Knowledge on how to drive quality, targeting traffic from your PPC and SEO campaigns can be the difference between success and failure. Features within this digital media are constantly evolving, including audience targeting, automated ad testing and retargeting to ensure companies receive the highest possible conversion rates and return on investment.
During 2016, we saw a number of major changes roll out through PPC and SEO, such as search engine algorithm changes, the removal of right-side text ads and the introduction of the expanded text ads.
From analysis of the constantly evolving digital media, we have picked a number of predictions that will help drive businesses forward with PPC and SEO during the New Year.
The year of mobile
Mobile search is growing at a rapid rate and isn’t showing signs of slowing down! According to recent research, smartphones and tablets now account for 32% of paid search clicks and 25% of all PPC ad spend.
During 2017, all PPC ads need to be optimised for a mobile experience that customers now expect. Research shows 61% of smartphone owners perform searches from their device every single day, if these customers click through to a landing page that isn’t mobile responsive or has intrusive interstitials we are already on the back foot.
It isn’t just a case of repurposing desktop ad and landing page creative; mobile PPC ads must make best use of keywords and speak directly to mobile searchers. Mobile optimisation is already extremely important in both PPC and SEO strategies. However, it will prove to be mandatory in 2017.
Bing has now reached a 20% market share in the UK, therefore it wouldn’t be surprising to see an increased number of businesses advertising through not only Google AdWords but also Bing Ads during 2017. Due to this development, is it more important than ever to make sure clients Bing accounts are up-to-date and fully optimised.
One of the most successful features of Bing Ads is the Google Automated Import, which allows existing AdWords campaigns to be exporting into Bing Ads without having to remember to update the copy. Scheduling imports ensures all ad copy, extensions, budgets etc. can be automatically updated.
This feature has been and will continue to be a significant reason for the increase in Bing Ads users as it is almost effortless to set up a campaign.
Optimisation for user intent
Customers today are becoming savvier with internet searches as they know exactly what they are looking for, due to this search engines are improving their ability to identify user intent.
Customers are now searching using full queries or phrases, as opposed to key words. This helps search engines to gather data and provide more effective results.
This trend is only going to grow, to ensure we are adopting to this new way of search, we will need optimise our client’s digital content based on intent rather than specific keywords.
More rich answers and snippets
According to a recent study by Stone Temple Consulting, the volume of rich answers appearing in search results has nearly doubled from 2014 to 2016 and we believe this trend is going to continue.
Rich answers allow Google to provide direct information to users. Adding structured data markup to your website can increase your chances of having an enhanced search engine results page listing or being featured in a rich answer.
Our consumers love to access information quickly and easily, therefore we need to consider implementing schema markup to our client’s websites during 2017.