Search Engine Marketing Trends you Need to Know in 2021

2020 has been a year different than any other year in modern times. Almost every industry has been affected by the pandemic and search engine marketing is no exception. The marketers had to think twice before applying a new strategy. However, 2021 can show a better situation where new trends will be seen. Here are 9 trends of SEM that you need to know when planning your program. So, without any further ado, let’s begin by explaining to you what SEM is and how it works.

* What is SEM?

SEM or search engine marketing is a process of purchasing ads on Search Engine Results Pages (SERPs) and driving website traffic from it. Initially, SEM referred to all marketing activities on search engines including SEO and search ads. Today, it refers solely to paid search advertising. SEM is not similar to display ads that use third-party websites. It only uses search engines as ad delivery platforms.

* How SEM Works?

As an advertiser, you search for relevant ‘keywords’ and choose them for your ad.
Then, you need to state how much you are willing to bid per click.
When a user searches with associated keywords, your ads will get shown on SERP. Here, the ranking of your ad is dependent on who bids the most.
When a user clicks on the ad, you are charged for the click.

* Best SEM Trends in 2021:
1. Ad Spend Can Be Hard to Predict:

Advertising investment is always upwards but 2020 saw a massive decrease. In 2021, the advertising investment is supposed to bounce back. At present, it’s hard to really say how ad spend will change in 2021.

2. YouTube Advertising Opportunities:
YouTube will be more valuable to search engine marketers in 2021. To improve ad optimization on YouTube, Google Ads is introducing new features and formats. Some of these features are engaged-view conversions (EVCs) and view-through conversions (VTCs).

3. Automation is Becoming More Prominent:
New machine learning-powered features in Google Ads are becoming more evident this year also. Experts suggest that the trend towards automating insights will continue. Still, you can customize and guide automated bidding.

4. Non-Google SEM Investment:
To get the results you want, you may need to invest more in non-Google Search Engine Marketing as well. Other search engines such as Bing allow you to import campaigns from Google Ads. Hence, no need to start from scratch.

5. Google Analytics Trends:
Recently, a new, more intelligent Google Analytics has been introduced by Google so that you can get more critical insights into marketing performance. Certain trends like an increase in demand for certain products can be now tracked by Google Analytics.

6. Shopping Ads Competition:
Now, Google Shopping ads are becoming more powerful to get valuable customers for your products. 2020 has shown a massive increase in online shopping and therefore, in 2021, these ads represent an even bigger opportunity for retailers.

7. First-Party Data Management:
Today, accessing and utilizing the audience data has become more difficult as Facebook and Google have created some restrictions. Hence, first-party data management has become crucial for your business. You can avail of Google Ads management services to make the process simpler.

8. AI-Optimized Ads:
You can now optimize your ads using AI. Responsive search ads are one example of it. These ads use Google AI to make your headlines, ad description and call-to-action more visible. This trend started in 2019 and is going to rule in 2021.

9. Intent-Based Targeting:
PPC advertising uses this strategy to choose keywords and create ads. These ads usually speak to the original intent of your audience. Google has recently launched a new custom audience solution that brings like-minded audiences together for better targeting.

Right after the strange change in 2020, it’s extremely difficult to state what is going to happen this year when it comes to implementing the right search engine marketing strategies. If you are looking for further guidance on the same, you can feel free to contact us. We, Umbrella Local, provide top-notch SEM services to multiple enterprises and start-ups across the globe. We ensure to convert your traffic from Google to leads and sales. So, why wait anymore? Go ahead and contact us to know more about our services and your SEM packages.