Big SEM Changes in 2018


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  • Performance Media Planning & Buying
Artificial Intelligence and automation continue to accelerate changes in search engine marketing, and 2018 saw significant activities that will affect our work in the new year. Search Engine Land highlighted some of these major changes last week in a helpful year-end roundup. These include a major UI overhaul in Google Ads, responsive search, “exactish match” keywords, AI-powered bidding and insights, LinkedIn data for Bing, and more.

Level Agency has been closely monitoring these changes across our clients’ campaigns and leveraging their capabilities with very promising results. Responsive Search Ads (RSAs) have increased Clickthrough Rates on some campaigns by as much as 20% vs. traditional search ads. Keyword match changes and AI-driven opportunity identification has driven 15–30% better costs per conversion with automated systems. And we’re actively testing LinkedIn data in Bing search campaigns.

As always, when new marketing systems emerge, Level Agency tests these platforms against current best practices to look for opportunities and paths to better performance for our clients. 

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