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Google Knowledge Graph – ConvergeDirect POV

Overview

The Knowledge Graph is designed to enhance search results with more content when users search for things, people or places that Google knows about.  Google’s Knowledge Graph isn’t just rooted in public sources such as Freebase, Wikipedia and the CIA World Factbook.  It’s also augmented at a much larger scale—because they’re focused on comprehensive breadth and depth.  It currently contains more than 500 million objects, as well as more than 3.5 billion facts about and relationships between these different objects.  Search [vincent van gogh] to see it in action.

Advertising Impact

You might see some changes, but we don’t expect this to impact ads in a significant way. So far, Google’s noted that there is a relatively low overlap with commercial queries where there are a lot of ads.  If there are ads on a query impacted by the Knowledge Graph, the panel goes above it; see this example, [sliding doors] – where we show a smaller panel and allow people to expand it.                                        

Recommendation

We believe in the short term there will be minimally to no impact.  We’ll be monitoring the impact of this rollout on our ads and the associated impressions and click thru rates.

Steve Jacoby
Managing Director, Search and Media Strategy

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