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Year in Search | Interview with David Szetela

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With the year coming to a close, PPC hubbub asked the leading search industry experts 3 questions about what they thought about 2018 and what 2019 might bring for Search. 

Today, David Szetela answered our questions. David is an Author, speaker, and host of the podcast PPC Rockstars (psst, you can listen to it here

Q: What have you loved about Search this year?

“I love the new emphasis on ad quality that is now a Google focus. Responsive Search Ads enable the advertiser to continuously test multiple messages, with Google automatically running ads that combine the messages. Granted it’s early days and Google has yet to provide needed functionality like reporting of conversion metrics for the variations. But I think we’ll see significant improvements in 2019.”

Q: What have you hated about Search this year?

“I’ve hated the widespread fear among PPC managers that our jobs are going away due to increasing automation in the ad platforms. Yes, capabilities like automated bid management have the potential to reduce time spent on crucial tasks. But automated tools are useless in the hands of an inexpert manager. Here’s an analogy: you can fill a garage with all sorts of fancy woodworking tools, but you won’t create wooden masterpieces without the skill and instinct that take years to acquire.”

Q: What do you think 2019 will bring?

  1. Site owners will finally acknowledge that mobile web use has exploded. For my eCommerce clients, mobile users account for 60%-75% of all traffic. Web sites and user experiences will be designed for mobile first. Conveniences like one-button payment will become commonplace.
  2. The PPC platforms will offer machine-learning-based features that will extend our capabilities. For example, we’ll have software tools that tell us why a particular pattern has emerged (e.g. a drop in CTR), and what steps should be taken to rectify the situation or take advantage of opportunities.
  3. PPC bid management will move closer to the nirvana of “pay only for conversions.” Google is testing this capability for display campaigns now.
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