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7 Paid Search and Data Trends That Will Dominate 2018

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21st December 2017 in

With the new year on our doorstep, it’s time to look forward towards the next big trends in the digital marketing paid search and data space.

As Bonfire’s Digital Advertising Manager, I’ve highlighted my top seven predictions for what will shake up the industry in the new year.

1. IoT and Personal Device Adoption Will Increase
With the increasing integration of smart devices, such as Google Home and Amazon Echo, the volume of voice searches will rapidly grow. This will impact how search results are packaged, condensed, and presented to users.

2. Data Collection Will Remain A Top Priority
Multiple industry figures are encouraging advertisers and agencies to collect as much data about their searcher engines and users as possible. We may not have a singular use for this data yet, but we do know that collection of clean data is essential for future artificial intelligence (AI), automation and segmentation activity.

Learn more here.

3. Artificial Intelligence Developments Will Continue Despite Slow Adoption
Advancements in AI will continue but adoption by small and mid-size business will remain minimal. Other than a few expensive ad management platforms, real-time automated optimisation remains outside the reach of most advertisers. Hopefully these technologies will scale down to allow more advertisers to utilise this time-saving and cost-cutting technology.

4. Google Attribution Will Improve Consumer Journey
Google Attribution modelling will scale to cross-channel, not just cross-campaign tracking. This will allow advertisers to see how customers interact with their website across multiple acquisition channels and what a typical (or individual) customer journey looks like.

Find out more here.

5. Google Will Evolve To Stay Competitive
With the recent launch of Amazon in Australia, Google will prioritise its Shopping service and make improvements to remain a competitor for the ecommerce giant. 2018 will also signal the decline of product searches on Google as more users migrate to direct sites and apps like Amazon, eBay, and AliExpress which will present a new challenge for the search engine leader.

6. Demand For Digital Marketing Agencies Will Rise
The complexity of implementing AI, attribution modelling, Google Shopping and data collection will mean that agencies will be in demand more than ever. To remain competitive, advertisers will need to implement these new features and systems, but can’t be expected to employ the technical staff internally. This will mean that agencies will be in demand, but also will need to be at the cutting edge of digital trends, and expected to perform more integration and training with their clients.

7. AdWords Performance Metric’s Will Shift To Improve Bottom-Line Transparency
In the new year the focus will shift from cost per click (CPC) and click through rate (CTR) towards cost per lead (CPL) and return on advertising spend (ROAS) and return on investment (ROI). This change will be brought about as businesses continue to request more analysis and optimisation of their campaigns to increase clarity around their bottom-line profits.

Learn more here.

What are your PPC predictions for the new year?

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