Monday, 14 October 2019 12:36

3 PPC Trends That Could Impact Denver Paid Search Advertising

The search engine industry is in a constant state of change. Top-tier search engines, like Google and Bing, continuously introduce new updates and tools to meet the changing behaviors of average consumers. 2019 is drawing to a close, so there’s no better time to look forward to the next decade of search engine advertising. Trust us, you don’t want to have to play catch-up in the competitive search engine ad space. If your business uses pay-per-click (PPC) advertising, you should pay attention to rising PPC trends. With 2020 on the horizon, let’s examine a few PPC trends and how they can impact your Denver paid search advertising efforts.

3 Denver Paid Search Trends That You Need To Pay Attention To

Before we dive into these crucial trends, let’s make one thing clear: This list is not exhaustive. From automation and AI updates to government investigations and emerging search engines, a host of factors influence paid search advertising everyday. From our perspective, these 3 trends could have bigger impacts on Denver paid search than others.

1. Voice Search

Throughout the past decade, we’ve experienced the dramatic rise of digital assistants. Those once strange personal assistants like Siri, Alexa, and Cortana have now become incredibly common. The significant rise of their usage is mainly due to the surge of smart home devices, like the Amazon Echo and the Google Home. This popularity is only expected to increase, as it’s estimated that by 2023 there will be nearly 8 billion voice assistants in use. On top of all that, it’s expected that by 2020, nearly 50% of all searches will be voice searches.

The rise of voice search could have intriguing implications for the future of Denver paid search advertising. Mainly, this PPC trend suggests that the search terms which trigger PPC ads will change to reflect consumer behaviors. People have begun to interact with search in a more conversational way. Your business needs to adapt to this growing consumer trend to stay relevant in your market space. You can start preparing your business for voice search in a few ways right now:

  • Target more long-tail and conversational keywords in your Denver paid search campaigns.

  • Adjust your landing pages to be more conversational, when possible. This is an important task, but remember: Don’t sacrifice the quality of your site for voice search.

  • Implement those new keywords and start to track and measure their performance.

Voice search is quietly revolutionizing search engine advertising right now. Take the initiative now to start planning for the next decade of PPC.

2. Visual Search

Believe it or not, visual search is on the rise. More and more consumers are preferring to search via images for the products and services that they want. With a bounty of factors, it’s difficult to definitively know what has caused the visual search trend to emerge. All that we know is that it’s gaining popularity and that it could greatly influence Denver paid search campaigns. Bigger brands are already getting onboard with visual search.

Both Google and Bing have implemented their versions of visual search tools on their search engines. However, those visual search tools still aren’t perfect. Aside from the top-tier search engines, Pinterest has been leading the way for visual search. Pinterest first developed their own visual search tool in 2015, and it has grown by leaps-and-bounds through routine improvements. Other social media channels, like Instagram and Snapchat, have implemented similar visual search tools in their apps as well.

Visual search will undoubtedly change the search landscape in it’s own way in the years to come. However, visual search still has its fair share of occasional hiccups and functional issues. Many visual search tools still suffer from inconsistencies and random bugs. Given all of that, visual search still cannot be ignored. Your business needs to take the time now to get ahead of the curve wherever possible. In your spare time, you can start to:

  • Add ALT text to just about every image on your website. ALT text is critical for visual search. It’s also a key factor for site accessibility.

  • Replace your website images with higher-quality options. Remember: Large image files can be detrimental to your website speed, which in turn negatively impacts your SEO. Try to keep the image quality high while minimizing the file size when possible.

  • Include multiple images on your pages. With more images, you have a higher likelihood of attracting traffic to your website, especially with those ALT tags.

  • Think about visual search and how it could benefit your business. PPC on Google could work well, but maybe it’s time your business started advertising via Pinterest too.

3. Video: Always On The Rise

The digital marketing industry has a common saying: “Content is king.” Between the blogs, infographics, and other content pieces, the true king of all content is video. Video marketing has exploded in recent years and this trend will only become more popular. It’s estimated that roughly 80% of all internet traffic in 2019 thus far has been the result of video marketing. If you aren’t using video for Denver paid search advertising, it’s time to start now.

Consumers want to see more videos whenever possible. They’re entertaining ways to engage with your target market at the right time and place. With a good targeting strategy and a well-made video, your business can reap a great ROI off of video marketing. What does your business honestly have to lose?

Of course, video is mainly used on social media platforms and less in paid search. That doesn’t mean that video can’t be used in your Denver paid search campaigns. For instance, your video ads can get shown before YouTube videos to specific audiences. Marketers and business owners alike can support their video marketing efforts with a multitude of tools.

Take Google’s new Bumper Machine tool, for instance. Some businesses might make longer ads/videos that range from 30 seconds to 2 minutes. Unless your ad is incredibly engaging, people will tune out fairly quickly. Google’s Bumper Machine helps retain viewers by helping you automatically create 6-second ads from your longer videos. These ads can then enter the PPC bidding process to be placed before YouTube videos. Those shorter ads may result in more conversions. But, this is just one of the ways that you can add video to your Denver paid search campaigns.

If there’s one takeaway from this section, it’s this: Start making videos for your marketing efforts!

Get Better Results From Your Denver Paid Search Advertising

Is the world of search engine advertising too much to keep up with? Then let the professionals handle it. At FiG Advertising + Marketing, our experienced digital marketers are well-versed in the best practices for Denver paid search advertising. We stay up-to-date on the newest trends and implement the best marketing practices, so that you don’t have to.

Contact FiG Advertising + Marketing today and we’ll help you get the best ROI for your Denver paid search campaign.