Emerging trends within paid search marketing

Gemma Howley

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 1, 45-51

Abstract: Since Google launched pay-per-click (PPC) marketing in 2000, the field has never stood still. Developments in technology, targeting capabilities, ad formats and more make it essential for PPC marketers to be agile and quick to learn and adapt. Particularly exciting is the clear shift towards personalisation and audience-led search, a shift that is continuing to evolve rapidly. This paper identifies six key trends emerging within the channel to illustrate the direction in which PPC is heading.

Keywords: paid search; trends; PPC; search marketing; SEM; PPC trends; digital emerging trends (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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