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Search Marketing Beyond Google:

Let us see what our else our panel are looking at.

We're joined by Fabrice Michel, head of PPC at Blueclaw in Leeds.

Who'd 11:52 in the "content is king" mention bingo? [Seems somewhat low in my opinion.]

He discussed the various efforts we can run on Facebook/Twitter, enhanced to drive website traffic or to increase involvement on posts or generate conversions. Possibly under-utilised some marketers, though it is definitely an area that we at PushON are investing in resource.

Next came the use as well as YouTube of in stream ads, again designed to generate exposure. I'd contend that these are really not a great investment for brands that are smaller; display advertising in general will not convert to make it work an effort would need to be very tailored.

Considering YouTube is one of the biggest search engines after Google (though let's not forget Google actually possesses it), brands should do more to advertise on it. There are similar advertising which can be properly used alongside video content, InDisplay.

Eventually LinkedIn. A "social" network with plenty of comprehensive user info, which makes any sponsored ads quite targetable. Again there are sponsored in mail and chances alongside the feed for sponsored ads/updates, display advertisements. Fabrice did point out again I'm not sold and how this approach can be. But it does allow for powerful outreach which can be tailored to users and quite unique.

Essential takeaways for the use of societal ads to promote content included: they permit laser targeting and building brand recognition.

Next up is Ann Stanley from Anicca Digital, discussing shopping advertisements and 'buy buttons'.

Beginning with a look at Google shopping ads (again, against the grain of the session name!), Ann began with attributes we have to take note of: aggregated product evaluations, Google accredited store, local inventory listings and retailer promotions. Anicca is also using remarking and YouTube's Trueview advertisements, the edge of both being that advertising send viewers straight through to product pages.

The largest point was Google introducing the "purchase" button. Whilst this is for PPC, Ann predicts that it may come into organic results. A key trust signal to take advantage it's guided that businesses are a Google certified store. It's not quite affirmed how this will work but essentially it'll involve Google acting as a hub between results and ecommerce websites, with brands handling a shopping page through the merchant center.

Back to Bing! Shopping ads are being brought in by them, and Bing usually do it is much the same to how theirs is operated by Google. Cheers Bing.

Amazon was discussed as they have brought to external sites in sponsored merchandise advertising. Ann was doubtful regarding the effectiveness of these due to where they are recorded on the product pages (essentially correct at the bottom, not a surprise that Amazon don't want to send people away from their own website). There don't seem to be many examples of this either which indicate that it has been avoided by many brands.

Facebook is just another company that has now brought a 'shop now' button onto ecommerce brand pages. Certainly a great chance to help drive traffic from social. Twitter has something similar as a CTA whilst Pinterest is also close to releasing a button.

A lot of the characteristics Ann discussed across all these routes are new or recently released, and there is loads for brands to play with anyway.

Their platforms look to help to handle campaigns and accounts across seo tools service multiple search engines. Nick primarily discussed the characteristics of the program and how just it can help businesses become more efficient with any paid efforts and track attribution. The results they have seen for clients are definitely impressive, possibly a tool to look at for brands that are looking to boost campaign performance (though who isn't?).

Outline of the chat, at least my conclusions. There are plenty of chances for brands to research, not least the use of societal to shove sales and conversions, or at least better and other channels join their ecommerce shop. Nonetheless, given the session was about search beyond Google, our favourite search giant got a lot of references. Bing as we understand tend to follow Google owns YouTube and what Google do; whilst they are additional channels to try and raise exposure in, we're still working in Google's marketplace.