The adverse effects of COVID-19 on the performance and the ability of a digital market to spend on paid marketing has been immense. However, there are some Google ad trends which have not been driven by COVID-19.
This article explores some of the trends which have affected digital marketers. These trends have not been attributed to by COVID.
Google Search Partner Share
Back in 2019, Google announced changes with Shopping ads featured on Google image search. This was following Yahoo’s decision to turn to Microsoft Ads, which in turn severed the relationship with Google. Additionally, these changes have led to a steep decline in click share which came from search partners. Specifically, for shopping.
The Move away from the Tablet
Given that we have larger smartphones which pack better functionality than tablets, we have seen the demand for tablets drop dramatically. This has seen advertisers pulling away from focusing and valuing tablets. The decline in purchases, usage and shipments of tablet devices has seen digital marketers focus less on the traffic incoming from tablets.
The Decline in Broad Match Shares
The decline of broad match shares can be attributed to Google’s ever-changing definition of close variants over time. In the first half of 2016, the share of non-brand paid search clicks was up around 25% for the median advertiser. This share is now only 10% in 2020.
In comparing this with the share of total exact match traffic. We can see that close variants shares have increased from 12% in 2016 to 40% in 2020 for the median advertiser. We can see that close variants are now generally replacing the place of broad match searches.
Given the recent effects of the COVID 19 pandemic on the way we use the internet. We can attribute many changes in the behaviour of users and search engine trends. The pandemic has seen many industries fall. However, we can see that there are some trends which have taken place beyond COVID. Many trends such as the ones mentioned above have been forming for years, unrelated to current events.
Ultimately, as a digital marketer, keeping up with SEO trends is important. Understanding what is being affected by COVID and what trends are just generally changing is extremely important when it comes to marketing.
At HESK Digital, We’re experts in SEO, paid advertisements and analytics. We have over three decades of marketing experience and a senior team who has experience with major Sydney marketing agencies. We find it essential to keep up to date with and discuss developments in our field.If you’d like to grow your business and leverage our wealth of knowledge on analytics and SEO. Don’t hesitate to contact us for a free discussion on how we can help.