Hot Words are cues that make sure the computer is listening and will prompt a search. Hot Words are a new feature for Google search that had been introduced as part of the Google Glass project. Mobile devices make this even more natural by virtue of having the devices already in-hand. For those of us who are already using voice search, it is becoming increasingly more natural to initiate searches with a single tap and talk action. The voice search experiences are also allowing users to become more comfortable with using natural voice cadence for commands and queries. Although true voice recognition is in it’s infancy, voice products like Siri have shown the wider public that voice input is a great utility. This nuance will help consolidate a search offering that is customized to a user’s desired results rather than influenced by the size of the device, keyboard, or touch-screen from which the search is beginning from.Ī search started by voice is very different from what a user may type in. Users are not going to be changing the cadence or style of speech based on what kind of device they are speaking to. While circumstance, device type, and input method will change the specifics of search, a user’s spoken search queries will be more consistent between devices. Google’s voice search is a significant change in user experience and will act to unify Google’s search strategies. Desktops, laptops, tablets, mobile phones, and a various mobile devices will now support auditory prompts to begin searches and respond with a results page as well as a spoken response in a synthesized female voice. PENDING REVIEW GOOGLE CHROME WEBSTORE ANDROIDSearch, in it’s most recent form, is influenced by your location, social network, the speed of your connection, and your personal search history.Īlthough Google has had voice search enabled for the Chrome browser and Android devices for almost a year now, recent updates in the wake of this Google I/O conference enables voice search for a wide variety of devices with a microphone and speakers. The complexity of search goes beyond a search engine’s algorithm. This is true from a user’s expectation as it is from the search results themselves. But the context and method of those searches are all very different. 133.7 Million people in the US carry search tools with us everywhere we go: Smartphones, tablets, connected computers. Search engine marketing is a foundational element of digital advertising and branding. Tagged google, Google AdWords, Pharmaceutical, Search Marketing, sem Strategist and communication professionals will continue to plan and create strategies to evolve with it. PENDING REVIEW GOOGLE CHROME WEBSTORE PROFESSIONALThe changes to Google’s AdWords program will affect everyone using paid search for healthcare professional and consumer engagement. Expect to see changes in your category as well as behavioral changes for your paid and organic search performance. The changes to Google’s Ad program will have a significant impact on pharma brand website marketing performance as well as the cost of paid search solutions currently used for search engine marketing programs. Post-July 20th AdWords Example with Sitelinks: Product managers and agencies should also reinvest in paid mobile search with this change as there is a broader efficiency with this change in having a single ad format for all platforms (desktop and mobile search). This will require revisiting of search marketing strategies as well as potential user experience and design changes to optimize inbound traffic from paid search campaigns.īrands currently using paid search programs with Google should leverage Google’s Sitelinks feature that provide several links to content within a product website within the AdWords format. The pages that the new AdWords Ad link to will need to prominently feature adverse events information for the product. What does this change mean for pharma brandsīrands that are currently using Google AdWords for marketing will need to consider a rewrite of existing creative and landing pages. This is an evolution that is optimized for its paid search marketing solution that has been available to pharmaceutical advertisers for the last five years.Īn example of how a brand might be using search engine marketing in Google AdWords before and after the July 20th update: Pre-July 20th AdWords Example: URL architecture for black box brandsĪs of July 20, 2015, Google will be moving to a common AdWords format that no longer supports an additional line of copy and additional URL for black box brands and those requiring adverse event language. This change affects support for pharmaceutical brands with a “black box” warning or those that require adverse event information as part of the ad. Google has announced that they will be updating the Google Search Ad format it offers to healthcare and pharmaceutical brands.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |