Search marketing was a big trend in 2018, and it’s not going anywhere in 2019 – but there are some slight changes.
So, what’s different this year?
- More emphasis on readers over keywords.
Keywords used to be the bread and butter of SEO (search engine optimization) marketers. Target the right combination of search terms and your content would rise to the top of the Google, Bing, or Yahoo ranks.
Keywords are still important for search purposes, but they no longer hold quite the same weight in the ranking algorithms. Equally important is the audience itself.
Targeting audiences by demographic is even more crucial in 2019. Keywords aren’t dead, but you also need to understand what type of audience is actually searching for your products and services. This can then be used for better re-marketing and creating a more informed and efficient sales funnel.
- Automation has arrived.
We’ve been hearing for years about the benefits of marketing automation, and 2019 is no exception. Except the difference this year is that we’re no longer just talking about when automation will come into play – it’s already here.
We’ll likely see more smart features from Google Ads, Bing, and the like. Responsive ads, audience targeting, even keyword research automation – it’s all happening now. Taking advantage of these tools can save you time and help you be more strategic in your marketing efforts.
Delegate the grunt work and focus your attention on brand strategy, copywriting, and creative tasks.
- Diversify PPC spend.
For SEO marketers, Google Ads used to be king – it was where you wanted to place most of your PPC dollars.
However, there’s a lot more PPC competition in 2019, and that’s a good thing.
Bing is currently testing local inventory ads that display product stock availability nearby. Facebook ads can automatically generate a video with products personalized to users. Pinterest allows users to buy directly from a product pin. And, not to be forgotten, Google is improving local catalog ads in an easy, scrollable mobile layout.
The point of PPC in 2019 is to spread your spend out. Really focus on where your audience is spending their time and put your dollars there. You don’t have to rely on just one or two advertising spaces anymore.
- Cohesive wording.
More than ever, the copy you choose for your SEO and PPC efforts matter.
It’s not just the text you use in one ad that’s important, though. It’s the text you use in all of your ads (and potentially even other marketing efforts).
Cohesion is the name of the game. You want alignment between your PPC ads across channels and mediums. If you have specific brand messaging, you want to make sure that it is kept consistent.
- Types of ads.
In 2019, there are more choices than ever for PPC advertisements. Text ads, video ads, image-based ads. There are even choices to make within those types of ads, depending on the platform. For instance, on a Google Ad, should you use the third headline?
New ad types are emerging all the time. For instance, 2019 is looking to be the year of local services ads.
You may also have heard that video is the most popular form of advertising these days, especially for mobile. But the truth is that it depends on your market and the resources available to you. Again, this is where understanding your audience and prospects is really key.
As above, whatever types of advertising you choose, the message should remain consistent. It’s okay to experiment and try out the latest trends – you might even find something that works really well for your brand – but don’t do so at the expense of strategy.
- Be different.
More than ever in 2019, the human touch is crucial to search marketing.
Many people are recycling the same content on their product/service pages, and even blog articles. While this may save time in-house, it means that the reader isn’t getting great content. And Google and other search engines will notice.
Search engines are looking for actions like engagement, time spent on the page, and time spent on the overall website. These are signs that there is more to offer. Great content can prompt search engines to boost your ranking.
This is one reason why content marketing should be a driving force and engine for your entire digital marketing campaign.
2019 is promising to be a big year for search marketing, with a lot of changes on the horizon. These changes are a good thing, but they can be tricky to navigate, especially if you don’t have an existing SEO or PPC strategy.
At Pulsion Marketing, we can help you craft a stellar search marketing strategy for 2019 and beyond.
Contact us today for a consultation. Call 1-888-701-4441 or visit www.digiforcemarketing.ca to learn more about our SEO and PPC programs.