5 Predictions for the Future of Paid Search
Paid search has been an important
part of an integrated marketers strategic planning for several years now.
But—as with most things Internet-related—the times, they are a-changin’. Pay
Per Click (PPC) functionality is a bit of a moving target with AI and other
technology. John Jantsch
at Duct Tape Marketing has put together a list of the
top five changes he sees headed toward Paid Search in the not-too-distant
Automation is an important asset to
paid search when managing programmatic ads or finding the best combination of
headlines and descriptions for responsive ads. These time-saving advancements
are some of the first steps in transforming PPC.
AI is taking over the rote tasks of
optimizing ROI, freeing online marketers to focus on the strategic aspects of
paid search. Automation can easily pull and collate performance metrics, but
it’s also capable of presenting a
of your data, revealing patterns that may otherwise be hard to
Move Over Google
Google has held the top search
position for nearly two decades, but we are finally seeing some movement in
that space. Companies that advertise directly to consumers are finding value in
their PPC dollars with that other global stronghold, Amazon. More people
searching for products are starting at the biggest shopping mall in the world.
Of course, because Google has been
in prime position for so long, marketers are often paying a premium for
position there. Not so with Amazon. Yet.
Video Killed the Text Ad Star
We’ve already seen the evolution of
paid search from text to image-focused, and carousels. Now video is gaining
ground and grabbing eyeballs. Colorful and interesting videos stand out and
help you tell your story visually.
back in 2016
we began banging the video drum, alerting marketers to the
growth of the medium on Google. While this may be the least surprising trend of
the bunch, it is no less significant.
Make Way for New Ad Types
Google has inexhaustible creative
depths from which they update their ad offerings each year. Google ads are
growing in sophistication and complexity, and no marketer can afford to be left
behind. It’s hard to say what the Google gurus will get up to next, but it’s
best to keep a watchful eye out for innovations in advertising. Especially
while the buy-in cost remains low!
Think in Audiences, not Keywords
Paid search has been predicated on
keywords for much of its history, but this may be changing. With the ability to
capture audience behavioral data and segment lists by granular audience
preferences and actions, it is easier than ever for marketers to target their
ads where they are most likely to result in conversions.
In short, rather than basing ad
buys on past keyword performance, marketers can proactively
based on the characteristics of their well-defined ideal buyer.
Although it’s impossible to know exactly what
the future holds for PPC, it is fair to make some predictions based on recent
trends, technological advancements, and consumer behavior. Jumping on these
particular bandwagons early may be especially advantageous for savvy marketers
because the cost-of-entry will likely be lower and you can beat out the
competition that isn’t as farsighted.