Emerging trends within paid search marketing

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.