Search Marketing Experts Predict Major Shift away from Keywords and More Interest in Mobile and Automation in 2015

MONTREAL, Dec. 3, 2014 /PRNewswire/ -- Acquisio, the award-winning performance media platform for marketing agencies, resellers and advertisers, recently released a new eBook, "The Future of Digital Marketing: 15 Expert Predictions for 2015," featuring search marketing predictions for 2015 from 15 top PPC experts. According to several of the experts included in the eBook, search marketers can expect to see a decline in keyword importance, widespread mobile PPC adoption and more advanced and extensive automation technologies in 2015.

In addition to these top predictions, search marketers forecast a renewed focus on content and creative, with a spike in attention paid towards voice, video, ecommerce and more.

Preview of the 2015 Digital Marketing Predictions

• Mobile PPC: David Szetela, Owner and CEO at FMB, said that, "In 2014, many advertisers saw huge increases in impressions and clicks from smartphones. This trend will continue through 2015. Mobile clicks will often represent the majority of clicks available to advertisers."
  Lisa Raehsler, Founder at Big Click Co., agreed, saying, "Mobile PPC will go mainstream in 2015 because advertisers will start to see the upswing in mobile traffic. As well, many companies updating their web design will have the mobile experience and traffic driving tactics in mind."
  John Gagnon, Evangelist at Bing Ads, took it one step further saying, "It's not just about driving a call (we're getting better at that and we will continue to see the engines move towards call extensions and call forwarding)," 2015 will be "about optimizing who the call goes to and what happens on the call."
  At odds with every other expert, Matt Van Wagner predicts, "that mobile device search volume and search advertising opportunities - particularly on smartphones – will flatten out in late 2015" due to "limited growth for non-local search advertisers." 

• Keywords: Online Advertising Director at aimClear, Manny Rivas, felt certain that "Google is and will quietly & methodically phase out keyword targeting, the traditional targeting mechanism of paid search."
  "We're going to experience a loss of control and visibility like never before," adds Elizabeth Marsten, VP of Search Marketing at Portent Interactive.
  Yet Aaron Levy, Account Executive at Elite SEM, says, "Keywords aren't going to go away any time soon."

• Native Advertising: According to Matt Van Wagner, President of FindMeFaster, "you will start to hear the phrase, native advertising, at more cocktail parties," but "once the Federal Trade Commission (FTC) discovers how exploitative advertisers completely trample the lines separating editorial from sponsored content, they will issue new disclosure guidelines that will be a total buzzkill for native advertising and it will disappear as quickly as it emerged."
  Mona Elesseily, VP of Online Marketing Strategy at Page Zero Media, predicts the opposite, saying, "Paid ads embedded in organic content or "Native advertising" will increase. Where "the most likely scenario is that Google will intersperse paid ads in the organic results, on mobile devices, especially."

• Automation:  Marc Poirier, Co-founder and EVP Business Development at Acquisio, predicts a major shift towards automation technologies in 2015, "where complete automation is becoming more and more likely" because "SEM is getting more and more sophisticated and that means it's increasingly difficult for humans to master everything. Hence, the role of machines is of paramount importance."
  Aaron Levy, Account Executive at Elite SEM, agrees, adding that, "all of us will have to get a lot more comfortable trusting platforms to make educated, data driven targeting decisions rather than struggling to maintain a stranglehold on aging tactics and tricks."

For complete insights on the search marketing industry in 2015, check out Acquisio's 15 Predictions for 2015 eBook.

About Acquisio

Acquisio is a high-powered performance media solution that enables digital marketers to optimize their search campaigns and report on all PPC initiatives including social, mobile, and display, all in one easy-to-use dashboard.

Acquisio's automated system does 90% of the work for its users, ensuring more of their time is free for analyzing data and improving campaigns.

With more than 500 agencies and 25,000+ advertisers in its portfolio, Acquisio is recognized as being one of the fastest growing companies in North America, winning the Deloitte Tech Fast 500 and Fast 50 awards for three consecutive years. Acquisio software is used by companies like GroupM, Sensis, Hanapin Marketing, iRep, Yellow Pages, Microsoft, and Hilton.

With its headquarters in Montreal, Acquisio also has offices in New York, Seattle, London, and Tokyo. For more information, contact Acquisio.

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SOURCE Acquisio

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