TRENDS SEM 2020

You may think that we still have time to finish the year, but the truth is that we are getting closer to 2020. From what we have seen during this year, which has been full of changes and news, we should pay attention to the SEM trends that will govern in 2020 and the new challenges that these will occur.

Although it is not easy to predict what Google has prepared for us, we can intuit that the great search engine will continue to surprise us with updates and news, which will increasingly take us further away from manual changes and daily operations, freeing up management time to devote to the strategic planning and development.

If you do not want to lose the details of what the SEM trends of 2020 will be, take a pen and take notes. In this post we summarize everything you have to know for this new year.

What are the SEM trends for the year 2020?

Artificial Intelligence

The digital marketing sector is constantly moving, it advances and renews every day, improving the available tools and offering the possibility that brands offer the consumer just what they need.

One of the most important advances is the well-known Artificial Intelligence. Today, this technology is applied in sectors such as medicine, logistics, education and even in marketing.
With the digitalization of our lives, a large amount of data that are difficult to process by the human being is available and this technology will allow us to better understand the behaviors, tastes and ways of searching for users, making advertising more relevant for them and more efficient for users. brands.

These are some of the applications of Artificial Intelligence in the world of marketing and for which will follow SEM trends of 2020:

  • Discovery of new audiences and demographic data predicting user behavior patterns that will offer appropriate and relevant content in an automated way. Without a doubt, this will be key for the SEM.
  • Predictive analytics, that is, anticipating the needs of the user by offering a product before searching.
  • Personalization of email marketing with tools such as Phrasee, which use natural language processing to create personalized copies and much more effective.

These are some of the applications of this technology and although we still have a year to see it in full swing we are sure it will be of great help in improving strategies and results in our campaigns.

Machine Learning: Automation

Unlike Artificial Intelligence, aimed at replicating human intelligence, machine learning is based on technology that is capable of learning on its own through Big Data.

This 2019 has been a frantic year for Google, full of novelties designed to facilitate the simplicity of the platform and the management of its campaigns. These improvements have been based on the increasingly powerful development of its algorithm, changing the way campaigns are optimized and how this type of technology uses data in such a way that it allows you to optimize resources reaching more accurately to achieve the objectives of the campaigns.

Some of these developments have been:

Change in phrase concordance and broad modified. Without a doubt, this has been one of the most popular news in the PPC field. Already, last year, Google announced that they would begin to admit variations in the exact keywords and now it is the turn of the other matches. From now on, search queries other than the established keywords will start to be accepted as long as they have the same meaning.

Cambio en las concordancias de frase y amplias

This change will cause some advantages, such as having less extensive keyword lists, discovering new search terms adapting to the way users search, covering a higher percentage of searches and therefore increasing conversions. This change also involves a series of disadvantages such as less control over the search terms that will activate our ads and therefore a more thorough work of negativization in our campaigns.

  • Monthly budget: This option is to leave the monthly investment of our campaigns in the hands of Google, empowering the tool to decide which days to cover more searches. Will you be able to learn which are the best selling and profitable days to cover the maximum Search Impression? What will happen to the new campaigns without history? If you have already tried it, share the experience with us.
  • Smart strategies for application campaigns. Now, in addition to targeting your campaigns to obtain new users who download your application and perform an action on it (target CPA bid), you will be able to bid for a return on the targeted advertising investment (target ROAS), paying more for users that are likely to generate more value and less for those who are likely to spend less.
  • Local campaigns or also known as Responsive Ads local campaign. These campaigns go beyond the online and have as main objective to maximize the visits of potential customers to our store or physical stores. These ads will be displayed on all your networks with search ads on the same Google Maps, ads on display or YouTube and will be able to identify by GPS when a user is nearby.

So far, our measurement remains in the visit of users in the premises, but very soon we can measure in real time, the conversions that will occur in the stores.

Responsive Ads local campaign

This change will cause some advantages, such as having less extensive keyword lists, discovering new search terms adapting to the way users search, covering a higher percentage of searches and therefore increasing conversions. This change also involves a series of disadvantages such as less control over the search terms that will activate our ads and therefore a more thorough work of negativization in our campaigns.

Monthly budget: This option is to leave the monthly investment of our campaigns in the hands of Google, empowering the tool to decide which days to cover more searches. Will you be able to learn which are the best selling and profitable days to cover the maximum Search Impression? What will happen to the new campaigns without history? If you have already tried it, share the experience with us.

Smart strategies for application campaigns. Now, in addition to targeting your campaigns to obtain new users who download your application and perform an action on it (target CPA bid), you will be able to bid for a return on the targeted advertising investment (target ROAS), paying more for users that are likely to generate more value and less for those who are likely to spend less.

Local campaigns or also known as Responsive Ads local campaign. These campaigns go beyond the online and have as main objective to maximize the visits of potential customers to our store or physical stores. These ads will be displayed on all your networks with search ads on the same Google Maps, ads on display or YouTube and will be able to identify by GPS when a user is nearby.

So far, our measurement remains in the visit of users in the premises, but very soon we can measure in real time, the conversions that will occur in the stores.

El publicitarse en Whatsapp es una de las Tendencias SEM 2020

These are some of the SEM trends of 2020 and that will mean that all marketers are up to date with these technological advances that will help us make a better strategy for our advertisers.

And you, what do you think will happen in 2020?

If you want to be aware of this and much more, follow us!

Written by

Yolanda Sánchez

SEM · 05 / 12 / 2019

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