The first is that things are always changing. The second is that change can be hard to navigate. The third is that those who succeed in SEM advertising are the ones who can best anticipate and adapt to change.
The year 2023 promises to be a time of great transformation for SEM advertising.
So what changes can you expect, and how can you best prepare for them? Here’s a look at some of the most significant changes on the horizon.
Today, SEM advertising is still mainly about keywords. That isn’t likely to change in 2023, but the way we target those keywords will evolve.
For example, artificial intelligence (AI) has already started being used to track user behavior and determine which ads are most likely to resonate with them. This will become even more widespread in the future.
However, it wasn’t always like that. SEM advertising has been getting more complex as technology evolves, to the point that some people don’t even recognize it anymore.
It all started with keyword-based campaigns, but now there are so many other elements that you have to take into account.
You must consider user intent and demographics when targeting keywords and the location of potential customers. You need to pay attention to how your ads look on different devices, including mobile phones.
SEM advertising has become much more sophisticated, meaning that just stuffing your content with keyword phrases is no longer enough to attract and retain your audience.
In the same way that SEM advertising has evolved, so too have the platforms used to manage campaigns. This evolution means more options for advertisers and better control over their efforts.
This part of the evolution has been essential for the future of SEM advertising. In 2023, more and more platforms will be available that can offer advertisers the ability to target specific demographics, locations, devices, and user intents. This increased control can help you ensure that your ads are highly targeted and reach their desired audiences.
The most popular SEM advertising platforms include Google Ads, Microsoft Advertising, and Amazon Advertising. Each platform can offer its own unique advantages, so it’s essential to do your research and find the one that is best for you.
For example, Google Ads offers unparalleled reach and targeting options, while Microsoft Advertising is excellent for those who want to take advantage of its AI-driven recommendations.
In the past, advertisers have relied on fundamental metrics such as clicks and impressions to measure the performance of their campaigns. But in 2023, this won’t be enough.
Advanced tracking and analytics tools are quickly becoming the norm, as advertisers need to know how to measure brand awareness and track how their campaigns are performing to make improvements.
Tools such as Google Analytics and Adobe Experience Cloud can help advertisers track user behavior and measure conversions. This data can be invaluable in helping you understand which ads are working and which ones aren’t, as well as helping you craft more effective campaigns.
First, the way people search for and interact with ads is evolving. As more people turn to voice-activated technologies like Alexa or Siri for information and suggestions, it’s becoming increasingly important for marketers to understand how these new technologies work and create optimized campaigns.
Voice search hasn’t been new for some time, but it’s becoming ever more critical to understand it, as it will soon become the primary way people look for information online.
Expect to spend some time in 2023 getting familiar with voice search technology and optimizing your campaigns for it.
The role of video ads is also increasing in the SEM advertising space. As video becomes an increasingly popular medium for engaging with potential customers and delivering your message, it’s important to remember that video campaigns require different tactics than traditional campaigns.
Think about using video creatively to capture attention and engage your target audience. From interactive videos to immersive 360-degree experiences, there are endless possibilities when it comes to using video in SEM advertising.
Additionally, it’s important to remember that younger people spend more time on social media, such as TikTok, a completely video-based platform.
If your target audience is younger, you can’t skip this social media. However, keep in mind that your ads should be adapted to the style and language of this platform.
The importance of data is becoming increasingly evident in the world of SEM advertising. As marketers use more sophisticated analytics tools to gain insights into their campaigns, it’s vital that you understand how to interpret and act on data-driven recommendations.
By 2023, you should be comfortable with metrics like Cost-Per-Click (CPC) and Average Position (AP). You should also be familiar with A/B testing, audience segmentation, and other analytical techniques to help you optimize your campaigns.
You’ll first need to get comfortable with analytics fundamentals to get started in this domain. Invest some time in 2023 to learn analytics and hone your skills so that you can make more informed decisions about your campaigns.
Don’t be afraid to get creative and use data to create campaigns that are tailored to your audience.
You should also be aware that there are different types of data. First-party data involves the data you have collected from your own customers, while third-party data involves the data that other companies collect and offer for sale.
When considering which data to use for your campaigns, it’s essential to understand the differences between these two sources and use them for their respective purposes.
First-party data can be used for more personalized campaigns, while third-party data can help you reach a wider audience.
Like always, it’s also important to remember the importance of SEO in SEM advertising. As changes occur in the way people search for information online, it’s essential that you stay on top of the latest trends and best practices in SEO.
Recently, Google updated its search algorithm to prioritize mobile-first search results. This means that if your website isn’t optimized for mobile devices, you may find yourself losing ground in the SERPs.
Other recent SEO trends include an increased focus on user experience and content quality.
Take the time in 2023 to review your SEO strategies and ensure they’re up-to-date with the latest industry standards. Doing so will ensure that you are well-positioned to take advantage of changes in search engine technology and stay ahead of the competition.
As we have already mentioned, mobile devices are now the primary way people access the internet, so it’s unsurprising that mobile ads are becoming increasingly crucial in SEM advertising.
As you create mobile device campaigns, consider how your landing page will look and function on different types of phones.
Responsive design can significantly help you here, as it will ensure that your website looks good across different device types.
Additionally, take the time to review how your ad copy appears on mobile devices to ensure it is legible and engaging for potential customers.
For example, if you’re running a PPC campaign, make sure to use ad copy that is clear and concise so that it stands out on mobile devices. Overall, by optimizing your mobile campaigns for all types of phones, you’ll ensure more effective results in 2023.
Artificial intelligence (AI) and automation technology in SEM advertising are becoming more common.
AI can help you target potential customers more effectively by gathering data on their behavior, interests, and preferences. It works by using algorithms to analyze data and identify patterns that can be used to create targeted ads.
Additionally, automation technology can help you streamline your campaigns by automating tasks such as campaign scheduling, budgeting, and even ad copy creation.
For instance, you can set up a program to automatically change the ad copy on your campaigns depending on different user segments.
Automation technology can also help you save time and resources, as it eliminates the need for manual work in managing and optimizing campaigns.
While business owners are often intimidated by this type of technology, it can be a powerful tool in optimizing your campaigns and increasing their effectiveness. So don’t be scared to try it in 2023— you may find that your campaigns benefit significantly from using AI and automation technology. You can always start small and work your way up as you become more comfortable with the technology.
Cookie-less marketing is another trend to keep an eye on in 2023. Cookies are small pieces of data that track user activity online, and many websites use them to help deliver targeted ads.
In recent years, cookie-based tracking has come under fire due to privacy concerns. You’ve undoubtedly heard of the privacy and data scandals surrounding significant companies like Facebook and Google.
In response, many countries have passed laws to strengthen data privacy regulations and limit the use of cookies for targeted advertising.
As a result, businesses have begun to explore alternative methods of tracking and targeting users, such as device IDs, IP addresses, and email addresses.
This type of data-driven marketing can help you identify potential customers more accurately without relying on third-party cookies. This is where first-party data comes into play, as it allows you to capture and use data collected directly from customers on your website or app.
It’s important to note that using first-party data also comes with its own set of regulations.
Many countries have laws around collecting and using personal information, so make sure to review these laws before collecting any data and using it as part of your cookie-less and data-driven campaigns.
The metaverse is an emerging technology that’s quickly gaining traction in the advertising world. It’s essentially a virtual universe, similar to the Matrix or Ready Player One, where users can interact with each other and explore different worlds.
Advertising in the metaverse has enormous potential for businesses looking to reach new audiences and create engaging experiences. For example, you could create an interactive ad campaign where users can explore a virtual store and purchase products in a completely immersive environment.
Additionally, the metaverse offers opportunities for businesses to create targeted ads tailored to individual users based on their interests and preferences.
The metaverse also allows marketers to track user behavior in real-time, which can be used to improve campaigns and optimize ad spending.
As the metaverse becomes more widely adopted in 2023, it will become an essential tool for businesses looking to stay ahead of the curve and maximize their return on investment.
The appeal of the metaverse is that it’s still relatively new, so there are still plenty of opportunities to explore and experiment with different ideas, such as interactive product demos, branded experiences, and unique ad formats.
As technology continues to develop, it will become increasingly crucial for businesses looking to stay competitive in the advertising space.
Micro-influencers are another trend to be aware of in 2023. Micro-influencers are usually individuals with smaller followings (1,000–50,000 followers) who specialize in a particular niche or industry.
Unlike traditional influencers, micro-influencers often have an intimate relationship with their followers and are seen as more authentic and trustworthy.
Businesses can leverage this trust to create more effective campaigns, as micro-influencers are often more knowledgeable about their field of expertise and can reach a highly engaged audience.
Additionally, since these influencers have smaller followings, they tend to be cheaper than traditional influencers and can provide a better ROI.
It’s important to note that working with micro-influencers is still a relatively new concept, so you should thoroughly research and vet any influencers you work with to ensure they align with your brand values.
In conclusion, the SEM advertising space in 2023 will be significantly impacted by changes in search engine technology, mobile usage, and AI/automation.
By understanding these shifts and taking steps to optimize your campaigns for them, you can ensure that you stay competitive in the ever-changing landscape of digital advertising.
