What To Expect From PPC In 2018
Everyone should be gearing up for 2018 at this point as it’s just around the corner. To help you get prepared for all aspects of digital marketing next year, we’ve put together another series of predictions of what we think will happen. This particular series focuses on PPC, so read on for what we think will happen to paid advertising in 2018.
User centred advertising will become more popular
As more customers shop online, and more companies start to invest more into digital advertising, we predict that highly targeted advertising will really come into its own in 2018. More tools are available nowadays which allow advertisers to create more targeted ad content and landing pages which give the customer exactly what they need, making the shopping experience a seamless experience from start to end.
Standard search ads will be replaced
With the advent of Dynamic and Smart display campaigns, it is clear that standard search ad usage will drop as Dynamic and Smart ads become a lot more refined and start performing better than the standard search ads. This ties into the point above about user-centred advertising becoming more popular as well.
First/Last Click Attribution Will Die
A bit of a bold prediction, but we think that first and last click attribution models will die in 2018 as more advertisers realise that thinking about digital channels as separate entities rather than elements of the user journey is losing them money. They will adopt a multi-channel campaign driven model which, when combined with Google machine learning, will offer the best value and return on advertising spend.
Lack of mobile optimisation will land you heavy penalties
Websites that still are not offering a mobile responsive solution will be penalised more heavily on paid search ads with lower quality scores, higher cost per click and lower positions as Google’s mobilegeddon takes hold in 2018.
Other avenues of paid search will rise
As more and more paid search avenues open up to advertisers, companies will start to go elsewhere from traditional paid advertising channels. Amazon paid search marketing will increase in importance as part of paid search strategies – with 56% of consumers starting product searches on Amazon, advertisers will need to take advantage of this if they want to succeed.
Budget increases are expected in 2018
Our final prediction shouldn’t come as a surprise to anyone who has been in paid advertising for a while, but we predict that budgets are set to rise. More paid search budget will go towards social platforms, particularly where Facebook is reducing visibility of posts on brand pages which is impacting brand reach.
So there you have it. Our top six predictions for paid search marketing in 2018 cover a wide range of all aspects of paid search advertising. If you’ve got any questions on how to get ahead of the curve in 2018, or if you`d like to work out how to include these points into your marketing strategy, then we’d love to hear from you. Drop us an email at firstname.lastname@example.org or call 01793 238 697