Mar 14, 2020 By: Drive Digital

How important is traffic for your website?

Ok I know, silly question. Let me frame it again.

How important is organic traffic for your website?

Is it silly again?

To some point maybe, but not completely. Driving organic traffic is a lot more difficult than you think. And not to forget all the experts out there, playing magical tricks with keywords, SEO, social media marketing, etc. And of course, ignoring the voice search trending these days will be stupid.

So what now?  Should you give up on the thought of organic traffic? 

Well, definitely not. There is a way to pass every hurdle. All that you need to know is how and when to use these ways. 

One way to solve this problem is through PPC – pay per click advertising. If you want more leads and sales, this is one thing that is going to help you most. 

Before we go any further, let me quickly give a brief about 

What is Pay Per Click Advertising? 

You probably might have come across PPC advertisements quite a few times, you might have noticed also, but probably didn’t know about it. 

pay-per-click advertising

PPC advertisements are the advertisements that feature alongside the results on the search engine pages. Technically these are paid advertisements, where the advertisers pay every time a user clicks on the ads. 

The advertisers or businessmen who practice PPC marketing, are only charged if the user clicks on the ad. 

Now you must be thinking why you should go for PPC. Well, look at the numbers below and decide for yourself. 

– Google is the search engine that you should target because 63000 searches are done on Google per second.

– According to the data, Google holds 90.46% of market share worldwide, when it comes to search engines. 

– Of all the searches 15% of the searches are done for the first time on Google.

– The market value of Google is $739 billion. 

– On an average one person conducts 3-4 searches every day.

So, I guess the numbers speak for itself. But featuring on Google can be tricky sometimes. The reason for this is, the constant fervour of Google to add and update its products. And because of this, it becomes a little difficult sometimes for the advertisers to decide on what is best for them and more importantly, what is available for them.

To make things a little easier for you, I am going to list down 6 Google Ads Trends You Can’t Ignore In 2020.

Trend #1 – Google Ads Smart Bidding:

Artificial Intelligence has gained quite a hype in the recent past few years. And Of course, Google could not stay behind the curtains. Google also invested in AI and smart bidding was the result of this investment. 

According to Google, Smart bidding is, “a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction — a feature known as ‘auction-time bidding.”

Put in simple words, the AI system of Google uses machine learning to categories the auction and optimize the conversion accordingly. In short, you give an idea about what you want to advertise on Google and smart bidding helps you figure out how to get it done in your budget. 

Smart bidding offers you a few signals that manual bidding does not offer. Some of them are:

  • Location Intent: is useful when someone is searching for a particular location or travel.
  • Weekday and time of day: is useful for local businesses, they can target the customers for particular times or offers. 
  • Remarketing list: this is useful for retaining the existing customers. In this, the advertisers can optimize the ads based on the last interaction of the customers with their product or services. 
  • Ad Characteristics: in this Google decides on which ads are most likely to convert and help you invest your bid on that.
  • Interface Language: in this, the bids can be optimised and adjusted according to the language the user is using for search.

Smart biding can be useful for businesses that are just beginning with PPC Ads. 

Trend #2 Google Discovery Ads:

In 2018, Google rolled out an update – Discover. This is the personalised mobile news feed that featured relevant content to the users even if they are not searching for anything. In simple words, Google understands your search behaviour and accordingly gives you suggestions on the feeds, even while not searching. 

Users can always have a more personalised experience by controlling what shows up in the feed. 

In 2019, Google introduced Discovery Ads. Just like YouTube ad or Display ads, discovery ads also need to be equally engaging and more importantly, it should be user-friendly. With the help of machine learning, Google optimizes the ads based on feed engagement, and the user’s search history. 

Just like Facebook’s carousel ads, you can feature more than one image for discovery ads. 

Trend #3 – Google Gallery Ads:

The beta version of Google Gallery ads was launched in 2019. Just like in Facebook Carousel, users can scroll through multiple images to get more visual information about any product in Google gallery ads. 

These types of ads usually appear at the top of mobile search results, featuring 4-8 images at a time. In Google gallery ads, every image that is featured has its own URL, headline and text. Whenever a user clicks or even scrolls through an image, the advertisers are charged for the ad. Google gallery ads can be the best investment for all those businesses, who can offer rich visuals.

Trend #4 Expanded Audience Segment:

Google announces two expanded audience segments in October 2019. 

  • Affinity Audience: these audiences are classified on the basis of their search history, browsing patterns and interests.
  • In-Market Audiences: these are the audiences that are constantly comparing products or services and researching about them. Making things easier for these audiences, Google launched a new seasonal event segment for them. 

Trend #5 Integrated Ad Campaigns with Google Lens:

Google Lens is a visual search engine of Google. This search engine identifies landmarks and objects, with the help of a native app. Some of the interesting features of Google Lens are:

  • It finds and suggests products that you have recently bought and also tells you, where else you can buy it from. For example apparel and home goods. 
  • It can scan any barcode and find info about the product and suggest where to buy it from.
  • Google lens can also save phone numbers and address of any contact.
  • It can also show you the summary or reviews of any book.
  • It can also help you save any event to your calendar.
  • Google lens also shows historical facts about any building, working hours, etc. 
  • It can also give you information about the painting in a museum and the artist’s info. 
  • Give learning about species and breed of plants and animals. 

For now, Google lens ads are not available but Google is working on it and soon it will be out. 

Trend #6 – Google Ads and Voice Search:

Text search is becoming a thing of the past as people are getting more inclined towards voice search. Since Google’s prime goal is to satisfy the customer’s need, it also shifted its attention to voice search. 

But this change brought some difficulties for the advertisers. According to the numbers:

  • By 2022 55% of all American houses will have smart speakers.
  • 72% of voice-activated speakers claim that their device is a part of their daily routine.
  • By 2022, voice shopping will jump from $2 billion to $40 billion.
  • Out of 5, 2 adults use voice search, at least once every day. 

But, the advertisers need not be worried. Google is already working on testing ads based on voice search. 

These were 6 Google Ads trends that you can’t ignore in 2020. Just a quick recap. Driving organic traffic to your website is very important. And keeping in mind the constant updates launched by Google, practising PPC advertising is the best solution for you. 

So this 2020, add these trends in your marketing agenda and see the difference. The only thing that will help you survive in this digital world is keeping up with the trends.

So, keep yourself updated and follow the latest trends.

Do not forget to share your views in the comment box below and stay tuned with Drive Digital for more such blogs. 

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