The pace of change in search marketing is increasing, with more changes expected in the next two years than in the previous eight combined.
The evolution of search is moving towards automation and consolidation, requiring marketers to stay updated on these changes and understand the reasons behind them.
Advances in machine learning algorithms and privacy legislation have led to ad platforms like Google, Facebook, and Microsoft embracing automation and artificial intelligence in their advertising platforms.
Google Ads has introduced data-driven attribution (DDA) and bid algorithms like Smart Bidding, which have become the preferred method of bid management, showcasing the shift towards automation.
Changes in keyword functionality, such as the expanded use of exact match keywords and the retirement of broad match modified (BMM), indicate a consolidation of keyword match types driven by machine learning advancements.
Privacy legislation, such as GDPR, iOS14's App Tracking Transparency, and CPRA, has impacted online advertising by giving users more control over their personal data and imposing fines for non-compliance.
Google's decision to phase out third-party cookies by 2024 will significantly affect online advertising, but Google's Privacy Sandbox is developing alternative methods like FLoC, Topics API, and Trust Token API to target audiences and measure performance without relying on third-party cookies.
The evolving landscape of digital privacy has compelled ad-serving platforms to adapt, requiring marketers to update their strategies to remain competitive.
Data-driven attribution paved the way for campaign consolidation within Google Ads, leading to Smart Shopping campaigns and eventually Performance Max (PMax), enabling advertisers to access new inventory, ad formats, and audiences across all Google channels.
The consolidation is expected to include the integration of Dynamic Search Ads (DSA) into PMax shortly.