Hot Google AdWords Trends

In the past, search engine marketing (SEM) was seen as the little brother of SEO, but this is changing quickly with the rise of Google AdWords. The overall click rate on paid ads in the search engine results pages (SERPs)is increasing for many reasons. Ads are becoming more attractive and in many cases ad results are the only ones seen on the screen before you scroll down. The question is how you can exploit this to your advantage. Check out some of the top AdWords trends and take full advantage of them.

More Accurate Target Marketing

Traditionally, the focus has been on the keywords. You can check which keywords related to your product or service are the most highly used and bid for your ad to appear on the SERPs when people use them. Now the focus is shifting on people.

The goal of advertisers is to serve more personalised ads based on user demographics, online behaviour and interests. This is possible thanks to two factors. The first one is the growing availability of customer data, especially from the social network and mobile devices. Additionally, there is a growing number of AdWords tools enabling effective target marketing such as the creation of remarketing lists for search ads.

The possibilities of targeting users ever more accurately via SEM are practically endless. You can customise ad messages depending on searcher’s age, gender, location and other major characteristics. You can also create unique landing pages. All of these factors are major conversion boosters.

Video Ads Are Gaining Speed

AdWords now makes it possible for video ad campaigns to be run with the same tools as traditional ones. This is invaluable for marketers who use Google Search Network for remarketing and for those who rely on YouTube ads. The power of video is well-known with the boldest predictions saying that it will take over written content on the web over the next decade. Consumers and the especially younger audience love watching videos and you can take advantage of this. AdWords has simply made video advertising on the web more efficient by offering new opportunities.

Mobile Has an Ever Growing Impact

If you want to derive high results from any form of online marketing including SEM, you have to optimise not only your landing pages, but your entire website for mobile. The reason is simple: your customers use a mobile device at least once during the buying decision process and if you fail to provide the experience which they are looking for, you will most probably lose them. When a person clicks on your ad displayed on the search engine results page while using a smartphone and has a difficulty finding the information or button which she needs on your web page, she will most certainly leave. This means that you have spent money on pay-per-click advertising without gaining any return.

Overall, Google AdWords is a highly dynamic platform and new tools and opportunities are introduced regularly. It definitely pays off to rely on a specialist for devising and running your campaigns. This will ensure that you will always be making the most out of the latest trends.