With RHS gone, search marketing has changed forever

With right hand side ads disappearing in search, google is clearly telling brands to focus on mobile in their paid search marketing strategy.

Adwords will soon display four ads above organic search results, no ads to the right of search results, and three additional ads below search results, according to The SEM Post.

At the same time, the company says it may show an additional ad — four, not three — above the search results for what it calls “highly commercial queries”.  Google has also confirmed that this change is global and that it applies to all languages supported on Google Search. It’s expected this change will be rolled out to all Google Search users by February 22nd.

This is certainly a major shift by the search engine giant and would force brands and agencies to re-look at their search marketing strategies.

Here are some of the early observations based on the news stories trickling in:

Desktop Search Marketing going Native

The removal of ads in the right sidebar of the results means Google’s desktop search results pages will look a lot more like mobile search results pages, which are displayed in a single column for obvious reasons. Google is clearly moving in the direction of native search advertising where the line between paid and organic would actually disappear.

Also Read : On Google, Teens can’t tell the difference between sponsored links & organic listing

Making Search Marketing More Premium

Search Marketing Changes impacting Google YOY Ad Revenue

Search Marketing Changes impacting Google YOY Ad Revenue

Google’s share of revenue per search ad has slid recently. For years, Google ran up to eight paid ads on the right side in desktop mode. While the total varies for each search, there will now probably be fewer paid spots for each result — and, therefore, a scramble by advertisers to bid more in Google’s auction.

What falls under highly commercial queries in search marketing?

According to Search Engine Land, This would involve searches like “hotels in Mumbai” or “car insurance” and the like. There are also two exceptions to the right-side change:

  1. PLA boxes will be the only time ads will continue to show on the right side of the desktop search results page.
  2. Ads in Knowledge Panel

Poor score in search marketing might get penalised

Although the update is limited to desktop search results pages, so your brand’s desktop traffic may get affected. However, ads that appear beneath the third or fourth position may see a decline in click-through rates immediately. This means that google PPC campaign would require a lot more optimisation than ever before. This would also force the site owners to improve the overall content quality on their landing page to improve their search score and build more deeper relevance for the search engine.

Why job hopping is losing its negative stigma globally?

Before I say anything, let me first confess that I’ve been a job hopper in my career (only the first half of it), and this post is not written in self defence. Nor this is written to support job hopping in any manner.  I am just trying to present another view which  will help the recruiters to change their perspective (just a little bit) on this age old stigma.

According to a  new survey out from PayScale and Millennial Branding finds that 41% of baby boomers believe that people should stay in their jobs for at least five years before looking for a new role. Another 21% say between four and five years.

What is really interesting to note in that survey is that the people born between 1982 and 2002, a full 26% believe that you should start looking for something new before a year is up. Only 13% say more than five years.

Why the difference?

In one of the interviews given to F@st Company,  Lydia Frank, director of editorial and marketing at PayScale in Seattle said:

Young people tend to believe that loyalty is a two-way street. Especially in this economy, things that demonstrated loyalty from an employer to an employee are disappearing,

There’s just not this sense in the job market that your employer is necessarily going to take care of you.

As a result, people have become more focused on ensuring they’re making the best choices for their individual career

Pros of Job Hopping

Moving jobs early on in their careers has become a necessary evil for a lot of freshers. Not that they plan for it, or it is fashionable. The thing is, we are living in the times where only few people know what they want to be when they grow up these days. Trying different jobs—or even industries—early on can help you find the right fit.

Second, even if you do know what you want to do with your life, the global economy has been tepid for young people since the economic crash of 2008. Many teens in their early 20s have not been able to start out where they wished.

If a new opportunity comes along, the mind-set is this:

I don’t like what I’m doing;

I’m not being paid well for my skill set;

and if I’m not in a job that’s utilizing my training and education, why would I stay?

In the below video, Anne Krook, author of “Now What Do I Say?”: Practical Workplace Advice for Younger Women, explains how economic changes have prompted shifts in attitudes about company loyalty for Gen Y.

Interestingly, Forbes published an article early in this year ( ReadEmployees Who Stay In Companies Longer Than Two Years Get Paid 50% Less )  that touched upon this topic in much greater detail.

income-graph-people-who-leave-jobs-hopping

Graph comparison of salary growth of people who moved fast vs those who stayed in the same company

 

According to the article published in Forbes:

Why are people who jump ship rewarded, when loyal employees are punished for their dedication? The answer is simple. Recessions allow businesses to freeze their payroll and decrease salaries of the newly hired based on “market trends.” These reactions to the recession are understandable, but the problem is that these reactions were meant to be “temporary.” Instead they have become the “norm” in the marketplace. More importantly, we have all become used to hearing about “3% raises” and we’ve accepted it as the new “norm.”

Cons of Job Hopping

Like I mentioned earlier, I’ve been a job hopper myself, but after spending 9 years into the advertising & marketing business, I do not look back at what I did, nor I feel guilty or regretful about the choices I made. When it comes to your career, I believe it is all about making the decisions, right or wrong is not in your control. While the right ones reward you, the wrong ones make you a better professional.

There is a hidden fear in people who move too often, that sooner than later they would hit a dead end in their career, which is not entirely incorrect. Recruiters and HR start looking at your profile (and you) as if you’ve committed the most heinous crime on earth (what I do not understand is why they call such candidates for interview in first place, just to humiliate?).

The thing is, there are no “valid reasons” for why someone hopped in his career. As a hiring manager, even I would have apprehensions of hiring someone who has moved too fast too furious. But, what we are missing here is the fact that none of the organizations may have tried to retain this individual.

A research conducted by workopolis (see infographic) suggests two key things:

  1. 20% of the employee’s annual salary is actually the cost of replacing him.
  2. Most people leave their companies for reasons other than compensation

If we go by the above 2 reasons, I believe there is some serious thinking that is required by all employers and their HR in order to retain their employees. If the company really want to retain their key talent, they can very well pay them more or improve their policies in order to save themselves from the botheration & cost of hiring process.

 

I am also running a Twitter poll for this:

Publicis Groupe Launches Publicis90 Startup Fund

Publicis Groupe celebrates its 90th anniversary by selecting 90 digital start-ups to mentor & fund

Publicis Groupe – which was founded by Marcel Bleustein-Blanchet in 1926 – is celebrating its 90th anniversary this year. When it all started in a little Parisian apartment on Rue Montmartre, the founder’s only staff was his secretary. He would never have thought that, 90 years later, his Groupe would be one of the three largest in the world, with close to 80,000 employees.

Back then, Publicis Groupe began just like many of today’s start-ups. It is with its founder in mind, as well as the entrepreneurial spirit of so many of its employees around the world, that Publicis Groupe has chosen to celebrate its 90th anniversary by providing mentoring, support and funding to 90 entrepreneurial projects in the digital field.

To take part, projects can be submitted via the Publicis90 platform (www.publicis90.com) which will be available online as of January 18th. Whether you are a student, a new start-up, a successful entrepreneur or a Publicis Groupe employee anywhere in the world, you are welcome to put forward your idea and apply for support from the Groupe. Taking part is really easy. The goal is to provide entrepreneurs with the support they need to bring their projects to life, or to take it to the next level.

The Publicis90 platform (www.publicis90.com) will be open for submissions until February 28. Projects will be pre-selected by region (the Americas, Asia-Pacific, and Europe-Middle-East & Africa), with a first round of votes open to all Publicis Groupe employees (all projects submitted remain anonymous). A regional jury will then draw up a short-list from the pre-selected projects, before the final selection is made by a prestigious global jury that will pick the 90 most promising projects or start-ups.

The selected projects will be mentored by Publicis Groupe experts in marketing, communications, management and technology. They will also receive funding in the form of an investment ranging from 10,000 euros for projects about to be launched to 500,000 euros for start-ups that are already ramping up. As for selected projects submitted by Publicis Groupe employees, they will have the benefit of a special internal incubation scheme.

The holders of the 90 selected projects will be invited to participate to Viva Technology Paris (www.vivatechnologyparis.com), the first forum in France to bring together the people who matter most in digital throughout the world with over 5,000 start-ups. This event – created by Publicis Groupe and Groupe Les Echos – will be held from June 30 to July 2, 2016 at the Paris Expo Exhibition Centre at Porte de Versailles. The 90 selected projects will be honored at an awards ceremony held during Viva Technology Paris.

Maurice Lévy, Chairman and CEO of Publicis Groupe, declared:

Publicis90 is very much in line with the philosophy of Publicis Groupe and its founder, Marcel Bleustein-Blanchet. The idea is to help young entrepreneurs achieve their goals. Not just through investment but also by putting Groupe resources at their disposal for a year. Rather than look back and pat ourselves on the back for 90 years of history, we have taken the forward-looking approach of extending a helping hand to young entrepreneurs.

Programmatic Media in India – A Despicable Story

While globally popular for over a decade, programmatic media in India is being used only since last couple of years.

eMarketer forecasts US mobile programmatic ad spending will reach $9.33 billion this year and account for 60.5% of total US programmatic display ad spending.  At present, the programmatic buying industry is at a very nascent stage in India.

There are many companies which have started providing such services.

Key Players for Programmatic Media In India

  1. Global Leaders
    1. Publicis’s Vivaki – Audience on Demand (AOD)
    2. GroupM – Xaxis
    3. OMD-Accuen
    4. Dentsu Aegis – Amnet
    5. IPG – Cadreon
  2. DSPs & Trading Desks
    1. Sociomantic
    2. Vizury
  3. Ad Networks
    1. RevX by Komli
    2. Ybrant Digital
  4. Programmatic Ad-Tech Startups
    1. Rocketfuel
    2. Appier

Along with these, there are many US companies also which are operating remotely in India. But it still hasn’t picked up the way it should have been. It is still taking time for the marketers and agencies to understand the true benefit of DSPs and start replacing their traditional way of media buying with it.

Key Challenges for Programmatic Media In India

Revenue Forecast

Extremely difficult to project or forecast the market size for programmatic in India. A somewhat accurate guesstimate would be 10-20% of overall display spends and can go up to 50% of display by end of 2017-18.

Silo Approach By Ad Networks

Most of the companies in India providing programmatic services are currently operating in silos. The ad networks are providing very basic programmatic buys from ad exchanges, and claiming it as audience targeting. There are very few people (at both client’s and agency’s end) who actually understand audience targeting from a technology standpoint.

Limited Audience

With too many players trying to get their share in this small pie, the minimum bidding price (eCPM) in India can also go up for the same audience as not many brands are savvy reaching out to the audience outside major top 10 metros as the purchasing power or disposable income is linked to it.

Stubborn Media Planners

Programmatic’s basic DNA resides in data & technology, it is less of a media concept, and from execution standpoint, it needs more deeper understanding of technologies like Big Data Segmentation. Hence, any programmatic campaign requires handling a lot of data, analyse, create intelligent algorithms and provide meaningful insights to the advertisers. These technical experts will have to work hand in hand with the media planning teams. Media planning teams in India are too stubborn & resistant to change to this newer reality which would make the adoption for programmatic that much more difficult.

Less Confident Publishers

Major Indian publishers are often hesitant to sell their premium inventory in an open bidding process but are willing to work via private deals. Even if that requires a painful & rather long selling process of going from door to door.  Publishers have their own reasons to resist-losing control on their premium placements, earning less revenues due to RTB (real time bidding), integrating their premium inventories liked fixed buys or sponsorships.

Programmatic Rich Media

Currently, there is a massive demand for video based Rich media formats in India, whereas programmatic is still stuck on basic banner & pre-roll video based buys. Unless there is a massive upgrade in the programmatic tech, which would include the features like rich media, brand safety and premium placements, Indian brands won’t show interest in the programmatic buys.

 

Mobile has changed the in-market car buying journey

It used to be that when people needed to buy a car they would go to the dealer, walk down the rows of brightly coloured models and listen to a salesperson talk about the latest and greatest makes and features. Today’s auto intender can bypass the car lot altogether and gather information from sites, apps, friends, family members and even experts, all at the touch of a button or scroll of the thumb.

Today, in-market audience is visiting lesser number of dealer locations  as they are spending a lot of time discovering through their Mobile for their dream vehicle. Most of the time in-market customer has already made the decision before setting their foot inside the dealer location as they have the answers to most of their queries.

From a media standpoint, Mobile has captured maximum share of voice & share of mind across owned, earned & paid media, i.e. Brand’s Website, Organic & Paid Search, Social Media & Auto Reviews Portals, that influence & shapes audience decision making process for automobile purchase.

Current share of mobile queries across both organic & paid search is consistently touching 60% (the trend is common for all automakers as mentioned by Google in their auto insight report last year) which has further impacted all other connected channels like auto content portals & social media.

When it comes to social media, majority of the audience is engaging with the brand through their mobile devices. According to Facebook, almost 90% of the active audience in India in the age group of 25-45 are Mobile First. This trend is reflected in the audience data for auto portals as well, where most of them are seeing up to 50% and more entry referral traffic coming through Mobile (App & Wap) only.

Mobile truly cuts across the entire audience consideration funnel i.e (Awareness or Discovery > Consideration > Evaluation > Purchase), and further intercepts audience car buying journey at regular intervals with high degree of share of mind.