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Epiphany Digest: The latest Google Announcements

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Andy Heaps

Group Operations Director

Our bulletin summarises the most significant announcements, releases and updates in organic and paid search to keep you in the know.

This week we are reporting news of the relaunch of DoubleClick, changes in Google Analytics T&Cs and the hot topic of Google's recent actions in the continued crack down on paid links.

Organic Search

 

Google crack down on paid links

Many UK newspaper sites have seen a drop in Page Rank as part of Google’s continued crack down on paying for links. A reminder about quality guidelines was posted on the webmaster central blog and Matt Cutts, Google's head of search spam, stated that in the majority of cases a notification will be sent to site owners if Google believe they have unnatural links. Many site owners reported receiving a message on 21st February stating “We've detected that some of the links pointing to your site are using techniques outside Google's Webmaster Guidelines” and that they would be “taking very targeted action to reduce trust in the unnatural links”.

Google Analytics introduce Change History

The new feature allows users to see changes made to the account over the past 180 days. The update is being rolled out over the next few weeks and the aim is to provide users with a better understanding of how their account has evolved over time and improve account collaboration. Find out more here.

Paid Search

 

Adwords change T&C's in several regions

As Google expands its use of new tools and technologies, advertisers occasionally need to agree to new policies.  A new policy is being released this week and any advertiser who does not agree to the new terms within 45 days may be temporarily suspended. The changes are expected to affect: North America, the Caribbean, Latin America (except Mexico), Argentina and Brazil. We will be reviewing circumstances for each of our clients and providing feedback of any changes where applicable.

DoubleClick re-launched by Google

We have been exploring the new version of DoubleClick, which had a significant upgrade recently.  It has been reworked to integrate seamlessly with Google Analytics, which is a huge benefit to any advertiser as it will not require any additional setup to use DoubleClick. The tool is akin to management suites Omniture, Marin and Kenshoo and as such is a very exciting prospect. Here are a few of the features it boasts: • Conversion funnels (we can plug conversion attribution on top of this) • Bid Management across multiple platforms • Enhanced Adwords campaigns • Display advertising on the ad exchange • Youtube advertising management Please let us know if you'd like more information about this tool or anything else above.

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Andy Heaps Group Operations Director

Andy has 8 years’ experience in innovation and managing large digital marketing teams. His leadership has helped to deliver many millions of pounds of additional revenue to Epiphany’s clients. Andy leads Epiphany’s search marketing teams and is responsible for delivering ROI-led search campaigns for some of the world’s biggest brands.

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