Is Google Tricking People Into Clicking On Paid Ads?

Short answer: Yes.

Look, I work with paid search advertising, so I might be gnawing a bit on the hand that provides my kibble, but have you seen paid search results lately?

To the average consumer, search engine results pages are just that - results for a search. They provide links that the user presumes are the most accurate source of information, services, products, or any other content they have stated a need for. And I would guess that many users would claim it doesn't matter which result they click on, as long as it serves their need. This makes sense.

However, if you work with or are even just aware of the system and how Google serves organic and paid search results, you had to have noticed the ever-so-subtle shifting in paid ad display lately. Lately, even I've mistakenly clicked on a paid ad result thinking it was the top organic result.

How did this happen, and why?

Well, the "why" part is easy; the more paid clicks Google gets, the more money they get.

Here's the dirty secret of Adwords (from Google's perspective): There are only so many ways someone's going to search for a particular thing. This means that there are only so many keywords that are going to provide value and volume to a paid search advertiser. This also means there are only so many impressions and clicks that a given campaign can achieve before realizing diminishing returns. (Note: one other thing this means is more competition and higher CPCs as more marketers enter the arena and strive for top 4 positioning. This actually could lead to lower margins for advertisers, and less likelihood of Adwords use).

Google knows this. They can't MAKE people search more or differently.

What can they do? For one, they can find ways to make people click more on the results that make them money.

Ultimately, this isn't a huge deal. Heck, for my Adwords programs it could mean higher budgets and better/higher results. SEO clients, on the other hand, especially those on the first page or number one listing, it may be a bit of a nuisance. But the prevailing question when dealing with Google (or any search engine) should always be this:


Is the user getting what he or she is looking for?

Paid results are great for everyone involved, but they aren't always the most relevant for a user. Let's face it, there is usually a sale or offer on the other end of a paid search click by nature. Organic results aren't normally so closely tied to commerce.

Back to the question: Is Google tricking people into clicking paid search ads versus organic?

Before we evaluate the specific differences, let's do a little I SPY with search results pages now (2012) vs. 2009:

2009 Google Search Results Page:

2012 Google Search Results Page (same search):

Can you spot the differences?

Okay, now look at some of the specific updates in search results listings:

1. Lighter background behind paid search results.
Um, can you even tell where the paid ads and organic listings begin? You'll just have to trust me on this, but that background used to be much more distinct.

New Google Search Results Page. Where do paid ads begin and end?

2. Ads taking up more space.
Again, take a look at the results above. This is the first screen you see for paid search results. How much space is dedicated to paid ads vs. organic? 75% vs. 25%?


3. Ad SiteLinks.
Google recently introduced new links in paid search ads which can drive clicks to different pages while presenting varying calls to action and messaging. Again, pretty great for advertisers. But can you tell the difference between these two listings?

Paid search ad example

Organic search listing example

Note the links below each ad - pretty similar, huh?

4. Extended Headlines.
Here's another example of a new paid search ad. This time the ad is pulling in the first line of copy from the ad and placing it in the headline, making it closely resemble an organic listing page title:

Extended paid search ad headline resembles organic search title

The caveat with a few of these ad features is that the keyword used need to have a high quality score to use them, which is why the features really only happen in top three listings. Despite this fact, the truth remains that most of these paid results are driving towards a business goal, rather than simply providing information or content that a user is looking for.

From an advertiser's perspective, more clicks is great, but at what cost? If more clicks come from less relevant searches because the users are mistakenly clicking on paid ads, that means more wasteful spending, which means higher cost per conversions and lower ROI. In other words, higher click volume is good as long as that higher volume continues to be of higher value.

So, do users click on paid links by accident? Is it off-putting? Does it undermine Google's policy of always giving users the best results? I suppose there's no clear answer, but my guess is yes on all counts.

What do you think?

Weekend Link-Fest! Here are Some of Our Favorite Links from the Past Week.

Link-fest: Read as you are.

It's Sunday, and that means it's Deco Dig Link-Fest time!


(There's actually no correlation between days and link-fests, but you get the point).


If you have some free time today, check out the links below which we've spent hours curating to provide you with the most optimal reading experience. Comments or additional link suggestions are always welcome below!


9. How Pinterest Is Becoming the Next Big Thing in Social Media for Business


Pinterest is pretty new, especially in the masses, but I'll be darned if it's not the hottest trend out there right now.  That means, of course, that marketers are already finding ways to leverage its power. If you've never heard of Pinterest, whelp, there goes your Sunday.


8. Augmented Reality Actually Becoming One (Video)


I love the idea of augmented reality and how technology is being used to optimize our everyday lives. Whether it is through innovated marketing strategies like QR codes or something as simple as having restaurant reviews at your fingertips, we as marketers should always be thinking about ways to leverage technology to find unique and interesting tactics, as this article and video show.


With that said, what ever happened to virtual reality? Aerosmith promised it, therefore I demand it.


7. Mobile Devices to Outnumber People on Planet This Year


Number 7 comes in the form of a fun fact about mobile devices. Basically, if you aren't marketing on mobile devices yet, you've been outnumbered. The rise of the [mobile] machines is at hand!


6. Microsoft launches msnNOW, tracking trends using data from Facebook, Twitter, Bing


Good to know MSN is getting in on the social search game, and doing it in a pretty innovative if not overdue way. msnNOW scours social networks looking for prevailing news stories and trends. Hopefully there are more cat videos involved. There aren't enough of those.


5. NPR Launches An Answer To Spotify On The iPad With Streaming, Concerts, Offline Playlists


How is it that NPR is always living on the cutting edge of technology and ideas? Their newest innovation takes it to the next level by providing radio streams, offline playlists, program downloads and more through mobile devices and tablets. If I could take one media platform on an island, this might be it. The question is, why can't all companies be this forward thinking?


4. How Much do Sports Fans Love Social Media [Infographic]


Infographics are fun!  I also like sports quite a bit, so this one was right on cue. Turns out that sports fans use social media a bunch. The most important stat? Clearly, it's that 58% of sports fans check on sports information in the bathroom. I smell a targeting opportunity!


3. The Fifth Beatle


I've mentioned my appreciation for Seth Godin's work in the past. I don't know how he can make a couple of paragraphs so powerful, but alas, he's done it again.


2. Does Your Company Take a Social Approach?


Quick post that I liked simply because it posed the question: "As a small business owner, are you more of a social company or an anti-social company?"


I thought, well that's a good way of putting it. 


Want to learn more about social media marketing? Check out my recent LiveBlog of the Connecticut Social Media Breakfast which talks about social media strategies and community management.


1. "One 'Mindful' Way to Stay Organized in The Cloud


At Deco Dig we appreciate anything that can help work become more efficient and organized. The new product outlined here supposedly does all of those things. But so did Google Wave, so, yea.

LiveBlogging the Connecticut Social Media Breakfast (#9): Community Management - the Perils and Promise

Note: Quotes below are paraphrased and summarized, but as accurate as possible.

And we're back!

Welcome to the CT social media breakfast, the ninth installment in the series. Should be a great and informative set of presentations! Let's get to it.

SMBCT panelists left to right: Amanda Nelson, Tyson Goodridge,  Lauren Vargas

We're going to start off with Amanda Nelson, the Content Community Manager at Radian6.

Amanda starting off with a little background on community management, what it is, and why it's important.I'll defer to wikipedia's definition on this.

To demonstrate the power of social media and a community, Amanda tells the story of this video.

Going into some tips for effective community management:

1.    Build a content strategy.

o   goals

o   big idea

o   audience

o   tone/personality

2.    Go beyond text.

o   infographics

o   podcasts

o   videos

o   presentations

3.    Organize and share content

o   topic

o   calendar

o   maximization

o   sharing on multiple channels.

4.    Build relationships

o   build relationships

o   crowdsource

o   categorize information

Important to remember the 90/10 rule. It's not about YOU. 90% of the time should be about the audience, interacting, etc. the rest is about pushing your own content.

Next up, Tyson Goodridge from Acsys Interactive. 

Tyson first wants to emphasize that this is all about being SOCIAL.

But what's the difference between social media and community management?

Social media is the convergence of technology, content, and communities. 

So how do we manage those communities? Use the Community Maturity Model  (you'll have to look that one up, too much information to type!)

Tyson now talking about Google+ as a social network, a collaborative tool, and a community engagement tool. How can you use Google+ hangouts to collaborate with your community?

Resource from Tyson: The Community Roundtable.

Here comes Lauren Vargas, community management strategist at Aetna.

Community management "is the new black right now". Everyone wants to do it, and everyone thinks they can do it. 

Four categories that a community manageer must think about:

1.    Brand engagement. Not just about playing on Facebook and Twitter. It's about spurring engagement.

2.    Conversation.We're out in the communities trying to participate in conversations that are bigger than just the brand. The audience won't be talking about YOU, they are talking about THEM. 

3.    What about content? Content creation and curation.

4.    Internal engagement, policies and procedures within an organization. These must be in place or they will fail "spectacularly". Even though it's not the "sexy" part, it's probably the most important.

Going to expand on number 4 a bit with another list!

We are on the front lines of the whole organization, and now we have to prove that we are deserving to have a space in the C-suite. 

Three pillars (social engagement toolkit):

1.    Create or revisit a social media policy. Really think about what your company needs. What does your audience need? Need guidelines for community managers. Make sure the guidelines align with what exists already, and tap into your strengths.

2.    Create a process. This should be done organization-wide, not just with the social folks. How is it going to work into the operations of the organization (internally)? Create a playbook working with legal, it, etc. You should have actions clearly planned out, including responsibilities, contingency plans, procedures.

3.    Training and Education. Have to train EVERYBODY. Must train executives, corporate comm, community managers, self identified employees, even those that don't care about it. No on and off, personal vs. professional, in social media.

Now we're on to the Q & A. Dan Weingrod (our moderator) asks: 

What's the latest on dealing with negative feedback?

Amanda - It goes back to the playbook. You have to have a plan in place for dealing with negative feedback. Thank the audience for feedback, address the concern online, and then bring it offline.

Tyson - Biggest "no-no" is deleting negative feedback. Also, don't make a mountain out of a mole hill. What is the most important issue that you need to tackle?

Lauren - Understand the difference between a skeptic and a detractor. Be proactive, story board the conversations with each type of negative user. How will each audience be responded to?

Dan - Do you ever let your community deal with the detractors themselves?

Lauren - It depends on the community and the detractor. In some cases it makes sense to let you community take care of it.

Where does social media live within the enterprise?

Amanda - It really is everywhere. It may live in different places depending on the organization, so it should be unique to each company.

Tyson - In a perfect world, it is everywhere. Best companies talking about this - The Dachis Group and Altimeter group.

Lauren - We work with a "hub and spoke" model. Use social ambassadors from different departments.

How do we find the thing that helps build communities?

Lauren - The organization doesn't own the communities. The communities already exist, you just have to tap into the conversation. You are just a participant who has to earn trust and credibility just like anyone else.

Tyson - Using an example, Pinterest. Why has it grown so fast as a community? It allows people to express themselves creatively quickly and easily.

Amanda - It's also about being human and being honest. With strong content and a strong backing, you can use your expertise to become a thought leader within the conversation.

What would you say to your boss who says, "Why do I need social media"?

Lauren - People are either already talking about you, or they aren't. In either case, there's a case to be made for social. Also explore the audience online and show what their needs may be and what they are talking about and create the solution and how it connects to the life cycle and the entire organization.

Tyson - It's hard to change human behavior. The best way to do this with your boss, for example, is to ask about what they're most passionate about and show them how social media can be used to tap into those conversations. Translate that to your organization and the connection is made.

Amanda - This is where prospects and customers spend time. Isn't it easier to go to them than make them come to you?

Dan - Marketing funnel no longer exists. It is continued in the social media space.

What about the idea of influencers and things like Klout score? Is it still important?

Amanda - There are powerful influencers out there, but it's not just looking at the Klout score. It's about understanding who is "making waves" in each conversation and approaching them with a strategy.

Tyson - The whole idea of influencing is evolving and moving towards analytics. 

Lauren - You have to find the right blend out of the degrees of influencers. Look at Snooki vs. someone else with a high Klout score. Snooki will be very influential with bronzer, whereas the other person probably won't. 

Dan - You have to have people that want to be influenced, and the context is very important.

Where is Facebook going post-valuation considering the fact that we are the content and community builders?

Lauren - There are more important things than the money, I worry more about how they are coming up with their strategies and metrics.

Tyson - Would you take $25 from someone to have access to your browsing data? I would. Privacy is a major issue but the question is whether it helps or not. Depends on comfort level.

How do you define/measure ROI?

Tyson - In social, it's return on relationships (ROR) but it's very difficult. You can't put a price tag on a rolodex.

Lauren - There's no silver bullet metric but you can map out the connections. Create a social media health index. What is moving the needle from a macro to micro level? Where are weaknesses? By looking at this, you can see the ROI for the entire org.

How do you work with clients that are in highly regulated industries?

Tyson - Develop some human story-telling and tap into emotions. Not talking about a specific product/service but the stories behind them.

Lauren - Regulation doesn't mean you can't participate. You just have to know your sandbox. Storyboard out, what we can do vs. what we can't do. Make sure your employees and departments know the limits and possibilities. This comes from the policy and process stage. Be responsible and transparent. Also, you need to  make sure you have all the tools that are necessary for your industry.


We'll end it there for today. Hope to see you at the end of March for the next installment of the Social Media Breakfast Live Blog Series. Cheers!

Friday Morning Link-Fest! 10 Links from the Past Week to Start Your Weekend Off Right.

With more and more information becoming available each day, sometimes it gets difficult to sift through what doesn't matter to find what does. 

Deco Dig helps you find your way to the best in digital content.

Hopefully these posts will help you find the good stuff, whether it's neat new features, useful information, or just interesting. 


And who knows? Maybe you'll have something new to talk about at the bar this weekend!


Without further ado...


10. "417.6 Million Bites Later ..." 
(NYTimes.com, February 10 2012) 

Checking in on the family that inspired the world with a finger-biting baby. No, not Mike Tyson, that would be an ear-biting baby. 

This article shows just how powerful and resonant web content can be, if it hits a chord with an audience.

9. "5 Essential Spreadsheets for Social Media Analytics"

(Mashable.com, February 9 2012)

Interesting look into some new methods for measuring social media. And you thought Facebook was creepy before.

8. "Comment and Highlight on Websites with Commento"

(Mashable.com, February 9 2012)

Awesome new browser add-on that lets you clip, comment and highlight things you find on the web.

7. "Google Drive rumoured to be Dropbox rival"

(CNET.co.uk, February 9 2012)

Allow me to start by saying I love Dropbox. Unabashedly. But it makes total sense for Google to do this, and it will probably be awesome.

If you've never used Dropbox before, check out getdropbox.com. It's basically a remote cloud-based storage server that you can use to save files and access from anywhere (with internet). As someone who uses multiple computers, Dropbox is a life saver and helps avoid document version-ing issues.

6. "Why Context Is King in the Future of Digital Marketing"

(Mashable, February 2 2012)

Spot-on post about how important targeting is for digital marketing, and how it's evolving to become even more powerful and useful to marketers.

5. "7 Ways to Lower Your Website's Bounce Rate"

(Mashable, February 2 2012)

I am a strong believer that bounce rate is often a misleading metric because there are so many variables. With that said, these tips are generally good practices regardless of your bounce rate situation.

4. "Want To Buy Last-Minute Tickets To Local Events (At A Discount)? WillCall Is For You."

(TechCrucnch.com, February 2, 2012)

At Deco Dig, we love events. Any event. Sports? Yes sir. Concerts? You bet. Figure skating? ...sure...

We also love getting things on the cheap. Which is why this new toolrocks.

3. "Facebook's Timeline Movie Maker, Starring Your Jacked Ego"

(Fast Company, February 1 2012)

Apparently Deco Dig is full of "jacked ego", because we think this is pretty cool.

2. "Ask the Experts: What is Social Innovation?"

(Fastcoexist.com, February 2012)

Social Innovation is a powerful idea that uses social technology and the web to facilitate positive social change. Check this out and think about ways you can use technology to do good.

1. "The IPO Won't Change Facebook. Online Ads Will."

(Mashable.com, February 2 2012)

Facebook's ad serving platform has really improved since launching, and the more they change it the more profitable it will become, both for Facebook and for its advertisers. 

If you aren't on the Facebook ad-wagon yet, what are you waiting for?


BONUS LINK!
"Notes of a Gastronome: The Taming of the Chef"
(The New Yorker, 2007)


In my eyes, Gordon Ramsay can do no wrong. I'd gladly take his screaming in my ear and calling me a "dumbass" if that meant he would show me how to cook a perfect scallop.

This article, though it is old, is a great example of how a unique perspective, hard work, taking chances, and staying true to your style can get you where you want to go. I found this article incredibly inspiring, and I hope you will too.