What's Next in Search... Part II
More from "The State of Search" panel at ad:tech NYC...
- Google spent a ton of time on the function of presenting multiple types of content (i.e., Video, Images, News, Blogs) from
one search query... and now it's pulling that principle over to paid search. See the blog for recent announcements about rich media options.
- How did the recession and plunge in ad spend affect the search space? Certain sectors that
were hit hard, like financial services and the auto industry, were big SEM
spenders, so when they dropped out of the race (having no money left to spend!)
it left the door open for new players. A recession is the best time for
marketers — or rather, the smart ones — to step in and capture market share, panelists said.
- More about PPC...learn a lesson from startups, they said. They have virtually
no budget for marketing, yet they all have PPC campaigns. There's a reason for this! However, everyone, including the guy from Conde Nast Digital, agreed that it was best to stick with Google and to stay away from Facebook Ads because the keyword and targeting options are so limited.
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