2021 will be a pivotal year for advertising channels like Search Engine Marketing (SEM). Search engines are becoming more complex and smart day by day. Search results are more efficient, directly impacting your search engine marketing results in the year 2020.
Today, we can see the number of search engines, and many are
coming every year. SEM is very crucial for any marketer’s store with the
increasing algorithm of Google. Do you know? Google made 3,234 algorithm
updates in 2018 alone.
The adjustments they made to their algorithm impact your search engine’s ranking page. So, it’s essential to keep an eye on the trends happening. Are you thinking of preparing your SEM strategy for 2020, then this is a great start.
Here are the latest trends in SEM that are dominating the marketing industry in 2020.
1. Automation:
There are many variables and levers you have to check when you
are optimizing your SEM strategy. Investment in search automation increases if
search ad spending increases. Google expected to get a revenue of $49 billion
in ads.
The search automation is to automate some of the optimization
tasks that require repeated manual intervention. Automation has a significant
SEM role if you want to break the clutter and process massive amounts of data.
Skill marketers need some directions and to set priorities with
automation.
You should develop tools based on your brand objective. We can
see a continued increase in automated search engine marketing in 2021.
Search engine marketing channels offer strategic ways to set and
manage your ad account from reporting, bidding to automatic ad creation.
2. Voice and visual searches:
Most people are relying on voice inputs. Voice inputs have
increased to one billion as of January 2018. Expecting to have a 50% of search
voice inputs by 2021. Including long-tail keywords is the best method to
optimize voice search even though there are many optimization options. Make
sure that your landing pages are more conversational to match natural voice
search queries.
Visual search has increased drastically with the launch of
Google lens in 2017. Almost all smartphones have a native camera app where the
Google lens can help you identify the new fashion trend. So, you need accurate
Metadata information and images more comprehensively.
3. Shop by search:
Google is the king of search marketing, along with Facebook.
Both are popular for paid advertising, and Amazon is gaining ground. The intent
to purchase on Amazon is very high and leads to high conversation rates.
Amazon conversation rates are higher and attract more
advertisers to its platform as Amazon e-commerce does sell stuff. User searches
to find the information on google, whereas, for Amazon, they intend to
purchase.
As all the conversations happen on the platform, it is
straightforward to measure the performance, tracking, and optimization.
4. Artificial Intelligence:
Artificial Intelligence is ruling the world today. AI does a lot more things for search engine marketing, supplementing the automation efforts. AI provides the content automatically and makes us identify the behaviors and tastes of the users.
10 Most Amazing Artificial Intelligence Facts
AI
and predictive analytics provide the users with the relevant content for what
they are searching for and offers them the relevant product before they search.
AI learns to know the minds of humans with its machine learning
capabilities.
AI
improves your page ranking like never before and takes your search engine
marketing to the next level.
SEO
and PPC are both related to each other. Use them together for better results.
PPC helps SEO with the most relevant keywords to target for organic search. At
the same time, SEO helps with which keywords to bid on.
You
will be on the top of the SERP if PPC and SEO both are showing up together. If
you need branded keywords, PPC and SEO can provide you well together.
To
analyze cost benefits properly, explore the CTR and conversations. Don’t bid on
the keywords which are more expensive if people are searching for you
organically. Also, keep an eye on your competition for better understanding and
better plans.
- Interactive content:
Interactive
content helps to inform your users in a better way and to build brand
awareness. It will be better for your campaign if the right copy is matched
with the right kind of interaction.
Maintain
brand loyalty by making your customers more engaged. You can also create
interactive calculators that provide the users with a monthly budget
calculation, decision-making whether to rent or buy or to own a car or Uber.
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- 22 November, 2020
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