Predictions for the Ever-Evolving World of Pay per Click In 2016
By John Jan 11,2016 Website Design Comments
The year 2015 had been a great year for the world of PPCs. The year saw the release of a number of new releases, updates and new features on various platforms of paid search.
It had an impact for the retailers as they had an ability to get Black Friday and Cyber Monday structured data in the form of an ad extension. Bing has made a series of changes to their advertising platform in the year 2015. It has introduced an image ad extension. It has also been remarketing for search and shopping campaigns. The year 2015 has also witnessed the growth of native ads on the Yahoo Gemini platform. These changes are coming at such a high speed that one has to be always ready to evolve so as to keep update and survive in this world of PPC. This post is about my predictions for paid search industry in the year 2016.
The predictions are being made around the search, display and social paid campaigns.
Predictions for PPC in 2016
1) Experience-Based Advertising
The experience based advertising is going to be the new fad in 2016. Recently it has been told by the head of product apps of Google that majority of apps are used only once after installation. 1 out of 4 apps is never used in the apps store. This made Google to come up with the idea of utilizing its virtual machine on the Cloud platform so as to let the customers experience the app for 60 seconds before they actually download it for installation.
In 2016 the world of PPC will get up to this demand and allow its users to get a visual feel of what a product can do before initiating an inquiry or generating a purchase order. It can be compared to the product demo for most advertisers. The advertisers would be utilizing interactive ads to showcase their latest product offerings via galleries. The feeling is that interactive ads will flood the market which will enrich the potential customers buying experience because they can actually get to feel the app or product before actually buying it.
2) Look-Alike Audiences with Greater Affinity
The affinity audience of Google is a group of consumers who have indicated a genuine interest in a certain topic. Earlier Facebook’s advertising platform had made the look-alike audience a popular feature, which was later adopted by Google under the ‘similar to all users’ tag. A group of individuals who are your customers and care about your brand will be called as look-alike audience. Now days the various social media platforms and the search engines having access to consumer data like never before, it is obvious that targeting the look-alike category can help improve the conversion rate marginally.
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3) Better Interactive Features for Shopping Campaigns
Google has been constantly adding range of advanced functionality to its Shopping campaigns. A few months ago, Google had introduced a new feature that allows mobile users to view more information like ratings of product and availability at a nearby store as they swipe. In similar fashion it is also expected that more interactive features for Shopping campaigns, such as rotating images or something like that should be introduced which will create more user engagement.
4) Greater Emphasis on Branded Campaigns
In the earlier days a brand would feel very confident that her organic results for branded search can be good enough for bringing in all the traffic. The search for the term ‘Microsoft Dynamics’ showed a Microsoft paid result and a company Advantage’s paid search result. The organic result of Microsoft appeared below the paid campaign of Advantage. In the effort to prevent the traffic from diverting away, Microsoft bided for its own brand term. More and more companies would have to incorporate branded campaigns and should allocate higher budget for these in 2016.
5) Strategic Personal Targeting
John Gagnon has provided some in-depth insight about the personal targeting. He believes even if there is a lot to be done in this area, the top PPC platforms like Google AsWords and Bing Ads should take some points from strategic personal targeting used by demand side programmatic platforms like TubeMogul.
Presently Google’s display targeting options are focusing on placements (websites on specific subjects), topics (subject matter of interest) interest categories (custom, in-market and affinity audiences), remarketing lists and keywords. It is expected to see that Google opts for programmatic platforms having categories like income, ethnicity, education, home, purchase, technology, purchases and employment.
6) Native Ads Would Be Instrumental For Below the Sales Funnel Campaigns
Thanks to Yahoo Gemini’s platform for popularizing the native ads in the year 2015. The native advertising is a type of advertising in which the form, color and function of the ad are designed to fit into the content page where it appears. These ads are specially designed so as to look as if they are the part of the website’s content and not an ad. Hanapin marketing has successfully utilized native advertising to create rich contents which has engaged the users below the sales funnel that then converted in the next months.
As per the "Predictions for the Ever-Evolving World of Pay Per Click In 2016", companies would be utilizing native ads to increase their brand awareness. It has been revealed by Greg sterling that about 60% of consumers find it easy to believe in native ads and it is expected that native ads will see growth and acceptance all over.
7) Increased Metrics and Ad Custom Audiences for Paid Search Platforms
It can be seen that the paid social platform is gaining more attention. Facebook is the leading member with its robust system that encourages advertisers to reach to customers. Facebook derives its customer information like email address, phone numbers for advertising purposes. Twitter allows the use of email id of it customers for advertising. Other top social media platforms may give it a thought to use the personal information of their customers for targeted adverting.
8) Cross-Device and Cross-Channel Attribution Will Drive PPC
Google had introduced store visit traffic conversion metric in 2014. It allows the retail advertisers to gauge how online shopping campaigns and advertisements contribute to an offline store visit. It is a cross channel attribution model which is designed to predict the return on the ad expenditure.
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