The field of paid search is evolving rapidly, and staying on top of trends is critical to success. Success hinges on staying updated with trends. For search marketing pros, keeping an eye on industry shifts is key to outperforming rivals and serving clients effectively. By 2024, paid search will have a new face, driven by emerging trends reshaping campaign management and results.
1. Automation and AI Will Streamline Paid Search Campaigns
As paid search marketing becomes more advanced, automation and AI will significantly improve campaign efficiency. AI-powered tools will handle an increasing number of routine tasks, freeing you up to focus on strategy.
AI can optimize bids for keywords and ad placements in real time based on your campaign goals. It can also suggest new keywords and ad copy variations to improve performance. You'll rely less on guesswork and more on data-driven insights.
With machine learning (ML), platforms learn from masses of data to make increasingly accurate predictions and recommendations over time. ML may identify new audiences or pinpoint the best times and places to run your ads. The technology gets smarter with each new data point, campaign, and advertiser using the system.
2. Increase in Voice Search Will Change Paid Keyword Targeting
As voice search via smart speakers and phones increases over the next few years, paid search strategies will need to adapt. Advertisers will have to optimize their targeting for voice search keywords and the way people speak versus type.
Rank for Semantic Variations
Target synonyms, related terms, and paraphrases of your keywords to rank for the various ways people may ask for your products or services when speaking. The way we phrase voice questions can differ quite a bit from typed search queries.
Increase Mobile Targeting
As of now, 70% of all paid search impressions are on mobile. With more voice searches happening on smartphones, paid search campaigns will need an increased focus on mobile search. Optimize your ads and landing pages for mobile to provide the best experience for voice searchers on the go.
Track Voice Search Performance
As voice search volume grows, advertisers will need to track how their paid search campaigns are performing for voice queries versus typed searches. Look for differences in click-through rates, conversion rates and other metrics to optimize your targeting for voice search over time.
3. More Focus on Quality and Relevance Over Volume of Traffic
In 2024, marketers will focus on optimizing campaigns to drive relevant traffic and conversions rather than maximizing clicks. Tactics like tightening keywords to match specific searcher intent, using negative keywords to filter irrelevant traffic, and optimizing ad copy for relevance will be emphasized. Marketers will refine audience targeting to reach potential customers with a demonstrated interest in their products and services.
Paid search platforms are also making changes to penalize irrelevance and reward quality. Google's announcement that keywords and ads that don't match searcher intent will see decreased visibility in results is an example. Bidding strategies that maximize conversions over clicks, like target cost-per-acquisition (tCPA) bidding, will become more widespread as marketers aim to gain the most from their search marketing investment.
4. Growth of Video Advertising
As video platforms and streaming services proliferate, more companies will turn to video ads to capture consumer attention. Currently, 86% of marketing professionals reportedly use video as a marketing tool. Platforms like YouTube, Hulu, and streaming TV services offer video ad placements that can be targeted based on search terms and audience segments, similar to text ads on Google.
Brands should test video ad campaigns on major search and video platforms to determine their effectiveness compared to traditional text ads. Start with a small pilot campaign to gauge key performance indicators like click-through rate, cost per view, and conversion rate. Compare these metrics to existing text ad campaigns to evaluate the impact on both brand awareness and direct response.
Once the viability of video ads has been established, ramp up investment in video advertising over the next few years. Aim to have video ads comprise 10-30% of your total paid search budget by 2024. Keep text ads in the mix, as they will still drive a significant amount of traffic and conversions, but video ads provide an opportunity to creatively engage new potential customers.
5. Integration of E-Commerce
As e-commerce continues to expand, paid search platforms will integrate more seamlessly with its platforms. Advertisers will be able to optimize campaigns based on sales and conversion data from their e-commerce stores. They can also create product listing ads featuring images, prices and ratings from their product catalogs.
Paid search platforms will provide tools to help advertisers drive customers further down the sales funnel. Features like dynamic search ads that automatically generate keyword lists and ad copy based on e-commerce data will become more advanced. Advertisers can choose to show different ads or adjust bids for customers at different stages of the buying cycle.
Integrating e-commerce data will allow paid search platforms to optimize for sales and revenue rather than just clicks or impressions. You can set sales targets and the platforms will adjust bids and ad placements to help achieve them. Plus, reporting will provide insights into how paid search drives sales, average order value and return on ad spend.
To succeed in paid search marketing, you must keep up with the latest trends and technologies. Paid search will remain crucial for bringing in valuable traffic and revenue. All you need to do is implement an adaptive, forward-thinking approach.