The Paid Search Landscape

Chapter 2 of Paid Search Basics

Paid search is an ever evolving channel defined by continuous updates and refinements, and it is important for marketers to keep up with the pace of change. This chapter looks at key recent developments in the space.

By Econsultancy

7 minute read

Paid search is a dynamic marketing channel marked by continuous change, and it is imperative for businesses to stay abreast of the latest developments. This chapter looks at key recent updates to Google Ads. It covers:

Visual search: Google Lens enables users to turn their phone camera into a dynamic search tool.
Performance Max: A new type of goal-based campaign in Google Ads, with Smart Shopping and Local campaigns now housed under its umbrella.
Other media: The relationship between social, visual and audio channels and paid media.