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Between the deprecation of third-party cookies and AI enhancements, 2024 is proving to be a transformative year for paid search marketers. Staying on top of trends and platform updates will ensure you’re ahead of the curve and maximizing your ROI on paid search. Here are the top paid search trends that Bamboo’s Search Experts are watching this year and why they’re important to keep a pulse on.
Dwayne Connor, Growth Marketing Manager said, “One thing I'm keeping an eye out for is Google's potential push on Branded keywords. I've recently seen a "People also consider" badge (appears below your domain and logo) on branded search results, and I think it's a tactic to enforce competitive conquesting.”
Anthony Sicorsicon, Growth Marketing Associate shared that he’s seeing more emphasis put on broader targeting to rely on Google’s machine learning capabilities and AI in general, which he noted is more powerful than ever. For his clients, Anthony has been leaning more on Google Adwords’ “Ideas”, as a brainstorming tool for ad copy creation, and keyword research. It improves quality scores as it uses AI to pull suggestions from the website.
John Killeen, Sr. Growth Marketing Manager said, “When it comes to our client accounts across various industries, rising inventory costs are definitely on our radar as a concern. Higher inventory prices from Google translates directly to inflated costs-per-click and overall ad spend levels. We're seeing clients' budgets get stretched thinner as those inventory fees go up. Unfortunately, there isn’t much to go on just yet, but acknowledging this new normal has shifted our strategy to analyze which keywords and categories have seen the steepest cost increases regularly.”
Ona Peng, Growth Marketing Associate emphasized how crucial video assets are. In a recent article, she read that 90% of people say videos help them make better purchasing decisions. For all generations, YouTube is a top social platform for shopping worldwide. When tested for her own clients, she saw that YouTube video ad sequencing campaigns consistently boosted Brand performance in the e-commerce space.
At Bamboo, we’re offering the paid search service we wanted when we were Clients. To learn how we can support your paid search program and provide growth insights to help scale your brand, see how we can help.
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