What are the most important SEM trends for leaders?

3 Video and visual content

Video and visual content are becoming more important and influential in SEM, as they can capture attention, convey emotion, and increase conversions. You can use video and visual content to showcase your products or services, tell your brand story, educate your audience, or entertain them. You can also use video and visual content to enhance your SEO and PPC strategies, such as creating video ads, video landing pages, video snippets, image ads, image extensions, and image sitemaps. You can use platforms like YouTube, Instagram, Pinterest, and TikTok to reach and engage your audience with video and visual content.

4 Privacy and trust

Privacy and trust are also essential elements of SEM, as they can affect your reputation, credibility, and performance. You need to comply with the latest regulations and guidelines regarding data protection, consent, and transparency, such as the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Google Page Experience Update. You also need to build trust and loyalty with your audience by providing value, quality, and security. You can use tactics like HTTPS, SSL certificates, reviews, testimonials, badges, and seals to demonstrate your authority and reliability.

5 Omnichannel and cross-device

Omnichannel and cross-device are another important trend that impacts SEM, as they reflect the changing behavior and expectations of your audience. Your audience uses multiple channels and devices to interact with your brand, such as search engines, social media, email, apps, websites, and offline stores. You need to create a seamless and consistent experience across all touchpoints and platforms, and measure and optimize your performance accordingly. You can use tools like Google Analytics 4, Google Ads Attribution, and Google Optimize to track and improve your omnichannel and cross-device campaigns.

6 Innovation and experimentation

The final trend that is essential for SEM leaders is innovation and experimentation. You need to constantly test and try new ideas, strategies, and techniques to stay ahead of the competition and adapt to the changing market and audience. You can use tools like Google Optimize, Google Tag Manager, and Google Data Studio to run and analyze experiments, such as A/B testing, multivariate testing, and personalization. You can also use tools like Google Trends, Google Keyword Planner, and Google Discover to find and explore new opportunities, trends, and niches.