Pay Per Click—which is largely made up of Paid Search, Paid Social, and Display Advertising—is growing more complex, more quickly, than most brands can keep up with. Paid Search stayed relatively the same for the first decade of Google AdWords’ existence. Then Mobile became the biggest driver of volume, quickly followed by Facebook beginning to pilfer away that audience. Now we have Artificial Intelligence, Voice Search, and an endless stream of tech companies trying to get their hands in advertisers’ pockets.
If brands aren’t looking around the corners right now, they’re going to be caught by surprise. The problem is, it’s nearly impossible for a CMO or VP of Marketing to know what are the most important trends to be preparing for. But we’re here to make your lives easy. What follows is our guidance on 3 trends your CMO absolutely needs to know.
- Testing on new platforms
- Consumers holding brands accountable for where their ads are showing
- How Voice Search will impact the future