Google搜索引擎最新的变化如何影响我们

原创 康悦seo  2016-07-06 21:21  阅读 339 次

How has Google's recent update to its SERP display impacted consumers, advertisers and Google's bottom line? Adobe's Siddharth Shah looks at the data.

Google最近的搜索结果页面展示方式的更新是如何影响用户、广告主和Google的底线的?来自Adobe公司的Siddharth Shah分析了一些数据。

Google is constantly maintaining a healthy tension in its search engine results page (SERP) real estate between more ad space and less ad space. More ad space means more opportunities for advertisers to reach out to their audiences, while less ad space allows for a cleaner, less cluttered user experience.

Google在搜索结果页面是多一些广告位还是少一些广告位这件事情上,一直保持着一种健康的张力。多一些的广告位,意味着广告主们有更多的机会接近他们的受众,而少一些的广告位则意味着更干净更整洁的用户体验。

The latest set of changes Google made, back in February 2016, aimed to address this tension. Google updated the SERP display by removing standard text ads from the right rail and increasing the number of text ads above the organic results to four (up from the previous maximum of three) for certain “highly commercial” queries. This change only applied to the desktop SERPs.

Google于2016年2月所作出的最近一次改变,也是旨在表述这种张力。Google更新了搜索结果页面的展示方式,取消了原右侧的广告位,而将某些“商业性强”的关键词的头部自然排名之上的广告位增加到了四个(之前是三个)。这一更新仅适用于PC端的搜索结果。

Overall, how does the change impact the market?

总体上看,这一变化会对市场产生怎样的影响?

Advertisers     广告主

It appears that advertisers are spending the same amount of budget for the same volume of clicks. The top ad positions are costing a bit more — no surprise here.

看起来广告主们仍是就同样的点击量花费同样的预算。当然第一位的广告位的费用现在高了一些,这是不意外的。

For smaller advertisers who have relied on lower-volume, long-tail terms, the change will cause problems. It will cost them more to attain a top position, and they will see fewer impressions and clicks for the cheaper lower positions. Their overall volume will decline.

但是对于那些依赖于点击量低一点的长尾词的广告主来说,这一改变会给他们带来麻烦。想要维持好的排位,他们需要付出更高的代价;而那些便宜一点的位置对于用户的吸引力和点击量会降低。于是他们总的点击量会下降。

In general, the changes continue to push search marketing to a more complex and competitive environment. The ability to manage campaigns manually is becoming much more difficult — the need for machine learning aligned with granular data is becoming the standard (much like automated trading on the stock exchanges).

总的来说,这一改变将持续把搜索营销推向一个更为复杂和竟争性更强的市场环境中。人工管理广告组的难度将会加大,而对于机器学习与粒数据的结合的需求将会成为标准(类似于股票交易中的自动交易)。

Consumers      用户

The change is good: Less clutter and more relevant ads is a good thing. Advertisers will only pay for placements that produce results, which means consumers are getting value from the ads.

这一变化很好:更整洁和更相关的广告是一个好事情。广告主仅需要为有点击的结果付费,意味着用户从广告中是能获得价值的。

Google        Google公司

Current results should show a slight increase in revenue — granted, this is from the POV of Adobe’s search data. The offsets between fewer impressions, higher CTR and the shift in CPCs across positions give the indication that Google has made a good change.

当前数据显示收入有了些许的增长,当然这是基于Adobe公司搜索数据的观点。高点击率抵消了低爆光率的影响,根据不同广告位有不同点击付费费率,由此看来Google是作了一个很好的转变。

What do the data say?      让数据说话

Let’s dig into the data a bit.

让我们为深入看一些数据。

The question advertisers had on their minds was whether these changes would lead to fewer consumers clicking on the ads.

广告主们担心的问题是,这种变化是否会导致广告的点击率下降。

On the one hand, the argument was that by showing fewer ads, users would experience fewer ad impressions — and thus, advertisers would not be able to spend their budgets effectively. On the other hand, the argument was that by showing fewer ads, only the most relevant ads would be shown. In response, consumers would click on more impressions, even as the total number of impressions would be less than before.

一方面,争议在于展示较少的广告,搜索用户就只有较少的广告观感印像,从而,广告主不能够高效地花费他们的广告预算。另一方面,较少的广告展示意味着只有那些最具相关性的广告才被展示,因而,消费者会有更好的印像并点击广告,即便总的广告观感印像比从前是减少的。

After almost three months, we here at Adobe have developed some initial findings by looking at aggregated/anonymous data from our search advertising customers. Overall, the change seems to have had a positive impact for most advertisers/consumers and will likely result in a slight increase to Google’s business. Let’s explain why this is.

已经快三个月过去了,我们Adobe通过分析我们的搜索广告客户的综合数据,有了一些初步的发现。总体来说,这一变化看上去对于多数广告主和消费者是产生了积极影响的,并且有可能会一定程度上提高Google的业务量。下面请允许我解释为什么是这样。

As we expected, the total impression volume has dropped by 10 percent in the US. Fewer ads displayed equals fewer ad impressions. The absence of right rail ads, combined with the fact that Google does not always display an ad in the fourth position, has caused a significant shift in advertiser behavior by forcing them to advertise on second and third positions.

如我们所预期的那样,整体的广告爆光量在美国下降了10%,较少的广告展示对应着较少的广告爆光量。右侧广告的移除,加上Google不会总是在第四个位置展示广告,两个因素迫使广告主不得不去做第二位和第三位的广告。

Now, the big question: How has this new SERP display altered click-through rates, CPCs and overall performance?

那么,问题来了:这一新的搜索结果页面展示到底是如何改变点进率、点击费用和整体广告效果的?

Click-through rates changed in positions 1, 3 and 4 in the US, while position 2 was unchanged.

在美国第一、三、四位的点进率有改变 ,第二位的点进率没有改变。

Position 1: +13 percent         第一位:+13%

Position 2: unchanged           第二位:未变

Position 3: +2 percent           第三位:+2%

Position 4: +18 percent         第四位:+18%

Note that a higher click-through rate means that on average, consumers are more likely to click on an ad when they see one. This, we believe, is because with fewer ads, consumers are faced with fewer choices and are more likely to click on the available options.

较高的点进率意味着平均意义上消费者们看到广告时会有较高的点击它的可能性。这一现象的原因,我们相信,是因为广告变少了,消费者们的选择变少了,所以更有可能去点击那些仅有的可选项。

CPCs increased slightly for positions 1 and 2 but fell for positions 3 and 4.

第一、二位的点击费用略有提高,第三、四位下降。

Based on the shift in positions we have seen, we believe advertisers are placing a higher value on the top two positions, and they’re more competitive than positions 3 and 4. As we see the new layout become familiar, this could change.

基于我们所见的广告位置的改变,我们相信广告主们会认为第一二位的价值会更高,而且比第三四位的竟争性更强。当新的展示方式更加普及的时候,这个会改变。

Position 1: + 6 percent               第一位:+6%

Position 2: + 7 percent               第二位:+7%

Position 3: -10 percent               第三位:-10%

Position 4: -8 percent                 第四位:-8%

As for ad performance for advertisers, we need more time to determine a conclusive result, as users are still adjusting their purchasing behavior to the new ad formats.

至于说广告效果,我们需要更多的时间来得出一个准确的结论,因为用户们还在适应新的广告展示方式和据此调整购买行为。

Google搜索

Google搜索

 

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