In an ever-evolving digital world, the ability to adapt to change is what keeps one on top. For digital marketers, the challenge is to integrate with their changing business world so as to meet their objective which is to drive higher traffic to their websites.
The changing paid search landscape will impact marketers in so many ways. It means that what is regarded as success will no longer be the amount of traffic they are able to generate through PPC (which is directly proportional to the amount of money they pump into the campaign). Marketers will have to see beyond the initial click and make their campaigns more engaging.
This means that a search campaign will have to involve SEO, UX, UI, and so on. Consumers now demand comprehensive information about brands, their products and services. They want to know how relevant the ads they click on are.
Marketers have to invest more in ad extensions. This allows a marketer to put additional information in their ads. The goal of the extension is to give users the opportunity to know the brands better and be more inclined to not only click but convert.
2018 has been a great year for paid ads. Technological advancement in this sector has seen to more specific audience targeting. As consumers’ demands and expectations become greater, marketers are forced to measure up to the ever-changing standards.