2020 was a year when the marketing industry transformed significantly. Every aspect of consumer behaviour changed due to the pandemic. As a result, marketers and advertisers adapted by utilising new and better search engine marketing (SEM) strategies in Singapore based on the needs and interests of consumers.
To drive much-needed traffic to your website, gain leads, and convert customers, you must follow the latest and most effective marketing SEM practices today. Be aware of the current state of SEM to create the most effective paid advertising strategy for your business.
Here’s a list of SEM trends you should watch out for in 2021.
4 SEM TRENDS IN SINGAPORE TO LOOK OUT FOR IN 2021
1. VOICE SEARCH IS ON THE RISE
Years ago, voice search became trendy, thanks to the likes of Siri and Alexa. You could use a voice-enabled command to search for something on the Internet just by talking to your phone. While this fad seemingly faded into oblivion lately, voice search is becoming a prominent trend to consider for SEM services in Singapore.
Voice search affects both SEO and SEM services. More people have been using voice search to seek answers for frequently asked questions. In that case, try using more long-tail keywords.
According to Google, around 70% of requests to the Google Assistant use natural language. That means voice web search queries are most likely to contain questions in the form of long-tail keywords.
For instance, most voice web search queries include questions like:
- What is the weather in Singapore today?
- Where is the nearest grocery store?
- What is the price of the newest iPhone?
- How can I treat a fever?
In summary, voice search usually revolves around frequently asked questions that use long-tail keywords. That is why you should incorporate long-tail keywords into your paid ads. Doing so should give you higher ad rankings and help you connect with people using voice search on Google.
2. EXPECT MORE ARTIFICIAL INTELLIGENCE (AI)
When using AI for SEM in Singapore, you can optimise your ads to improve your conversion rate. Google Ads offers a type of ad called Responsive search ad (RSA).
Responsive search ads offer automated features that let you optimise your call to action (CTA), headlines, and meta descriptions. Thanks to AI-based ads, you can craft better ads to target web users at the right time.
3. MOBILE STILL REIGNS SUPREME
A few years have passed since Google announced its mobile-first indexing update. Google predominantly uses the mobile version of a website for indexing and ranking since most users access Google Search with mobile devices.
It is undeniable that mobile reigns supreme over desktop when it comes to the worldwide market share. Because of this, you must optimise your ads for mobile to reach as many users as possible.
To optimise your ads for mobile, here are some of the things you need to do:
- Use a strong CTA
- Write compelling headlines
- Make a mobile landing page for your ads
- Utilise ad extensions for mobile
For more tips, check out this guide provided by Google.
4. VIDEO ADVERTISING IS CRUCIAL
Ever since YouTube became a part of the Google Display Network, marketers have been using video advertising as an effective way to gain leads. Creating video campaigns on Google Ads lets you display ads in videos. Video campaigns are also measurable, which means you can check your views and cost per ad.
Video campaigns offer a ton of benefits:
- Boost sales
- Drive more traffic to your website
- Raise brand awareness
- Reach the right audience
Consumers most likely prefer videos compared to other types of content, so it is probably a good idea to launch a video campaign as soon as possible. You can reach your target audience on YouTube by creating a quality video ad. Set your budget limit to avoid overspending, and determine who sees your videos based on a user’s interests, age, location, and more.
SEM services in Singapore are an excellent way to gain leads and convert customers quickly. Consider outsourcing your SEM services to an SEM agency in Singapore if you need help.
Contact our digital marketing agency at 6391-0930 to outsource your search engine optimization and marketing services.