2021 Trends of Search Engine Marketing

21th Sep 2021


Search Engine Marketing is the effective marketing strategy to increase your brand’s visibility and clicks on search engine result pages (SERP) essentially through paid advertising.
Search Engine Optimization is a part of Search Engine Marketing which adapts and rewrites website content and enhances site architecture to boost ranking on search engine result pages. Search Engine Marketing is also alternatively known as PPC (Pay-per-click) Marketing.  PPC marketing has seen a drastic revolution owing to the 2020 hit of the coronavirus pandemic. In 2021, newer consumer patterns and behaviours have emerged for which we are surely focusing on newer trends such as automation, voice searches, better audience targeting, data evaluation, marketing and remarketing etc. As a business, which needs to stay in trend, must keep up with trends of major search engines and algorithm shifts to evaluate and understand the long lasting effects. Additionally, being well informed of what’s coming next helps the business to prevent any possible losses or penalties, saves time, and guards your websites ranking.
As an Search Engine Marketing services agency, here are the 3 Search Engine Marketing trends to watch out for:
1. Rise of Responsive Ads:
In 2019, Google launched Responsive ads. Responsive ads are text ads which allows you to show more text and more relevant messages to your target audience. Responsive Ads allows you to use various and relevant combination of keywords, headlines, and descriptions for Google to test and display to the target audience with the highest probability of conversion. Since expanded text ads will no longer be in use in 2022, responsive ads are certainly the way to go! As a business, it is tough to predict which ad will work the best, but with the power of Google’s machine learning and algorithm you can meet your ad objectives efficiently, be it ROI, Brand Awareness, or enhanced user experience.
Another great benefit of Responsive Ads is, better improved targeting and the space to experiment. In Responsive Ads, you get more space than a standard text ad. More combinations means Google can analyse more combinations best fit for your marketing goals. Additionally, more number of headlines and descriptions lands you in better search results.
2. Shift to Customer-Centric Content:
Search Engine Marketing is now shifting to more customer intent metric than focusing on the return on investment metric. Businesses have to focus on smart keyword research and use content which buyer and searcher-centric instead of being too salesy. Customer-centric provides value, solves your customers problems, and proves to be useful. Such customer centric strategy helps you analyse and dissect your most valuable and relevant audience. With the use of customer segmentation and intent indicators, you have to allocate a different target for each segment which helps evaluate cost per acquisition and ROAS (Return on Ad Spend). This helps business set new benchmarks and help adjust your Search Engine Marketing strategy on relevant information and data.
3.  The Privacy Sandbox Revolution:
Data and Consumer Privacy has always been a hot topic for technology companies, marketers, and regulators. The big players like Apple and Google have made public claims of blocking usage and tracking of cookies. As this is a good thing for consumer privacy, for marketers it is a challenge. Google has now proposed a new age “Privacy Sandbox”
Privacy Sandbox is the revolutionary resource which allows users to share as limited or as much information as possible. It is up to the user’s discretion. Privacy Sandbox may just be the blessing in disguise as it helps in optimizing search engine marketing & remarketing campaigns and aids in more precise targeting and conversions. Privacy Sandbox could lead to an ultimate innovation into the world of Search Engine Marketing Services.