PPC Services: New Year, New Strategy!

Paid Search is going to change from this year onwards as a lot of platforms have released new features and updates. Bing has added an image ad extension and started facilitating remarketing search as well as shopping campaigns. Continuing from where it left in 2015, Yahoo continues to promote Native Ads on its Gemini Platform.

1. We have already seen experience based advertising being used this year in the form of interactive ads. More of it will be seen in 2016. The trend is only going to become more and more popular with users being encouraged to know and feel the product or service before being pitched for a possible sale.

2. Every top digital marketing agency is going to add more and more interactive features to the shopping campaigns it creates this year. Google has already started with mobile phones being encouraged to view information like product ratings with a simple swipe. Shopping Campaigns from here on might have stuff such as rotating images for higher user engagement.

3. PPC Services this year will be more about specialized branded campaigns. Achieving organic results is a good reason to be proud of, but unless the campaign is totally branded the business is sure to lose out on considerable audience. Companies might be forced to allocate a higher budget as we move further into 2016.

4. Personal Targeting will again be seen more of, what with Granular Persona targeting being the officially coined term. So far, the methods of targeting in most pay per click advertising campaigns have been on the basis of topics, interest categories, remarketing lists and keywords. Going forward, these will change and targeting will be done on the basis of income, education, home, technology, purchase, ethnicity and employment history.

5. More and more ad extensions will feature in PPC Services Campaigns. Google introduced the dynamic structured snippet extensions in the year gone by. These aid advertisers in showing various brands along with the type of services, courses etc. Bing too released image extensions for Ads. As we go deeper into 2016, more of these extensions will be seen in order to register higher click through rates.

6. Pay per Click Advertising is going to see more of native ads in 2016. Every top digital marketing agency is going to write as many of these as possible especially for Sales Funnel campaigns. These ads are the ones where the form, color and function of the ad is made to fit properly with the content page on which it gets to appear. These ads won’t look like ads, but more like as if they are an integral part of the website.

8. Google did something wonderful at the fag-end of the year gone by which pleased advertisers no end. It began facilitating integration between the user’s product listing ads and video campaigns. How does this benefit advertisers? They now get to promote their products with clickable cards, cards that take visitors directly to their store.

9. A couple of years back, Google introduced to the world the ‘store visit traffic conversion metric’, allowing retail advertisers to determine how online shopping campaigns can make a difference to offline store visits. This is basically meant to help understand returns on ad spends. The availability of these cross-device and cross-channel conversion metrics will help budding advertisers do even better at mobile optimization this year.

Make these part of your paid advertising campaign this year come what may. You do not want to be left ruing missed chances later on.