Seven PPC Trends to Stay Ahead of the Curve in 2016 & Beyond
So far this year, we have seen the rise of many new audiences targeting trends that are helping businesses reach out to their target buyers & more effectively market their products & services.
From persona targeting to remarketing advertisements & many other new trends already spreading like wildfire, it is no wonder paid search advertising continues to be the buzzword for companies looking to tap into the world’s largest market – the Internet.
But here is the brutal truth about paid search marketing:
There’re WAY too many marketers & businesses that just follow the conventional wisdom readily available on the Internet.
If you are serious about paid search advertising, you will need to be embrace the trends of tomorrow to stay ahead in the game. That is why we decided to hand-pick a list of 7 PPC trends of tomorrow to help you stay ahead of the curve in 2016 & beyond.
- 1 Trend 1: Google Adwords Re-Enables Mobile-Base Bidding
- 2 Trend 2: Responsive Advertisements to Be Featured in the Display Network
- 3 Trend 3: More Characters for Text Search Advertisements on All Devices
- 4 Trend 4: Shopping Feed Update Will Impact PPC plans
- 5 Trend 5: Video Ad Plans will Rule the Roost
- 6 Trend 6: Interactive Advertising Will Be the New Normal
- 7 Trend 7: RLSA Will Steal the Limelight
Trend 1: Google Adwords Re-Enables Mobile-Base Bidding
In a recent happening, Google showed a significant change in order to confirm greater control for customers over device-level bidding in AdWords. With its recent statement, Google has made it clear that tablet bidding is back & that base bids will apply to mobile with bid modifiers set for desktop tablet.
This idea that now businesses & marketers will be able to anchor their base keyword to the devices relevant to their business. Then they can easily set bid change for other devices. Marketers will be able to adjust bids up to +900%, which has been developed from +300%.
It is important to understand that device bidding will apply to ALL plan types. Is true even when keyword targeting is not being used, as in Shopping plans, for instance.
Mobile & tablet treatment is finally outpacing desktop treatment (after years of speculation & hand-wringing) and this realization is pushing a lot of marketers & businesses to adjust the way they conceptualize and make ads for their target audiences.
Trend 2: Responsive Advertisements to Be Featured in the Display Network
In another recent event, Google announced the introduction of new, responsive ads for display. This means that you can now go for dynamic, responsive ads that will automatically resize and adjust to match the look and feel of the content your target audience is browsing.
Built dynamically by Google, these responsive adverstisement automatically fit available ad spaces on the Google Display Network. All you need to do is to provide a marketing image, a long headline, a short headline, a description, and an optional name and custom logo design. Google will do all the hard work for you.
Trend 3: More Characters for Text Search Advertisements on All Devices
Google launched Expanded Text Advertisements, a new formatting selection that offers advertisers more room for ad copy. Expanded Text Advertisements effectively double the size of PPC Advertisements on AdWords, meaning that advertisers have more opportunities to lure prospects with their Advertisements.
Not so long ago, Google raised eyebrows by changing text advertisements from the right hand side of the SERPs. That these Advertisements are not there anymore, Google can streamline its text ad formats across both mobile & desktop.
Advertisers will be able to use two 30-character headlines as against the present 26-character headline. The updates mean that advertisers have access to an 85-character limit for description copy instead of the earlier two 36-character lines.
That is not all! The display URLs will pull the landing page domain, but advertisers will be able to name up to 2 directory paths — neither of which has to be a navigational path — to supply description about the landing page content.
Trend 4: Shopping Feed Update Will Impact PPC plans
On May 26, 2016, Google announced vital updates to its Shopping Products Feed Specification. These updates meant adjusts to the information that Google requires from advertisers in order to run Shopping advertisements.
Unit Pricing will be available for all markets & categories in a bid to confirm consistency in the displayed prices. Color & Size values will now be compulsory to confirm a better, more consistent shopping experience for users.
The minimum image size obligatory for non-apparel products will be developed from 32 x 32 to 100 x 100 pixels to be able to reinforce new ad formats better. The minimum size for apparel images will remain 250 x 250 pixels.
The maximum feed file size will also be developed from 1 GB to 4 GB. This means going forward, you will be able to use larger, high-quality (file size as large as 800 x 800 pixels or larger) to confirm better performance. This’s sure to be a winning trend that will help you confirm that your advertisements feature the most accurate prices, specifications and availability information –plenty of gorgeous, high-resolution imagery!
Trend 5: Video Ad Plans will Rule the Roost
Here is another 2014 trend on the list that looks to be going strong in this year. Video advertisements have become increasingly popular among marketers & businesses. With Google & FB focusing more on video advertisements, it is no wonder why video advertisements have become very much a part of the mainstream advertising medium.
Now, ever-so-connected & ever-so-busy users like to watch more than read. Therefore, presenting your advertisements in video format can get you more eyes & more clicks compared to plain old text advertisements.
Contrary to common misconception, making video ad plans can be economical. You do not need some special technical skills to actually run video adverts (although you will still need at least a rudimental understanding of video production techniques & the equipment to do it, if you plan on producing your own video advertisements) you can manage it through AdWords. It was a major prize for us last year & will be again this year & beyond.
Trend 6: Interactive Advertising Will Be the New Normal
Today’s clients are smarter than ever. They look for – essentially demand – to experience the products & services from brands before they spend money on it & Google seems to be serious about making it probable for its app users.
Did you know that one in four apps listed on Google’s Play Store have never been used? This comprehension is pushing Google to use its machines on its cloud platform to allow users to use an app for at least 59 seconds before downloading it. This will help clients decide if they want to download the app or not.
This is the most audacious of our 2016 PPC trend predictions. Advertisers will help users experience their products before they buy them. This implies that more & more advertisers will utilize interactive advertisements to showcase their products to their prospects & consumers.
This also means we will soon see more & more interactive advertisements that will let users to experience products.
Trend 7: RLSA Will Steal the Limelight
Although launched officially in 2013, RLSA (Remarketing Lists for Search Advertisements) have not yet been explored by many marketers yet. However, we are confident that many marketers will reap the advantages from RLSA once they understand the potential returns that RLSA offers.
RLSA gets you access to an extensive list of search advertisements. Where you can select advertisements for products & services similar to yours. You can modify search ads, bids and keywords.
It helps you review the returning visitor data right from your AdWords dashboard to analyse your users’ behaviour. This information will make greater insights into & control over your paid search budget.
For instance, if you know that your returning users are converting at a higher cost-per-acquisition against first-time users, you can easily lower the bid on your search ads for audiences. On the other hand, if you find that your returning users are converting at a lower cost, you can develop bids for them. http://www.azbestreviews.com/