It is currently estimated that Google owns a total of 71 per cent of the total online search market share. So, it only stands to reason that we learn to appreciate some of the latest advertising trends to watch out for in 2020. Let us examine four key metrics which should become a portion of any ongoing campaign.
The increasing importance of voice searches
Voice-related searches are becoming more commonplace and therefore, the syntax of the advertisements themselves should change in order to accommodate spoken language as opposed to merely blocks of text. This will enable businesses to rank higher within a search engine results page (SERP).
The inclusion of Google Discovery Ads
Google Discovery is a rather new mobile news feed that was rolled out in the latter half of 2019. The ultimate goal of Discovery is to present users with relevant information (whether or not they are performing a search). As Google has now launched Discovery Ads, businesses should take advantage of this system in order to optimise their content for a larger audience base. As should be expected, mobile-friendly and engaging material is paramount in order to secure higher rankings.
Incorporating Google Gallery
Similar to carousel advertisements, Google Gallery is intended to cater to an image-rich format. This is partially due to the fact that a growing number of users are now accessing search platforms from mobile phones and that images can highlight the main talking points of a business. If your organisation is associated with rich visual content, it is a good idea to incorporate Google Gallery into your marketing campaign.
The importance of image tags
Thanks to the incorporation of image-related search platforms such as Google Lens, it is now more important than ever before to attach the relevant HTML tags alongside high-quality images. These tags will allow Google to better appreciate the content of the image and therefore, it can be correctly placed within the associated results page. Thus, we see that the notion of search engine optimisation is still very much alive and well.
There is no doubt that 2020 will usher in a host of changes in regards to how Google Ads can optimise your online presence. This is why it is important to keep abreast of the latest trends so that they can be leveraged at the right times.