For those who are unfamiliar with the abbreviation PPC or the term PPC marketing, and wish to understand more about it and its evolution in the current year of 2018, you have come to the right place. PPC standing for ‘pay-per-click’ is a model of internet marketing in which advertisers pay some amount each time when one of their ads is clicked. It is essentially a way of buying viewers and audience to their sites than it is to ‘earn’ those clicks fundamentally.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches for a keyword that is related to their business offering. For example, if you search about ‘Pugs’, you will be shown some ads by several dealers of Pugs.
Pay-Per-Click advertising has come a long way since its conception in 1996. Over the years PPC marketing has drastically changed, altering advertisers approach to online advertising. Back when the highest bidder was guaranteed the top ranking in the search results, it required a much different strategy than it would today. If you consult any SEO company they will all tell you the same thing that, pay-per-click uses a combination of factors to determine the ranking position.
As such, it has gone through several of such changes in the recent years and so, without further ado, we will go through the top 5 PPC predictions for the year 2018 which has been accepted by several people on the web:
1. Connecting Online and Offline:
To understand this, let’s go through the statistics below
Mobile usage now exceeds desktop usage.
3 out of 4 smartphone owners use search first to address their immediate needs.
75 percent of mobile shoppers performing a “near me” search visit a storefront in 24 hours.
28 percent of those “near me” searchers go on to make a purchase.
In 2018, mobile and local will be hugely important to businesses that provide any kind of direct-sales product or in-person service offering. This comes after the giant online store Amazon opened 12 physical bookstores and also, bought the grocery chain of Whole foods.
2. Data- You Need to Make it Work for You:
From a macro level, data production is predicted to increase 4,300 percent by 2020 – and mismanaged data will cost $3.3 trillion by 2020. Yet marketing budgets have been increasing year-over-year, particularly for digital. This actually means that marketing has become a platform for investments without an actual checking of their returns. Therefore, 2018 will be the year of data-driven, full funnel insights.
3. Relevance will be the new profit margin:
11 percent of all global internet users already use an ad blocker. And you also know that in 2018, Google will place an innate ad blocker in Chrome, the most popular web browser on the planet. Advertisers have the ability to use emerging disciplines such as data science, and emerging technology such as machine learning, to accurately forecast ideal bids for long-tail keywords and efficiently pull in the majority of clicks for these highly relevant queries will pull even further ahead of those who don’t. And so, while driving profits is always important, it isn’t easy to do when you aren’t even showing up. That’s why relevance may very well become the new profit margin.
4. Voice search going mainstream:
With the popularity of devices powered by various assistants such as Cortana, Siri, or Alexa, it is clear that voice search has added a new dimension to the online searching and will be acting as more than just a fad. And so, this year will be the year for optimizing of voice search where structured data will be preferred over semantic data.
5. Rise of Visual search:
Visual search is something that’s clearly caught the attention of the big search engines, as both Google and Bing are beginning to play with the feature. In the past, Shopping ads were introduced when people were searching for images, but Bing is preparing this to enable users to search within images themselves.
This wraps up the top PPC predictions for this year to understand the online marketing and for making safe investments in this area as such. GBIM, among the best SEO companies in India , offers services to help you create content for a better advertisement, and in turn, help you reach your long term business goals.