The document discusses several emerging trends in search engine marketing for 2020. It notes that automation, artificial intelligence, machine learning, video, voice search, virtual reality, and alternative advertising platforms are becoming increasingly important. Smart bidding is evolving to optimize campaigns based on goals. Overall, new technologies are revolutionizing digital advertising by improving results while reducing costs and labor.

2. While many sectors still believe highly in the relevance of Search Engine
Optimization (SEO) and Search Engine Marketing (SEM), many is very
interested to know just what the future holds for paid search, PPC, paid
social and other integral elements of Search Engine Marketing.

3. These businesses should however take into consideration the many
changes sweeping the digital marketing field, particularly in the general
direction of incorporating the 3V’s – Video, Visuals and
Voice – in Search Engine Marketing.
The following is the 2nd part of the Two-Part Overview of SEO and SEM Trends for 2020,
with this particular installment focusing on relevant Search Engine Marketing trends that
they can harness towards a renewed Digital Marketing optimization effort.
Many are eager to
jump right into the
digital marketing
arena using tried and
tested tools and
campaigns which
include SEM.

4. PPC Automation is the
Name of the SEM Ballgame1
Just like in many sectors of society, automation has
always been geared towards making life more efficient
and much more convenient, and the same holds
through for SEM. The allures of automation in this
marketing field, however, goes beyond mere matters
of convenience – but to also gain a competitive
advantage towards the competition.
Automation in the SEM perspective is geared towards automating
many of the more labor-intensive elements associated with PPC
advertising. These are geared towards improving and optimizing PPC
campaigns to deliver faster and better results using a more
cost-effective framework

5. • Process automation particularly in the area of PPC
advertising is not really new but has grown in
popularity in recent years and is expected to go boom
this 2020 and will increase in market size by up to
83.2% by the year 2021.
• PPC automation can be used to set the best bidding
strategies, generate better conversions through
enhanced CPC, prioritize ads that generate better
results, generate data-driven AD copy, perform AD
testing, and automatic generation of performance
reports.

6. Artificial Intelligence (AI)
and Machine Learning (ML)
shall optimize SEM Campaigns
2
The use of Artificial Intelligence (AI) across various
sectors has grown into a significant element that can
generate a huge economic impact, expected to reach
figures of up to $15.7 trillion by the year 2030.
In the field of Search Engine Marketing, the use of Artificial
Intelligence, Machine Learning and Big Data analysis are intended
towards optimizing and improving the cost-effectives of SEM
campaigns. These include the following aspects:

7. • AI will be used to predict the behavior patterns of
targeted users as well as in the discovery of new
audiences and generate new targeted leads
• AI and ML in combination with the use of natural
language will generate more personalized marketing
campaigns
• PPC automation can be smoother and much more
effective with the use of AI and ML particularly in the
areas that include optimizing keywords, predict CTRs,
analyze bids and make adjustments based on triggers
and events

8. Optimizing PPC Campaigns
for Voice Search3
The last few years saw the rise in the use of
voice-activated smart speakers at home or for
personal use. As much as 72% of these people who
now owns one of these devices are using them on
a daily basis. It is expected by the year 2022, up
to 55% of homes in the United States will have
a smart speaker.
With the use of these smart speakers comes the convenience of
using voice assistants and this include making online search
queries through voice. This has prompted many digital marketers
to start adopting a voice search strategy and optimizing their PPC
campaigns for Voice Search.

9. • This year, Voice Search is expected to be used in up to
50% of all online searches. This includes consumers who
will make use of the voice features in their devices for
shopping.
• Optimizing PPC advertising for Voice Search should
take into consideration several factors including a
mobile-first strategy, the use of natural or
conversational language, and question-oriented search
semantics
• PPC campaigns should also be optimized to make use
of specific search terms that people make use of when
making a voice search. These include search phrases that
begin with: “Alexa”, “Hey Siri”, “Where do I…”, and “Ok
Google”
• The possibility for Paid Voice Search Advertising is still
under consideration by major search players like Google
and Amazon. One possibility is with the integration of
advertisement options in voice-activated devices such as
in the case of Amazon Echo and other similar gadgets.

10. Optimizing PPC Campaign
for Video Search4
The effectiveness of video as a digital marketing tool,
compared to purely text-based Ads, has prompted
digital marketers to make use of video much more
extensively in their SEM campaigns for 2020 and
beyond.
• In 2019, as much as 78% of online users have watched an
online video at least once every week. The use of video for
business and consumer use will steadily rise up reaching
levels of up to 82% by the year 2022.
• Up to 58% of consumers are more attracted and are more
trusting of brands through their video Ads. This is why digital
marketers should start investing in the use of online video
advertisement formats such as Google’s vertical video Ads.
Other possible platforms include Google’s Bumper Machine
and Instagram Stories.

11. The Use of Virtual Reality
in PPC Advertising
The growing popularity of virtual reality technologies,
particularly in the younger Millennials and Gen Z’ers
generation, have prompted many businesses to
incorporate these technologies into their product mix
or in their marketing campaigns.
5
The use of such technologies is opening new doors for digital
marketers, particularly in the possibility of using VR in PPC
Advertising and other SEM strategies. These possibilities include:

12. • The use of Eye-Tracking Technologies in VR can be
used in activating an AD, based on what part of the
screen a potential client is gazing or is looking at
• Interactive video Ads can provide a more immersive
advertising experience to online users with the use of
VR technologies such as in the case of 360-degree
videos. With these technologies, potential customers
can interact with the product virtually, enabling them
to try them out or look at options, before they can
make a purchase.

13. The Evolution of Smart
Bidding Comes Full Circle6
Advancements in Artificial Intelligence
and Machine Learning are harnessed not
only in how SEM advertisements are
optimized and generated, it can only
optimize and automate the bidding
strategies for Google Ads through Smart
Bidding.

14. • In Smart Bidding, the digital marketer tells Google Ads
what their advertising goals are. The Artificial
Intelligence will then start churning its machinery to
figure out an optimized advertising campaign that will
work within your budget while generating the best
results
• The ML-controlled aspects of Smart Bidding multiple
options that can help maximize conversion for the
advertising campaign. These include Target CPA (Cost
Per Acquisition), Enhanced CPC (Cost Per Click) and
Target ROAS (Return on Advertising Spend)
• Smart Bidding also features certain controls that the
digital advertiser can use including campaign level
conversions settings, daily budget spend to maximize
conversions, and seasonality adjustments

15. Alternative SEM Advertising
Platforms Getting a Piece of the Pie7
For years, Search Engine Marketers making use of
paid advertising campaigns and channels have relied
heavily on Google and Facebook as their go-to
advertising platform.There is a growing trend
however where online users are moving away from
the more established platforms and into a more
niche or specialized environment that is more suited
for what they preferred or have been looking for.
Naturally, digital marketers should go to where their targeted
customers are going, so it would be wise to take into
consideration alternative SEM advertising channels available in
these platforms. These include but are not limited to:

16. allows digital marketers
to harness the power of
running Ads on multiple
channels through multiple
device display Ad
campaigns and retargeting
ADROLL
this platform allows
advertisers to market to
the more than 197 million
people using the site per
month through
advertisements of
products sold within
Amazon itself, or online
Ads featured on the
channel that redirect
potential users to an
external website or
landing page
AMAZON
This search platform
provides a viable
alternative to Google,
offering paid advertising
options to market to more
than 11.2 billion searches
performed each month
BING

17. With 630 million users,
digital marketers
targeting B2B customers
can have better and highly
targeted SEM results by
using this platform
LINKEDIN
make use of contextual
targeting to advertise to
the more than 300 million
monthly active users
QUORA

18. Search Engine Marketing has come a long, long way from the text based
PPC advertisements that rely on contextual keyword targeting. The online
market has expanded however, and consumers have now adopted to new
technologies and new channels that are opening new doors for digital
marketers to take advantage of.

19. These technologies and trends are
revolutionizing the way digital
marketers are designing, creating and
running their online advertisements,
getting higher conversions and better
results, while minimizing the cost and
time consumed.
The Search Engine Marketing Trends
featured in this 2nd installment of our
SEO and SEM Trends for 2020 present new
options that make use of new and
innovative options that can be used to
generate and execute a better SEM
advertising campaign.
This does not mean however that Digital Marketers make use of all that
channels and platforms to run their advertisements at. They should test
these out first and determine which can give them the best results.

20. Want one for your business? Go to:
www.digitalmarketingphilippines.com today!
Created & Designed by:
Resources:
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2)https://developers.google.com/google-ads/scripts/docs/your-first-script
3)https://cdn.searchenginejournal.com/wp-content/uploads/2018/01/Steps-for-Automating-Ads.jpg
4)https://www.weforum.org/agenda/2019/02/the-outlook-for-automation-and-manufacturing-jobs-in-seven-charts
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6)https://www.statista.com/statistics/865401/worldwide-smart-speaker-unit-shipment-top-countries/
7)https://www.wordstream.com/blog/ws/2018/04/10/voice-search-statistics-2018
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15) https://socialmediaweek.org/blog/2019/10/2020-video-marketing-and-statistics-what-brands-need-to-know/
16) https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html
17)https://martechseries.com/video/video-marketing/animoto-social-video-trends-report-forecasts-growing-demand-video-marketing-2020/
18)https://www.slideshare.net/WordStream/20190515-big-changes-are-coming-google-marketing-live-announcements-you-need-to-know
19) https://www.singlegrain.com/instagram/how-to-create-an-attention-grabbing-instagram-stories-ad/
20) https://storage.googleapis.com/pub-tools-public-publication-data/pdf/34378.pdf
21) https://www.blog.google/products/marketingplatform/360/immersive-branded-experiences-youtube-and-display-ads/
22) https://support.google.com/google-ads/answer/7065882?hl=en
23) https://support.google.com/google-ads/answer/7381968
24) https://support.google.com/google-ads/answer/6268632
25) https://support.google.com/google-ads/answer/6268637
26) https://www.disruptiveadvertising.com/ppc/ppc-statistics/
27) https://www.bigcommerce.com/blog/amazon-statistics/#10-fascinating-amazon-statistics-sellers-need-to-know-in-2019
28) https://business.linkedin.com/marketing-solutions/audience
29) https://foundationinc.co/lab/quora-statistics/