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Marketing Trends For 2022: Responsive Search Ads And Interactive Video

6/29/22 6:17 PM

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As marketers look towards the very near future, they will need to meet the current marketing trends and focus their campaigns around new innovations such as responsive search ads and interactive video marketing.

According to Google, starting June 30, 2022, responsive search ads will be the only search ad type that can be created or edited in their standard search campaigns. The move was made to simplify the way you create search ads and make it easier to drive performance.

This new shift in advertising has been in the developing stages for quite some time. In 2019, 72% of display ads were responsive, which was twice as much as it was two years prior. Google also found that 15% of daily search queries were new searches they’d never seen before; this just shows that the way people are searching for content online is evolving. 

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What Are Responsive Search Ads?

Responsive search ads offer the ability to create multiple headlines and descriptions for a single search engine ad. Imagine writing up to 15 variations of a title and 4 descriptions for your ad so that you maximize audience reach. This combination of different titles and descriptions will get in front of diverse users matching their unique queries and search history.

Google takes it from there and alternates those titles and descriptions to produce tens of thousands of different versions of the ad. It also shows you the most effective versions of your ad and places them as your main set so they are shown more often.

Taking Things Further With Interactive Videos

Optimizing the reach of potential customers through responsive search ads is one aspect of establishing an in-trend marketing campaign; boosting customer engagement is another critical area of planning needed to achieve better conversions in these evolving times.  

Pioneering video marketing trends of 2022 show that interactive videos foster better engagement. Companies in the e-commerce and training/education spaces, in particular, have used the innovation to connect and build truly engaging experiences with the unique capabilities of interactive videos. 

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What Is Interactive Video?

This is a non-linear form of media that allows viewers to engage with the content that is being presented on a video, whether it’s a product, service, or just the data. 

Interactive videos contain immersive features so users can interact and choose how they want to connect with the information on the video. Branching Videos, for instance, allow viewers to actively participate in the narrative of the video’s storyline by choosing different actions. Also integrating what are called Hotspots, allows viewers to click on areas within a video to discover new content. Users can also answer questions and quizzes related to the content as they are watching the video. There are even ways to watch ads in a 360-degree view, unlocking an immersive augmented reality video experience.

E-commerce companies can create overlays of clickable products right inside each video. So not only can customers read the product description in an instant but also make purchases directly from inside a video. Educators on the other hand can open up instruction like never before for their students or trainees by supporting two-way communication while creating an enjoyable, functional, and hands-on experience. 

Leveraging Interactive Videos

As clear as the benefits are of using interactive videos, leveraging them in your video marketing campaign has proven to improve conversions. HubSpot reported that even though the innovation is still relatively new to marketers, 27% leveraged it for the first time in their interactive video campaign this year and saw positive results. Among those who have been using the video experience, 47% said it is one of the most effective lead generators. The report also revealed that interactive video offers the fifth-highest ROI for marketers following product-related, funny, trending, and behind-the-scenes videos.

Interactive videos have also been demonstrated to engage audiences better. Unlike standard videos, they enable interaction with viewers, which leaves a deeper impression of your brand. In fact, 47% of marketers say interactive content was ranked in the top 3 video types to get the most engagement, and an additional 7% said the interactive video is likely to prompt re-sharing and go viral.

Consults With The Pros 

Responsive search ads and interactive videos are aggressively emerging trends to shape the marketing industry this year and beyond. Companies wanting to stand out from the competition, connect with wider audiences, engage with potential customers, and build brand awareness will need to act quickly.

The benefits are clear, and the investment is a must to succeed in the evolving market. With the right team of marketing experts behind your brand, you can seamlessly drive your company’s services, products, or training materials to prospects in the most personable way to prompt conversions like never before. Get started with your responsive search ad and interactive video campaign with Trifactor today.

Claudine Baugh
Written by Claudine Baugh

Claudine is a content writer for Trifactor. As part of their creative team, contributes digital marketing and video-focused content for the company’s various projects.

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