{"id":458,"date":"2019-03-29T11:57:08","date_gmt":"2019-03-29T11:57:08","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=458"},"modified":"2019-03-29T11:57:08","modified_gmt":"2019-03-29T11:57:08","slug":"paid-audiences-replacing-keywords-digital-marketing-trends","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2019\/03\/29\/paid-audiences-replacing-keywords-digital-marketing-trends\/","title":{"rendered":"Are Paid Audiences Replacing Keywords?"},"content":{"rendered":"

There\u2019s an ongoing debate surrounding SEM keywords and paid audiences. While some are quick to proclaim that\u00a0keywords are dying<\/a>\u00a0as audiences replace them, others maintain that\u00a0keywords won\u2019t be disappearing<\/a>\u00a0anytime soon. What gives?<\/p>\n

To settle the debate once and for all, let\u2019s analyze current digital marketing trends around SEM and paid audiences to understand what prompted this debate in the first place.<\/p>\n

Long-Tail Keywords Still Matter<\/p>\n

It\u2019s important to note that, despite the claim that keywords are dying, they\u2019re not dead yet.\u00a0The Next Scoop<\/i><\/a>\u00a0internet marketing blog suggests shifting the way you think about them, though. Keywords should focus less on achieving high rankings and more on serving the right users.<\/p>\n

Where page rank used to be dependent on its abundance of backlinks, now pages are prioritized according to users\u2019 intent. That\u2019s why niche-specific blogs, Q&A sites and other platforms where users discuss products and topics are goldmines for long-tail keywords, which remain relevant to search campaigns. Only now, technology like\u00a0RankBrain<\/a>\u00a0lets you gather this invaluable data quickly without having to do the heavy lifting yourself.<\/p>\n

Voice Search Optimization<\/p>\n

Marketers also need to consider how people search for information conversationally with the rise of voice search. Where textual searches are typically short,\u00a070 percent<\/a>\u00a0of voice searches are expressed in natural language. So, not only do long-tail keywords still matter here, but the way in which those keywords are phrased matters just as significantly.<\/p>\n

The Value of Audience<\/p>\n

Paid audiences provide additional value that keywords do not by allowing advertisers to reach the right people at the right time with the right message. According to marketer\u00a0Neil Patel<\/a>, while keywords are helpful when it comes to determining interest and intent, \u201cthe customization options don\u2019t even come close to the possibilities that paid audiences provide.\u201d Here are some of the ways he and other marketers in the know have determined that paid audiences will eventually outshine the importance of keywords:<\/p>\n

Personalization vs. Intent<\/p>\n

Both keywords and paid audiences allow marketers to target customers, but with audience targeting, marketers are able to combine search intent with the knowledge they\u2019ve collected about the user to create a more personalized experience with\u00a0tailored and targeted ads<\/a>.<\/p>\n

Cost<\/p>\n

Attempting to capture new customers through SEO can be more expensive than building and maintaining a loyal audience. In fact, one study shows it\u2019s\u00a0five times<\/a>\u00a0more expensive to acquire one new customer than to keep an existing one, as it may lead to more ROI.<\/p>\n

Engagement<\/p>\n

High rankings may seem like a job well done for some marketers, but only if users find your content relevant. When users don\u2019t engage with your site, what\u2019s the point in wasting their time?<\/p>\n

However, an audience won\u2019t just visit your website. They\u2019ll engage with it and potentially share your products or services with those they care about because they already care about you. To show your audience you appreciate their loyalty, Purna Virji, Senior Manager of Global Engagement, Microsoft,\u00a0suggests<\/a>\u00a0spending more time focusing on creating and optimizing your customer segments. \u201cDrill down in them even further,\u201d she says. \u201cSo your ad messaging can be as relevant and feel as personalized as possible.\u201d<\/p>\n

While it doesn\u2019t feel quite right to declare the keyword dead in 2019, it\u2019s clear that paid audiences are becoming just as important, if not more. As Andrew Lolk of SavvyRevenue told\u00a0Search Engine Journal<\/i><\/a>, if you\u2019re not using audiences, you\u2019re doing PPC wrong.<\/p>\n

Erica Garza is an author, essayist and copywriter with over a decade of marketing experience writing about hospitality, health and lifestyle products. Her work has appeared in TIME, Health, Glamour, Good Housekeeping, Women\u2019s Health, The Telegraph and VICE. She lives in Los Angeles.<\/i><\/p>\n

References:<\/p>\n

    \n
  1. https:\/\/www.searchenginejournal.com\/ppc-trends-in-2019\/275425\/#close<\/a><\/li>\n
  2. https:\/\/dynomapper.com\/blog\/21-sitemaps-and-seo\/279-are-keywords-still-important-for-seo<\/a><\/li>\n
  3. https:\/\/thenextscoop.com\/keyword-research-2019\/<\/a><\/li>\n
  4. https:\/\/mangools.com\/blog\/how-to-do-keyword-research-google-rankbrain\/<\/a><\/li>\n
  5. https:\/\/www.thinkwithgoogle.com\/data-collections\/voice-assistance-emerging-technologies\/<\/a><\/li>\n
  6. https:\/\/neilpatel.com\/blog\/paid-audiences-replace-keywords\/<\/a><\/li>\n
  7. https:\/\/www.searchenginejournal.com\/ppc-trends-in-2019\/275425\/#close<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    There\u2019s an ongoing debate surrounding SEM keywords and paid audiences. 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