Paid Search is evolving. Are you ready?
By: Henry Heredia
The New Year is here, and at OMG National we can’t help but look ahead to the innovations that will inevitably change the way digital marketing works. As we all know, an unannounced algorithm update can alter a Paid Search campaign completely and understanding the “next big thing” can save time, money, and help improve overall results.
Understandably, there are companies that are content with the business they generate or just aren’t ready to grow. But for those that are, the results gained in 2017 need to be expanded upon and the right Paid Search strategy can propel your business directly to the top.
What will the PPC future bring?
Already, we’ve seen how Google, Facebook, and other digital platforms have changed the way their sponsored ads work and display. Google, in particular, has moved into Angie’s List and Yelp territory with their Google Guaranteed Local Services (an integration of their Adwords Express platform).
Facebook, on the other hand, has created an “Ads Manager” interface where users can take full advantage of the resources offered by this social network. Benefits include setting ads to show to highly targeted audiences as well as Instagram account integration for a much larger reach. Although the Instagram App also offers a paid ads option, the campaign choices are limited, so going through the Facebook Ads Manager is definitely the best bet.
AI and Voice integrations will change how we search.
In November, OMG National’s CEO, Jesse Lubar, sat down with the CEOs of Yext, Yelp, HubSpot, and other players in the Online Tech and Marketing Services space to discuss the future of AI. Bringing in Wally Brill, Senior Persona Designer at Google, the group learned what Google is doing with its Google Home program and how “the bots” are beginning to impact the marketing landscape. The changes which AI and Voice Integrated search tools are creating, heavily impact larger corporations who see these opportunities as cost and time savers. For instance, Amazon’s Alexa has a bot which assists users in ordering pizza right through Alexa and voice command. We also discovered how the small business user will soon be impacted by this brave new frontier, with robots providing the answers to questions and making suggestions based on a company’s well-built and established online profile. The big takeaway was that the small business person cannot ignore these advancements in technology. The landscape keeps shifting and the steps taken now can ensure that your business is well-positioned for change.
Much in the same way AI is being integrated into social networks, websites, as well as mobile and desktop search; voice-activated virtual assistants are becoming parts of our daily lives. Alexa, Siri, Cortana, and Google Assistant understand long string queries and deliver very specific results. Understanding the best keyword strings, parameters, and strategies can mean the difference between failure and success in the intelligent search landscape. The first step is to make sure that you have control and a single source of truth established for your businesses information online.
Creating these “build-outs”, monitoring, updating, and maintaining them is an essential component which will ensure your success. The OMG Power Network of sites provides 70+ online “properties” where you’d better make sure you have “curb appeal” along with complete and accurate data.
At OMG National, we employ the latest tools and strategies to achieve the best ROI for our clients. Our team of in-house employees work tirelessly to deliver results that help customers find you online and enable your business to grow.
It’s a very exciting future for Paid Search, Search Engine Marketing, and technology in general. The possibilities are endless, and we’re ready for what’s coming. PPC, SEO, Social Media Marketing, Website design and development and much more; OMG National is your full-service marketing firm. From print to multimedia content, we do it all!
Are you ready to take the leap? Success is only a call or click away! Let OMG National get your brand on the right track both on and offline. Call today, 800.789.4619 or find out how your company and competitors stack up with a complimentary Paid Search Analysis: CLICK HERE.