As technology and the way we use it evolves, so does the PPC landscape. It’s not enough to simply know which keywords to bid on any more. We should want to be ahead of the game (because quite often that means getting ahead of our competitors), and to do that, we need to get a grip on where PPC is headed.
Mobile: Whether it’s for social media use or a search engine search, mobile usage is only ever increasing, and it’s already the device of choice for many users.
Therefore, optimizing your campaigns for mobile is key. Make it easy for potential customers to call your business from their mobile phone and ensure your website is mobile-responsive. Also, frustrations over site load times have the potential to drive your customers to your competitors.
Voice search: We’ve all seen the adverts that boast voice search features as part of the new must-have in our technological products. The industry has predicted that voice searches will make up a considerable part of our search engine marketing efforts.
Unlike traditional searches, where the user may type in one or two words for search queries, the nature of voice search means that we can rightfully predict that search queries will focus more on long-tail keywords. It also means keywords and search terms will follow the more natural flow of how we speak.
Video advertising: In lesson #4, we spoke a lot about writing ad copy, but it’s important to recognize that visual content is growing in dominance, not the least because compelling visuals garner greater customer retention. Video ads are also perfect for creating brand awareness—show off your brand’s story and product with a video advertising campaign.
Native advertising: This is certainly not a new trend, but it is getting more popular by the minute, and many of the things applicable to PPC can be applied here too. Unlike traditional ads on LinkedIn, Facebook, and the Google Display Network, native ads don’t look like ads. They’re ads disguised as engaging and relatable content that we actively consume on the Internet.
What’s more, native ads should align with the platform they’re featured on—the editorial style and tone—and they should provide useful content to the reader. It isn’t focused on the hard sell that comes with many PPC ads (and there’s nothing wrong with that).
Recognizing future trends in PPC will hopefully give you some food for thought when you’re thinking about your long-term marketing efforts.
That’s it for today! See you tomorrow for the final part of this course!
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