Search Engine Marketing (SEO and PPC) Trends 2019
The scope of search engine marketing is continuously evolving with the emergence of new technologies and advertising platforms. It is essential for the Pay Per Click (PPC) marketers to be aware of the trends ruling the marketing industry.
Let us explore some of the latest trends in searching engine marketing that are prevailing in the year 2019
- Focus Shift from Keywords to Audiences
The use of keywords has been significant for decades as a primary targeting method in search engine marketing. But now the focus is shifting towards targeting the audience. PPC marketers are adopting paid search strategies with an audience-first approach.
The search engines are improving their capabilities to target and segment various types of audience. Audience targeting is becoming important for high performance and personalizing ad messaging. It is getting essential to know the audiences looking for your products and services.
- Emergence of Automation and Human Intelligence
Automation is emerging as a huge trend in PPC marketing. Search engines are able to publish ads which are suitable for the viewers with the help of automation. PPC marketers are adopting automated strategies for bidding.
The techniques for manual tracking are becoming less popular due to automation. Marketers are shifting their focus towards the customers while the tough tasks are being done by automated systems. In this contest between human intelligence and automation, creativity is what PPC marketers are working upon.
- Increase in Market Share of Amazon Ads
With a net worth of more than $1 trillion, the e-commerce giant is continuing its winning streak. Amazon is grabbing the attention of Google and Facebook through its placement of ads. Sponsored product ads are the key aspect of their success in PPC marketing. Amazon is reaching more buyers with better precision and personalization. There is a significant rise in the share of Amazon in PPC marketing through increasing use of Amazon ads. Business owners are achieving better success with Amazon’s sponsored products.
- Change in the Role of PPC Marketers
Though artificial intelligence and automation are transforming PPC marketing campaigns, it certainly does not mean that there are no work opportunities for PPC marketers. Their role is now shifting from bid management and budget adjustment to managing the PPC accounts.
PPC marketers are now expected to adapt their skill set according to the changing demands in this era of machine learning so that they are able to deliver the expected output. As AI is moving towards outperforming humans, marketers need to focus more on strategizing.
- Diversification of Advertising Channels
Companies now prefer multi-channel platforms for advertising instead of single channel platforms. Thus the focus is increasing on cross-channel attribution and building multi-channel campaigns. But it is still a big challenge for the marketers to achieve results when it comes to reporting and attribution.
It is essential to adjust the attribution models continuously according to the performance and find what suits best for our business model. Marketers need to keep the customers engaged through diversifying their strategies of PPC marketing.
- Retention of Text Ads
Despite the emergence of new technologies, the text ads are continuing to be crucial, and competitive. However, the ads are now expected to be more creative and ideally formatted as the businesses aim to maximize their profits with the help of clicks.
The number of headlines and the number of lines in the description also play a key role. Though other types of formats might seem lucrative, text ads will continue to be one of the most effective types of ads.
- Use of Video Ads
The PPC marketers are opting for innovative marketing strategies like videos as they are helpful in getting more placements on search engine result pages (SERPs). YouTube is emerging as a great platform to reach the target audience. It is helpful in focussing on the budget for search campaigns.
Videos are emerging as one of the most popular mobile content-type and taking the centre stage. As they can also be used on social platforms, they offer an extra edge in reaching more audience.
- Branding & Remarketing
As the businesses are focussing more on return on investment (ROI), marketers need to lay more emphasis in promoting their relevance and loyalty of their brand among the customers. They can achieve it by incorporating low generic keywords and pushing their ads on video streaming platforms like YouTube.
Brands and PPC marketers are focussing on remarketing by reintroducing seen ads to the customers due to their higher conversion rates. It helps in yielding a higher return on investment and maximizing profits.
Search engine marketing is certainly moving towards automation. With the rise of new formats and advertising platforms, the role of marketers is also changing. As new trends are continuously emerging, it is important to maintain a balance between traditional and new marketing strategies to achieve the best results for your business.
Author: SEO Services Consultants
