Top 3 Upcoming Paid Search Trends in 2016
As we all know, Google is constantly making changes to the search engine results pages (SERPs). Recently, right-rail ads are nowhere to be found, and we’re now starting to see Google Shopping ad units on mobile.
This article will give you an in-depth look at upcoming trends in paid search, and give you an idea where these trends will lead.
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More “ Shopping” ad units
Google Shopping has been a huge success for Google, and the amount of clicks from Google Shopping (PLAs or Product Listing Ads) continues to grow. Data from Merkle shows that 38% of retailer’s Google search ad clicks in Q4 of 2015 were from PLAs.
The growth of PLAs is the result of recent changes made by Google such as:
- Better Visibility of Google Shopping Results on Mobile Devices
- Google’s Adsense For Shopping Program
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Voice Search & Natural Language
Natural language search is on the rise. Today, we’re all accustomed to digital assistants like Siri, Google Now, Cortana, and Alexa (Amazon Echo). Search engines are getting smarter, and are working hard to understand behaviors in different contexts. This completely changes the way we use search engines. For example, Cortana can notice that traffic is delayed on your way home and suggest that you stop by a store (en route) to pickup items that are on sale. This type of advertising is a game changer, and will definitely have an impact on how we shop.
Voice & natural language search can allow us to be more productive in our everyday lives, IPhone users can attest to this. Siri makes searching and doing various tasks a lot easier, instead of doing them manually. This will give us an idea of what the future holds for voice and natural search.
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Expanded App Advertising
App indexing and deep links for search engines have been getting a lot of buzz. App indexing allows users to see and engage with app related content in the SERPs, even if they don’t have the app installed on their mobile device. Universal app campaign advertising is limited. Being able to advertise in apps should be just as easy as how we’re able to advertise on content networks. Similarly, we should apply the same logic to other platforms, websites and devices.
Final Thoughts
Google is always changing and updating its algorithm. As we move through 2016, we can expect to see new trends in paid search. Strategies that worked last year might now work this year. So, it’s important to be on the lookout for the latest trends in paid search.
Do you need help with your paid search campaigns? The PPC specialist at Kraus Marketing can help you get the best ROI possible. To learn more about our PPC services, visit us online at www.KrausMarketing.com, or call us at 973-998-5742.