Stay ahead of the game with PPC trends for 2017
In order to reap the benefits of PPC advertising, it’s important to familiarise yourself with the latest trends to stay ahead of the game. Take a look at some of the predictions of what will be hot in 2017 and beyond.
In a recent development, Google announced a significant change to ensure greater control for users of device-level bidding in AdWords. The announcement, in 2016, confirmed mobile-base bidding was back. This means Google has given back control to advertisers over how much they can bid on desktop, tablet and mobile traffic. This enables them to decide how much they will spend per click on each device.
Now, marketers and businesses can anchor their base keyword to the device relevant to their business, setting bid adjustments for other devices. Mobile device use is outpacing desktop usage and the realisation is spurring businesses and marketers to change the way they conceptualise and create ads for their target audiences.
More characters for text search ads
Google’s Expanded Text Ads offer a new formatting option, giving advertisers more room for ad copy. It doubles the size of PPC ads on AdWords, so advertisers have more opportunity to entice prospects.
Google is streamlining its text ad formats across desktop and mobile devices, so advertisers can use two 30-character headlines, rather than the current 25-character headline. Advertisers also have an 80-character limit for description copy, rather than the previous two 35-character lines.
Google has also announced the introduction of responsive ads for display, enabling advertisers to use dynamic ads that automatically adjust and resize to match the feel of the content being browsed by the target audience.
Shopping feed update
Updates to Google’s Shopping Products Feed Specification mean changes to the information required in order for advertisers to run shopping ads. Unit pricing is available for all categories and markets to ensure consistency in the displayed prices. Colour and size values are now compulsory to ensure an improved, more consistent shopping experience.
This trend will help advertisers ensure that their ads feature accurate prices, availability information and specifications, with high-resolution imagery.
Video ad campaigns
This trend is going from strength to strength since its launch in 2015 and looks set to be big in 2017. Video ads are increasingly popular among businesses and marketers, with Facebook and Google focusing more on video ads meaning they have become a large part of the mainstream advertising medium.
The trend complements today’s climate, with busy users often preferring to watch rather than read. Hence presenting ads in a video format can attract more views and clicks, compared with earlier text ads.
It doesn’t have to be more expensive to create video ad campaigns, as no special technical skills are required to run video adverts – just a basic understanding of production techniques and the necessary equipment. It can be managed easily through AdWords.
Today’s consumers look for a chance to experience products and services before they buy, so Google is making this possible for its app users. The fact that one in four apps in Google’s Play Store are never used is pushing them to use virtual machines on their cloud platform, so consumers can use an app for at least one minute before downloading it.
This helps them to decide if they want to download the app or not. This is a great benefit for users, although perhaps not so great for app developers.
Soon, advertisers will enable users to experience their products before they buy them, with advertisers utilising interactive ads that showcase their products for consumers and prospects.
Remarketing lists for search ads
Although RLSA isn’t new, the possibilities haven’t yet been explored fully by many marketers. However, they will reap the benefits when they realise the potential returns offered by RLSA. It provides access to a comprehensive list of search ads, where ads for products and services similar to your own can be selected. Advertisers can then modify the search ads, bids and keywords.
It also assists in reviewing the returning visitor data straight from the AdWords dashboard to analyse users’ behaviour, providing a greater insight into your paid search budget and, subsequently, greater control.
By keeping in the loop with PPC trends for 2017, it’s possible to reap the rewards without additional expenditure.