How has the SEM industry changed in the last decade?

The role of SEM expert has shifted to more strategic seat with Google’s push towards automation in Paid Search. The main role of specialist at the time of automation are: Strategizing the account in alignment with business goals. Which means: -Ensuring correct Structure -Accurate Prioritization of various product/service and user segments -Constant communication with leadership to align with business objectives -Analyzing different aspects of performance to a) ensure performance is good b) understand why and how Google automation behaves and why and how it makes decisions on our business c) Ensure Google performance aligns with business goals—taking actions accordingly.

Ha cambiado muchisimo, hace 10 a?os practicamente todo el bidding de keywords se hacia de manera manual. (CPC manual) Hoy en día tenemos diferentes estrategias de bidding, los mas populares son: - CPC Manual - Maximizar clics - Maximizar conversiones - CPA Objetivo Además del tema de bidding también las concordancias han cambiado, ha desaparecido la famosa "concordancia amplia" (+) siendo sustituida por concordancia normal o concordancia de frase

One thing I've found helpful is aggregating any available 1st, 3rd party data and journey-pathing to inform message segmentation. Developing a prescriptive path for audience traffic to aid them through journey from discovery to decision for intenders is imperative.

A few notable changes: Continuous algorithm changes align with Google’s goals of increased automation, enhanced search relevancy, and personalized ads Localization of search increased as people turned to Google for local business information & and the integration of location-based services Advances in ad formats, such as ETAs, RSAs, and the addition of new ad assets The latest development is AI-powered search ads, introducing integrated campaigns across all networks Data-driven approaches and AI-generated content aim to boost ad engagement Lastly, Google's Search Generative Experience (SGE) offers an AI-powered snapshot, providing quick overviews of topics, relevant factors, and helpful information, with an option for follow-up questions

The most significant change in algorithms aims to make search results as personalized as possible based on a user's interests. AI helps search engines learn from user behavior to understand his or her interests, so that subsequent results could be and would be more personalized. Businesses need to understand the critical role of 'Interest Targeting' in their content strategy.

Regarding Extensions: there are now more dynamic extensions in Google Ads. Google crawls the website and writes the extension itself. Usually they are on lower quality. It can get problematic for Dynamic Business Name and Logos, since there is no room for mistakes.

Gone are the days of text ads and banners only. Videos are now an increasingly valuable asset type, even more so with the launch of Performance Max campaigns two years ago. Many companies do not have the resources or interest to produce good quality videos. In 2024 we are likely to see a flourishing of examples of AI generated videos and how they will transform the digital advertising landscape.

SEM is nowadays fully transformed thanks to the embedded AI-Powered features added in the algorithms and the upgraded Google Ads capabilities to enhance its performance aligned with business objectives

One of the biggest challenges is that SEM (search and display) have become mostly noise to users. Making an ad stand out to a search user can be incredibly challenging, so using all of the options and extensions can make the difference. Additionally, the interfaces are constantly changing and usually in ways that actually make it harder to manage rather than easier. New features often aren't fully explained and can spend money you may not realize is being spent. An errant extension or misplaced keyword - especially dynamic replacement - can end up creating a poorly worded ad very quickly.

The biggest paradigm shift that happened this decade is the move from Expanded Text Ads to Responsive Search Ads. Previously, the ad that you created was fixed: 3 headlines and 2 description lines in a set order. Nowadays, we are providing assets to algorithms, and they are combining them to provide the best ad for each user.

The Imminent AI Revolution in SEM AI is poised to usher in a significant transformation in SEM. As it advances, AI is expected to revolutionize search engine capabilities, enabling a deeper understanding of user intent and offering more personalized search results. Upcoming developments in conversational AI will further enhance voice and natural language search functionalities. For marketers, this heralds a new era where AI-driven analytics and ad customization will become crucial in aligning SEM strategies with the rapidly evolving digital behaviors and preferences of users.

The SEM landscape has experienced a significant shift due to changes in user behavior and preferences. With the increasing prevalence of mobile devices and evolving search habits, users now expect more personalized and locally relevant results. Adapting SEM strategies to align with user preferences, optimizing for mobile experiences, and leveraging technologies like voice search are essential for marketers aiming to effectively connect with their target audience in this dynamic digital environment.

The user-centric revolution has undoubtedly reshaped the SEM landscape. Advertisers who fail to adapt to these changes risk falling behind their competitors. By understanding user behavior and preferences, incorporating new technologies and platforms, and focusing on providing value and relevance, SEM professionals can navigate this evolving landscape and achieve success in the ever-changing digital marketing world.

SEM is primarily a real estate game i.e how do you take up the most real estate to increase awareness - which ultimatly drives an action. With users moving to a mobile first approach, it is much easier to win share of voice on mobile search vs desktop search - due to the natual size of the screen.

These features can make it more difficult for advertisers to stand out from the competition. On the other hand, they can also provide valuable opportunities to showcase information and offers directly to users. Advertisers need to be aware of these features and develop strategies to leverage them effectively.

The average costs per industry rose. And when you see lawyers willing to pay $400 per click, you know that sometimes it is better to find a blue ocean. That blue ocean could be in the same advertising platform by modifying the match type, using AI on bidding, or switching to cheaper formats (such as display or smart campaigns). SEM works to capture demand from transactional keywords shown to customers in BOFU stages. The possibility to amplify your funnel by letting leads in from cheaper formats, nurturing them, and then retargeting them aggressively across all platforms (only if they're ready to buy). Costs and competition grew, but also more options and control. Many aspects changed for the better and PPC finally became viable to SMB.

It’s no secret that SEM costs are going to rise exponentially every year. Digital marketing is no longer a small part of the entire marketing ecosystem. Its percentage share is only going to increase as our behavior continuously shifts online. With that said, it can often become a money-war for the top 3 ad positions on Google. To cope with these increasing costs, SEM practitioners should also look at optimizing their website for organic traffic. A good optimized page with the correct keywords can help lower your paid keyword CPC. You can also still have market share of a topic if you were able to rank them organically and decide to pause all your ads. Paid ads are great for revenue, but SEO traffic is great for profit.

It's very important to look in terms of a broader view rather than a narrow approach because users use multiple touch points to interact with the businesses. So looking at the costs from a broader perspective will give you a fair idea about the impact of your marketing efforts.

The competition and costs associated with Search Engine Marketing (SEM), particularly through platforms like Google Ads, can be influenced by various factors. Understanding these factors is crucial for optimizing your SEM campaigns and managing your budget effectively. Industry Competition Keyword Demand Geographic Targeting Ad Position and Visibility Goals Seasonality Ad Scheduling

Growing digitalization has intensified competition for ad space, leading to increased bid prices for popular keywords. As more businesses invest in online advertising, the cost-per-click has risen. Additionally, the emphasis on quality score and relevance has become crucial, impacting ad positions. The introduction of new ad formats and features has also influenced competition dynamics. Advertisers are now employing more sophisticated strategies to optimize budgets and achieve better ROI in this competitive landscape.

Privacy laws & regulation differ in each country. The key to privacy & regulation is to focus on the collection of high-quality 1st party data & your seecurity. When this is not possible and given the future of the ?ookie-less environment, the next best option is to market to large "walled gardens" and publishers who comply with the data and offer exceptional audience targeting.

The evolving landscape of privacy and regulation in the SEM industry, highlighted by adherence to frameworks like GDPR and CCPA, represents a significant shift towards empowering users. This change fosters a more transparent and ethical digital environment. As users gain greater control and understanding of their data, trust in online platforms can increase, potentially leading to more meaningful and engaged user interactions. For SEM practitioners, navigating these regulations encourages innovation in strategies and tools, ensuring marketing efforts are not only effective but also respectful of user privacy.

Businesses can shift their focus to collecting high-quality first-party data from their own customers and website visitors, leading to more accurate targeting and personalization. By demonstrating transparency and respect for user privacy, businesses can build stronger relationships with customers and earn their trust.

Growing privacy concerns have led to changes in the way user data is tracked and used for advertising. With browsers phasing out third-party cookies, advertisers need to explore alternative targeting methods.

Growing concerns over data privacy have led to stricter regulations, such as GDPR and CCPA, influencing how advertisers collect and use user data. Enhanced emphasis on user consent and transparent data practices has become paramount. Additionally, browser changes, like those implemented by Safari and Firefox, restricting third-party cookies, have altered tracking capabilities. These privacy-centric developments have compelled SEM professionals to reevaluate targeting strategies and adopt more privacy-conscious approaches in their campaigns.

Video content has gained prominence in search results. Video ads on platforms like YouTube and in search results have become crucial for SEM campaigns.

Advertisers now recognize the synergy between search engine marketing (SEM) and other digital channels, fostering cohesive multi-channel strategies. Integration with analytics platforms allows for more robust data-driven insights. Collaboration between SEM professionals and content creators has become crucial, aligning ad campaigns with comprehensive content strategies. The rise of AI has further facilitated seamless integration of various marketing tools, optimizing overall campaign performance. This trend reflects a strategic shift towards a more interconnected and collaborative approach within the SEM landscape.

This affirmation catches my attention... Are we still thinking in multichannel approach at this point? SEO/SEM are foundational tactics of any omnichannel strategic framework. And yes, marketing automation should be used to activate and orchestrate seamless experiences (campaigns). With which data you feed your marketing automation platform? Do you have a clear customer profile data schema? These are the bottom line questions we should do before designing any tactic (channels selection). At the end of the day, we want to measure customer ROI, not only channel ROAS....

Over the past decade, the SEM industry has undergone remarkable transformations. From the dominance of desktop to the mobile-first era, algorithms evolving from keyword-centric to semantic understanding, and the rise of AI-driven automation, the landscape has shifted. Marketers now navigate a complex ecosystem with voice search, video ads, and personalized experiences at the forefront. The importance of user intent, relevance, and data-driven decision-making has surged, reshaping how businesses approach search engine marketing in this dynamic digital era.

The last decade has seen SEM go from a relatively controllable channel (defined match types and manual bid management) to semi-automatic moving more towards machine-run campaigns that remove visibility on performance but promise better performance. To circumnavigate this, SEMs need to test and learn more often and by changing small variables at a time, to learn what is driving performance.

I agree mobile-era is the first change we had but above all the most importants are comments and references on direct content marketing. Customer experience is much more important than own content creations. As Marketer we need contents from our customers

The changes underscore the dynamic nature of the SEM industry. Adapting to new technologies, user behaviors, and search engine algorithms is crucial for success in this ever-evolving landscape.

Algorithms will always change. Humans desires are more stagnant, like health, wealth, relationships. So don't optimize for algorithms, understand people.