Without fail, excitement builds leading up to the annual CES, which showcases the newest tech and presents speakers who predict what the future will look like. This year, just over 20,000 products were presented, and the strongest consumer brands educated us on what’s to come, especially by way of 5G through Verizon and the Internet of Things.
Another hot topic was the value of automation. As I watched the panels and reviewed the articles that followed the event, I thought about how this affects me, as a media buyer/planner, on a daily basis. More specifically, what does this look like in areas such as paid search, a tried and true, successful paid-media tactic aimed at bottom-funnel audiences?
In this article, I’ll speak to the role of automation within paid search, which to me looks more like “paid suggestions” moving forward because many products are being created with voice capabilities. Whether they’re designed to detect your voice or to communicate back using voice, this is where we should expect paid search to continue to expand and provide value.