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Three Trends on the Horizon for Paid Search Advertising

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.

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Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.