Paid search remains a crucial part of the advertising mix, expected to account for 28.6% of total global ad spend in 2024, or $276 billion (eMarketer). Yet, search is often one of the least scrutinised channels.
The complexity of search advertising is growing exponentially. Inflation is hitting search particularly hard and clear, actionable guidance on optimising these campaigns is becoming increasingly elusive. While automation is taking over, the need for advertisers to reclaim control is more pressing than ever.
With these challenges, the vast amount invested in Google Ads presents a substantial risk of waste if not carefully managed. However, those who scrutinise their investments and refine their strategies, unlock significant growth opportunities and create a competitive edge, especially as we approach the festive season.
Cost: Manage Escalating Expenses
The cost of search advertising is rising faster than ever. In Q1 2024, the average cost-per-click (CPC) increased by approximately 13% YoY, a rate far outpacing general inflation.
Internally, the evolution of Google’s platform and the ongoing need for advertisers to actively adapt can inadvertently drive-up costs. A “set and forget” approach is no longer sufficient. Externally, increased competition and platform dynamics contribute to rising costs, making proactive management and strategic adjustments more critical than ever.
These rising costs can often be concealed by blended metrics, making it essential for advertisers to dig deep into their data to identify and address the inefficiencies.
Control: Reclaim Strategic Oversight in an Automated Era
As search advertising becomes more automated, advertisers are losing critical control over their campaigns. Google’s continuous updates and the rise of AI-driven tools (like Performance Max) promise optimisation, but often limit visibility and control over ad placement – key aspects of campaign performance.
The shift towards more and more automation (such as the deprecation of match types and growing dependence on AI) demands that advertisers take proactive steps to reassert strategic oversight, ensuring their campaigns remain aligned with business objectives and brand safety standards.
With some recent Google updates moving in the right direction, Les Hostetler, our Search Insights Director, shared practical steps you can implement immediately in his latest articles: here and here.
Counsel: Seeking Best Practices in a Complex Landscape
In an environment where search advertising is becoming increasingly complex, gaining reliable and actionable guidance can be challenging. Navigating platform best practices requires a strategic approach to ensure alignment with your business goals. Limited reporting and transparency further complicate the landscape, underscoring the need for a well-defined strategy. Given this, it is important to work closely with your search team to:
- Understand what truly drives results
- Identify opportunities for optimisation
- Align investments with your overall strategy
Additionally, partnering with independent advisors who prioritise your returns enables better decision-making and accelerates the adoption of best practice.
Unlock the Full Potential of Paid Search Investments
Search advertising is a critical driver of growth, but its complexities require a strategic approach to truly succeed. At Ebiquity, we bring you proven strategies to gain a competitive edge and maximise the impact of your Google Ads investments.
