5 Search Trends You Need to Know

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5 SEARCH TRENDS YOU NEED TO KNOW

Google Removed Right Hand Ads

More Ads in Local & Maps Results

Voice Search & Machine Learning

Expanded Text Ads

Mobile Search Keeps Growing

No More Right-Hand Ads on Google

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5 SEARCH TRENDS YOU NEED TO KNOW

1 Big Change to SERPs

Nov. 2015 - Top & Side Ads

Aug. 2016 - Top Ads Only

5 SEARCH TRENDS YOU NEED TO KNOW

Making the Most of this Change

Don’t stop advertising!

Have a combined strategy

Optimize your campaign

It is still a highly effective search marketing tactic.

Advertise on multiple search engines and incorporate organic tactics.

Keywords, ads, and landing pages all help you improve performance.

More Ads in Local Search Results

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5 SEARCH TRENDS YOU NEED TO KNOW

2 Google Grows Local Ad Inventory Ad Inventory in Maps Local searches conducted directly

in Google Maps site & app

Local Finder Ads Ads are shown to users who click

from the 3-pack (local pack)

Need Location Extension This extension must be enabled

for ads to show in local results

Expanded Text Ads Rolling Out

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5 SEARCH TRENDS YOU NEED TO KNOW

3 Expanded Text Ads This update streamlines the way Google ads display on multiple devices. It includes:

Second Headline

Long Description

Customized URL

5 SEARCH TRENDS YOU NEED TO KNOW

Making the Most of this Change Get more from expanded text ads with these tips:

Write Great Ad Copy

Optimize for Conversions Evaluate search ad performance based on the leads and calls you get, not just clicks

With more space for copy, you can better convey products and services and differentiate your business

Consider All Publishers

This change will most likely impact other search engines, so make sure your ads are prepared!

Voice Search & RankBrain Are Changing SERPs

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5 SEARCH TRENDS YOU NEED TO KNOW

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1 in 5 Mobile Searches are Voice People using Siri, Cortana, Google Voice,

and Amazon devices to search for information, including local businesses

Search Algorithms Advancing Machine learning technology like RankBrain

are helping Google understand the meaning of search queries

Search Results More Relevant Google factors in behaviors like clicks, time on

site, and search intent -- not just keywords

The Influence of Human Behavior

Mobile & Multi-Device Have the Most Impact

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5 SEARCH TRENDS YOU NEED TO KNOW

5 Mobile Stats to Know Mobile Search Has Outpaced Desktop Search

One-Third of Mobile Searches Have Local Intent

And it makes up almost 60% of all searches, so it’s important to have a mobile-first strategy.

Plus, 40% of voice searches are local, so make sure that your search marketing is locally focused.

75% Start on One Device & Finish on Another You need to deliver a great, consistent experience across all devices.

Source: Google

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