For a while now, digital ad spending has surpassed that of offline ad spending. While this can cover a number of forms of advertising, one form of digital advertising is starting to stand out from the crowd – search engine marketing or SEM. This means that paid search is likely to be big in 2025.
Adaptability
Paid search is not a new concept in digital marketing, but it remains relevant because of its adaptability. With the integration of AI, there are now new ways to optimise campaigns and drive performance. Going beyond keywords, it now optimises user intent on a deeper level.
While its adaptability is a positive, it can also leave you confused about how to change your SEM strategy. To make the most of its potential, it may be worth using the services of a digital marketing agency. To find one, use an internet search like ‘digital marketing agency near me’ and you should get links such as www.nettl.com/uk/digital-marketing-agency-near-me.
Automation
SEM has always been a time-consuming process but increasingly automation is allowing marketers to focus more on strategy than on the manual process. Combined with AI, brands can deliver tailored search engine experiences with less complexity. This combination of personalisation and automation is increasing the potential of results possible in 2025.
Democratisation
Traditionally any form of advertising, whether digital or offline, has been mainly the preserve of large, wealthier businesses. But SEM and paid search is providing a more level playing field. Even small companies that cannot afford vast teams of tech specialists are able to use automation and machine learning to make paid search an accessible form of advertising for them. This is a major bonus for small businesses and startups in 2025.
Analytics
The use of real-time analytics in paid search will continue to give this form of digital advertising a boost. Being able to measure performance in real time will allow businesses to make rapid adjustments, providing an agility in their marketing that few other forms can achieve. This makes it likely to remain at the forefront throughout 2025 and beyond.
