The Future of Digital Advertising: Trends to Watch out for

Virtual reality (VR) is a computer-generated simulation of a three-dimensional environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.
Augmented reality (AR) is a similar technology that superimposes computer-generated images on the real world, allowing people to interact with them.
Both VR and AR have the potential to change the way we interact with the world around us.
And, as new and more sophisticated hardware and software is developed, it’s likely that these technologies will become more commonplace in our everyday lives.

Here are some ways that VR and AR could change advertising:

• Advertisements could become more immersive and realistic
  With VR, advertisers could create commercials that whisk consumers away to far-off lands or place them in the middle of exciting action scenes. AR could also be used to create ads that are interactive and engaging, such as games or quizzes.
• Advertisements could be targeted to specific demographics
  By using VR and AR, advertisers could create ads that are targeted to specific demographics, such as age, gender, or interests. For example, a cosmetics company could create an ad that is specifically targeted to young women who are interested in makeup.
• Advertisements could be more personalized
  VR and AR could also be used to create more personalized ads. For example, a clothing company could create a virtual dressing room where consumers could try on clothes before they buy them. Or, a food company could create an AR experience that would let people see how their favorite food is made.
• Advertisements could be more interactive
  With VR and AR, advertisements could be more interactive and engaging. For example, a car company could create a VR test drive that would let people experience what it’s like to drive a new car. Or, an airline could create an AR experience that would let people explore a destination before they book a trip.
• Advertisements could be more cost-effective
  VR and AR could also make advertisements more cost-effective. For example, a company could launch a virtual reality campaign that can be experienced by anyone with a VR headset.
• Advertisements could be more sustainable
  VR and AR could also be used to create more sustainable advertisements. For example, a company could create an AR experience that would let people see the impacts of climate change on the environment.
• Advertisements could be more entertaining
  Finally, VR and AR could make advertisements more entertaining. For example, a movie studio could create a virtual reality experience that would let people step into their favorite film. Or, a theme park could create an AR experience that would let people explore the park and attractions before they visit.

Voice search optimization is the process of optimizing your ads to appear in voice searches.

When you optimize for voice search, you optimize for the way people conduct verbal searches.

Voice search optimization gives you the chance to have your ads read out loud by a voice search device.

Here are a few tips that will help you get started optimizing your ads for Google Voice Search:

• Start by taking a look at your existing search term data
  Before you begin optimizing your ad campaigns for voice search, it’s important that you look at the data you have on which search terms consumers use to find your brand online. Take a look at your search term report on AdWords to identify which long-tail queries trigger your PPC ad campaigns. Google doesn’t provide a separate report for voice search queries.
  However, there are ways to find out which queries might come from consumers utilizing voice search.
  Once you export the report, filter the data to return search terms beginning with “OK Google.” This allows you to see some of the exact terms leveraged by search engine users when they look for brands like yours through Google Voice Search.
• Launch dedicated question ad campaigns on Google Ads
  As previously mentioned, Google Voice Search queries are typically more conversational than typed queries. This is most likely because consumers who type queries into the search bar recognize that they are interacting with a machine and deliberately use shorter, logical phrasing.
  Voice search users, however, tend to use more filler words and conversational questions, as they would when talking to a person. Also, due to the conversational nature of voice search queries, these consumers are more likely to ask a question. For your business, that means you need to develop dedicated question ad campaigns and bid on question-based keywords to drive intent.
  Meanwhile, the type of question a search engine user asks can reveal a lot about their degree of intent. For instance, “what,” “who,” and “why” based questions indicate interest, but not necessarily a desire to take action. Questions that begin with “when” and “where” tend to indicate that a user may be more ready to buy.
  Going forward, you can consider these nuances when developing a list of target question-based keywords for your campaigns. If you’re trying to reach consumers who are ready to buy, you use different types of question-based keywords than if you are trying to attract consumers who are in the awareness or consideration phases of the buyer’s journey. Target the question-based keywords that make the most sense based on your unique conversion goals.
• Consider including the top three question keywords in your PPC campaigns
  While most voice search users are utilizing long-tail keywords in their queries, it’s important to remember that long-tail search queries often have low traffic volume. Your business should include the top three question keywords or keyword phrases in your sets to capture more voice queries in your ad campaigns.
  Use Google AdWords keyword planner to investigate the volume and competition levels for the your target keyword phrases. In addition to lower volume, less competitive keywords, you may want to use question-based keywords that have a higher search volume. This will help ensure that you are expanding your reach on the search engines for voice search users.
• Create relevant and contextual landing pages
  If you are serious about your PPC campaigns, you should already be creating relevant and contextual landing pages for ad traffic. Many beginners make the mistake of driving PPC ad traffic back to their home page. However, this doesn’t create an effective gateway to the next step in conversion, as it frequently offers too many options for the consumer. That, in turn, can cause them to navigate away from the page before taking any desired action.
  Instead, create PPC landing pages that are optimized for conversion. That is, specific and contextual landing pages guide users to the next step in the buyer’s journey. Among other things, ensure that your landing pages are optimized in the same way your ad copy is. If your ad addresses a question-based keyword, you should discuss the answer to this question in your landing page copy. Similarly, ensure that the offer you are delivering through the landing page relates to the ad content.
  Also, because many Google Voice Search users are using mobile devices, ensure that your landing pages are optimized for mobile. That means keeping graphics to a minimum and keeping any copy on the page clear and concise.
• Customize ad copy to answer search query questions
  No matter what type of target audience you address with your ad campaigns, it’s vital to create customized ad copy that is relevant to the search query. Your ad content should provide some context based on the targeted search terms. It should also entice users to click on your link and take the next step toward conversion.
  When it comes to Google Voice Search, consider answering the question-based query in your ad content. For instance, let’s say you are targeting the question-based phrase “where can I buy camera equipment near me?”. You should ensure that the ad content clearly answers this question while inviting the user to click to learn more. Naturally, the more relevant and engaging your ad copy, the more likely search engine users will click on your ad.

Programmatic advertising refers to the process of how ads are purchased and sold in the advertising market and uses automated technology and algorithmic tools for media buying.

Contrary to conventional media buying techniques, it is employed for automation. It aids in the analysis of user signals to determine how an advertisement might be presented to the appropriate audience at the appropriate time and place.

How to differentiate between programmatic ads and display ads?

Programmatic and display ads can be confusing to distinguish, particularly with Google’s advancements in automated and real-time bidding. However, there are two key differences

between the two:

Firstly, programmatic refers to the way ads are purchased, while display refers to the ad format.

Secondly, display ads are primarily used within a single ad network, such as the Google Display Network, whereas programmatic advertising expands beyond this, using platforms such as sell-side and demand-side platforms to buy ad inventory across multiple networks.

Regardless of the approach taken, advertisers typically have control over several key aspects, including audience, bidding strategy, budget, creative and assets, and ad placements.

In the past, advertisements were created with traditional methods such as art and copywriting.

However, with the prevalence of advertising on social networking sites, it is now crucial for companies to get their message across in a way that is concise and compelling. To gain a competitive edge through distinguishing ads, they need to understand how their customers are engaged with the current ads. Brands need to be smart to not only reach their audiences but also capture their attention. Yet, the growing competition can be challenging for businesses trying to build client relationships and more importantly, loyalty. So, how are brands coping with this increasingly demanding scenario?