Tag Archive for: google

Google Search Results: Page Experience Update Coming 2021

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Roughly a full year after the first announcement, Google confirms a new page experience update is coming to Google search results May 2021. This gives us all another 6 months to ensure pages are optimized to full user experience potential.

But what exactly does the new page experience update entail and how can you start prepping early? Onimod Global experts are here to dish all there is to know and prepare for.

What exactly is page experience?

Google will evaluate a set of signals that are meant to understand how a user will perceive the experience of a specific web page. These signals will cover topics such as how quickly a page loads, mobile-friendliness, runs on HTTPS, has invasive interstitials and whether content jumps around as the page loads.

A great resource for more information on this topic is Search Engine Land’s Guide to Core Web Vitals for a deeper dive into what you need to know about these vital user experience metrics.

Google page experience update: What you need to know

With user experience gaining ever-increasing importance for brands and consumers, it’s only natural that the world’s dominating search engine takes into consideration this element. Another area Google wants to experiment with is testing a “visual indicator that highlights pages in search results that have great page experience,” and how they will perform, according to Google.

“We believe that providing information about the quality of a web page’s experience can be helpful to users in choosing the search result that they want to visit,” Google wrote. “On results, the snippet or image preview helps provide topical context for users to know what information a page can provide. Visual indicators on the results are another way to do the same, and we are working on one that identifies pages that have met all of the page experience criteria.”

– Google Webmaster Blog

Google plans to measure a website’s performance based on user experience by using Core Web Values. The metrics’ role is to identify how a user would rate their experience on a given page. Some of the factors that will be looked at include loading speed, mobile-friendliness, if the page is HTTPS-based, use of advertising, content structure, and more.

How You Can Prepare

It’s likely that even with the 6 month buffer period to prepare, several companies will fall far behind in SEO and quickly.  In fact, research from August revealed that no more than 15% of websites could pass the assessment of Core Web Vitals due to poor optimization.

According to Search Engine Land, The Core Web Vitals report in Google Search Console is a great place to get started with understanding your initial benchmark and get a good sense of how your site is performing in these page experience areas.

Contact Onimod Global

Still need help to prepare for this new page experience update and to be part of the top 15% of websites that will pass Google’s user experience assessment? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

The Guide To Optimizing For Featured Snippets

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Rising to the top of Google’s search results is no simple feat, but definitely doesn’t mean you can’t win. Even if you aren’t in position 1 you’re still able to outrank it. How so? The holy grail of SEO: featured snippets.

In this post from Onimod Global’s experts, we’ll discuss what are featured snippets, what are their benefits for SEO, and how to optimize for them.

What is a featured snippet?

A featured snippet shows up as a block that contains the exact answer to your query. It’s a two to three sentence summary of text that appears at the top of Google. Featured snippets provide a fast and straightforward answer for a user’s query directly in the search results. Receiving a featured snippet is shown to result in more traffic for a given page.

The featured snippet appears to work on a more simplistic algorithm than Google’s “primary” one. This search result is significantly more influenced by simple on-page adjustments that very clearly define the topic to users and their search queries. See a simple example of a featured snippet below, allowing for users to get a fast answer to their question and also an opportunity to receive more traffic to their page.

featured snippet example

How to optimize for the featured snippet

  1. Add a “what is” heading.
    To start your featured snippet optimizations, you’ll want to look for a place in your content to add a “What Is [Keyword]” heading tag. This is a clear signal for Google that you have a fast and efficient information to share with a user with a specific search query. You will even notice at the top of this article, the first headline contains a “What is” statement, queuing Google to recognize information to include and what they can pull into the featured snippet.
  2. Use sentence structure “is”
    It is very important to use an “is” statement when optimizing for featured snippets. Structuring content this way appears to act as a trigger that allows Google to easily find the text that’s relevant for the featured snippet.
  3. The topic must be fully explained in 2-3 sentences
    Being concise is key. Feature snippets are meant to give users as much information about the topic as possible in a short amount of time.
    Here are some general guidelines from Search Engine Land to follow while concisely defining featured snippets:
    – The first sentence should define the topic
    – The second and third sentences should describe 2-3 must-know facts about the topic
    – Try to avoid using any extraneous phrasing in your definition

Contact Onimod Global

Looking for an agency to increase your SEO and optimize your website content? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Utilizing Google’s Lead Form Extensions

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In late October of 2019 Google confirmed they were rolling out a new lead generation form extension. The goal of the extension is to help more mobile users convert and easily provide their contact information without ever leaving the SERP. “A fast, mobile-optimized experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form,” as explained by Google. The feature has been slowly rolled out to marketers in BETA over the last few months. 

What Are Google Lead Form Extensions? 

Before making a purchase, customers often want to contact your business to receive more information, but filling out forms can be difficult on mobile. Lead form extensions simplify the form fill process to generate quality leads for your business. They’re designed to attract customers with a strong call-to-action, which can be accessed after filling out the short form without leaving Search. The extension shows beneath your search ad on mobile and tablet devices. Marketers can customize the forms with their own titles, description, and which pieces of information they require from users. This could include:

  • Name 
  • Email 
  • Phone number 
  • Postal code 

If the user is signed into a Google account they’ll reach a form with already pre-populated contact details and can convert immediately. Additionally, marketers can design and upload their own background image for the lead form and customize the message shown after submission. Marketers then have the option to deliver their call-to-action in the form of a website link or direct download. Like all extensions, it may not always show and is more likely to show in top positions. Lastly, you only pay when a user clicks on the extension. 

How to Create a Lead Form Extension:

Once you’re inside a search campaign, visit the “Ads and Extensions” tab located on the left handrail. If your account has access to this beta, clicking on the blue “+” will give you this drop down, with a noted “Lead form extension” offer. When creating your lead form you first design how it will appear beneath your ad. Some of the choices you will be given include: 

 

  • Call-to-action: Google gives the options of Get Quote, Apply Now, Sign Up, Contact Us, Subscribe, Download, Book Now, or Get Offer.
  • Extension text: Here you can provide a 30 character message supplementing your call-to-action. It will appear right below the CTA on the SERP.

Next, you create the form users are directed to after clicking on the extension. Here you chose and provide:

  • The information you want to collect from users 
  • Your business name (30 characters): Shown at the top of the form.
  • A headline (30 characters): Shown immediately below the headline, serving as your primary CTA in the form. 
  • A description (200 characters): The main body of the form, allowing you to provide additional details about your offer. 
  • A link to your company’s privacy policy. 

Following the form you create a submission message. This includes a 200 character description and an optional additional call-to-action. You can then either store the leads in your ad account, or feed them directly to your CRM. It’s important to note that Google only stores your leads for 30 days, so you would have to download them frequently. 

Are Lead Form Extensions Right for Your Campaign?  

Lead form extensions are a great option, but may not be right for every campaign. They do have some limitations and aren’t available for all ad types. If your ad is for adult-oriented content, alcohol-related content, gambling-related content, politics, healthcare, or medicine it is not eligible for lead form extensions. Additionally, lead form extensions will only appear on mobile or tablet devices. If the majority of your traffic and conversions come through desktop, going through the trouble to set up lead form extensions may not be worth it. They also can only be controlled at the campaign level, not the account or ad group level. Only first-party advertisers or third-party agencies with a well-established, direct relationship with the products or services being offered, can use lead form ads. Affiliate networks or lead generation businesses will not be allowed to use the feature. Lastly, usage of the personal information you collect with lead form extensions must comply with Google’s data collection policies and local legal requirements. 

Final Thoughts 

If none of the policies or requirements present an issue with your company or campaign, then there’s no reason to not take advantage of this new feature. Capturing mobile conversions can be difficult, the lead form extension works to make that as easy as possible. At Onimod Global we are experts in SEM and as a Google Partner, we’re trusted by Google to excel with their products. If you need assistance in any area of Google Ads, we’re your team. 

Take a look at how we’ve helped other companies, and learn more about what we can do for you!

 

Marketers’ Top Google AdWords Mistakes

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Google AdWords is one of the most used digital marketing tools today. Even though its use is widespread, optimization is still difficult for some. Creating a successful AdWords campaign is time-consuming and takes detailed, exhaustive work. It may be demanding, but when carried out properly, these campaigns have the possibility to bring in a mass of sales and business opportunities. Not to mention the inverse can be scary for marketers: spending too much on an underperforming campaign. The average small business spends $9,000 and $10,000 on Google paid search campaigns. With marketers allocating so much budget to AdWords campaigns, it’s essential to know how to effectively use them, and to be aware of the mistakes to avoid. 

5 Most Common Mistakes and How to Avoid Them: 

Irrelevant Keywords or Wrong Match Type 

Keywords irrelevant to your ad copy or that have low search volume can cause your ads to have low quality scores. Along with using irrelevant keywords, you might be using too many. While you want to try to show up in as many searches as possible, you want to make sure they’re relevant to your product or service. Bidding on too many or irrelevant keywords will immediately drain your ad spend and could leave you conversion-less, especially if you’re using broad-match type. This match type allows ads to be triggered on a broad range of variations of your keywords, such as synonyms, possible misspellings, plural and singular forms, related searches, etc. 

The match mistake is an easy fix, as you can quickly go into the campaign settings to change it. First you should do your research on which type would be best for your particular campaign and target audience, such as phrase or exact match. Choosing the right keyword set can be a tedious task. It takes a lot of analysis, as well as trial and error. It’s important to choose keywords that are also used on your landing page, as that will increase your quality score. But it’s even more important to be aware of what your customers are actually searching. Users are much more likely to click on ads that include words and phrases that match exactly the query they typed in. Getting your list of keywords as tight and relevant as possible will help to drive conversions at the lowest possible cost. 

Not Utilizing Negative Keywords

Even after you have a solid list of keywords, there’s still a possibility of your ads getting shown for irrelevant or even negative searches. For example, you’re selling Axe deodorant and you’re bidding on the word “axe.” Someone could search “tree axe,” and your ad could fire. So you would want to apply “tree” as a negative keyword to ensure Google doesn’t trigger your ad for any searches involving that word. AdWords automatically gives you a list of suggested negative keywords to get started, but you shouldn’t leave it at that. Consistently watch your search terms report. Consider adding any keywords that come in for irrelevant queries, as well as expensive CPCs. If there’s a keyword that’s costing you high clicks and isn’t converting, you may want to pull it. 

Minimal Use of Ad Extensions 

Most users of Google AdWords are aware of ad extensions, but not of the full plethora or impact they can have. Ad extensions allow you to get more space on the results page, include more valuable information to your ad copy, send users directly where you want, give them the option to call you directly, and more. They can even have a factor in your overall ad rank. Google reported that adding a new ad extension typically increases click-through rates by 10-15%. Finding the right combination of relevant ad extensions can increase click through rates, lower cost per click, and improve positioning. Consider these popular extensions and their benefits: 

  • Callouts: Allow you to include specific attributes about your business, products, and services. This is an area where you can include more keywords and pitch-heavy content.
  • Sitelinks: These can build the content of your ad by offering additional information and links to more specific pages on your site, allowing users to get directly where they need to.
  • Structured Snippets: Allow your ad to highlight specific aspects of your products and services. The layout is a mix between a callout and a sitelink. Each snippet contains a header and list of features you choose to highlight. This extension can hurt your click-through rates if your content isn’t carefully thought out, because the design can be complicated and hard to read.

Not Using Landing Pages

Sending PPC traffic to a homepage is a huge mistake that some marketers are still unaware of. Most people that are performing searches are looking for an immediate solution to a problem. Sending them to your homepage means they will have to spend even more time searching through your site for what they actually want. If they don’t immediately find it, they’ll likely bounce and search elsewhere. If a user already went as far as clicking on your ad, make it easy as possible for them to actually convert. With that being said, you also need to make sure they’re being directed to appropriate landing pages. If you can, try to create a designated landing page for each keyword set that answer the same user intent, and make sure there is a clear call-to-action on each. You can learn more about creating high converting landing pages here. 

Not Testing Ads or AdCopy 

Testing is widely underutilized when it comes to AdWords campaigns. It is often dismissed as time-consuming and unnecessary, but you really don’t know how an ad is performing unless you can compare it to another. Create ads with various headings, keywords, body copy, placements, landing pages, etc. To get the best results from A/B testing remember to:

  • Only change one factor per test.
  • Have a clear hypothesis. 
  • Perform the test long enough to gain accurate results. 

 

Final Thoughts 

Every marketer makes mistakes, but being proactive can help you to avoid the simple ones. All these mistakes are easy to make, but they’re also relatively quick fixes and easy to learn from. Running AdWords campaigns can be tedious, but when carried out correctly the results can be monumental. That’s why it can be beneficial to outsource for your paid search needs. At Onimod Global we are experts in SEM. As a Google Partner, we are a digital marketing company, trusted by Google to excel with their products. We are experts in paid search on major search engines like Google, Bing, and Yahoo, as well as in social advertising across all platforms. We work as your own in-house digital marketing team. 

Learn more about what we do, or become a client today! 

 

What You Should Know About New Google Maps Local Search Ads

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In response to the recent Google Performance Summit, Google made several announcements on how their services will be changing in the months to come. One of the most important announcements included the introduction of new local search advertisements through Google Maps.

What’s The Difference?

Google already provides location based advertisement options in addition to the Google My Business platform, so what exactly is so special about these new local search ads? Well, these new ads will be available in several new formats including:

  • Promoted Pins
  • In-Store Promotions
  • Customizable Business Pages
  • Local Inventory Search

All of these options are meant to drive foot traffic to a physical location. Now, you may be wondering why businesses would be interested in brick-and-mortar stores when e-commerce is on the rise.

Google revealed during their summit that 75% of people who conduct a location based search on their mobile device will then visit that location within 24 hours with 28% of these visits resulting in a purchase.

Bridging The Gap

Clearly, mobile is not be the only concern. What advertisers should focus on is utilizing mobile in order to drive physical visits and purchases. To do this, the business must first be visible in every form possible across the Internet.

These new local search ads will facilitate this need of visibility by providing another dynamic platform on which consumers can find your business. While this new form of local search ads will not make all of your advertising dreams come true, it is certainly a useful tool to have in your arsenal of digital marketing services.

Process Pending

These new ads are only available in a beta form, and are not available to all advertisers. As such, there is little information currently available about these new ads, but one thing that we do know is how Google chooses which local search ads do and do not show through Google Maps.

Google has provided the following factors in regard to what will affect new ad rankings:

  • Location
  • Interests
  • Query Text
  • Search/Browsing History
  • Behaviors
  • Time of Day
  • Demographics

More From Onimod Global

For more information on the industry of digital marketing, please visit the Onimod Global News Page. Our content creation specialists are constantly producing new and engaging articles that keep you informed of the latest and greatest trends within the digital marketing world. Enjoy!

How to Manage Local Listings for Enterprise Brands

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When it comes to local listings management, there’s a direct correlation between the number of listings you manage and the amount of grumbling, cursing and general hand-wringing you do.

It isn’t easy for enterprise brands to get their location data in order. Juggling the info for hundreds or thousands of locations can quickly become overwhelming. And it’s not uncommon for enterprise brands to feel like they’re playing SEO whack-a-mole, constantly beating down duplicate listings, inaccurate data and any local search changes that inevitably pop up from Google.

Fortunately, there are steps enterprise brands can take to tame their unruly location data and prevent it from getting out of hand in the future.

The unique challenges facing enterprise local listings management

For enterprise brands just starting to get their location data in order, local listings problems can typically be boiled down into two categories:

  • An overwhelming, baffling, disparate, inaccurate and outright maddening heap of location data; and
  • Human nature’s basic resistance to change.

Overwhelming location data

Perhaps the biggest challenge for enterprise brands trying to manage their location data is the overwhelming number of sources that their location data comes from. A large organization will typically have multiple databases that contain various elements of location data from departments such as accounting, shipping, legal and so forth.

Furthermore, while all of this data likely meets the individual needs of the department that it comes from, it’s highly unlikely that the data meets the stringent quality standards Google and the other search engines require. In other words, their location data isn’t actionable beyond their originally intended purpose.

The location data problem for enterprise brands is also compounded by the fact that many of the addresses for their various locations aren’t standardized. Often, before an enterprise brand decides to bring all of their location data management under one roof, those responsible for entering location data into Google My Business and the like are the individual store managers and franchise owners. How many of those individual store managers and franchisees know how to properly format an address that Google will like? The answer: not as many as you would hope.

Most people don’t put much thought into addresses beyond whether or not the mail arrives. If your mail gets to its intended location, the address must be correct, right? Not necessarily. It’s a human who delivers your mail, and, while Google is getting better at predicting user intent, they still have a way long way to go before they are on par with humans.

Resistance to change

The second major obstacle that enterprise brands must overcome when beginning to clean up their location data is humanity’s general resistance to change.

When a corporation decides to start managing their local listings and their respective social media accounts, individual store managers and franchise owners are often reluctant to relinquish control over those accounts, especially if they’ve been managing them since day one.

Franchisees, in particular, are especially resistant to relinquishing control. They will often come around when they start seeing improved rankings and more local search traffic. But that doesn’t make it any easier getting over the hump of that initial change.

Large enterprise brands can also face resistance from within the corporate office itself. This is especially true if a department makes a unilateral decision to start making changes to the location data management process without consulting the rest of the company.

So how do you overcome the problems of overwhelming location data and our general resistance to change?

First and foremost, there must be buy-in from the top of the organization. The exec team must make it a priority to clean up the location data, and they must provide those who will actually carry out the change with a mandate that has teeth to it.

Second, there should be an education period in which the coming transition is explained to the rest of the company, or at least to those the change will affect. The long-term benefit must be made apparent to the owners and managers of individual locations. But be aware, even the most eloquent explanation will still be met with resistance. However, laying some of the groundwork beforehand by doing education can help ease the transition.

Consolidating your data

Once you’ve got corporate buy-in and have explained the coming changes, the next step is to consolidate your location data before beginning the process of cleaning and standardizing it.

The goal is to gather your location data into a single database and establish it as the single source of truth for syndicating out to aggregators and round-tripping that data back into the various departments so that they are working with accurate and up-to-date information.

Standardize and cleanse your data

If you have all of your location data in a single place, and you’ve established that database as your source of truth, the next step is to standardize your addresses and begin cleaning up inconsistencies.

I recommend standardizing your addresses using a validator tool such as USPS ZIP + 4 or any other address tool that scales easily. However, simply because you’ve standardized your addresses doesn’t mean your addresses are necessarily correct.

You’ll need to visually verify the pin placement for each and every location across Google, Foursquare, Bing, Yelp and the other third-party sites. Every. Single. Pin.

Unfortunately, there’s no quick and easy way to do this. There’s no good way to automatically adjust geocode pin placement. If you find an error, you’ll have to go in and manually fix it.

Visually verifying pin placement typically requires going into Google Street View and making sure the pins match with the actual location. But be careful. Sometimes Google Street View hasn’t been updated recently, and rural areas, highways and country roads can prove especially tricky when it comes to determining correct addresses and pin placement.

Additionally, it’s not always easy plotting individual locations contained within larger and multi-level locations. Until indoor mapping takes off, shopping malls and skyscrapers might require you to look at the map on the location’s web page to find out where individual stores are located within the larger structure. From there, good geospatial reasoning should help you put the pin in the general vicinity.

Claim duplicate and closed listings

Once you’ve standardized and verified your location data, it’s time to claim rogue pages that are out there on the web representing your brand but aren’t owned by you.

Keep an eye out for pages that your customers created for individual locations, as well as those that store managers or franchisees might have created.

Likewise, be sure to claim any pages for closed locations, thus ensuring that they appear closed in local search results and will remain so. You don’t want these orphan pages competing against valid nearby locations for search results or leading potential customers to an empty storefront.

Syndicating and the virtuous cycle

Once you’ve consolidated your location data, cleaned it up and established it as your single source of truth, it’s time to focus on syndicating the data and making sure the changes you made are actually reflected in the local search ecosystem. In short, you’re looking to make sure the data you’re syndicating out has been accepted, processed and pushed out correctly.

Fortunately, if you’ve made it this far into the location management process, most of the initial grunt work should be behind you and you’ve built a solid foundation for managing your local listings going forward.

But the process never truly ends. As your data constantly changes and evolves, it needs to be constantly updated, syndicated and round-tripped back internally to the company. As new locations open up, treat those locations like you did during your initial cleaning: standardize them and verify their location information.

Unfortunately, no matter how aggressively you keep on top of your location data, inaccurate data will inevitably crop up, and duplicate pages will emerge. As always, compare what gets created out there in the local search ecosystem to your source of truth and make adjustments accordingly.

Automation

My final word is on the importance of automating the local listings process (Disclaimer: I work for a local marketing automation company).

While brands with only a few locations can get away with manually running the location data process, this isn’t feasible for enterprise brands. The moment you throw a few hundred or a few thousand locations into the mix, your location data gets so complex and overwhelming that it becomes a nightmare.

Fortunately, if you’re an enterprise brand, the necessities of the digital age make it likely that you’re already automating at least some parts of this process. Continue down that path.

As location data becomes more critical to things like location-based advertising, augmented reality and tracking the ROI of store visits, the need for automation will only increase.

The Importance of Google My Business for Local SEO Rankings

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Google My Business (GMB) is a unique tool that provides local businesses with an opportunity to appear in Google search and map results to essentially increase local SEO rankings. Having a GMB listing and being active is critical in today’s digital world for local businesses in order to stand out from the crowd. Including important business information and images, optimizing your GMB listing, and frequently posting updates will greatly improve a business’s local search visibility. This post will explore the overall importance of Google My Business when it comes to local SEO and outranking industry competitors.

Google My Business Overview
Utilizing Google My Business allows your organization to take charge of what people see when conducting a local search for your business. Google states that “Google My Business gives you the tools to update your listing and engage with customers from your phone, tablet, or computer. All for free.” GMB enables you to update business hours, images, menus (restaurants), locations, have reviews, and now lets you add posts to highlight what’s happening. Moreover, it’s a crucial tool for businesses to increase online visibility so potential consumers can find you.

Setting up and Optimizing Your Google My Business Listing
Just simply setting up a GMB listing is a good starting point, but in a competitive environment you will need to go above and beyond to stand out. The first step to driving in new business is to claim your listing. This will enable your business to update all of the relevant information like location, hours, images, and contact information. A second step is to seek assistance from your customer base regarding reviews and making sure they are positive. A large number of positive reviews can increase the likelihood of ranking higher in search results. Once these initial steps are completed, the next plan should be to develop consistent posts to keep potential consumers engaged about what’s happening with your business. The GMB posting feature allows your business to display deals, events, or important company news. Ultimately, it should be noted that the more time you spend in the Google My Business interface, the better local SEO presence your business will experience.

Advanced Google My Business Optimization Strategies
In addition to the basic GMB optimization tactics previously listed, there are more advanced GMB optimization strategies that will improve local visibility even more. First, the importance of displaying intriguing images often times gets overlooked. Select photos that will stand out and grab the attention of online users to attract more website clicks on your listing. Another important tactic according to digital marketing expert Kevin Gibbons is to “check up on popular times of the day and create SEM or paid social campaigns to drive more visitors during times your business is open but not as busy.” In the end, Google My Business offers an excellent opportunity for businesses to enhance their local online visibility and create a better overall chance to increase both online and in-store traffic.

Contact Us
For more information regarding digital marketing expertise, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

“Micro-Moments” Provide Better Insight into Changing Consumer Preferences

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There are many steps in the consumer journey. One of the most difficult aspects of marketing is understanding this journey in its entirety. It may not simply be one single ad that inspired a purchase. There may be several interactions that are going unnoticed.

As consumers continually change, we marketers are faced with the task of keeping up. The digital world is incredibly fast paced. Those who are unable or unwilling to move along with trends eventually fall behind. That is why we here at Onimod Global are always doing our best to keep you up to date on the latest trends and topics.

Google Search Data

Big data has been a big topic of discussion for years now. The unlimited potential that exists in the tiny, seemingly insignificant, data that any individual generates on a daily basis is mind boggling. Many marketers are wondering how they can harness this power to better the brands that they serve.

One of the biggest collectors of data is Google. There is truly a wealth of knowledge to be had in the data mines that this search engine giant holds. Most recently, Google has been exploring the concept of “micro-moments”. According to Google, “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something.”

This concept may not seem like much, but Google believes that micro-moments will play an increasingly large role in the life of consumers everywhere. In fact, Google has developed personas to represent the different types of consumers it believes that are represented through these micro-moments.

The Well-Advised Consumer

This type of consumer always does their homework. Whenever they make a decision in their life, big or small, they typically will consult a device first. This could range from anything as simple as a search for a nearby donut shop to a deep dive into the best types of portable bluetooth speakers for under $300.

The Right Here Consumer

Many marketing strategies focus around the idea of personalization. This tactic is touted as a sure fire way to promote better interactions with potential customers. While there is some evidence behind this statement, the method has become so widely used that it is now an expectation of consumers.

Users today do not typically feel the need to enter anything more than “sports bar” when looking for somewhere nearby to enjoy tonight’s game. Instead, they believe that their device and the apps it uses will automatically make an assumption about their location for them. Any sort of site or app that does not comply with this is quickly perceived as irrelevant by the consumer, and repeat usage is unlikely.

The Right Now Consumer

The final persona that Google developed through exploration of micro-moments is the right now consumer. This type of consumer finds satisfaction in things that are most immediate and convenient for them. This trend has become very apparent recently.

Google reports that today, “smartphone users are 50% more likely to expect to purchase something immediately while using their smartphone compared to a year ago.” This means that less time is being spent within the customer journey as users today are more apt to complete a transaction immediately from their device rather than later through non-mobile means.

Final Considerations

What this means for marketers is that they need to pay more attention to these micro-moments in order to better understand their target consumers, and which category each of those consumers fall into. This kind of attention to detail will greatly aid in any marketer’s efforts to better understand the customer journey, which will ultimately lead to better generation of sales.

3 Highlights from the Consumer Electronics Show

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The Consumer Electronics Show is an event for all those around the world who are passionate about the business of consumer technologies. This event garners some serious attention. With over 180,000 attendees between January 9-12, it was certainly a hotspot for many digital professionals.

As always, some products and services stood out in the crowd. Many vendors were trying to create unique and unusual displays that would be sure to peak the interest of CES attendees. Below are the 3 most talked about booths from the conference. Enjoy!

Weird and Unusual

One great way to stand out and get attention is to be alarmingly different from everything else. This was the main idea behind the booth for Psychasec, which featured bodies in bags and more that were encapsulated for all to see. The bodies of course were fake, but they still made quite a statement.

In reality, the booth was never supposed to be for Psychasec at all, because Psychasec does not exist. This booth was actually used as a promotion tactic for an upcoming Netflix show called “Altered Carbon”. The premise of the show is set roughly 300 in the future where technology has made it possible for bodies to be interchanged between humans, thus allowing people to evade death.

Google’s Giant Gumball Machine

As always, Google made quite a splash at this year’s CES conference. The search engine giant set its sights on highlighting its new Google Assistant. This form of artificial intelligence is designed to aid the user in over 1 million actions such as answering questions.

In order to get CES attendees to interact with the machine, Google reps would hand out a giant coin that when entered into the giant gumball machine, would activate the Google Assistant. According to Adweek, people lined up to ask the Google Assistant all sorts of questions like ““What sound does a hippopotamus make?” and “What is Picasso’s full name?”.

These interactions did not only provide participants with answers, but also with prizes. The gumball machine would spit out all sorts of items like security cameras, smart speakers, and gift cards. Adweek reported that Google planned to award 1,400 prizes each day of the show through its giant gumball machine.

Virtual Reality Boxing Match

As momentum continues to grow behind the topic of virtual reality, many companies are jumping on board. At CES, Floyd Mayweather debuted his own virtual reality experience. Mayweather performed a demonstration of his game, the “Mayweather Boxing & Fitness Virtual Reality Program”, which was very well received.

The boxing legend, who ended his career with a 50-0 record, was a hit with guests. Not only were they excited to see Mayweather in action, but they also seemed to really enjoy the product he was featuring. Adweek reports that the game will only be available through the Mayweather Boxing Club gyms for the initial release period.

Mayweather spoke of the experience in a short news conference by saying, ““This is just the beginning, introducing everyone to what we’re going to do in the future”. We here at Onimod Global are certainly excited to see what the future holds!

Google Set to Launch new “Google Stamp” Platform Soon

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It’s been reported that Google is set to launch their new “Google Stamp” platform in the near future with intentions to compete with Instagram’s stories and Snapchat’s Discover features. Although the exact launch date of the new Google platform is unknown, there has been plenty of speculation about the full capabilities of this tool. This post will explore what is known so far about the Google Stamp and its future marketing implications.

Google Stamp Overview
Back in August, news was released from the Wall Street Journal that Google has been developing their new Google Stamp product as a direct competitor to Snapchat’s Discover feature. The Discover component is one of Snapchat’s most lucrative and popular features, which enables users to view stories of breaking news, sporting events, celebrities, and every other important thing happening in the world. According to an article from Search Engine Watch, the Google Stamp platform is “expected to function in a similar manner to Snapchat Discover. Users will be able to view difference pieces of content with a healthy mix of video, images, and text to keep readers engaged.” Another interesting aspect to point out is the meaning behind the Google Stamp name. Stamp is a combination of the “St” as an abbreviation for stories and the “amp” acronym for accelerated mobile pages.

Advertising Implications
With the implementation of Google Stamp coming in the near future, this raises the questions of advertising implications and what this will mean for brands looking to get involved. The Search Engine Watch article points out that “advertisers should not view this as a traditional media purchase, as there will need to be close collaboration between content creators and content promoters to ensure that ads are contextual.” As for the campaign format, it’s thought to be similar to launching a campaign on Snapchat or Instagram. The article mentions how “the same team who handles AdWords campaigns would have to integrate new skill sets to make the most of this opportunity to effectively advertise on Google Stamp.” Ultimately, it will be interesting to see what advertising options become available on the Google Stamp and how brands choose to utilize them.

Unanswered Questions
All of the information released so far about the Google Stamp leaves plenty of unanswered questions, as a lot is still unknown about the product. The Search Engine Watch article lists numerous questions that will be important to answer once the Google Stamp officially launches. Listed below are some of the critical questions the article mentions.

– “Which types of queries will trigger Stamp results?”
– “How frequently will Google Stamp be featured in search results?”
– “Will users migrate over to Google to use what seems likely to be a very similar product to Snapchat Discover?”
– “What options will be open to advertisers? Will Google introduce innovative new formats to maximize Stamp’s potential?”

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