The PPC landscape is continually changing as Google introduces new features and settings and advertisers become more experienced with getting the most out of pay per click campaigns. In light of this SEO Positive has noticed three important pay per click trends.
1. Cross device browsing
Mobile traffic is ever increasing as more people purchase smartphones and tablets spending additional time browsing the internet on the go. However, figures also show that conversion rates are lower on smartphones and more effective on desktops and tablets. A study on Econsultancy showed that the average conversion rate on desktops and tablets was 3.7 % and just 1.9 % for mobile. Mobile is still important and therefore it is worth investing some time and effort in it to reach audiences, even if they do return via desktop or tablet to make the purchase. Smart AdWords users are investing in enhanced campaigns which show the amount of traffic from each platform which gives insight into consumer’s behaviour.
2. Mobile and Enhanced Campaigns
As described above, enhanced and mobile devices are Google’s new tool for businesses. Cheaper than desktop and tablet cost per click, Google are encouraging business to invest time and effort into mobile, claiming that this is the year of the mobile. Mobile campaigns also have less competition that desktop which in turn should mean a higher chance of reaching customers.
3. Google Shopping
Since their launch in the last 2 years, Product Listing Ads have made a major impact on many ecommerce clients with most drawing significant proportion of sales from them. After its changes were implemented and all listings were free, many businesses have had to rethink of ways to draw customers in. This has produced higher quality natural listings and higher paid pay per click campaigns. In short, the change demonstrates that webmasters should not rely on one aspect of advertising alone.