2015 Search Marketing Predictions from Mona Elesseily

This week Acquisio released its 2015 digital marketing predictions ebook, packed with info on what to expect in the coming year. And when we say packed, we mean packed! There are fifteen expert predictions from industry leaders, and each one has a completely unique perspective on the year ahead. 

What does this mean for you? It means we’ve got 15 vastly different predictions coming your way for 2015. On the bright side, so you and your marketing team have lots of areas to explore and perfect. 

Here’s what Mona Elesseily, a popular name in the PPC circuit and an Acquisio user, had to share that can help you set your digital marketing roadmap and get prepared for 2015.

mona elesseily

“The nature of paid search is changing and I believe it will look different soon. I’ll share how I see paid search evolving in the reasonably short term.

1) More “organic” results becoming paid ads

In the past, Google has converted organic results into paid results by moving what once was organic info to the paid search side. A very good example of this is Google Shopping. Those results used to be free, up until late 2012, when Google made it a paid product.

I could see Google local results on a SERPs page becoming local paid results. With enhanced campaigns, there’s certainly been a big push by Google to get advertisers to bid by specific geographic location. This is some of the biggest real estate on the page (as was Google Shopping) so there significant opportunity for Google to make a lot of money from this change.

This general trend could play out in a number of other ways too.

2) Paid ads embedded in organic content (or “Native advertising”)

The most likely scenario is that Google will intersperse paid ads in the organic results. I think we’ll see this especially on mobile devices, especially. In the mobile environment, there’s only so much space in the right rail and at the top of the page.

For Facebook, the introduction of in-stream ads has been a runaway financial success, despite complaints from users and “organic stream squeezed” companies alike.  Facebook’s record profits are a direct result of their perfecting this model.

Here are some Facebook stats:

  • Facebook revenue: 2.9 billion (61% increase YOY)
  • Facebook profit: $791 million (138% increase YOY)
  • Mobile ads: 62% of overall revenue (41% increase from last year)

With this, Wwe could also see the Google shopping box remain a paid product but be moved back into the main column of the SERPs. It currently is either on the top of the page or on the right hand side of the page on top of the right rail paid search listings.  upper side right rail of the paid listings.

It will be interesting to see what next year brings!”

For more helpful 2015 digital marketing predictions, download the ebook here.

2015 digital marketing predictions ebook

Jillian Zacchia

Jillian Zacchia

Jill is a professional writer, editor and social media procrastinator. With a degree in Literature and Communications from McGill, she started her journalism career writing about lifestyle and entertainment for teen magazines, and after dabbling with wedding and travel writing she began the transition towards content creation for start ups, marketing and tech companies.

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