Nowadays, 60% of users on the internet start their shopping journey online. With the upcoming changes in the ecommerce space such as increasing data privacy restrictions, and deprecation of third-party cookies and automation, advertisers are forced to face the question of what the future of search advertising will hold.
In this article, we will take a closer look at how search ads are likely to adapt to the constant changes in the industry in the future.
The Rise of Voice Search Optimisation
With the increasing popularity of smart speakers and voice assistants (Google reports almost 20% of searches in the Google App are made by voice), optimising ads for voice search will become more critical in the future.
Advertisers will need to focus on long-tail keywords, natural language, and conversational ad copy to make the most of this trend. Question-oriented keywords will also become more relevant when optimising for voice search, alongside the importance of ensuring you are regularly updating your Google My Business profile.
The Evolution of Performance Max campaigns
As both Smart Shopping and Local Inventory Ads have transitioned into Performance Max, advertisers started to familiarise themselves with the campaign type back in 2022.
Moving forwards, the campaigns will become more visible and impactful thanks to Google’s regular updates and AI-optimisation. This will allow advertisers more insights that can be used to focus on redefining target audiences and reporting.
Automation and Machine Learning
The use of automation and machine learning in paid search is certainly increasing. With the help of AI, marketers will be able to leverage target audiences, optimise bids, and create personalised ads that resonate with customers. The key to maximising Machine Learning will be to regularly evaluate the performance of the campaigns, digging into the insights provided which, in turn, can be used to optimise activity for maximum performance.
The Role of YouTube and Video Ads
Video ads are becoming an increasingly popular campaign type, especially for brand awareness. Video ads often have higher engagement rates and ad recall than traditional display ads. Furthermore, recent reports are predicting that YouTube ad revenues are expected to surpass $8 billion in 2023, accounting for more than 15% of Google’s gross.
Advertisers should consider incorporating video ads into their paid search strategy to attract and retain customers, especially with the integration of paid ads across the YouTube Shorts network.
Privacy and Data
We’re moving towards a future where user privacy is becoming increasingly more important. Advertisers will need to be more transparent with their data practices and comply with evolving privacy regulations. This includes obtaining consent from users to use their data for ad targeting purposes and being upfront about how data is collected and used. Furthermore, with the removal of Similar audiences, marketers will need to work towards offering incentives to users to provide their personal data, in order to generate the foundation for a strong first-party database.
Overall, the future of paid search advertising is likely to involve a continued focus on automation, and optimisation for new and emerging technologies like voice search and video ads, while also balancing customer privacy concerns.
If you’re looking for help to shape your paid search strategy, GA Agency is an international digital marketing agency ready to assist you with all your performance marketing needs. Get in touch for a free consultation and find out how our paid media team can help take your business to the next level.