Pay-per-click (PPC) marketing never catches a break; each year has always been rocky. With the barrage of new advertising features released frequently, it’s no wonder the health of PPC advertising remains uncertain.
Huge changes surround the world of PPC. Where do all of these come from?
Simple – mobile.
The Year of Mobile Never Ends
2009 was the beginning of the mobile reign; ever since then, each year has been the year of the mobile. When the iPhone came out, it solidified the relevance of mobile-optimized content. As mobile devices become more sophisticated, businesses now realize the importance of focusing on this aspect of digital marketing, which makes them call the nearest PPC marketing specialist in Denver.
By 2015, everyone realized that mobile wasn’t just important, it is dominant.
With that knowledge comes another realization: if you haven’t started mobile optimization for any of your campaigns, don’t expect tons of visitors. They are probably looking for products somewhere else.
The reality of PPC marketing reminds businesses and marketers alike of the importance of pro-activity. If you’re not mindful of your strategies today, you might miss opportunities tomorrow.
The Reality of Ad-Blockers
The introduction of mobile came with plenty of advertising opportunities. Unfortunately, these opportunities are not big fans of desktop devices; thus, ad blockers exist.
Mobile – iOS, in particular—used to be safe spaces for advertisers. Apple’s introduction of “content blocking” in iOS 9, however, changed the game.
Apple’s iOS doesn’t block the ad, but it enables developers to block specific types of content delivered through Safari. It’s not just about ads; the feature also blocks pop-ups, cookies, images, videos, and other content types chosen by the user and developer.
Content blocking hasn’t reached its full potential on mobile, but its success on desktops is now a threat marketers worry about.
Fortunately, there’s no need to panic. Content blocking extensions work only for Safari, which means in-app advertisements – ads delivered in the app, not on the browser – remain unaffected.
The War Between Two Networks: Facebook Vs. Google
Some experts believe Facebook’s public market move wasn’t the social network’s best idea. This happened in 2012 – the same time Facebook announced mobile ads. The product was going to work big time for the social network since they were the go-to destination for millions of users worldwide.
Since then, mobile ads have been one of Facebook’s must-have business tools. But when Google came into the picture, the war began.
Both companies offered beneficial advertising products. Google, for example, offered Customer Match, which allowed users to upload a list of their target market’s email addresses and determine future prospects for their campaigns. It was also a functionality Facebook offered for some time.
The blue social network, on the other hand, spread word about their Instagram advertising feature. Marketers can take advantage of image carousels and 30-second videos.
Since its humble beginnings, PPC marketing has always had a great year. They were awesome years, despite the terrifying worries. The growth of mobile encourages countless opportunities, which come at the cost of abandoning tried-and-tested tactics.
Still, it pays to embrace newer formats as soon as possible. Don’t forego discovering and testing new data immediately. Optimize campaigns today before the competition gets the best of you.