We continue our list of 10 digital trends we see impacting our clients’ business during the coming year.
If you haven’t read the first post in the series we recommend you start here: Countdown 10 Digital Trends to Watch in 2017 – #10
8) New Players in the Search Game
While the general search marketplace remains dominated by Google, there are two newer search options that advertisers should be aware of. As the top online retailer in the U.S., Amazon’s search products are a must for those selling products online, and Apple’s new search offering will be key for those looking to promote app downloads.
The game changer here is Amazon, as a staggering 55% of consumers begin their product searches on Amazon, surpassing Google as the #1 starting point for shopping-related searches per a report by BloomReach. In Amazon’s world, first page visibility is essential because many users do not click past the first page of search results. Being able to run search campaigns on Amazon allows marketers to drive Amazon shoppers directly to their products. There are currently three different ad types available: headline search ads, sponsored products ads, and product display ads. These various opportunities enable brands to stay top of mind throughout their Amazon shopping journey using keyword and product targeting, cross-device high visibility placements and transparent data that reports on ROI. Having access to Amazon and its data present vast possibilities for brands as product research, price comparison and convenience factors move into the forefront of purchase decisions.
Apple has also introduced a new offering called Apple Search Ads. Apple Search Ads makes promoting your apps easy by helping customers discover them when they’re searching for apps in the App Store for iPhone and iPads. These ads are displayed at the top of the app store search results page and target users based on similar relevant keywords and apps. Apple’s platform is like Google AdWords, where relevance and bid price will determine which ads show. Unlike AdWords, though, there are additional audience targeting features such as age, gender, location and device. You are even able to target whether the user has already downloaded the app to eliminate waste.
While these new search offerings aren’t applicable for all advertisers, both offer new opportunities for advertisers and should be considered by many.