When it came to pay-per-click advertising (PPC) and Google Adwords in 2014, things were hectic yet exciting. And given all the developments and changes, from the increased popularity of mobile commerce (or m-commerce) to increased geotargeting, it’s no surprise that experts have made some interesting predictions regarding PPC and Adwords in 2015.
Here’s a list of seven tips based on predictions as to where PPC and Google Adwords are headed. Follow these tips to get started on the right track in 2015:
There’s nothing wrong with digital marketers creating a series of ads to be automatically pushed to the public on online platforms, including mobile. But when those marketers keep pushing the same ads all the time, customers get annoyed and turn away from the brand. Automation can be useful for pushing out ads on a regular basis, but those ads must be unique and customized to meet the clients’ needs if the automation process is going to be successful. This is the trend experts are noticing for 2015, so don’t be lazy when it comes to automation.
2. Mobile PPC
You may like PPC and have seen success with it, but you still need to make sure it’s 100% mobile-friendly. So many marketers are ignoring the power of mobile, and the stats show it: more ad clicks are coming from mobile users by as much as 15% and conversion rates from mobile were over 50%. And this trend is expected to continue well into 2015. That proves your ads need to be focused on mobile.
3. Native Ads
Native ads are advertisements placed inside other content, such as a sponsored tweet in your Twitter feed. They aren’t like traditional ads, either; they’re content-based, often in the form of “advertorials” (ads presented like editorial content) and articles.
While this practice has been around for a while, 2015 is the year that native ads are going to be hottest. Many newspapers and digital commerce businesses, such as Amazon.com, observe what people like and push ads that hopefully suit those peoples’ tastes. You need to do this as well and distribute quality ads to your clients to whet their appetites for your products and services.
4. Video Ads
If native ads are going to be big in 2015, you can bet that video ads will be huge as well. People like to see narratives, making short videos potent, especially on mobile devices. The sheer number of ads you see on YouTube should convince you that video ads are going to get even bigger next year. If you haven’t yet, now is the time to start experimenting with video.
5. Facebook Atlas Vs. Google Ads
When Facebook got ahold of the Atlas ad program from Microsoft in 2013, critics didn’t think much of it. But since Facebook’s relaunch in October 2014, many are beginning to see the merits of Atlas over regular Google Ads. Why? Because Atlas can target specific clients through Facebook IDs rather than the cookies-based function of Google Ads. Atlas is shaping up to give marketers better, easier ways to access key client bases, and it’s definitely worth a closer look in 2015.
6. Google’s Call Tracking
While Google might need to improve their ad targeting systems, they have created something interesting: built-in PPC call tracking. Call tracking is when a company that uses telephone leads as an offline sales method tracks those leads online, enabling them to determine what keywords and ads in their digital marketing campaigns are most successful. With call tracking, your phone and online resources blend together, helping you make better changes to your business’ advertising.
You want to continually push your ads, but again, you don’t want to push too much or the only thing you’ll push is clients away from your business. This is a matter of retargeting, where you keep tabs on your audience so ads are presented to those who would care about their content most. For 2015, it’s wise to make sure you segment your PPC ads so those received are customized and/or varied for their audience. Cap your ad frequency to, say, 20 impressions per month, putting to a halt any that haven’t seen conversions for longer than a month; this will improve your retargeting and overall PPC results.
The New Year might seem daunting for your company’s PPC and you might have to make some serious adjustments to both it and your Google AdWords campaign. However, doing so now will get your business ready for the challenges and opportunities ahead in 2015–opportunities that will allow you to make your PPC the best it’s ever been.
Good luck and happy New Year!