Paid search has been a key marketing channel for years, but the pace of change is accelerating. To stay ahead of the competition, marketers and business owners need to be forward-thinking and understand the trends that will shape the future of paid search.
Automation will become even more critical. Google Ads already offers marketers the ability to automate many tasks, such as creating responsive search ads and managing bidding and budgeting. As technology improves, we can expect to see even more automation features, freeing up marketers to focus on more strategic elements of their campaigns.
Amazon is emerging as a major player in paid search. More and more consumers are starting their searches on Amazon, and marketers are taking notice. Amazon advertising is currently cheaper than Google Ads, and the audience is broadening. Businesses that offer goods or products that consumers might be searching for on Amazon should consider making the shift to Amazon advertising.
Video will continue to gain ground. Consumers are increasingly indicating that video is their preferred medium for learning about companies. Paid search ads that incorporate video are more likely to stand out and engage viewers. Businesses not yet using video in their paid search campaigns should consider doing so.
New ad types will enter the scene. Google is constantly expanding and changing its ad offerings. We can expect to see new ad types emerge, as well as expanded offerings on Google My Business. Businesses should keep an eye out for news about changes to Google’s advertising offerings so they can stay ahead of the curve.
Marketers will think of audiences, not keywords. Audience data and segmentation tools have become increasingly sophisticated, and search engines are making it easier than ever for marketers to target their ad spend at people with the right behaviors and attributes. In the future, marketers will be able to create campaigns that are targeted to specific audiences rather than relying on keyword research alone.
By understanding the trends that will shape the future of paid search, savvy marketers can position their businesses for success.
