In order for COVID-19 to have a significant impact on search behavior, it just requires a cursory insight into the 2020 marketing scene. People’s homes trapped (mostly). Stressed, afraid, and overworked are people. The children are wild! In addition, the competition between search engines has increased only as advertisers tighten their belts further.
Of course, marketing people want to see all this doom and gloom behind the numbers (show me the numbers!). In Google Ads services, the figures don’t lie: Google advertising revenues are predicted to decline 5% by the end of 2020. According to the same report, for the first time, Google will decrease its share in the United States digital advertising market. This is a big deal, while the down-spell is shortened, we’re not going to lie.
It is quite the scene for PPC (pay-per-click) services to navigate! But go back and breathe deeply. Given the continually unpredictable existence of COVID-19 and the landscape, there is no real way to study the crystal ball. We will highlight the patterns and changes that will most likely affect the landscape of Google Ads services next year. Hopefully, you will be able to feel calm and have some pillars to hold on to when developing your Google ad services, PPC services strategies in 2021.
Google Discovery Ads
In late 2018, Google launched Discover, its custom mobile newsfeed. Even if you are not looking, the aim of the feed is to surface relevant content to users.
The content of Discover is organized as cards for exploration and contains various types of content such as videos, recipes, news items, and blog posts, depending on the preferences of the individual user. Because the content is relevant, it does not always provide you with the latest content — always green content usually is of quality. Google Discovers on a web browser via the Google Mobile App and Google.com. Users can check what appears in the feed, which results in a more individual experience.
Google Ads and Voice Search
With more people purchasing intelligent speakers and searching for Google on a cell phone, text search will continue to decline. And for advertisers, it could mean great difficulty. Taking these figures into account:
- By 2022, 55% of all US homes will have a clever speaker
- 72 percent of voices are used as part of their everyday activities voice-activated speakers.
- Voice shopping will leap from $2 billion today to $40 billion in 2022.
- 2 out of 5 the adults use the voice search once a day
As of now, voice searches using screens – for example using Google’s voice search on a laptop or a phone – will display advertisements…
But intelligent speakers like Amazon Alexa and Google Home don’t. This is bad news.
Great news? This is going to change certainly. Currently, Google is testing Google Home advertising now. The technology giant will definitely find ways for users to monetize voice search as they step away from the text-based search.
Google Lens and Stranger Things
Netflix teamed up with Google Lenses to support season three of Stranger Things to have a specially enhanced reality (AR). One day people purchasing an issue of The New York Times could take a screenshot of the Netflix ads from Starcourt Mall (a fictitious mall on display), using Google Lens to bring them to life: both new season advertisements and a preview from the Upside Down were included in the AR experience. It was a cool promotion and an exciting sight of what can be done by businesses who think beyond conventional publicity.
Google Ads Smart Bidding
Google has invested heavily in artificial intelligence (AI) in recent years and Smart Bidding is one of the many outcomes. Description of Google is: Intelligent Bidding is a sub-set of automated bid strategies, which use machine learning to optimize conversions or conversion values in each auction — a function referred to as ‘auction-time bidding.’ The AI system of Google uses machine learning to optimize conversions automatically in each auction. You tell Google what the target is, and Smart Bidding knows how to do it in your budget.
Smart Bidding allows you to use a large range of different signals for optimizing your tender, some of which are rare and manually inaccessible. Here are just a few signals from which you can choose:
- Purpose to locate: where a user wants to go versus their physical location. When someone is looking for travel, for example.
- Weekday and daytime: local companies may use appropriate information or deals to attract consumers at those hours.
- Remarketing list: Announcements can be optimized based on the last interactions between users and goods and their interactions.
- Features of an ad: Google will provide those that are more likely to convert if you have several versions of an ad.
- Language interface: deals can be tailored to the language the user looks for.
Machine learning allows Smart Bidding to manage many signals simultaneously so that bids are suited to the context of each individual. Throughout your bus, Google can also increase its bids for mobile ads between 5 pm and 6 pm if a user is more likely to click on your ad. Smart bidding is an excellent choice for companies just starting with Google Advertising or who don’t have much time to run a campaign. The biggest drawback is the influence over which third-party sites the ads show — all or none of them have to be chosen.
Google Gallery Ads
The beta version of Gallery Advertising was released by Google in the summer of 2019. They have photos that mobile users can click through to get more visual information on a brand, product, or service, like Facebook Carousel Advertising.
Gallery Ads will show up top of the search results for mobile phones with 4-8 images. Every image has its own text, static headline, and URL. When a user clicks or swipes a photo, advisers pay. Gallery Ads may not have as many B2B or service-based brand applications but firms with offerings that are good for rich visuals should certainly benefit from them when widely available.
With Google moving more and further away from search advertising, advertisers are given more chance in their company and their customers to view their goods and services in the most meaningful way.
Google Lens Integrated Ad Campaign
Google Lens is a Google visual search engine that identifies artifacts and points of interest in a local application. It also comes with Google Images and with the Google Assistant and Google app on certain Android phones. This is what you would do by taking a screenshot of the things below:
- Apparel and home goods: find and where to purchase similar items.
- Barcodes: use a barcode to find product details for purchasing it.
- Business card: Save your telephone number or mailing address.
- Book: Read and get a rundown and feedback.
- Billboard or event flyer: add the event to your calendar.
- Watchpoint or building: see historical facts, operating hours, etc.
- Museum painting: read about and learn more about the artist.
- Plants or animals: know about plants and races.
You won’t currently see advertising in Google Lens reports, but with integrated marketing campaigns, Google does some really cool things.
Google only continually changes in order to best satisfy consumer requirements. These will be the main trends in 2021 but we know that several others will pop up all year round. Meanwhile, get imaginative with all these new forms of google ads services!