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Latest PPC Advertising Trends You Need to Watch Out For in 2015
According to Search Engine Journal, over the course of 2015 PPC advertising industry will witness a variety of changes to the services offered by popular search engines Google and Bing, which will impact their PPC advertising customers around the globe. Many of these changes have to do with shifting trends in the online marketing and paid search industries, in terms of the strategies used by search engine developers and user behavior aspects.
A vital paid search strategy requires constant tuning to be responsive to the rapidly changing market conditions. Those who are not updating themselves about the current developments happening in the PPC industry may actually left behind in the market competition over the coming year. Here are the important PPC advertising trends you need to watch out for in 2015.
Increasing Demanding For Mobile Ad Clicks
With the huge popularity of smartphones and tablets, businesses have started investing on mobile PPC in recent times. Also, with customers in the US spending around 2-3 hours per day on their mobile, content is becoming more optimized for these devices, and online marketers are making huge efforts to attract major chunk of mobile search traffic to their website. According industry experts, it is time for PPC advertisers to get more mobile clicks in 2015 and in the future.
The content in your landing will fail to take advantage of the benefits of mobile marketing if it is not geared up for promoting conversions. When designing pay-per-click ads for mobile internet search, it is important to remember the customer will land on a page in their mobile device’s web browser, which presents unique challenges to advertisers and marketers. To get the most out of the paid search advertising on smartphones and tablets, landing pages should include features that streamline the user’s mobile experience. Most importantly they should be fast, and if a landing page takes too long to load more than a few seconds then user will definitely leave that page. Other important aspects include content that gets straight to the point, clickable phone numbers, short form representations, readable and minimalistic graphic design approach.
Personalization in Ads Targeting Campaigns
It is reported that Bing Ads is set to introduce persona targeting this year which enable PPC advertisers to track the performance of their ads very effectively. Also, it allows PPC advertisers to know about site visitors and how each one of them interacts with it based on some pre-determined parameters. Bing can help paid-search clients retarget their most profitable customers by analyzing how customers use a website, based on measures like what content they access and whether they are returning users.
PPC advertisers can use data from social media to supplement the information from customer interaction and give them a deeper look at their target audience.
Popular social media site Facebook is also launching similar advertising program which allow advertisers a more comprehensive look into the personalities of their target audience. By using Facebook profile data, its advertising program users will be able to focus their ads specific to certain groups of their target audience. This kind of unrestricted access to personal preference and desire information is unprecedented. It offers a whole new limit of opportunity to those paid search advertisers who understand enough to utilize it.
Search is Now More than Just Keywords
Google and Bing are trying hard to improve their search platform by making search results more responsive and thereby better user experience. They accomplish this feat by attempting to understand searcher’s intent as opposed to solely the words in the request. Many industry experts believe this as a beginning of a move towards what Google refers as semantic search. The internet search giant is trying to benefit those websites with the high-quality content and penalize those with ad-centric content. So, advertisers will have to carefully to monitor their keyword density even if they have some importance in this ever-changing SEO landscape. It will also be important to continue to insert links within pieces to make for a more interactive and informational user experience.
There are other trends in PPC advertising trends to watch out for in terms of content, online video and social media. It is up to businesses to choose which type of advertising they want to include in their marketing campaign this year, and how much they are ready to invest.
