The paid search marketing landscape is booming. Google Ads, in particular, are leading the charge, no doubt inspired by the social changes of the last few years.
"We know this channel is growing year by year," said Ashley Fletcher, VP of marketing at editing, in a recent webinar. "It's not going away anytime soon. Digital ad usage is growing by 26% year-on-year, and Google search is breaking a record in itself."
However, there have been some major changes in this development - the disappearance of expanded text ads, restrictions on third-party cookies, and further automation - which will affect paid search marketers everywhere.
It can be difficult for marketers to stay competitive in a constantly changing search environment. To address these challenges, Fletcher offers three ways marketers can stay ahead of the game.
Improve for local markets
"Everyone knows how buyers' attitudes have changed over the last two years," Fletcher said. "Now more markets are local."
Not all brands have made a smooth transition to local markets during this period. Fletcher notes that many organizations fail to improve for the most relevant areas - whether at the state or city level.
To get a better view of their local markets, he advised marketers to create visualizations using data modeling tools (such as Google Data Studio) to identify areas of opportunity. Such reports collect data from both competitors and audiences to highlight viable markets.
Concept of data using Athena software. Source: Ashley Fletcher
Once each of these maps a competitor's movement locally, Fletcher suggests that marketers distribute their ad groups through ROI. This can help them focus their efforts on highly profitable local goals.
Predict results with search sharing.
"Share of Search" is a relatively new metric marketers used to determine their brand's online market share. According to Fletcher, the growing importance of search when predicting campaign results makes it an important touchstone.
"Search is the channel where change happens," Fletcher said. "As the cost of Google advertising increases, so does the part of the funnel that is important to brands."
It points to the formula that marketers use to determine their share of the search, which depends on how often the audience targets your particular brand compared to all the other brands in its category. Looking for
Source: Ashley Fletcher
"You can also use this [formula] in Google Trends," Fletcher said. "If you plug in the terms of your top three brands, you can start creating images ... it gives you a maximum, while market view.
In his view, the search component can help marketers guide their brands to better paid search decisions.
"You want your response time to be longer," he said. "You want incoming data to be faster, and you want to increase channel trust."
Improve advertising using competitive and contextual insights
"Ad copy is easy to ignore, Fletcher said. "Getting back on track about how it can bring additional benefits to marketers and brands."
In order to gain highly competitive insights from ad copy, Fletcher recommends adopting AI tools to automate the process. This can help to categorize each ad by category and market group.
Source: Ashley Fletcher
"We use this [action] when a competitor comes up with new phrases for their CTAs," he said. Words like "now," "discovery," "search," and whatever they're using for their CTAs should encourage your team to adjust their copy.
However, the use of competing keywords is only part of the optimization of effective copy of the ad. Recent changes in market behavior also require marketers to improve the ad text, keeping in mind the needs of the key customer. Audiences expect experiments without friction, and compensation teams should create ad copy that suits their specific context.
"How prominent are [related terms] in a large sample copy of your ad?" He asked. "You don't want to be the one who's not involved - the last to learn about curbside pickups or the next day's delivery."
"From a customer perspective, everyone wants an experience without friction, and it all comes down to the language of your ad copy," he added.
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