2015 Was a Box of Chocolates, You Never Know What You're Gonna Get in 2016!

16 December 2015

2015 Was a Box of Chocolates, You Never Know What You're Gonna Get in 2016!

2015 has been an exciting year in search, and we've certainly seen some interesting changes. In 2015 we seem to have experienced a shift in the whole paradigm of search, to a more audience-centric way of doing things. So before the sun sets and we say sayonara in 2015, here are some of the most interesting developments to hit search this year.

1. A Lovers Quarrel

Bing and Yahoo split – When the two search giants joined forces, the search community at large was hoping for a battle of the titans between Google, and the newly formed Yahoo!Bing alliance. This battle proved to be more like a drag queen scrap up, with Yahoo!Bing bringing a stick to a gun fight against the Google cubs. Needless to say, the alliance exercised its 5 year break clause and split this year.

2. Shopping Gets Personal

RLSA for shopping ads – Remarketing for shopping ads was rolled out across AdWords accounts. This went rather unannounced, but is yet another silent admittance by Google that the search giant is moving towards a more audience-centric based search model.

3. GA Goes Gangsta!

Remarketing in search via GA – Remarketing has always been restricted to audience lists created in AdWords. In 2015 Google provided us with a nifty little feature that allows us to create an audience based on users from all channels, and remarket to them in AdWords. It’s never been done before and significantly increased audience reach.

4. A Match Made in Google

Customer match – Probably one of the biggest developments in paid search this year was the release of Google’s customer match. Never before have PPC nerds been more excited about mailing lists than now. Being able to match customers email address to a Google account and target them based on existing customer data is akin to PPC porn!

5. Trump Still a Douche

The term "stupid donald trump" along with all other Trump related searches hit an all time high. No further info required.

2015 was great, but what can we expect in 2016? We have no doubt that it’s all moving to an audience-centric search model. So here are some highlights to look out for in the new year.

1. Social Will Smash It

Paid Social will become an even bigger force to reckon with. Ad platforms will become more sophisticated, and targeting will develop into a much more intelligent model. How Google will react to this is anyone’s guess. If 2015 is anything to go by we can expect more features to facilitate cross platform targeting and remarketing. Allowing us to integrate between various social platforms.

2. PPC Nerds Will Rejoice

Scripts will be used in smarter ways. We’ve only touched the surface with this, however, it’s safe to assume that scripts will start feeding into more sophisticated data sets, allowing us to access this data via AdWords. This will open completely new possibilities for PPC, separating the men from the boys.

3. Mobilegeddon

Cue the “Year of the mobile” comments! Think what you may, 2015 finally saw mobile overtaking desktop searches. With social and video becoming more aggressive, mobile is more crucial now than ever before. 2016 will be a big one, how? Not even Google can call this, however, we should be mobile ready for whatever happens in this space!

Whatever goes down in 2016 we can be sure that social giants will be more aggressive, and programmatic will become smarter. Video will become more targeted and may even enter the search results page, all while voice search sneaks in the back door and could possibly steal the show. However it plays out, DBD will be at the forefront of adopting new technology and will work with our clients to ensure digital strategies are miles ahead of the competition.