A recent report by iProspect offers a glimpse into the trends and opportunities regarding paid search marketing.
Google AdWords data showed strong mobile growth in terms of both impressions and clicks. Volume on desktops and tablets, however, was down, indicating an overall decrease in demand for those devices. Cost per click (CPC) increased across all devices, reaching the highest CPC recorded since this report’s inception in 2014. Mobile CPC saw a particularly significant increase, up 40% year-over-year, further closing the gap on desktop.
Voice search is quickly becoming the search method of choice for many consumers, says the report. Today, 500 million people use a voice search-powered digital assistant of some kind, and half of all searches will be voice searches by 2020.
This behavioral shift is ushering in a rise in longer, more conversational queries, causing savvy advertisers to refocus their keyword strategy to ensure it includes question-based keywords such as who, what, when, where, why and how, as well as qualifying phrases such as near me.