3 Important Trends in PPC Advertising’s Constant and Rapid Change
Category: Media Buyin / Pay-Per-Click (PPC)
Search engines, like Google or Bing, sell advertisers listings in their search results, along with the natural, non-paid results. That is PPC, or Pay per click advertising, and it’s becoming an increasingly important element of the marketing strategy of every serious business that cares about its online global presence.
PPC advertising easily adjusts to changing market conditions and can quickly generate traffic by positioning your business higher in the search results for your key phrases. This may cost a fortune, as you are bidding for clicks on your ads, but if you play it well PPC can also be a bargain, or just a fraction of the costs of any other form of paid advertising.
PPC industry is changing at a rapid clip; not only because of the frequent updates of Google’s AdWords platform, or the increasing number of new ad products being released every year, but also because of the massive amount of data that businesses now have available within the social PPC world. You can now connect with a more precise audience and target your marketing messages to specific individuals.
Keeping up with these ever-changing trends in PPC marketing is crucial to executing a successful paid search campaign. This means following algorithm updates, the plethora of social media websites, the shift towards mobile commerce… It can be really overwhelming for online marketers and business owners. Still, even though no one knows exactly what’s going to happen next, following are three important trends in the PPC industry to help you keep focus in the right areas:
Simplicity, clear CTAs, direct communication, and marketing focused on users’ needs.
No big banners, digital bling, bulky downloads, and complicated landing pages, especially in mobile marketing. The shift is now towards simple and clear calls-to-action, direct messages, and user-focused marketing that targets the audience based on what they need and look for, by following the trends and patterns in their browsing history as opposed to purely fixating on keywords, devices, ad texts, positions, and so on.
This includes remarketing, as a way to put yourself in your customers’ shoes and try to think of ways to attract them to your company website with different keywords and ad copy. The new AdWords enhanced campaigns also target customers across a variety of contexts instead of just looking at the devices they might be using. To run a successful campaign you need a solid analysis beforehand to determine which market shares are the most likely to convert for your particular business and audience.
Persona targeting, and social media marketing.
“Right now if you look at search it’s historically been based on keywords. Now we’re starting to add a layer of persona targeting. In the case of search, personas are built based on how a person interacted with a website (did they watch a certain video, abandon their card, or are they an existing customer.)
With retargeting we are able to build a bigger pool of people based on site activity. Persona targeting allows advertisers to look at what makes the person special in real life, thanks to social media data, and relate that information to both how they acted on the webpage and what keywords they used.”
Audience targeting is gaining more ground as it makes retargeting much more effective, helping businesses to even reach specific people who may have more value as customers.
The changes in the social media world and PPC advertising, – promoted tweets, sponsored updates, video ads, and so on, – offer businesses’ another unique opportunity to promote their brands right in front of their top customers. But, for a cost. Facebook have already changed their algorithms in favor of their paying advertisers, and other networks may follow. Paid social media campaigns are now becoming essential tools in digital advertising.
Optimizing for mobile is on the top of the strategies to implement in paid advertising.
According to Marketing Land, “people are going online primarily via mobile [mostly via mobile – 37 percent, and only via mobile – 23 percent], or splitting their internet time roughly equally between mobile and the PC [28 percent]. Those who go online “mostly via desktop” are now a tiny minority.” [11 percent]. And what’s more, “61 percent of mobile users are as comfortable with mobile advertising as they are with TV or online advertising”.
Mobile optimization is essential to gain visibility for your business, as buyers now use their mobile phones while in store to research products, prices, and availability, before making a purchase. You need to be ahead of this PPC trend, providing product reviews, appearing in local directories as your customers’ best choice.
Pay per click is now an important internet marketing tool, and no serious business can afford to ignore it. Focus on making quality conversions instead of counting clicks to build profitable campaigns. Contact us if you want to learn more about PPC, and please share your thoughts in the comments below.