In the world of online advertising where technology and customer behaviors are ever-changing, keeping current can be tough. But in order to get the most value for your money, being able to ride the waves of current trends is a part of advertising that you simply cannot ignore. In fact, it should be one of your key strengths. This is also crucial if you’d like to be a step ahead of competitors. When it comes to pay-per-click advertising, here are some of the trends to watch out for this 2017:
1. Video Advertising
Video ads have been huge in 2016, and not only will they be bigger this 2017, they’ll actually be the norm from hereon (if they aren’t already). Compared to search ads, video ads are cheaper, and provide businesses with a wonderful opportunity to connect and interact with customers and prospects on a more personal level. Google, which owns Youtube, also enables businesses to integrate ads with their video campaigns, which is a big help in improving conversions for PPC ads.
2. Look-Alike Audiences
Look-alike audiences are those who have similarities or share common interests with your target market or current customers. They may have the same preferences, or share the same sentiments regarding a particular topic or brand. In light of this, they may be looked at as people who are likely to also be interested in your business. Displaying PPC ads to this kind of audience would also be a great new way to increase conversion rates.
3. Live Data in Paid Ads
You may have started seeing real-time data in ads such as product availability, inventory, dates, times and users from your locality. Thanks to the introduction of new ad features such as ad customizer and Adwords scripts, one can expect to see more live data in PPC ads this 2017.
4. Shopping Campaigns
With the new features Google has added to its shopping campaign, a business can add prices and product ratings to its ads, and further updates has enabled more information to be added such as the availability of products in nearby locations, or number of Twitter followers. This definitely helps in PPC conversions, and businesses can only expect for more features to be added this 2017.
5. Native Advertising
Native ads perform a sort of camouflage wherein it matches the form and style of the platform on which it appears. It is made to appear like it is indeed part of the content, when in fact it is there with the specific intent to promote a product. Its format ranges from images, videos and articles to music, commentaries and other forms of media.