BIG SHIFT: GOOGLE’S PAID SEARCH LANDSCAPE IS CHANGING (NOT JUST BECAUSE OF THE PANDEMIC)
Google has seen astronomical changes to its paid search landscape in 2020, and whilst a lot of this can be attributed to the pandemic and drastic changes in economies. Research from Search Engine Land shows a decline in tablet use and a consistent move away from broad match targeting, which in turn is having big knock on effects on how businesses are utilising their paid search campaigns. Pairing this, which started long before the pandemic, with utilisation of alternative channels such as social and Amazon, is proving to be a long term challenge for a force that has long dominated the paid landscape. You can find out more here.