Online Advertising Landscape

Paid Search: What to Expect in 2018

Since launching in November 2016, Adzooma, a fast-growing worldwide marketing software company, has seen their customer base grow at a phenomenal rate.

Adzooma offers its users the ability to create, scale, and optimise their digital marketing and advertising campaigns in a single system. Their innovative platform has already saved their clients hundreds of hours that were previously wasted using multiple platforms and third-party software. Over this past year, they have gained a unique insight into the world of online advertising, and they found some interesting trends that dominated the paid marketing landscape in 2017.

With this in mind, Adzooma has created an interactive micrographic looking at advertising records broken, trends, and Google’s dominance throughout 2017.

With 2018 just around the corner, Adzooma’s latest content then goes on to outline top predictions for paid search in 2018, focusing on:

Voice Search

We’ve seen a huge rise in the use of voice search in 2017, helped by the rising popularity of Amazon Echo and Google Home, and we are on the verge of seeing a major shift towards it. This will obviously begin to affect how search marketers think about keywords and ad copy.

Audience Targeting

Over the last few years Google has been improving their audience targeting options, and ads will be increasingly targeted by specific device, age, behavioural signals, along with demographic and interest targeting options.

PPC Traffic Share Will Grow

Google added a number of improvements to AdWords recently, including removing their side bar ads, a 50% hike in character allowance and adding a number of new ad extensions. These helped to bump up PPC share and it looks like this growth is set to continue.

Image and Video

We suggest you also look closely at video ads over the next year, as they continue to rise in popularity thanks to fast mobile connections, and the fact that they’re so easy to digest. It’s also proven that user engagement increases when visuals are added to content.

Read more and find some helpful hints and tips to help you in 2018 in the interactive infographic below: