Google has done it….again!
What do you think of their new search enhancements?
In January I shared about Gemini and encouraged watch for upcoming changes Google would be making. I encouraged you that Gemini was (is) something to study and AI is here to stay.
In advertising, the trends continue to show a decrease in ad words spend and efficiency.
A recent study by SEM Rush reported an average 30% decline in ad words advertising budgets for the categories of health and beauty, home products, and grocery. If the majors are shifting away from ad words, where is all the money going? Data based digital buying platforms. It’s as if they have been reading my blogs too.
“Global programmatic ad spend is projected to reach $651 billion by 2025, accounting for over 82% of total digital ad spending. “Source https://www.byyd.me/en/blog/2025/03/us-advertising-market-trends/
Google Ads are a force, no doubt. However, we can’t ignore that programmatic does a better job in reach, automation, ability to scale and leverage data segmentation. It also offers the freedom to best utilize the proper digital format and build brand loyalty as well as get the click.
If you are relying on Ad Words for your complete advertising strategy…, how do you feel now?
Remember the days when car dealers had large newspaper ads? What happened? The culture changed and so did their advertising. That industry adapted and went online. Can you even imagine referencing the newspaper to see what cars are for sale when you are shopping for your next car?
If the auto industry saw this and adapted, how can you adapt? Should you adapt?
The future of search is and has changed. This change is massively changing your advertising strategy, whether you realize it or not.
The impact in 1 – 2 years to your organization will be significant if your strategy doesn’t adapt.
Do all these advancements create short attention span? Yes
Does it create an increased demand for customization and personalization? Yes. Yes. And Yes
Access to information is faster and easier than even before. That also means access to mis information is also readily available.
So, what does this mean and how till this impact your clients and your donor marketing?
It means having a strategist for your marketing has never been more important than now.
What are 2 things you can do today?
- Review your advertising, digital strategy and digital footprint.
- Is it costing more to get the same results?
- Are your results not what they use to be?
- Have you diversified into multi-channel digital platforms (not just social think bigger than ad words)
- Is your website optimized for mobile and AI search results?
- Personalize the Experience
- What is the personal experience people have with your brand?
- How are you expanding this? What is your community engagement strategy?
- What is your donor and client retention strategy?
- Anchor this in knowing your Persona
- All strategies need to be based on connecting with your Persona. (See previous article and reach out if you’d like the Persona card game)
In summary, understand AI and all the things are here and still coming. The foundation of your marketing starts with a solid persona and viewing everything through their eyes. In all this impersonal technology, your client still wants the human experience. Look for opportunities to blend the proper use of technology in your marketing to increase efficiency as well as add in the unique human elements to customize their experience.
Need help? Reach out!
LGM specialized in strategy, consulting and multimedia placement across all digital platforms as well as traditional mediums for all industries.
The most important take away here, learn, stay up to date, and create a strategy to help guide your growth. There are many great agencies ready to serve your growing needs.
To your continued success,
Liliana Grace
Owner Founder L Grace Brands