What this means for advertisers is that users spend more time researching products than actually shopping, which indicates you need to be present early. 36% of shoppers surveyed said they would shop at a new brand rather than their preferred brand to save some money. In addition, brand loyalty among consumers is not as strong as it once was. Google saw a 200% increase in searches for “Black Friday deals” in July showing that seasonal shopping is becoming a year-round business. The world of e-commerce and online consumer behavior is also evolving, and fast! First, after 2 years of supply chain issues and price volatility, consumers are shopping earlier. (Learn how to integrate chatbots into your marketing strategy in our guide to automating your marketing). The SERP will also have more interactive features like “click to chat” ads, that direct users to your automated chatbots for product information or customer service. Be sure to take advantage of the simplified setup to get that coveted first position. Google Ads has already changed their ad creation process to encourage advertisers to add images to each search ad. Fueling this trend is Google Multisearch, a feature that allows users to search using images and keywords in order to find new products or inspiration. This means that we expect to see many more image results popping up in the search results. The future of search is visual and interactive. In 2023, the SERP (Search Engine Results Page) will change substantially. So conversion lift studies are worth investing in, feel free to contact us if you have any questions. With a “test and learn” mentality, you can achieve 30% higher ad performance according to Google. You can run A/B tests for conversions either geographically or based on user signals. You can set up conversion lifts yourself and no longer need to involve your Google account manager. The test results ignore conversions that occurred independently of the campaign. Incrementality testing can be used to determine how many conversions your campaigns achieve explicitly because a user was exposed to your ad. Post-covid marketing budgets are smaller than they were in 2019, so the pressure on conversions is greater than ever before. The next Google Search trend to keep an eye out for is incrementality testing. Important building blocks for privacy-compliant marketing are long-term, privacy-compliant data storage, setting up a privacy-compliant tracking setup, for example via server-side tracking, and in the case of Google Ads, integrating the CRM with Google Ads. Therefore, you should be making steps to future-proof your marketing. This means that the future of marketing is cookieless, it is consented and it will be modeled.Ĭonsent will play an even larger role in how and which data is collected, and faced with this inevitable loss of data, Google is creating modeling systems to ‘fill-in the gaps’. International regulation on data collection and storage will keep increasing and browsers will continue blocking cookies directly, like Firefox or Safari have done. The scenario does not get any better next year. The move by the EU to regulate the collection of third-party data which required users’ consent meant that for many advertisers, up to 30% of their market reach disappeared. Cookieless TrackingĢ018 marked a cataclysmic before and after point when the European GDPR came into effect. To keep you updated with the latest innovations, we’ve made a list of the 5 biggest Google Search trends to expect next year and give you some tips on how to stay ahead of the curve. If you are a Google Ads marketer, you are most likely already planning your 2023 strategy.
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