New Updates to Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a fast-paced industry because search engines are always trying to bring new technology to bear for their advertisers. They want you to be able to reach the right potential clients, and the large consumer behavior datasets they collect are helping them rise to this challenge. Here are just some of the new SEM updates and announcements in digital marketing.

Cross-Device Attribution in Reports

One of the most interesting reports you can generate for your advertising analytics is the path to conversion: which ads, when were they seen, and where were they viewing them (tablet, laptop, desktop, cell phone). Now, you can “follow” signed-in users across devices and learn, for instance, if they viewed your ad and clicked on it on a phone but then actually purchased your product later on a desktop computer. These reports give you smart information about conversions that may have been happening all along but were harder to track before the recent era of cross-device connection.

Smart Campaigns Take Guesswork Out for New Advertisers

With machine learning taking the forefront, Google’s Smart Campaigns have become a powerful automated solution for finding an audience for your PPC ads. New advertisers would be wise to try out smart campaigns for themselves before they take various features “manual,” choosing their own audiences and keywords more intensively. Smart campaign suggests many of the choices that in the past were made by SEM experts; once you get your baseline data from a Smart campaign, an SEM expert can help you maximize value by making small adjustments to the algorithm-based smart campaign.

Staying on the cutting edge of search engine marketing is essential because updates to the search engines are both out of control and designed to make you able to get more out of them. After all, it is in Google’s best interest to get you to focus on their product and use it to the best of your ability! The PPC advertising platform may have been around for many years now, but it changes constantly. What was an advantageous strategy a few years ago is probably in need of updates now; you can become a more lean and more effective advertiser by keeping your finger on the pulse.

If you’re ready to take advantage of these SEM updates, work with digital marketing professionals who are tracking every change in SEM, and use these changes for the growth potential of your online presence, contact an SEM trend expert at Intero Digital today.