New year, new you? We’re not one for a cliché, but when it comes to pay-per-click advertising if you haven’t got involved then it’s time for a change.
Improving technologies in paid search mean that you can get closer to your audience than ever, delivering highly customised ads to consumers. With people-centric, brand-focused PPC campaigns you can broaden your brand’s horizons and give people what they want, when they need it.
Here are five reasons your brand needs PPC advertising in the year ahead.
Your Audience is Waiting
And they’re more present than ever. Internet usage on mobiles has more-than tripled since 2013 and will undoubtedly increase again in 2019, so what’s stopping you being in the palm of consumers’ hands?
52% of global website visits are from mobile devices, meaning consumers are spending money on the go. PPC gives you an opportunity to reach them with real time relevance when it matters: in the micro-moments that lead up to a sale.
The latest data shows that users are more comfortable with mobile ecommerce than ever, with over 40 percent of all online transactions now occurring on mobile devices. Consumers want to find you, and have their wallets ready, so you’d better make sure you’re there to meet them.
Smash Your New Year’s Targets
You need to be confident you’re on track to hit your 2019 goals and PPC will help you.
Not only does it present one of the best ways to get proof of ROI, results are often quick too. Over half of company marketers see paid search as the most effective way to gauge return on investment.
PPC campaigns are highly measurable, with tonnes of data showing you exactly where you’re going right and where you’re going wrong.
Find out which keywords are converting, see exactly how much you’re spending and then use this data to stay on top of your game with constant opportunities for optimisation. Unlike the long-term process of building your online presence organically, if you do it right, PPC can increase sales for your brand more or less overnight.
You Don’t Want to Be Left Behind
OK, so you’ve already been a bit slow on the uptake.
Don’t wait any longer though, or rivals will leave you in a big cloud of nasty pay-per-click dust. Hanapin’s State of PPC 2019 report found that 79% of marketers say PPC is a ‘huge driver’ for their business, while 62% say they will be increasing their PPC budget over the next 12 months.
This sounds like an indication that the market’s getting more expensive and it’s true that bid prices are on the rise, but what’s really happening is the market’s value is being recognised and those in the know are pushing their campaigns even harder next year.
PPC is Getting Smarter
Which means it’s more useful.
Google Ads is evolving, and in 2019 there could be a shift that sees advertisers put more consideration into audiences than ever before.
Christi Olson, Head of Evangelism for Search, Microsoft, says: “What will continue to separate the best-in-class search marketers from the average Joes will be how audience data is are segmented and implemented via an audience targeting strategy.”
“The key to success in 2019 and beyond will be to create a detailed strategy of the various audience types and audiences lists and how you can layer them (with positive and negative bid types) to shape your paid search strategy,” she adds.
Making sure your ads are most visible to your most relevant, valuable audiences will be key to paid media performance in 2019.
It’s Not Just About Search & Social
Amazon is still in its infancy as a PPC platform, with limited reporting and attribution tools, a relatively clunky interface, and a shortage of support to help marketers build their skills. As a result of these factors, just 9% of marketers advertised on the platform in 2018, but the ecommerce giant accounted for 44% of all ecommerce sales according to Hanson’s 2019 report.
As Jeff Bezos continues his world domination, advertising on the platform is not a matter of if, but when, for ecommerce brands. Now is the best time to establish your brand on the platform, to start accruing data and learning, so that your organisation has an edge when your competitors inevitably join in.