Over the last couple of years, we have seen just how immense and complex the movement of PPC ads was. We did see both the benefits and the downside this online marketing model could give and do to a business. We all know how Google Ads’ Shopping Campaign impacted the world of eCommerce, or the way Real-Time Bidding stood as a game-changer in providing fast-paced, direct and up-to-minute updates for your campaigns.
That’s why by this time of the new month of the new year, we’re guessing you’ve already taken necessary re-organization and re-evaluation of your business to plot your next PPC move as you get ready to face the “real” marketing action this 2015.
Just to recap, what exactly Pay-Per-Click marketing model has in-store for us this 2015 and how will it affect marketers, publishers and business owners?
Here are some of the forecasts and trends to look on to guide you in your PPC campaign execution.
More Mobile Clicks
Given that ever since smartphones and tablets began to sprout like wild mushrooms as early as 2000, mobile internet usage also started to increase. And it shows no sign of slowing down in 2015 with the continuous popularity of advanced smartphone technologies, more and more people are opting to use their cellular phones for mobility and convenient accessibility.
As for your business’ website, optimizing it to cater to mobile users is one thing. As said earlier, people are now inclined to look through and browse over their phones, and the last thing you need is a website that won’t work on mobile phones, tablets and other mobile devices.
Following this is to aim your focus on targeting mobile users. You can thank the virtual gods for Adwords’ Enhanced Campaigns and Bing’s updated Device Targeting function to effectively implement PPC campaigns tailored for mobile users. We’ll be discussing more of this mobile PPC within the next weeks to come.
Social Clicks
Beginning January, 2015, Facebook will make some changes – particularly the halt of organic reach for brand and company entities. Apparently, in a survey conducted last November, they concluded that people are tired of seeing overly-promoted posts on their news feed coming from the brand and company pages. In other words, Facebook is now playing the “pay us and we’ll show your ads” card, which is quite reasonable if you think about it.
On the other hand, this may impose a challenge to marketers, which we all think is not a bad thing to think. Just to consider a fair play for both big brands and start up business on Facebook.
Meanwhile, Twitter, on the other hand, is pushing to expand their advertising horizons by means of getting spots from other websites and mobile applications. They aim to reach other internet users that don’t have/don’t use Twitter by sending streams of tweets and place them on some ad spaces offered by various publishers.
This is where PPC should marketers come in and leverage on PPC via social media. However, most internet marketing experts predict that there will be a sudden surge in pricing for sponsored ads – particularly in Facebook – since the social network giant promises to keep the placements of the ads to a reasonable number of impressions on their page, and that could only mean more ads + less space = higher rates.
Real-Time Bidding
Real-time bidding will continue to soar and dominate the world of PPC as it continues to develop along the way. Although it didn’t make quite a loud noise in 2014, real-time bidding quietly plays its way through PPC marketers mainly for its flexibility in terms of layout and content revisions as well as for its pricing.
Granted that this model is relatively new and still on its nursery stage, marketers should take this opportunity to dig deeper and grasp the advantages of using RTB.
Stay Positive in Using Negative Keywords
PPC is becoming more and more competitive as the day goes. That means more and more marketers are beginning to embrace the essence of analyzing and scrutinizing potential keywords to use for a specific campaign. The use of Negative Keywords will be more likely to increase within the next months or so. Being the PPC extraordinaire that you are, make sure to employ this function properly. Be cautious, as over-utilizing it can impose serious failure to your campaign. That’s why it is still best to incorporate the traditional way of studying keywords on your research with this tool.
Any thoughts with regard to the future of PPC this 2015? Share to us what you think and feel free to leave us a comment!
