Many changes to the services offered by Google will impact its pay-per-click (PPC) advertising customers in the upcoming years. A variety of changes bring shifting trends in the search and PPC industries, concerning the strategies utilised by search engine developers and the behaviours of their users.
A strong PPC strategy requires constant tweaking to be responsive to the swiftly changing market conditions. The ones who are not keeping track of the industry developments and service changes may lose advertising market penetration over the coming year.
Keep an eye out on the below-mentioned trends to get the most from PPC :
Video Ads Becoming Popular
Video ads that capture the imagination of a company’s target client will generate increased value. A report from BI Intelligence exhibits that total online video ad revenue may reach to billions by 2020. The growth of social networking, including channels designed specifically for photo and video sharing, have hasted the spread of visual formats.
Mobile is the New Normal
With American consumers spending more than 2 hours a day on their tablets, smartphones, and mobile devices, mobile has quickly become a new normal. As a result, content has become more optimised for these devices, and developers are continuing to compete for users in mobile searches. PPC advertisers are required to see more mobile clicks.
This means the content of a landing page must be geared to promote conversations or it won’t be able to take advantage of the benefits of mobile marketing. While designing PPC ads for mobile search, you need to remember the customers will visit pages optimised for mobile devices, which presents unique challenges.
To squeeze most out of PPC advertising on mobiles, landing pages should integrate features that streamline the user experience.
Will it be the end for Keywords?
Microsoft and Google are putting significant efforts to improve their user experience by making search results more responsive. They achieve this by striving to understand the intent of the search as opposed to the words in the request.
It is a strategic move towards what Google is referring to as “Semantic Search”, where the relationships of all the words are analysed. Google is looking forward to rewarding those sites with the finest content and punishing those geared only to advertising.
Keywords will still retain some of their worth, but advertisers will have to watch their density.
Content is King Again
As Bing and Google upgrade their search engine algorithms, the significance of keywords has begun to wane. This phenomenon has created an opportunity to reassess the importance of content in advertising.
Online advertising strategies provide companies with the chance to create a useful and informative experience for their target audience. Offering users, the ability to learn and reach their goals means bringing added value to the audience and encourages repeat visitors.
In the PPC industry, changes happen rapidly and regularly. It’s very important to stay abreast of the newest strategies. Several companies are dominating the world PPC advertising just because they are the only ones aware of their usefulness. A powerful digital marketing strategy incorporates competitive advantages such as these.