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What's New in Paid Search?

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Digital marketing is an ever-evolving industry. The fast paced and forward-thinking nature of Paid Search certainly keeps us on our toes, so it can be difficult to stay up to date with the latest changes in the social media landscape.

If you’re wondering what’s everyone talking about in Paid Search and how it can benefit your business, we’ve got all your answered covered. Let’s dive into the latest updates of Paid Search below:

1. Automation

PPC Automation is now common practise for PPC’ers.  It saves time while delivering increased success.

PPC automation is how we utilise the algorithms to enable us to better optimise our campaigns.

By utilising the automated features, we can increase website traffic, ensuring the campaigns are targeting an optimal audience, at a granular level… and this can be done instantaneously.  The speed in which an automated campaign can survey data allows us to focus primarily on strategy and content.  It’s a win-win situation!

2. Smart Shopping

In a world that is striving to do everything as “smart” as possible Google is, of course, no exception. Smart Shopping was introduced in 2018 but has really made its mark in the last year with developments around automation. It uses algorithms and machine learning to serve the most relevant assets.  In doing so, there is evidence to suggest an increase in conversions by 20%.

3. First Party Data

We love data. And we want the best data available. First Party Data is any form of data a company gathers from its audience.  For a digital marketer, this is like gold dust.

First Party Data can be sourced from emails, phone calls, Google Analytics mobile apps… It’s considered to be the best data due to its specificity and relevancy.  The better the data, the more targeted we can be with our campaigns. It allows us to control our budgets better and maximise campaign personalisation.

What do we see in 2022?

Mobile

We’re all guilty of being attached to our phones. Mobile usage continues to rise, 2022 stats reveal that 50% of B2B inquires now come through mobile phones.

Competition for ad space varies across different devises and there is even less space for organic listings making your PPC ads even more important.

With this in mind, we want to make our campaigns as mobile friendly as possible.

Video Ads

Video content will continue to have the biggest impact especially in this mobile-dominated climate.  Stats suggest that brands are considered more credible and trustworthy when they use video reaching a larger target audience.

With the likes of Siri and Alexa at our beck and call, voice search is fast becoming one of the more common ways to search the web.

How does this impact our campaigns?  Search tends to be more conversational often using a question rather than just key terms. It can more wordy averaging at least 4.2 words.

We find that voice search is great for local campaigns, utilising the near me and open now type queries.

About Us

When you analyse effectively, find the right keywords, and target the right audience, PPC marketing delivers massive returns. You can’t let your PPC campaigns just tick along, it is so much bigger than that, and that’s why you need an experienced agency to take your online presence to the next level and ultimately grow your business through a tailored marketing strategy.

We’ll carry out initial market research to fully scope your campaign. We will provide in-depth analysis to ensure your ads are displaying for the right keywords and ensure you are getting the right visitors to your website, at the right time.

If you want to stay ahead of the curve, get in touch with our team of specialists today to discuss your business needs.