Marketing Trends That Will Affect Your Paid Search Campaigns in 2024

Paid search captures demand from people actively looking for a product, service, or solution. That commercial intent makes campaign structure, query relevance, landing-page quality, and conversion measurement more important than simply increasing spend. As advertising platforms evolve, marketers need to keep refining those fundamentals.

From 2016 to 2017, roughly 7% of people viewed pay-per-click ads poorly, meaning they associated them with negativity. From 2017 to 2018, on the other hand, only 1% of consumers held negative connotations to this type of advertisement.Nailing your digital advertising strategy will bring in more leads and customers for your business and ultimately boost your bottom line. Optimize your paid search ads by following the trends shaping digital advertising this year.

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Amazon Ads to Take Market Share from Google and Facebook

Amazon has been promoting its answer to Google ads for some time now and this will continue into 2019. An Amazon PPC campaign can help you sell more products, quicker, while increasing organic rankings at the same time.

Amazon sponsored ads can be useful when buyers are already close to a product decision. Their performance should be evaluated against margin, conversion quality, category competition, and incrementality rather than assuming that a lower reported click cost automatically makes the channel more efficient than Google Ads.

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AI and Machine Learning Will Continue to Evolve

AI and Machine learning had a number of major developments in 2018 and this is likely to continue long into in 2019 and beyond. 2018 gave digital marketers the ability to automate bids and budgets as well as employ dynamic search ads and make use of better attribution capabilities.While processes are undoubtedly becoming more automated, this doesn’t mean marketers can sit back and let the machines do the work – they will have to invest more time into learning this new set of tools.

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Digital Marketing Jobs are Likely to Change

Machines are great at completing well-defined, consistent tasks, but humans are still needed to think creatively and strategically and interpret and act on data. With technology advancing, PPC marketers may need to adapt their daily tasks. As ad automation increases and less time has to be spent on bid management, running ad split-tests and adjusting budgets, digital marketers will have more time to develop strategic aspects of the campaign. This may include learning more about target audiences, creating more customised paid search campaigns, and mapping out customer journeys. 

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Audiences Will Replace Keywords

Paid search has moved beyond keyword-only planning. Audience signals, intent, creative, landing-page experience, and first-party data now work together, so advertisers should avoid treating a keyword list as the complete targeting strategy.

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Video Ads will Increase But Text Ads Won’t be Forgotten

Despite the increasing options for advertisers to run their ads in different formats, text ads remain foundational for high-intent search campaigns. As such they are not likely to go anywhere any time soon. However, the use of other ad formats is likely to grow. Video marketing now makes up 25% of US digital ad spending and that is likely to increase as video continues to rise in popularity. Moreover, video ads prove highly effective as they allow digital marketers to reach a broader audience through social platforms.

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Voice Search Will Continue to Grow

As one in five mobile searches in 2018 were done using voice search, voice searches are likely already affecting your paid search campaigns. Voice search has not yet monetized, but it will likely increase in use. It makes sense to start optimising your campaigns for voice search early. A technical SEO and paid-search strategy can help you test that behaviour against real query and conversion data. Going forward, it will be important to merge your proven tactics with the new available technologies.

If you need help with your PPC campaigns, or other digital marketing strategies, get in touch with Digital Squad today. If you’re ready to take the next step to improve your digital strategy, talk to the experts at Digital squad, your digital marketing agency Singapore. Whether that be social media marketing Singapore, Google Shopping Singapore, Bing ads and Google display network ads, we are here to help you out. Contact us and find out how you can improve your conversions.