\n Stay Forward <\/h2>\n
\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n
\n
\n
To look forward, we must often look back. In 2018 we witnessed Google Ads take arguably its largest step towards a fully automated future. While many of the changes introduced may not be immediately embraced or even adopted, they provide key insights into what can be expected going forward.<\/p>\n
Understanding and preparing for the future of search engine marketing\u2014and thinking ahead to when optional features become standardized\u2014is a critical component to running a strategic and successful program. With that in mind, here are our three predictions in search engine marketing<\/a> for 2019.<\/p>\n Last year we expected to see more brands willing to allocate greater portions of their budget to AI-driven platforms and solutions. In 2019 and forward, we anticipate this to become less of an option and more of a norm across the digital landscape.<\/p>\n Where advertisers once had to opt in to new features with foundations in machine learning, things have quickly shifted as Google Ads and others evolve into automation-by-default products. Brands will need to be open to (and properly utilize) such changes to stay competitive.<\/p>\n In 2018 we also saw the introduction of Google Ad Suggestions. Unless an advertiser specifically opted out, the engine automatically generates copy based on landing page content and items currently in a program.<\/p>\n More importantly, Google Ads\u2019 Responsive Search Ads format was introduced, in which a single entity can serve more than 43,000 unique permutations of copy based on an advertiser’s headline and description inputs.<\/p>\n Bolstered by ongoing machine learning, the algorithm will serve combinations most likely to generate clicks and conversions based on countless signals around searcher intent. While not all advertisers will have the luxury of allowing for fully automated messaging, the format presents a unique prospect to test which elements of copy are performing best at a scale not seen before\u2014and we expect search marketing managers will seize this opportunity at a growing rate.<\/p>\n Sooner rather than later, we will see Google Ads (and other channels) introduce fully automated campaigns. It will be imperative that advertisers prepare accordingly to adopt and leverage these capabilities.<\/li>\n With the introduction of Responsive Search Ads, Google also added a third headline and additional description line to its already expanded ad format late in 2018. Relative to the original Standard Text Ad format (retired in early 2017), the available real estate on the SERP for a base ad alone has increased 184% in just two years. As such, we predict that 2019 will see more developments geared towards more robust content in paid results, moving away from the “brand name\u2014call to action” format of days past.<\/p>\n It’s clear the way consumers are expected to interact with paid listings has changed. That’s why alignment and integration with search engine optimization<\/a> for messaging on organic results\u2014and information present in Knowledge Graph\u2014will become critical components of a mature SEM strategy. In turn, we can expect competition to increase as the space available to multiple advertisers atop the SERP continues to shrink.<\/li>\n \n Get exclusive insights into digital \n
The rise of the machine (learning)<\/h2>\n
Paid content on the SERP will continue to expand<\/h2>\n
\n \n \n Stay Forward <\/h2>\n
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n \n \n