Businesses that are only now exploring the digital landscape to expand their marketing strategies should learn the many different facets of the platform. More than just generating relevant and substantive content, a company must engage in proactive steps when it comes to pushing their brand online.
Pay per click advertising (PPC) is the first proactive measure a business can embrace. Otherwise known as cost per click (CPC), this strategy is meant to promote a product or service through the use of ads. These advertisements are strategically published in websites–essentially taking on the role of publishers–who will then be paid by the company every time its ad receives a viewer click.
In a way, PPC is analogous to highway billboard marketing. Companies pay for the ad space they use on a billboard based on the volume of automobile traffic along the highway or road that hosts the billboard. In both cases, the main objective is to be seen by as many consumers as possible. As in the old real estate adage, it is all about “location, location, location.”
Consequently, it is most advisable for businesses to post their ads on websites known for generating intense traffic or visitors. This improves your odds of your ads receiving clicks. Following are some other 2017 trends that should convince you to try PPC advertising for your business.
High Target Marketing
In the past, ads targeted users in a more personal sense, meaning they reached out only to those who were already familiar with or sold on the company's product or service. They didn’t use their full potential in terms of reach because of interface challenges and lack of intuitive features. This is changing because companies are keenly adopting stricter measures to truly customize their market target. This trend is greatly influenced by Google's performance over recent years. It has surpassed traditional print media in terms of ad influence, proving that the online ad market is indeed a potential cash cow–if used intelligently.
Customization, countdowns, and keyword insertions are just a few of the features that will be enhanced this year to improve ad viability. User profiling, in this regard, will therefore remain relevant.
Your adoption of this strategy will afford you a better opportunity to collect a more accurate profile of your target audience—based on demographics such as age, personal preferences, gender, and behavioral signals.
Big Data Investment
Big data has been growing, well, big the past couple of years. Now is the best time to take full advantage of it for your ads. Technology will play a huge role in the evolution of online advertisements and how they can turn conversion rates into sales.
Mobile readiness will remain to be a top consideration. Given the speed by which mobile technology is advancing, you want your ad placements to be equally ready and dynamic to meet user demand.
While all of this may sound complicated to some business owners—especially those who run overall operations and not marketing specifically—it’s best that you consult with people who possess expertise and experience in PPC. Agencies such as Grow Smart Marketing, a proven authority on digital marketing strategies, stand as your best bet to successfully implementing an online marketing campaign.
24 Experts on the Big 2017 PPC Trends You Need to Know, SearchEngineJournal
What is SEM & Paid Search Marketing?, SearchEngineLand