Search Engine Marketing: Predictions for 2019

Blog post by: Kallista Baebler, Baer Performance Marketing Intern

We rely on search engines, such as Google, Bing and Yahoo, for most of our information.  Do you need help with learning how to do something or do you just have a random question that needs to be answered? No problem, just “Google it.” It seems that this phrase is becoming more and more common in conversations. Due to this popularity amongst users, there is a huge opportunity out there for businesses. Now is the time to learn about Search Engine Marketing and what it can mean for you going forward.

What is Search Engine Marketing?

Before using Search Engine Marketing (SEM), you should have an understanding of what it is. SEM uses search engine queries combined with the search engine providing relevant content as a way to distribute paid advertisements for a business. In order to make this work, keywords are entered into a search engine campaign and are bid on by advertisers. The amount a business bids for particular ad will determine how high the business’ ad will show up on a results page.

Why does it matter?

How often have you clicked past the first page of search results when you looked something up with Google, Bing, or any other search engine?  The closer to the top of the first page, the better for a business.  Paid advertisements land within the top four results, meaning there is a greater chance that a user will visit the website being advertised.  According to Acquisio, one of the most important ways to generate traffic to your website is through Search Engine Marketing. A business may even see their brand awareness increase 80 percent with ads, according to Google.

Predictions for 2019

So, what’s in store for Search Engine Marketing in 2019?  New ways to target based off of content will be the hot trend of the year.  Google will continue to have keyword targeting, which is still a great way to gain traffic and build brand awareness.  However, Google now allows users to narrow down their targeting options by targeting potential customers on past content viewed.  For example, the use of URL targeting is a great option for brand awareness.  Businesses can now enter URLs of similar/competing websites to target potential customers. This will give customers the option to learn about your business.

Another targeting option is finding new customers using Google’s Audience feature.  This allows businesses to clone their already existing customer base and find similar customers across the internet who match the same profiles. This way of targeting gives businesses a higher conversion rate as it is targeting similar customers to those who have previously made purchases.

When it comes to the actual ads being displayed to potential customers using SEM, we find that GIF ads are growing in popularity and results. Standard display ads would use an image to portray your business and products to customers who have an interest.  By using GIF ads, which are rotating images, you can draw the searchers’ eyes towards the ads with movement.

In review, SEM is constantly evolving to better serve both potential customers and businesses relevant advertising.  As a business, it is in your best interest to stay on top of the best ways to grow while using the tools you have available to you.  Google keyword campaigns are still extremely viable solutions to growing your business in a highly-trackable way.  While this may seem like a big task to learn and stay on top of these trends, BPM is here for you.  Give us a call, and we can walk you through a customized approach to grow your business using SEM: 920-632-7648