The digital marketing world has seen many changes. SEM and PPC trends have become more reliable and data-oriented. Here are the trends that have helped and will continue to help with Bing Ads and Google AdWords campaigns.
Page Speed
Mobile search users have already surpassed desktop users by a big margin, primarily because of page loading speed. Heavy websites can make you lose more than **40 percent of website traffic** and lead to a rise in bounce rate. The audience is not going to wait for your website to load.
Google's AMP (Accelerated Mobile Pages) can reduce loading time to milliseconds. It's highly recommended for marketers and business owners to get the most out of their campaigns with AMP.
New and Improved AdWords Interface
The new AdWords interface focuses on productivity and possesses Google's sleek design pattern. While the new version initially lacked custom reports, the new features make PPC strategy stand out.
Google Attribution
Google Attribution helps you keep track of every ad dollar spent in your paid search campaign. It can cross-check performance across different devices and channels, giving you a better vision of your audience targeting. It's already integrated into the Interface.
AI and Machine Learning
Machine learning is the next big thing in digital marketing. The data-driven process helps marketers understand market patterns and predict upcoming trends, making ad targeting even more efficient.
Google Analytics added **Analytical Intelligence** — a feature that automates data-driven insights with automated insights, session quality predictability, smart lists, and smart goals.
Google Shopping
Google Shopping enables e-commerce sellers to showcase products at Google home, allowing searchers to compare and choose from a wide range of products on the results page itself.
Visual and Voice Search
The tendency of voice and visual search to come up with results quicker than text is getting more attention. In the age of smartphones, people spend more time looking at visual content — whether it be an image or video, it gets more views than text.
Conclusion
These trends are meant to improve your PPC campaigns and make them more useful and effective. Keeping pace with the trends will ease your efforts and help with your [SEO and PPC strategies](/services/seo).
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