For a long time, Google was the undisputed king of online advertising, accounting for 31.45% of the industry’s market share, with Facebook being smaller by a large margin at 7.79%, and Amazon trailing off even farther at just 0.53%. However, in the short timespan since then, things have drastically changed. Google has increased its market share to 37.2% in 2019, but Facebook and Amazon have grown leaps and bounds to 22.1% and 8.8% respectively, beating out previously similar-sized competitors like Microsoft and Yahoo.
This has largely been the result of a shift beyond basic text ads towards visual ads, where research has shown to be more emotionally stimulating. Marketers can much easier gain the attention and interaction of an ad through smart targeting and ad creation, increasing the odds of them engaging with the audience. Facebook is largely leading this movement, with its social media platforms like Facebook and Instagram benefiting massively thanks to their largely visual mediums.
The Science Behind Visual Search
The key to visual search’s success relies on its ability to tap into our emotions. As humans, we are hard-wired to our emotions which spring from the right side of the brain, the same region that happens to processes and reacts to visual stimulation. Our impulses actions, such as shopping, tend to stem from more emotional responses rather than analytical or rational. As thus, the very visual medium of this variation of ad tends to be very effective at attracting shoppers through enticing them to act on their impulses and click the link.
A smart marketer will use emotions to target consumers, rather than use percentages and statistics to win them over. Studies have shown that using logical persuasions such as statistics, studies and more to back up your claim tend to be less effective than using emotions, especially in the age of the internet, where people can easily compare products online.
How Visual Will Change Everything
The rise of visual search is largely powered by people’s desire to discover products and brands and is now being manifested in the trend of dedicated shopping pages on social media. These pages are solely meant to introduce followers to new and interesting products, and often become an unofficial ad platform for product promotions and placements.
For many, the future of online advertising lies in AI that is capable of visual interpretation. Much like the human mind can understand what it’s looking at through sight, tech companies are scrambling to recreate that ability through analyzing visual searches. Google made major strides towards this back in March by rolling out a new pilot program that digitally connects retailers to consumers, who can now make purchases from results of Google Image searches. Google earlier reported that 50% of online shoppers used images to help them make a purchasing decision, and is clearly looking to capitalize on this find.
As you can see, online advertising is strongly leaning towards using visual input to incur more stronger, emotional impulses in your mind. It takes special skill and experience to navigate this shift, and to make it work towards your benefit. That is why Boston Web Marketing has a dedicated PPC team that stays on top of such shifts and changes, working their best to create engaging ad campaigns across multiple platforms such as Google, Bing, and various social media platforms. If you feel like you could benefit from this expertise, contact us at (857) 526-0096, or reach to us through our online contact form. We’d love to work with you!