As one of the oldest forms of digital marketing, you'd be forgiven for thinking that paid search has already reached its peak innovation period. After all, it's been nearly 25 years since marketers discovered that search, the nexus of relevancy and recency, could be one of the most efficient tools to drive awareness, leads and sales of products and services. Yet search continues to evolve far beyond the relative simplicity of the past, driven by technological innovation, extraordinary advancements in machine leaning and artificial intelligence. There are new ways and apertures through which consumers search, such as voice, AR, QR codes and more.
Alphabet (parent company of Google) has announced that its latest artificial intelligence architecture for search, the multitask unified model (MUM), is 1,000 times more powerful than the previous architecture. That news came out in its third-quarter 2021 quarterly earnings call held in October. MUM can understand information between many contexts including images and text. That opens a myriad of new opportunities and permutations in search.
Microsoft's Bing has greatly increased its shopping capabilities through a partnership with Shopify and new categorizations in its "Departments" tab.
These are just a small subset of examples of the ever-changing dynamic nature of search. Marketers must modernize their search strategy to meet a very evolved search ecosystem that is changing exponentially.
Resolution, Omnicom Media Group's performance agency, has doubled down on its mission to modernize its clients' paid search strategies. It recommends paid search marketers use the following as starter guidelines to improve their search strategies:
Automated bidding is now able to understand auction-time signals (such as device type, query, audience membership and location), and it can synthesize these inputs in real-time. Additionally, AI can capture new auctions—searches that have never previously occurred. (Google estimates that 15% of all their queries today are brand new!)
Search behavior's ability to evolve quickly will always yield constant changes. Marketers need to rely on organizations that are built on a culture of innovation and have developed expertise in balancing new publisher expectations and capabilities with advertiser needs. Modernization improves workflow, but it must be rooted in strategy.
By adhering to these guidelines, Resolution believes that marketers will achieve a more robust, agile and effective paid search strategy. Optimization of both man and machine will lead to positive business outcomes. With continued exponential dynamic changes to the digital search ecosystem, the best of both is needed.
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