Beyond Google: The future of search marketing

Kelsey Anderson
Kelsey Anderson
Sr. Content Marketing Manager
Length
12 min read
Date
20 April 2023

The global search advertising market is growing and poised for continued expansion in the coming years. 

$279

Projected search advertising spend in 2023 (billions)

9%

Annual growth rate of the ad spending market

$390

Projected volume of ad spending market by 2027 (billions)

01— AI is powering next-generation search

So will ChatGPT finally spell the end of search engines? Doubtful. 

While it will probably siphon off some usage from search engines, it’s difficult to imagine a wholesale change in global user behavior that completely upends Google in the short term. 

While SEOs are well-accustomed to grappling with their mortality, the past year is the first time that think-pieces threatened Google’s existence. First with Gen Z’s extensive use of TikTok and now with the AI chatbots. It’s not to say that empires don’t fall, nor that they can’t collapse quickly. Any good financial advisor would caution that past performance isn’t indicative of future results, but even OpenAI CEO Sam Altman said in this article with The Verge

“I think whenever someone talks about technology being the end of some other giant company, it’s usually wrong. I think people forget they get to make a countermove here, and they’re like pretty smart, pretty competent. I do think there’s a change for search that will probably come at some point – but not as dramatically as people think in the short term.”    

02— Social media is GenZ’s search engine of choice 

Traditional advertising is losing the brand discovery throne to social media

TikTok recently released Search ads, but it’s not something new to social media. Pinterest has had the option to target ads based on keywords for ages, and the same for Twitter.

But the fact that TikTok now also focuses on this means that they also acknowledge that more people are using social media to search for topics rather than getting served random content in their feed.

It has never been more important to have your organic and paid media working together across social platforms. 

finding products on social media

Social media is moving from a connection-led approach to a discovery-led approach.

That means content is served based on what people watch and engage with rather than who they’re following on the platform. Content is more relevant to who they are and what they want to see, ultimately giving brands quicker access to the people that want to buy from them.

This coupled with how digestible content is in places like TikTok, Instagram Reels, and YouTube Shorts means that it is only natural that they go there to search for what they want to know more about. Of course, that also means they consume the content and buy from the brands that help them do that. 

It is critically important that the content you develop for organic and paid channels adds something to the lives of your audience. 

How to leverage social media for search and discovery 

Be a first mover 

Being a first mover can be powerful for brands, so sign up where applicable. You’ve got nothing to lose and everything to gain.

Stay up to date with social platform’s latest ad offerings and lean into changes. For example, TikTok has released TikTok Search Ads for advertisers to tap into. The platform is planning to lean into the search space as a priority this year, with plans to launch its own search ads platform. Instagram is also capitalizing on search functionality with the announcement of ads in search results. 

Prioritize discoverability

Start paying attention to visual search, it’s how most of today’s discovery organically happens.

Experiment with producing engaging content that shows up in discovery spaces like Reels, TikTok, or query-based videos. Use captions, hashtags, and text in your videos to rank higher in search. Once this baseline is set up, connect your physical showroom to your socials with live video and product feeds to reflect your physical store experience. This will create the full funnel of discovery>>purchase on a single platform. 

Treat TikTok like your shop window 

Social media is the new SEO, so take your social media pages and profiles seriously.

Get your shops set up by uploading your product catalogs to social media platforms. Traditionally people went online to find products, but now products find us. Look after your advocates and make the most of user-generated content. Your existing fans are an asset if you reward them for loyalty. Harness this by encouraging your followers and customers to create and share videos.

03—Retail media networks are the future of product discovery  

Retail browsing was historically conducted in store or in print

The internet changed this, bringing first the browsing capability to an online format. Over time, grew accustomed to shopping online and have also started using mobile devices to browse and purchase products. E-commerce has significantly impacted the way we search for products, with retailers having played a vital role in shaping this change.

Amazon has surpassed Google for product searches on the internet

In fact, many people now begin their product searches on Amazon, giving the e-commerce giant a consistent audience for its search function and opening up opportunities to refine the customer experience.

Amazon and other retailers’ search tools need only index the products sold on their sites. They don’t have to answer complex questions, scouring the entirety of the internet in the process (like Google). They live by more basic principles, focused on relevancy and sales velocity. 

Retail media is the second fastest-growing sector of digital marketing

Aside from connected TV, retail media is the fastest-growing sector of digital marketing, with projections of 100B dollars in ad spend in the next few years. 

While Amazon comprises the majority of the space in the US, others are growing rapidly as well. Retailers such as Walmart and Kroger are now looking to replicate Amazon’s success. As retailers’ share of ad spending increases, expect to see other retail media marketplaces invest in their capabilities as well. 

Retail media is a game-changing approach that combines customer behavior data and high-quality inventory to help brands reach potential customers throughout their entire buying journey, from the first interaction to loyalty. 

By representing your brand at the point of sale, you can optimize each part of your campaigns and drive conversions without the need to build your own infrastructure. This approach allows you to leverage the extensive reach of marketplaces to drive sales, improve brand awareness, and increase ROI. 

How you can leverage retail media for your brand 

Product visibility optimization leads to an increase in brand awareness

Product visibility on marketplaces is a key step in the customer journey. Take advantage of a new platform to increase brand awareness and build brand loyalty. For quick wins, optimize your product titles, descriptions, and images to ensure they appear in relevant search results. Use search term reports to identify high-performing keywords and adjust bids and budgets.

Use sponsored and display ads to showcase your brand values, unique selling points, and customer reviews. Use search advertising to target customers searching for products similar to yours and increase your brand exposure to a wider audience.

Leverage each platform’s data sets for personalized customer experiences

Retail media marketplaces offer various engagement tools, allowing you to interact with customers and create a personalized shopping experience. Gain access to real-time performance data and optimize your campaigns for better results. Use targeting options that allow you to reach specific audiences based on demographics, interests, and behaviors.

Focus on quality content to optimize performance

Create eye-catching ads to stand out from the crowd and highlight your product. This includes video ads to showcase products, customer testimonials, and your brand story. Interactive content, like 360-degree product images or tours, show products in unique and creative ways.

To prepare yourself for next week and next year, you need to understand the future of search marketing. Traditional search engines will continue to have their place, but chatbots, generative content, marketplaces, and social media platforms are continuously evolving. Wherever users go to search for information, products, and local services is where you need to be. 

Need help in search marketing? We can help you dominate all things search.