Google Adwords trends you should consider in 2019

Google has a significant advertising platform - named Google Adwords. How does this program work and what Google Adwords trends are essential to follow?

Shahin Shakarli

Mar.27,2019 Viewed

Google has a significant advertising platform - named Google Adwords. How does this program work and what Google Adwords trends are essential to follow? The main mission of Google Adwords is to serve users while they perform some searches. Prompt profits of Google AdWords is that it brings in quicker results and increases the visibility of the brand.

Nowadays, Google AdWords serves more than 40% of the world’s $226 billion per year in digital advertisement spend.

google-adwords-trend-2019

Over the years, with the conversion of marketing from traditional to digital, approximately all businesses have made their move towards the internet. This action has made the internet highly cluttered with hard race. Apart from companies, even consumers frequently rely on the internet to make their buying choices. That's why from a business and marketing approach you should consider Google AdWords trends.

Taking the above opinion into consideration, it becomes vital for the businesses to reach out to their target audience and clear the confusion. Hence, Google AdWords is the one-stop answer that supports the companies to delivers the desired results or reach out to their target audience directly.

Google AdWords itself is helping marketers to accelerate the process of income generation.

On the other hand, the platform has presented many features which bring about new Google AdWords trends. These trends result in improving the benefits and bring in exceptional outcomes. Our today's article includes the Google AdWords trends and benefits of Google AdWords in 2019. Additionally, we will pull from what the experts consider as their best picks for 2019 Google Adwords trends. However, we will also extend out a bit to contain more of the common Google Adwords trends that will grow your work in the following months.

 

Increase Brand Awareness

increase-brand-awareness

The first Google Adwords trend that you should take into account is brand awareness. Generating brand awareness is difficult, especially when you want to reach a special target audience. It's here where Google Adwords can assist you.

Google Adwords lets you reach the customers you intend to target by putting your ads where they will catch it.

Marketers can use Google Adwords trends to improve your brand awareness in several methods:

 

1st method: The Display Network

The common and arguably the best form to use Google AdWords trends to generate brand awareness is by carrying out Google’s Display Network. The display network provides marketers to target users with particular interests.

A marketer can advertise his or her services and products across a type of websites around the internet, as either a banner or a text ad. Because you can use pictures in banner ads, it is a more natural method to get the personality of your brand across more simply.

The solid answer to the implementation of the display network lies in how the marketer targets those users. There are some options that we can select while exploring Google AdWords trends. These involve choosing specific sites to place an ad on, targeting certain keywords or topics, or even just following around a unique audience wherever they move.  The point is that these multiple targeting choices can be matched and mixed with inclusions and exclusions. This feature provides a marketer to show the ads to the people in the places he wants. That is not to state that the display network is ideal. Any Google Adwords campaign using anything better than specific positions will need regular checks. Make sure that your ads are not being featured alongside some of the less reliable pieces of content that anybody can find on the internet.

 

2nd method: The Search Network

The Search Network - Some of us think that the search network is only used to drive traffic to our website. However, having our ads show up within the results can also be excellent for raising brand awareness. Even if the ad doesn’t get clicked, the visibility of the brand name will prejudice users towards choosing your service or product in the following period. Not to mention we can use smart techniques such as placing our ads on searches for opponent brand names. Or we can carry out remarketing to target a search ad to users who are similar to our current clients. However, we should emphasize that it is much more expensive to get clicks on the search network to compare with the display network method. On the other hand, those clicks that we get tend to come from more engaged, more interested people who are actively searching for the products or services we suggest.

 

Evaluating Brand Awareness in Google Adwords

When evaluating the progress of a brand-building campaign, one of the best implementations to do is look at the frequency and reach of this campaign. We should add custom columns to our Google Adwords account to see frequency - avg. impr. freq. per cookie and reach - unique cookies.

frequency-reach

The number of unique cookies presented shows the number of users that have viewed our ad at any point when surveying the web. Additionally, the average impression frequency by cookies shows the number of times each of those people has seen our ad.

As we can get in the example above, both of our display campaigns have assisted several purposes. The first campaign reached a much more limited audience, although it reached them more often. The second campaign reached much more people, but less frequently.

Unfortunately, both the frequency and reach columns are only accessible at the campaign level, and it is available just for the display network. To evaluate the progress of a branding campaign on the search system, and to look at related performances within the process, we must check the impressions. Impressions describe the number of times our ads have shown up on a webpage. However, it does not shed any light on how frequently browsers have viewed the ad or the number of unique looks.

The other metrics that we recommend are the engagement metrics presented by Google Analytics, like Bounce Rate or Avg Session Duration. These platforms can show you whether users are engaging with your website after clicking on your ads, or if users are not impressed. Between the messaging in your landing pages and your advertisements, poor engagement metrics could be connotative of mismatches. This situation leaves a user with a negative experience when engaging with the brand — the reverse of your actual purpose.

To sum up, Google Adwords can be an excellent tool for getting the brand viewed by your target audience – and with the tracking possible in Google Adwords, you can quantify the progress of your campaigns very quickly.

 

Boosting your SEO results

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Despite what some users think, Google has stated many times that search engine optimization is not pay-to-play: an ad with Google AdWords will not increase the organic search rankings. At least, not straight. However, there are methods you can use Google AdWords to assist in the development of your SEO strategy. For instance, you can apply your PPC data to promptly get insights that will go on to organic search, keeping yourself tons of money and time in the process.

Google AdWords trends can be activated, set up, and driving traffic at scale in a single afternoon, while search engine optimization can launch a year to begin observing strong results. At the price of around $1,800-2,000 per month, you are looking at a possible investment of $20,00-24,000 before you will understand whether your SEO strategy is running as planned.

The problem is, what if you use all that time and money ranking for keywords that do not conclude earning you much traffic or that do gain traffic, and what about sales?

Using Google AdWords data to kick off a new search engine optimization strategy is an excellent method to decrease risk by creating testing ideas and proof-of-concept. It is also possible to mine your PPC data to purify an existing SEO strategy or run ads to strengthen and reinforce your organic search result.

 

About Google Adwords data

 

When businesses are thinking about to put together the SEO strategy, they regularly begin with industry tools that distinguish keyword targeting possibilities, including SEMrush, Ahrefs, and some other tools. If you are interested in general SEO advice, you are likely to be looking for keywords with low competition, high search volume and creating content around the decisions to engage those users. Since those keywords are commonly searched for and accessible to target, you are likely to get progress.

Nevertheless, these tools can assist you in solving how to drive traffic from the search engine, traffic only is not profitable for most of us – except it leads to changes.

That is where Google AdWords data beams.

And since half of the marketers tell their greatest content marketing difficulty is a lack of time, saving your time is never a bad idea. What if:

You could be aware of which keywords to target with the search engine optimization efforts, rather than spending time on guess-and-check?

You knew what to address in your meta descriptions and title tags to blow your opposition out of the water?

You could remove far more worth out of each of the organic search users, even the ones who do not change immediately?

Here are six methods you can use Google AdWords data and features to strengthen your organic search growth.

 

Google Adwords trends to fuel organic growth

 

organic-growth

1) Hasten your results with remarketing

Remarketing is the process of presenting targeted ads to users who have previously was on your website or unless engaged with your product or service. It is a sturdy tool to go after the 95-98% of users who visit your site but don’t buy anything. Because those guests already know your brand, they are more likely to change than a random stranger on the web.

Remarketing can provide you develop the SEO results in two very various methods:

 

A) Discover more about your potential clients by analyzing your remarketing table. Factors like their “in-market audience” categories (what potential customers are actively shopping for) and connections (about long-term interests) can support you find out the types of keyword and contents you should be working in your search engine optimization strategy.

To determine this information and more, please go to the “wrench” menu at the top right of the AdWords account, then click to “Shared library” and “Audience manager" respectively. You will see in the left “Audience Insights" button. From there, you can detect sufficient details on the audience of your option:

learning-potential-customers

B) Capture non-converting visitors. About 70-80% of the time, it takes at least five “touches” or brand impressions before anyone will buy your product or service. Remarketing makes getting in front of your sights multiple times super straightforward and cost-effective, enabling you to obtain the most benefit from every organic search visitor – especially the group who don’t change quickly.

Additionally, remarketing enhances brand recall, getting it more likely that the potential clients will look up your brand name later and return to your website through organic search. And by staying on the audience’s memory, they might be more likely to share and trust your content, which can provide more backlinks.

 

2) Find terms report

 

Keywords are the phrases you are targeting in Google Adwords, while search terms are the expressions that users are trying to find in Google.

For example, maybe you are targeting the keyword “woman’s sports shoes,” but users are typing for phrases like “woman’s sports shoes for marathons” or “Brand name (Adidas, Nike) woman’s sports shoes.”

The Search Terms report in Google Adwords will give you the exact phrases that bring about your ads so you can easily target them with SEO. The only thing you should follow, go into the Keywords section of your Google Adwords account and click the “Search Terms” tab at the above of page.

search-terms-report-google-adwords

 

Do certain phrases or words get many impressions? Which phrases are bringing users to our website and leading to progress?

Targeting and understanding these Google Adwords trends will give you a better opinion of how users and Google reply to your PPC campaigns.

The essential point that you should remember is a strong SEO strategy targets keywords depend not only on search volume but also on user intention. Competitive, short keywords like “shoes” could view thousands of ad impressions. However, it’s not valuable putting the primary focus on targeting them naturally if the searchers doing those searches are not going through to your website and converting into purchases or leads. Furthermore, you know that ranking well for a hyper-competitive keyword is not easy work.

 

3) Ads CTR (Click-Through Rates)

 

The percentage of potential customer who has clicked on a given ad is its click-through rate, and it is a significant metric to consider. Commonly, a high CTR contains well-written ads – lots of people who’ve viewed it have been influenced to reply or engage.

 

Translating the high click-through rates from your Google Adwords account to your organic search parts can give huge dividends. Why? Because improvement in your organic search CTR will not only directly result with more traffic from your current rankings. However, it can also support to increase your rankings, making a flywheel effect where you obtain even more traffic.

That's why the click-through rate is one of the main factors for Google's “RankBrain” machine-learning algorithm. “RankBrain” system determines if your website deserves better rankings or not.

But pay attention not to optimize CTR at the value of dwell time and bounce rate, because both of these are RankBrain factors. In other words, don’t under-deliver and over-promise.

Stacy Caprio, the founder of Accelerated Growth Marketing, says:

“The point is always to possess minimum two ads running in each ad group so you can run divided tests to see the headline champs. After this determination, you can use the data to solve what types of profits and wording the audience replies to which you can run into the organic page headlines and wording.”

Check your Google Adwords account and observe if you can detect any trends, patterns or keywords and common denominators of a high-CTR ad. And if you cannot find out any relevant insights right off the bat, make some testing to get some. All parts of your ads correspond to a separate section of the on-page SEO.

 

Google Adwords ad headlines - Title tags

 

Which headline formula gets more clicks for the PPC campaign? Do the headlines that appeal “free shipping” work worse or better than those that tell “free returns”?

If you have found patterns like these, replicate them in the meta title tags of the site to enhance their organic search click-through rates.

Moving back to the sample of “free shipping” and “free returns,” the new title tags for a product category page may look like this example: “Woman’s sports shoes / Free shipping / Store name.”

 

Google Adwords ad descriptions - Meta descriptions

 

Again, go back through your Google Adwords analyze and data which ad descriptions are creating the most significant CTR.

Which business points are combining with users? Are they replying more to short, more extended or snappy sentences, complex ones?

Whatever patterns you find out, replicate them in the meta descriptions.

 

Google Adwords keywords - On-page content (also SEO keywords)

 

The CTR, impressions, and conversion rates of your keywords will assist you in finding which phrases are used most frequently by your target group and which are the most relevant. If you don’t have many financial resources to get enough traffic to test conversion rates, you can also see the CPC of every keyword to support select between low and high business intent keywords.

A Growth Marketing Expert Alex Birkett says:

“I like to observe the predicted CPC data to evaluate the value of the presented keywords, or how important it is, at a minimum from a market-driven viewpoint. If CPC is high, we can suppose it’s valuable, and it’s reasonably valuable because of the high conversion or purchase intent of a user.

The case lets me bucket keywords into several visitor journey states, such as decision, consideration, and awareness. From optimization and content creation perspective, the determination makes it apparent to divide content creation tasks among acquisition and content teams, but more necessary, it supports me to find out the conversion path and suggest on a given page.”

This experience will then let you create content that works to both nurture your visitors and educates them toward conversion.

Finally, once you have detected some assuring keywords, you could target them naturally by:

  • Making long-form blog content around low commercial purpose keywords to acquaint, educate, and nurture potential clients with the brand.

  • Applying conversion-optimized landing pages to target keywords with high commercial intent – i.e., the users who are waiting to purchase now.

 

4) Geographic Performance

 

We can categorize SEO into many groups. For instance, one of those categories is local SEO targeting an audience near any physical location; you may possess.

After all, more than 60% of United States citizens use smartphones or tablets to get local information and services – and nearly 20% of all local SEO searches cause to a deal on the same day.

Even if you do not possess any physical location to do with local SEO, you have still an opportunity to use your geographic data from Google Adwords to improve an international, nationwide, regional, and local SEO campaign.

First and foremost, here’s how to detect your geographic performance in Google AdWords:

geographic-performance-google-adwords

For all locations – whether by country, region, state, or city   – you will need to look at:

  • Conversions (or revenue) - Which fields drive the most sales or signups?

  • Clicks, CTR and Impressions - Is one geographical field more inclined to click the ads?

Next, use Google Adwords trends to understand which types of phrasing users are using your industry or product in those locations and whether those phrases are shrinking or growing in demand. Use that information to filter your keyword targets and develop your on-page SEO.

 

5) Presenting Network Audience Data

 

Nevertheless, there is no standard list of Google ranking details; one thing is clear for sure: backlinks are a big off-site factor.

The reports of analyses a million search engine results show us an interesting fact. İn fact, URLs catching the top points on page one have, approximately, over 180-200 including domains showing backlinks at them. Just take a glimpse at the chart from the research:

google-adwords-trends

 

However, building that numerous links to each webpage you plan to place can be a difficulty. Here, Google Display Network data shows up. If you have display ads, you can use that data to get excellent link-building chances to increase your rankings.

To fulfill this, click to the Placements report. It ranks in a display campaign, then goes to the “Where Ads Showed” button at the head. This tab will present you a list of websites your ads appear, besides the performance of all.

 

google-adwords-trends

Sort by conversions or clicks, and think what you observe. For every entry that looks assuring:

Go to the website and ask, “Does the site have an engaged user group that could be interested in my market?”

Use relevant tools to find out the website’s domain authority – i.e., a rough opinion of how good a link from that web address would be.

For those sites that look good, try to gain a backlink from that website, through guest posting or any other link-building way of your decision.

This process is a relevant method to find suitable websites to build links from and will assist you in taking the most out of the PPC campaign data.

 

6) An easy way to Pitch SEO

 

SEO is a hard game. It can pay off remarkably over time, although it is simple to get quick results.

Because it requires a long time to gain traction, it can be challenging to prove suspicious people in business (and even some marketing managers) of its value. If you are trying to predict the amount of a new SEO campaign – or verify the price of the task you are doing – Google Adwords provides you with a fast response to point it.

If the company is already consuming $20,000 each month on PPC ads, that is capital which could probably be saved in the future once the SEO results come in the most demanded time. Or better yet, base your predictions on the value that’s Google Adwords drive in terms of income.

However, breaking down the total results or costs of current Google AdWords campaigns will underline preferences to focus on, and assist in augmenting those results by organic search.

 

The advertising artificial intelligence and platforms are evolving quickly, and most digital marketers are growing along with them. Tool use is changing ever more towards voice search and mobile devices. Amazon ads and Video ads are more significant all the time. While it may seem mopy to keep up, everyone must strive his or her opponents surely will.

 

Machine Learning and Artificial Intelligence in Google Adwords trends

google-adwords-trends

It is not easy to emphasize the effect automation and machine learning had on pay per click in the last year, and how much of an influence it will have going ahead. The ages of the machines are here.

Almost all digital experts underline automation. The capacity to automate budgets and bids was an opening point. However, we also detected better attribution capabilities, dynamic search ads, and other features roll out in the last few periods. Experts suppose that all these trends will continue in 2019 and then. It does not mean digital marketers are out of duty, or that they will be out of work someday. They possess an excellent collection of new tools to learn and apply.

And they will not simply step away and allow automation to manage their marketing campaigns. Machine learning works on datum – actually – and so in cases where there is not enough data, digital marketers still need to walk in and consider quickly, creatively, and strategically – all stuff that machines can’t do very well.

Canadian digital marketing expert Marc Poirier spoke about it clearly in the “Auditing Leveraging Artificial Intelligence for Better Search Campaigns in the Business” webinar: For conditions where datum are scattered (for instance: Black Friday, where marketing campaigns differ from other days of the year), it is best for digital marketers to disable all algorithms and manage their digital campaigns manually.

As a result, machines just carry out what they were created to do. They are good at solving consistent, clear assignments. However, it is still up to humanity to work on new information and interpret data.

 

Digital Marketers will continue their jobs, but they might need to pivot a little bit.

Experts say that in the following year PPC marketers will align their day-to-day assignments a little. They will not have to work on bid management so much (let's be honest who is going to miss that?). Also, PPC marketers will not have to spend so much time adjusting budgets and running basic ads split-tests. But their bosses, clients, and opponents are still nearby. They can spend any free time for better knowing what they aim and better connecting what occurs in PPC accounts.

Digital marketers can also spend time learning how to segment groups, thinking about new target audiences, and target current audiences (more on this in a moment). Marketers can also create more customized ads creative, and enhance more effective client campaigns. Briefly, do not think at all about the new automation catching your occupation. You have got lots of other stuff to realize.

 

A transfer from keyword to the audience

 

Digital marketing experts predict it one of the most-mentioned element in 2019. They think that keywords are a primary targeting way. But, we have to find new methods for better targeting. Some marketers cite audience targeting as a significant Google Adwords trend for the last few years, too. However, this is another one of those Google Adwords trends so vital that it stretches over two years. The main prediction for the following period is that more digital marketers will begin to consider “audience first” and that each search engine, especially Google will grow their segmenting and audience targeting skills for digital marketers.

 

Another Google Adwords trend: Do not skip text ads

 

google-adwords-trends

With the plentiful new technologies nearby, it may look like old-school text advertisements are not reliable. But, do not decide briskly! According to digital marketing experts, text advertisements are the most efficient type of ad service. Additionally, text ads are a good example of pay per click ads.

We want to say that while voice, video, and other new, trend ad formats might look attractive, be sure that text ads format will not go anywhere.

 

All of us will use video ads more often

google-adwords-trends

Does these thoughts sound familiar? “Video contents eat the internet.” or “In 2019, video marketing will estimate for more than 80% of all internet traffic.”

Honestly, all of us have been hearing concerns like this for several years. However, the time of the video has become. Let's look at United States statistics: Number now make up 20-25% of US digital ads spending, and predictions say that percentages are likely to rise.

As a result, we can state that the video contents are another point where our marketing budget will move this coming period. Video ads have regularly progressed in demand, and since video contents can also be favorable on social media platforms, it gives extra chances to reach a broader audience.

 

Mobile use will improve

 

Mobile usage is one of the reliable predictions involved here. Mobile use has expanded year by year for more than ten years, and except something undoubtedly extraordinary occurs, it will remain to develop.

The main factor is will we be able to optimize for it? Will the algorithms, our new marketing partners, permit us to optimize ads for other mobile devices? Or in otherwise, will competitive digital marketers find out a method to fulfill this change on their own?

 

Voice search will expand

One out of five versatile ventures from a year ago was done using voice search. That statistics seems to increase in the next stage. And it’s not like digital marketers must get prepared for voice searches to influence the pay per click campaigns. Truly, voice searches are already adjusting pay per click campaigns. We can see the results by downloading a few search query reports and sort them by OK Google. Then we will notice how many times voice inquiries have brought about the advertisements. Actually, there are many methods to monetize voice searches. Nevertheless, we cannot see them often.

 

Automation of ad creation is the goal of Google Adwords

 

Everybody already viewed the opening of the process, what with the search engines especially Google submitting various kinds of efficient advertisements. On the other hand, all these changes use ads pieces from digital experts and join them in many methods. Frequently we hear a question such as if the algorithms begin to build pieces what we can do. Additionally, there is an extra point about the audience for advertisements. Presented how complex audience targeting is becoming, digital marketers can adjust their advertisements for particular placements, demographics, tools, times and other details.

 

Google Adwords algorithms will attempt to get better at legibility

 

Legibility has been valuable detail for digital experts for many times. Some of the digital marketers could through the problem or at least defined it quite enough to make certain decisions. If it is not possible, you can use attribution of “the last click”  and stop it. On the other hand, while solving attribution and which example to use has been a complicated process for digital marketers, it is definitely what machines were relevant to use. Those people show success at taking huge, multiple data sets and deciding Google Adwords trends and chances.

In a nutshell, Google Adwords has already got an extended period to figure out the attribution problem. Unfortunately, we can't say that all the issues are solved yet. That's why digital marketers to develop their attempts about attribution. We suppose that PPC platforms will do more increase in the next period. Everyone in this sector needs improvement in delivering better ROI and saving time. Digital marketing experts firmly emphasize that the next few years will be the age of PPC automation. They say that automation is a massive Google Adwords trend and it can surely take up to several years. Automation delivers with it some secondary Google Adwords trends such as automatic advertisement creation, better attribution and further functions for PPC marketers.

New mobile devices and content types drive the other primary Google Adwords trends set. Nevertheless, most digital experts think that text ad is the most effective method, video, voice, and mobile ads are extending their popularity.

 

Five special hints in Google Adwords Trends

 

So, we know that Google AdWords is a digital marketing tool produced to help us in performing ads to increase our brands and products online. As a search engine, Google carries out millions of searches per second. Therefore it makes sense to conceive mild, useful ads and present them to users who are already searching online for data due to our industry. Today, we can see that the demand for paid search marketing is increasing and it refers to all kinds of business. The pricing form is competing and depends on our financial sources, so if we are beginning with a little budget, Google AdWords will work within our range even in this case. If we put Google AdWords offers accurate mensurability and targeting, as well as great reach, then it will be possible to get a high ROI on a wide range. If we can set up and control it correctly, Google Adwords will provide us to develop in-store traffic, online traffic, brand recognition and manage traffic while diminishing marketing expenses. If you are using Google Adwords to build your business, take note of the following tips: Here are five hints that will definitely help you for applying Google Adword trends.

 

1) Choose the right keywords

 

First and foremost we must create a group of special keywords that potential clients may consider to find us in Google. We recommend launching with the Google keyword tool. Because you will not pay anything for this tool. Some digital marketers can't benefit from Google Adwords trends because of the misuse of the keywords. For example, trying all your attempts on positive keywords are an expensive and prevalent but unsuccessful method. Hence, we recommend you to adjust a list of negative keywords. What are the negative keywords? Let's be honest that there are some phrases that we don't desire users find us with them - these phrases are negative keywords. For instance, we are selling office furniture; we would test the negative keyword “bathroom.” A complete list of negative keywords can increase the strength of our traffic and boost the Click-Through-Rate considerably.

 

2) PPC helps to improve Organic traffic

 

Do not count on only a free Google traffic, because it will be an unsafe method.

Usually, it will take approximately a year to get an SEO campaign up and driving, while a Google AdWords campaign takes the result and makes returns almost instantly if carried out accurately. Google Adwords trends help us to possess much more direction over the unity of the traffic we get. A mixture of both Pay Per Click and Search Engine Optimization is better to get an extended appearance on the internet.

 

3) Adding a call to the business

 

Advertisement copy is a popular Google Adwords trend, and it plays an essential role in the success of our Google AdWords campaign. Google Adwords can show up complication with campaign optimization and quality score. Advertisement copy is far less complex and tries to work best if kept mild and frank. Possessing an excellent call to a business in your advertisement copy is a solution to our quality of the campaign. We must consider interesting buttons which link to our website.

 

4) Test the results repeatedly

 

We can even test positions for the fact that we show up in the first rate doesn't really mean we will get every one of the clicks. Sometimes second and third rates make just as many clicks, but not at a higher price. There are many examples that customers have kept a lot of money by testing the suggestions and messaging with Google Adwords before starting directly into creation and transactions.

 

5) The last point is - track

 

Google Analytics, Google Adwords reporting or other tools can recover the quantity of datum about our campaign, and it is beneficial. We can correctly track the quality of each search terms - from the most commonly explored to the highest converting and the most efficient one. With this information, we are able to take up the search engine optimization campaign, providing to get our site ranked effectively in the organic results for the most valuable search terms.