Whether you are a small business owner, an affiliate marketer, an eCommerce store owner or a reputable PPC specialist, it is important to stay up to date with the most recent changes that are taking place in paid advertising.
2016 comes with huge changes in the industry as Google prepares to make this marketing domain even more local, more interactive, and more relevant for end users.
There is no doubt that the paid advertising market is constantly changing. You’ve probably noticed some changes yourself. For instance, the right-column ads in desktop search queries are gone, while mobile searches get to enjoy more prominent ads (and by the way, as of 2015, more web traffic has been sourced from mobile devices than desktop computers…something to consider).
A New Panorama for PPC
The playing field has changed, gaining search visibility only through organic tactics is becoming harder and harder. All the changes in paid advertising that are and will take place in 2016 lead to one obvious conclusion: Paid Advertising has become more important than ever.
If you want to be successful in paid advertising, it is important to be aware of the top PPC trends in 2016. Here they are:
Artificial Intelligence and Natural Language Search
A huge trend in the PPC industry in 2016 is voice search. Personal assistants such as Cortana from Microsoft, Google Now, Alexa by Amazon and Siri made by Apple have taken over the market. The number of people who use personal assistants has grown exponentially in the last couple of years.
Because more and more people are now using personal assistants to search online, Google is trying to incorporate ads into the digital assistant world. This new type of advertising will try to pull data from previous vocal searches, personal preferences, past purchases and search queries in order to target users in a more personalized manner.
For instance, if you’re coming home from work and your personal assistant notices that there is heavy traffic ahead, personal assistant bots will suggest to stop by a store nearby and buy something you are interested in. This item was either previously purchased by you or was searched on Google.
Increased App Advertising
The app market is considered by the experts to be the fastest growing digital market at the moment. Due to app indexing, Google will start to promote apps intensively on its SERPs (search engine results page). However, in addition to app promotion on its SERPs, Google will start to enable app advertising on third-party apps.
To put it simpler, when you run an ad on AdWords, you can choose for it to appear in mobile apps, or even in smartwatch apps, so that people who are using a certain app can see your advertisements. This feature is already active in Google AdWords, but it’s not used at its maximum potential. App campaign marketing is very limited at the moment, but 2016 promises big changes in this area.
Growth of Google Shopping
Shopping ads have been highly successful lately, so Google wants to maximize their potential and help even more retailers to use this marketing tool in their advantage.
Also known as product listing ads, Google Shopping will evolve even more in 2016. Google will add better visibility on mobile devices for product listing ads and will also improve the local paid search results. Recently, Google has launched Local Business Cards, a program that works with local inventory ads in order to highlight a local store’s inventory on certain products.
With these in mind, you are now ready to make the most out of your PPC campaigns in 2016 and boost your sales like never before. So this loads to one big questions, is SEO dead? The answer is no, by all means every online marketer needs to squeeze every single tactic to maximize revenue. A combination of SEO best practices, and paid amplification is an optimal strategy for any website no matter size, or industry.