Google Performance Max, TikTok, Oh My! How To Decide Which Online Advertising Tactics To Try

5 Insights On The Future Of Digital Ads From A Trusted Marketing Agency

As a marketing agency, it’s our job to keep up with trends and technologies so you don’t have to. After all, running a business is already 24/7/365.

In this final article of our Digital Ads series, we explain five innovations reshaping the advertising landscape that can propel your business to new heights.

Digital marketing progresses at lightning speed, and just when you think you’re up to speed—you’re behind.

1. Google Service Ads Are Expanding To More Industries.

Google Service Ads were initially tested in markets beginning in 2015 and have significantly expanded in the past few years.

Initially, these ads focused on promoting local service-based businesses such as plumbers, electricians, locksmiths, HVAC technicians, roofers, cleaners and similar professions but have since expanded to include general business, health, learning, care, wellness and other services.

These ads appear at the top of Google search results when users search for relevant services in their local area. They are displayed prominently, often featuring the business’s name, location, phone number, ratings and reviews.

They differ from the Google My Business platform and require you to go through a ‘Google Guaranteed’ badge process to tell clients that Google has verified your background and backs your expertise.

It can seem like a hurdle at first, but if Google Service Ads are being offered for your service sector, you want to be there.

If Google Service Ads are being offered for your service sector, you want to be there.

2. Performance Max: Google’s New Goal-Based Campaign Type.

Performance Max is a new kind of advertising campaign offered by Google, replacing Smart Shopping for businesses. Performance Max is fully AI-powered and serves ads across all of Google’s networks and platforms like Search, Display, Maps and YouTube.

Here’s how Performance Max uses AI.

You provide a combination of assets, like headlines, descriptions, images, site links, your logo, text callouts, Google My Business location extensions, etc. Then, it uses those assets to put together an ad that it thinks will be the most likely to convert based on past conversions and conversion data on the account. This campaign type promises more conversions by using automated bidding technology and testing different ad combinations to find what works best.

One benefit of Performance Max is its ability to increase online leads and conversions by optimizing budgets and bids across all Google platforms. It also helps businesses discover new audience segments and gives them more control over their ad campaigns.

However, Performance Max operates as a ‘black box,’ meaning advertisers don’t get all the data they might want to see. Despite this drawback, Performance Max is a great new option for businesses looking to advertise across all of Google’s platforms with a single campaign, especially for smaller businesses or those new to online advertising.

3. “Hey, Siri, What’s Voice Search Optimization?”

Voice search is changing how people find things online with voice assistants like Siri and Alexa in nearly every home. For business owners today, optimizing your websites and ads for voice search is crucial for staying visible to potential customers.

To succeed in ‘voice search optimization,’ businesses must understand how voice queries work and tailor their content accordingly.

Long-tail keywords and natural language processing are essential for capturing the attention of voice assistant users. So, to get noticed in voice search, you should:

  • Target question keywords,
  • Use conversational language and
  • Prioritize local SEO.

An example of this in practice would be optimizing for:

  • “What are the best running shoes for high arches?” (long-tail and natural language) vs.
  • “Running shoes near me,” which is something someone isn’t likely to ask into their Alexa device.

Additionally, optimizing for mobile and ensuring fast website loading times are critical for providing a seamless user experience, which in turn boosts visibility in voice search results.

a photographer and videographer capturing client content for a digital marketing agency

4. Video Ads Are Most Effective For Short Attention Spans.

Here’s a hard truth—humans now have attention spans shorter than goldfish. That’s right. You have less than 8.25 seconds to make a sale.

Video ads are more engaging and can convey more information without expecting as much active engagement from a customer (i.e., no reading required!)

Video viewers can see the product in action, hear testimonials and better understand your brand. Additionally, video ads are more likely to be shared on social media, which can lead to increased brand awareness and reach.

Overall, video ads are a more dynamic and effective way to capture the attention of potential customers and drive conversions.

Video ads are more likely to be shared on social media, which can lead to increased brand awareness and reach.

The State of Video Marketing 2023 Report, Wyzowl

5. Growth Of TikTok & Snap Is Undeniable And Should Be Considered.

Love them or hate them, the growth of TikTok and Snapchat is undeniable, and companies should start paying attention.

As of 2022, 90% of 13-24-year-olds in the U.S. are on Snapchat, and they open the app an average of 30 times a day.

Let that sink in.

Comparatively, TikTok users spend an average of 90 minutes a day on the app.

These aren’t just young people; that’s a common misconception. Currently, 53% of TikTok users are 30+ years old.

If you’re looking to make a splash with your social media advertising, stand out against your competitors and engage with your audience, TikTok and Snapchat are two platforms to consider.

Estland: Your Trusted Marketing Agency Serving McLean, Reston & Beyond.

Digital advertising is ever-evolving, with new platforms and strategies emerging at a breakneck pace. Estland is here to guide you through these changes and create a personalized digital marketing strategy that converts real customers. Contact us to schedule a discovery call with our seasoned marketing agency professionals.

Work With A Marketing Agency That Delivers Real Results In McLean, VA & Beyond.