10 de Noviembre de 2010
Google Preview no apto para Adwords
Dicen en Mountain View que la clave del éxito de los negocios en Internet reside en la satisfacción del usuario. Si la propuesta de cualquier site satisface la intención del usuario al máximo el negocio vendrá por sí sólo. Esa es la teoría que a Google le ha funcionado y con la que evangelizan en los cinco continentes. Entre medias está el programa de Adwords, la esencia del cash del negocio, y que curiosamente nace de una adquisición fantásticamente integrada en el producto principal: el buscador.
A estos señores capaces de facturar casi 2.000 millones de dólares al mes en publicidad en la red conviene escucharles. Aparte de sus paraísos fiscales y demás convencionalismos en la gestión sabiamente orientados por la experiencia en esa materia de Eric Schmidt; la compañía americana nunca antes había realizado tantas “mejoras”, cambios o modificaciones en el buscador como en este último año. ¿A qué temen? A los vertiginosos cambios del usuario. Si en el mundo físico el consumidor ya era especialmente infiel, en Internet esta faceta se multiplica a la vez que se acortan los tiempos. Es decir, un site pasa del crecimiento más sorprendente a la estabilidad o desaceleración en pocos meses.
Las redes sociales están afectando a la manera en la que el usuario se comportaba en la red. Han acaparado la atención del internauta y eso que los americanos llaman “engagement” ha encontrado su cima en las plataformas sociales. Las búsquedas son un excelente y necesario recurso, siempre lo serán; pero el valor de los enlaces recomendados por afinidad tienen un peso mucho más elevado que la propuesta de “Page Rank” de los fundadores de Google. El usuario tiene el control y puede administrarlo dentro de su círculo de confianza en la red social. Ya no le viene impuesto por una interpretación matemática y neutral de más de 200 criterios para posicionar un determinado contenido.
El proselitismo de Google falló con el lanzamiento, “betísima” y defunción de Wave. Google no sabe hacer productos para élites. Controla masas en long tail, pero productos sofisticados para usuarios avanzados no son rentables. Y por eso colgaron el cartel de "no más Wave”. Ahora seguirán intentando el Google Me, con Gmail como motor y Google Voice y TV como complementos. En redes sociales les puede fallar la evangelización, porque sólo les ha salido bien Orkut en Brasil y la India a golpe de talonario (adquisición). Sin embargo, en el negocio de buscadores no pueden fallar con lo que tantos años han predicado. Por eso en Preview me ha extrañado que no aplicaran la previsualización a la publicidad basada en palabras clave, ya que eso también ayudaría infinitamente al usuario, al mercado publicitario y abriría una nueva ventana al ingreso: los CPCs serían más caros, en la medida en que fuesen más complejos de obtener. Entre medias podrían crear una tarifa de COST PER PREVIEW (CPP) con infinita información para el usuario… Un anunciante con cerebro sabrá que ha de cambiar la landing page, copy y estrategia en CPC si su tasa de CPC/CPP es baja.
El buscador vuelve a la carga. Ahora permite una vista previa del contenido de destino. Tras Google Instant vuelven a presentar una novedad importante. Google está obsesionado en dignificar sus enlaces. La misión del site es que el usuario encuentre el destino, no que busque. La satisfacción del usuario está en el que encuentra y no tanto en el que busca. Por eso quieren dar facilidades a los usuarios.
Google plantea varias batallas en forma de dilemas a sus ingenieros:
• Guerra al bounce Rate
• Aumento de tiempo medio de lectura, en destino y buscador
• Cortar el camino a los landing page SEO sin sustancia
• Fin a la inadecuación de destino y keyword
¿Por qué ahora? Porque la era de los buscadores tiene que continuar, pero dentro del protagonismo de las redes sociales. Los algoritmos se están quedando cortos y necesitan del usuario para funcionen correctamente. De los preview podrán sacar mucha información que seguro afectará al posicionamiento y con ello tendrán una nueva variable con la que dotar a su robot de conocimiento y valoración. Los enlaces siguen siendo lo más importante, pero puede que a largo plazo sean un valor complementario a los impactos que vayan recibiendo de la valoración real de usuario y contenido final.
El baile acaba de comenzar y los SEO tienen más motivación, porque serán más estratégicos en la función y participación de generación de contenido. Un landing page en preview determinará el click en muchos casos, ya que el usuario podrá descartar la entrada en el site. Y ya puestos, si Google fuese plenamente justo, podría aplicar el preview a los anuncios por palabras. Así el usuario sabría si la campaña se ajusta con su motivación final. Podrían cobrar el preview a un 50% del valor del clik final. Eso sí sería pensar del todo en el usuario.
¿El negocio primero o el usuario? Ellos han sido los inventores de que un internauta satisfecho acaba siendo rentable, por lo que deberían aplicarlo a las adwords también. O acabarán siendo profetas sin sustancia, pero con la caja de los paraísos fiscales llenas a rebosar. No me importaría que profetizaran más sobre el negocio y menos sobre la satisfacción del usuario errante de la red. Esa ya la sé medir.
Genial artículo... A ver si aplican tu propuesta de preview a los anuncios, pero no sólo en las búsquedas sino tb en display.
De todas formas todo apunta a que google va a descartar como su prioridad los resultados de búsqueda relegándola a un segundo plano frente a la red display que es la que de verdad genera altas tasas de ctr.
Buen artículo.
tucamon | 12 de Noviembre de 2010 - 11:38 AMThe new Zune browser is surprisingly good, but not as good as the iPod's. It works well, but isn't as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that's not an issue, but if you're planning to browse the web alot from your PMP then the iPod's larger screen and better browser may be important.
on line poker site | 3 de Noviembre de 2011 - 06:24 PMIf you're still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you'll know which is right for you.
super games online | 22 de Junio de 2012 - 07:15 PMApple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass' favor.
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Diablo 3 billionaire | 12 de Septiembre de 2012 - 09:28 PMHands down, Apple's app store wins by a mile. It's a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I'm not sure I'd want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.
pizza kraków | 13 de Septiembre de 2012 - 11:52 PMSorry for the huge review, but I'm really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it's the right choice for you.
pozycjonowanie kraków | 16 de Septiembre de 2012 - 08:57 AMZune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.
materace | 20 de Septiembre de 2012 - 01:02 AMZune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.
restauracja kraków | 20 de Septiembre de 2012 - 05:18 AMThe Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it'll do even better in those areas, but for now it's a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod's strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
restauracja kraków | 20 de Septiembre de 2012 - 07:48 PMHands down, Apple's app store wins by a mile. It's a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I'm not sure I'd want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.
kuchnie na zamówienie kraków | 22 de Septiembre de 2012 - 10:09 PMI'll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
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