Search engine marketing is constantly evolving and competition is fierce. Whether on Google AdWords or Bing Ads, we must take into account the following trends: the growth of social networks, more personalized targeting in PPC, the success of videos and the rise of voice search…

Popularity of online advertising

Good news for all web marketing agencies, online advertising is becoming more and more popular. Online advertising will outpace TV advertising by the end of 2017, according to reports from Magna Global, ZenithOptimedia (Publicis) and the WPP Group.

Statista predicts that by 2018, the amount spent on online advertising will be US $ 252 billion worldwide. So let’s not worry about the future of search engine marketing (SEM), but rather think about the next (good) practices to adopt in web marketing.

The growth of social networks in SEM

When we think of online advertising, Google AdWords immediately comes to mind. But beware, social networks are becoming more and more important in search marketing. EMarketer estimates that social media advertising is expected to cost US $ 35.98 billion in 2017. This means that 16% of paid advertising would come from social media.

Having just a Facebook page or a Twitter account is therefore not enough, you need to be able to invest intelligently on these platforms. Obviously, a stationery and a web agency will surely not invest in the same way on the same social networks. But for an SEM strategy to be effective, calls to action are essential.

Thanks to the specific buttons to encourage action on social networks, you can now encourage Internet users to buy your product, like your page or subscribe to your mailing list. Your investment will be worth it.


More personalized targeting in PPC

An AdWords search campaign involves identifying a number of keywords so that you can target as many people as possible. However, keywords and ads can also generate irrelevant clicks, which prevents some businesses from reaching new customers.

In order to improve its targeting methods, Google AdWords launched in September 2015 a new feature called Customer match. This feature allows you to import a list of your customers’ email addresses (with their permission to use) to AdWords. Importing these addresses thus offers the possibility of showing specific advertisements to these customers when they are on Google, YouTube or even Gmail.

This retargeting practice is particularly interesting, as is remarketing in general, which is still as relevant today. Indeed, targeting people who already know your brand or your products is a great way to attract them back to your site. According to Google, 96% of users leave a website without making a single conversion (purchase or subscription to the newsletter for example) and 49% of Internet users visit a website 2 to 4 times before making a purchase.

Search engine marketing strategies will become more and more personalized in order to reach a more relevant audience for businesses.

Successful videos in web marketing

Adopting a video marketing strategy seems to be becoming more and more essential. It is estimated that Internet traffic will soon be 90% linked to video playback. Videos are a great way to reach potential customers and give a positive image of a business. Whether for an SME or a multinational, the benefits from marketing videos are significant.

Obviously, having a YouTube channel is a great way to start your video marketing strategy. By managing video ad campaigns on Google AdWords, you can promote your business and products on YouTube. Recent updates are aimed at making video ads more interactive.

TrueView Cards offers the possibility to include more information about your company and even to be able to insert a link leading to your website directly on the advertisement. With TrueView shopping, advertisers can now promote specific products directly in videos.


It is also possible to see through AdWords the number of people who simply watched your video as well as those who clicked on the ad included in your video.

Increase in voice search

As everyone knows, mobile is of crucial importance in web marketing. Optimizing your site for mobiles is no longer new, it must be done. However, one should not forget the growing importance of voice search with Siri, Cortana and Google Now as personal voice assistants.

I must admit that I was sometimes uncomfortable during my stay in Paris, when my brother kept “talking” on his phone asking for directions. Voice search thus changes the way users search for information. It is therefore important for search engine marketing specialists to prepare for the consequences of voice search.

In 2004, the majority of search terms contained 2 to 3 words. Now queries can reach 27 words (and this is most likely due to voice search). For PPC specialists, this is how broad match modifiers from Google AdWords can help online advertising.

With this type of match, your ads can run even if you don’t have all of the keywords in the query. For example, if someone asks, “Where can I find a pizzeria in Paris?” “, Your ad could appear if one of your keywords is: + pizzeria + paris.

Voice search is likely to become one of the main ways people interact with their mobile phones in the next few years. If you haven’t already, you may hear more and more people on the streets having a “conversation” with Siri or Cortana.


Search engine marketing has a bright future ahead of it, and it’s not just about Google AdWords. Advertising on social networks and on Bing will certainly increase in the coming years.

Experts predict that Bing Ads will become essential for some businesses given the ever-increasing cost per click (CPC) on Google. Indeed, with a lower number of users on Bing, the CPC is much more favorable to SMEs among others.

Finally, online advertising will continue to surprise us and evolve during the year 2016. So, be careful, don’t forget to stay alert.