What Liberty learnt this week at Google UK HQ

As Liberty is on the Google’s Engage for Agencies programme, on Wednesday, our Pay Per Click manager Chris had the pleasure of attending an event at their UK HQ.

The main focus of the event was to understand how best to improve the visibility of small businesses online.

There were some very interesting topics discussed and some great insight into search trends. Here are the highlights from Chris’s notes on what Google was saying:

Changes to AdWords

There are quite a few changes in AdWords ad extensions this week. You will soon be charged for clicks on your location extensions, such as people using your advert to find directions to your premises. Google realises these are useful and lead to more interaction with your business, so want you to pay for it.

Video extensions will be the next big thing for AdWords extensions, where videos will be playable from within the sponsored ads section of the search results. This is currently a beta test and only rolled out to major film companies for the time being.

Google is removing the £5 activation fee for new AdWords accounts. This is great news for small businesses, providing less of a sticking point – it’s even better if you have an AdWords voucher, meaning you really can now try it for free!

The Google Checkout button is being removed from the ads, though it will still be seen within the Google Products shopping results.

Getting British Business Online

This is a big focus area for Google and Getting British Business Online is something they want online marketing agencies to help them push. In the UK last year, 17pence in every £1 was spent online – which highlights why a new or small business without a website needs to seriously consider an online presence. For one-man-bands or those dipping their toes into the web, the great part is that after a simple registration process, you will get the following from Google:

- Free. co.uk domain for 1 year
- Free easy-to-update website for 1 year
- Free email address @yourdomain
- Free support

If you or any small businesses you know want to take advantage of this then let us know and we will happily point you in the right direction.

How big brands are being innovative

Using Google AdWords with other Google tools - like Trends & Insights - can help you find and attract cheap traffic that your competitors aren’t targeting. See this great example from Converse.

Is YouTube the next major destination for online shopping? Check out how fashion retailer French Connection turn videos into ecommerce opportunities via links within product videos.

Other interesting facts

The number of people making decisions in stores has halved, which is mainly down to product reviews online. Your potential customers have the ability to browse the web almost everywhere – via pc, laptop, mobile and tablet. The key message on the day was make sure you and your products can be seen and make sure you manage your reputation online.

Also, 1 in every 3 Tweets now has a YouTube connection.

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