Conquer the competitive paid search market in 2022 in these 3 ways


The competition in the paid search landscape is higher than ever. Ashley Fletcher showed in a recent webinar, how marketers can stay ahead of the curve. Getting in touch with our agency for lead generation marketing in Kerala will help you have access to those strategies and tactics that will keep you ahead.

The paid search marketing landscape is growing by leaps and bounds. Google Ads, in particular, is leading the charge, spurred on by the societal changes of the past couple of years. 

Ashley Fletcher, VP of marketing at Adthena in a recent webinar said, “We know this channel is growing year-over-year. It’s not going away anytime soon. Digital ad use is growing 26% year-over-year, and Google search itself is having a record-breaking quarter.”

But with this growth comes some major changes like the disappearance of expanded text ads, restrictions on third-party cookies, and more automation. All these will affect paid search marketers everywhere.

It’s getting tougher for marketers to remain competitive in a constantly changing search environment. Fletcher offered three ways marketers could stay ahead of the game and address its challenges: 


1. Optimising for local markets


Fletcher mentioned that “Everyone knows how buyer behaviour has changed in the past two years,” said. More markets are local now.”

Not every brand has a smooth transition to local markets during this period. Fletcher’s attention caught on the fact that many organisations fail to optimise for the most pertinent localities irrespective of the fact that they are at the state or city level.

To have a better view of their local markets, Fletcher suggested that marketers create visualisations using data modelling tools like Google Data Studio. This will pinpoint areas of opportunity. Such reports aggregate both competitor and audience data and highlight actionable markets.

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When competitor movements get mapped out at each of these local levels, Fletcher recommends that marketers segment their ad groups by ROI as this will help them focus their efforts on the most profitable local targets.


2. Predict outcomes with a share of search


Share of search is a new metric used by marketers to determine their brand’s market share online. According to Fletcher, the increasing importance of search is turning this into a vital touchstone when predicting campaign outcomes.

Fletcher said, “Search is the channel where the conversion happens. “As spend rises in Google Ads, this is the part of the funnel that’s critical for brands.”

He emphasised the formula that marketers use to determine their share of search. He mentioned that this relies on how often audiences are searching for your particular brand when compared to all other brands in its category.

He added by saying, “You can use this [formula] in Google Trends as well. If you plug in your top three brand terms, you can start to build a picture. It gives you that maximum, whole market view.”

According to him, a share of search can help marketers guide their brands toward smarter paid search decisions.

“You want your reaction time to increase,” he said. “You want the data coming through to be faster, and you want channel confidence to grow.”

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3. Optimise ads using competitive and contextual insights


Fletcher mentioned, “Ad copy can be easily overlooked. Getting back on track regarding how it can drive incremental gains for marketers and brands is key.”

In order to get the most actionable competitive insights from ad copy, Fletcher suggested that marketers adopt AI tools to automate the process. This will help to segment each ad by category and market group.

Fletcher said, “We use this [process] when a competitor comes out with new phrases for their CTAs. Words like ‘now,’ ‘discover,’ ‘find,’ and whatever else they’re using for their CTAs should inspire your team to adjust its copy.”

But, using competitor keywords is just one aspect of effective ad copy optimization. The recent changes that have occurred in market behaviour also require marketers to optimise ad text keeping key customer needs in mind. Audiences need frictionless experiences, and paid search teams must craft ad copy that speaks to their specific context.

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“How prominent are [contextual terms] in a large sample of your ad copy?” he asked. “You wouldn’t want to be the person not included in the last one to find out about curbside pickup or next-day delivery.”

“From the customers’ perspective, everyone wants a frictionless experience, and all of that comes through in the language of your ad copy,” he added.


To Conclude

The world of Paid Search is constantly evolving at lightning speed. This means the rules of 2021 do not apply to 2022. The important tactics mentioned above will help you stay ahead in the competition.

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