9:16.
Why we care?
Microsoft have stated that adding video content to your search campaigns can
increase conversions by up to 50%.

6. NETFLIX ROLLS OUT NEW
SUBSCRIPTION PRICE WITH
HIDDEN COSTS
Netflix has rolled out a new subscription
tier that is 50% cheaper than before, but
there are some hidden costs within.
With the cost of living crisis affecting the nation,
Netflix introduced a new, cheaper subscription
cost to maintain its customers.
Netflix Basic is the cheapest of the options but
means users will be viewing at least 4-5 minutes
of ads every hour when viewing. Ads are also
being placed before and during the programme
or film users are watching, which could be a
tactic by Netflix to test the best engagement for
advertisers.
Not all films and TV shows are included in this
subscription, meaning if you want to watch
something that is currently off limits, you will
need to upgrade and pay more .

7. GOOGLE ROLLS OUT AD FREQUENCY
TARGETING FOR YOUTUBE CAMPAIGNS
Google is giving marketers more
control over the number of times
people see their ads on YouTube.
This new feature will help fight showing the
same ads to the same people, and help with
budget wastage and user fatigue.
Google says, “This will help advertisers
optimize [sic] towards more precise reach
and frequency, while ensuring that we
continue to provide a suitable advertising
experience for viewers.
Target frequency allows advertisers to
select a frequency goal of up to four per
week and our systems will optimize [sic]
towards maximum unique reach at that
desired frequency.”

8. EXCITING YOUTUBE UPDATES HAVE
STARTED ROLLING OUT FOR CREATORS
YouTube have rolled out several new updates
this month for creators and to encourage
accessibility
New updates include:
• Search insights in more languages: Search
Insights have been a helpful and strategic way
for creators to learn more about what their
audience likes to watch and engage with. This
will now help Creators be able to find out more
data from their international viewers on desktop
• New layout for YouTube Channel pages:
Updates include the navigation bar has been
placed under the channel information section
and videos now being sectioned into two
different tabs: long-form videos and YouTube
Shorts

9. GOOGLE INTRODUCING NEW SEARCH
LABELS FOR PROMOS & COUPONS
Google wants to help customers find ways to
save when shopping online by introducing
new search labels for promos, coupons and
ways to compare deals
Businesses will now be able to add promo badges
on products offering a discount, and give the
customer the ability to save a coupon for purchase
later with a coupon clipping feature.
A new comparison tool will help shoppers compare
deals across a range of retailers by bringing up
results side by side when searching for specific
items.
Price insights will be introduced to give customers
greater power in their buying decisions. This feature
will showcase prices across a range of retailers and
the historical value to see whether prices are high
or low in comparison.

10. GOOGLE SEARCH ADDS
NEW SPAM POLICY
Google has added a new spam policy named
'Policy circumvention’
In short, if you find ways to get around the current spam
prevention measures, Google may take action on your
content, site, or account.
Google says,
"If you engage in actions intended to bypass our spam or content
policies for Google Search, undermine restrictions placed on
content, a site, or an account, or otherwise continue to distribute
content that has been removed or made ineligible from surfacing,
we may take appropriate action which could include restricting or
removing eligibility for some of our search features (for example,
Top Stories, Discover).
Circumvention includes but is not limited to creating or
using multiple sites or other methods intended to
distribute content or engage in a behaviour that was
previously prohibited.”

11. MICROSOFT PLANNING TO DOUBLE
SIZE OF AD BUSINESS TO $20 BILLION
Microsoft is aiming to double the size of
their ad business within the next few
years
Microsoft have a number of ad properties
including Bing search, Xbox, and MSN, to
name but a few. Their latest partnership with
Netflix is apparently set to make them $10
billion in ad sales, helping them reach their
goal in the near future.
Why we care?
If Microsoft achieve this, they'll be the 6th
biggest largest digital ad seller worldwide.
This also means new avenues for marketers to
go down, that are outside of Google and
Facebook, when it comes to advertising.

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