Search engine results pages (SERPs) have undergone significant changes lately. Google eliminated right-rail ads and has featured more prominent placement of shopping ad units. Search Engine Land says businesses who use paid search advertising can expect to see these three trends on the horizon.
More “shopping” ad units
Google Shopping ads (aka PLAs or Product Listing Ads) continue to grow. Better visibility on mobile devices and allowing ads to display on third-party sites has contributed to the growth. Bigger Google Shopping results, local paid search products and paid messenger ads are all trends that could become popular ways for businesses to optimize lead generation.
Voice search and natural language
Natural language search continues to be a theme with digital personal assistants like Cortana, Siri, Google Now and Alexa for Amazon Echo. The question will be how Google monetizes this type of searching, as it has the potential to move people away from searching on mobile devices and desktop computers.
Expanded app advertising
Search engine rankings could soon include more app indexing and deep links. App indexing gives users the ability to engage with app content in search results, even when the app isn’t installed. Right now, the options are limited with app campaign advertising. Advertisers can only encourage the downloading of an app on search, display and YouTube. As this trend grows, the search engines could give businesses the ability to advertise in apps just as they do on the content network.
Paid search is an additional tool for organizations to use with online marketing because it can increase the number of impressions and potentially increase landing page traffic.