The compound annual growth rate for Search Advertising will be 6.6 percent from 2019 to 2023. Search engine advertising has proven to be very profitable for companies. Year after year the different companies around the world are investing on the ads. It seems that it is a tenure that will not change soon. As Statista reveals, the the annual composite growth rate for Search Advertising will be 6.6 percent from 2019 to 2023, resulting in a market volume of 134 thousand 600 million dollars by 2023. Due to the relevance of the development of search campaigns, today we will share some of the main trends in Google Ads.
Trends in Google Ads present in 2019:
According to data collected by Marketing Land, the following are critical trends that Google Ads will experience over the coming months and that may have a significant impact on the companies developing the search engine marketing.
As the first of the trends in Google Ads highlights the proliferation of smart features in the platform for this year. However it is an aspect that can present complications but offer advantages.
The relatively recent change from Google AdWords to Google Ads came with new features, including more automated and smart options. Some of them are smart campaigns, with new and updated tools integrated directly into the platform. The updates have a great potential. However the effects that they can produce will be positive or negative. In the case of experienced professionals this is an aspect that opens the door to better possibilities, however, for the novices of advertising in seekers things can become more confusing.
Due to the updates that the platform has received, as second of the trends in Google Ads, it is expected that there will be more cooperation between marketing professionals and specialized agencies.
One of the consequences of the updates is that Google Ads will not be a fully automatic space. Experts who are familiar with the platform will easily take advantage of the new features, gaining an advantage in the manual and automatic creation of advertisements. To create good campaigns brands will need a considerable amount of knowledge and experience about Google Ads, therefore, developing partnerships will be important.
Increase of the necessary costs and resources
According to data shared by Marketing Land, 95 percent of the revenue that Google receives comes from advertising. While this may be a good thing for Google, it can be a problem for businesses, especially if that percentage increases because it means that more and more companies are using advertising in the search engine. That means, there is more competition and it will be necessary invest more resources because the price of some keywords can rise.
This is an effect that will have financial consequences for the company. In 2019, search engines will be a busy space for brands where competition for the best positions will be at odds and one of the keys to success will be having a good budget.
As part of the previous point, the trends in Google Ads also suggest that the cost per click of the campaigns will rise. The combination of increasing competition and the superior quality of competitive ads will result in this scenario.
It should be noted that this may not be anything new. If attention is paid to the CPC of some particular keywords, it is possible to observe that the cost has doubled in the last 4 years.
Increase in quality demand
In 2019, trends in Google Ads indicate that quality will get an important focus, one that has never been seen before, and this undoubtedly represents something positive. Google will restart the campaigns that are very well established in terms of quality. This will be reflected in the ranking of the ads and a decrease in the CPC for the advertiser.
Changes in keywords
Due to the popularity that voice searches are gaining, as sixth of the trends in Google Ads highlights that there will be changes regarding the keywords. Previously developing strategies for voice searches seemed to be something exclusive of large firms (such as Amazon, Google or Apple). However, as the popularity of voice assistants has grown, it is necessary to begin to contemplate the section.
Voice searches are significantly changing the keywords because more and more words are used when asking questions. This implies that it may be advisable to start betting on long-form keywords and begin to offer answers to questions through the ads.
Among the trends in Google Ads it is also worth mentioning that user signals are gaining importance. User signals not only influence Google ranking, they also have it in Google Ads and their campaigns.
As pointed out by Marketing Land: “For example, if a potential customer clicks on the ad link to go to your site, and then immediately withdraws because the site does not have what it is looking for, this action could negatively affect the Quality Score. ”
This is the type of signals that are important to contemplate for the firms that develop the SEM.
During this year it will be crucial that the groups or segments to which the ads are targeted are precisely defined. If this does not happen, there is a risk that users click and quickly decide that they are not interested in what you offer. As a result action it can hurt your campaign.
As a last of the trends in Google Ads to keep in mind. It emphasizes that the efforts to gain customers that arrive at the physical store. Thanks to the use of online-to-offline tactics will be important for the success of the business.
Currently many prospects seek information about their purchase options for a product they are looking for, and many others visit a physical store that they have already researched from the online section. That is, they move from the digital world to the physical to make purchases. With the platform it is possible to facilitate things to the consumer by showing them if the product they are looking for is available in the store. It can be an excellent incentive for them to buy there.
Also published on Medium.