Search is evolving and we need to smarten up

Traditional search has historically been seen as a tool for demand harvesting at the bottom of the purchase funnel but over the last 24 months our industry has witnessed a significant shift in user behaviour. Search is no longer a simple text query on a search engine like Google, but a cross-platform channel that answers consumer questions, no matter how or where they are asked.

In essence Search has become a consumer mindset, not just a platform, an activity, or a behaviour.

Search and social platforms have been evolving at a staggering pace, the advancements in machine learning, automation, and AI are now charged with addressing these changes in behaviour.

Platforms and suppliers have recognised this also and currently there are existing, or planned, search product integrations from; TikTok, Snapchat, X, and Pinterest with the convergence only expected to grow.

Let’s explore some key these trends in more detail.

1. Search behaviour trends across demographics has seen huge change

A report in eMarketer June 2023 revealed social networks have succeeded search engines as the top channel for worldwide users aged 16-34 conducting brand research, for example around 25% of millennials in the USA initiated their online product searches using platforms like TikTok, Instagram, or Facebook and, 34% of millennials began their searches on YouTube.

Users are moving away from recommendations that come directly from brands, preferring recommendations from friends, family, influencers and content creators. Social platforms bring all of these into one environment and the user doesn’t need to leave the platform. 

Search results on social platforms also often offer a ‘freshness factor’ related to events and conversations that are happening in real time, while traditional search engines may not offer the same sense of immediacy.

2. The rise of voice search and smart assistants

As more and more people use voice assistants like Siri and Alexa to search the internet, PPC ads need to be optimised for voice search. Even though use of voice assistants is gradually declining, sales of the devices continue to boom and we believe advanced voice assistants enhanced by AI could provide a second boost for the format.

Rather than just responding to simple requests for information, these AI-powered assistants are able to process complex queries and provide detailed answers. This means that PPC campaigns must be tailored to the capabilities of these devices if they are to be successful in the long term. 

3. Explosion of shopping on mobile

The Irish Times reported in a recent article that ‘48 per cent of Irish consumers have shopped online via their mobile at least a few times, with a third expecting it to become their primary means of purchasing goods in the future’. As more consumers move to use their smartphones to shop, it’s becoming crucial for PPC ads to be mobile-friendly and optimised for small screens. This means using responsive design and providing a seamless user experience on mobile devices.

4. ChapGPT moves from initial fun to serious information finding

Consumers are rapidly integrating ChatGPT into their daily lives. Between Feb and Sep 23 alone, the number of users has nearly doubled. Consumers are beginning to use ChatGPT like a search engine and seeking information. This saw very quickly Google, Bing and X integrate AI into their search experience also.

5. Most product searches start in retail, not Google

The key to retail search is about understanding the consumer journey, Amazon is a product finder search engine and over 60% of all product searches are starting  in this location so winning customers is essential in this space. FMCG Grocery Search is much more functional and generic and so the battle ground is on key generic terms and so can drive huge CPC’s, and so it essential that any paid strategy is balancing paid and organic positions vs commercial viability

6. AI and Machine learning will further accelerate PPC effectiveness for advertisers

The industry has seen significant improvement across many facets of PPC, driven by AI and ML. We see no slowing in the pace of these developments, and here are 5 key areas where advertisers and client campaigns will benefit further. Both in campaign maintenance time and media performance.

• Increased automation of ad campaigns: This will likely include the automatic optimisation of bid prices, targeting, and ad copy based on real-time data analysis.

• Personalisation of ads: With the ability to analyse large amounts of data on consumer behaviour, AI and ML can help tailor ads to specific individuals or groups, resulting in more personalised and effective advertising.

• Predictive analytics: AI and ML can help predict consumer behaviour and optimize ad campaigns based on those predictions for likely future behaviour.

• Improved targeting: AI and ML will help advertisers better target their ads to the right audience by analysing data on consumer demographics, interests, and behaviours. Pinpointing the audience most likely to convert, resulting in higher click-through rates and conversion rates

• Enhanced customer service: AI and ML can also be used to improve customer service in the world of PPC advertising. For example, chatbots powered by AI can assist with answering customer questions and providing support, freeing up human customer service reps to handle more complex issues.

In the end, marketers and agencies alike must embrace the new technology and the current opportunities it provides.  Those who gain the greatest competitive advantage will be the teams who most successfully fuse technology, data, tools and most importantly human curiosity and creativity. 

Agencies and marketers who get these ingredients just right, will be the ultimate winners.