Posted by: Caitlin Diehl, Marketing Coordinator

With technology advancing as fast as ever and a new year upon us, marketers should expect a number of changes in Google and the other top search engines. In their attempts to stay at the forefront of innovation, these engines are going to be coming out with some new and enhanced features to keep searchers (and search engine marketers) coming back.

Google has been testing expandable paid search (or PPC) ads that allow a company to display not only their text ads, but also small product images and their locations. These ads are still being tested, but it’s a good bet that they will be formally introduced in upcoming months. If ads are expanded, marketers will be able to fight for that top position and the extra space that comes with the image areas.

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Posted by: Jessica Shepherd, Project Manager

Can search engine marketing (or SEM) continue to sustain itself in the current economic slump? Here’s what some industry experts have to say…

A recent issue alert from BtoB Magazine reveals how search engine marketing remains strong despite the economic downturn. A new Covario study shows 32% growth for Q3 year over year for paid search in North America, while Forrester Research projects that paid search will grow 26% this year alone. Evan Andrews, an interactive marketing analyst with Forrester, said, “Because of its inherent accountability, search offers a safe haven for marketers and advertisers who are pushed by the recession to meet some pretty aggressive goals. You can track every cent and every click.”

Considering the current state of the economy and how some marketing budgets are being cut, it’s more important than ever for marketing tactics to be measurable. Take a glance at how digital tactics are affected during a recession in this MarketingSherpa chart:

My take? It’s no coincidence that advertisers are utilizing lower cost, measurable digital marketing tactics to maintain visibility and customer relationships. It’s critical to engage with smart marketing tactics that provide the best ROI for your business. That’s the bottom line.