Pay Per Click (PPC) has become the latest advertising and marketing trend that rules the online marketing world in the recent times. In fact, it has been observed in 2017 that pay per click is a major concern for marketers and they have been investing a lot into this marketing tactic as well – to boost their overall business sales and leads. But how can marketers improve their PPC budget in the upcoming year? We are answering this major concern in this article ahead.
What Is Pay Per Click?
Pay per click is a latest marketing trend. The aim of this marketing tactic is to drive audiences and engage with potential traffic audience that later become customers. Pay per click ads work in a fairly unique yet amalgamated way too. The ads are run by marketers within the published content of authors/bloggers or any publishers on the web. Whenever a customer or online user clicks on word and is redirected towards the ads – the marketer has to pay the publisher. Hence, budgeting is crucial when it comes to PPC because in general pay per click is a very effective source of e-marketing for brands these days.
How To Improve The PPC Budget?
If you ae one of those concerned and overwhelmed marketers who worries about the investment that goes into the PPC annual budget – here are some helpful tips that will boost and improve your overall PPC budget.
Tip # 1 – Utilize What You Spend
The first thing that we would say you need to do to improve your altogether PPC budget is utilize the amount you spend or invest in your marketing. Marketers are often very concerned about how the entire PPC campaign will run for them in the upcoming year and keeping up with the evolving competition is crucial as well. Hence, marketers may end up investing a lot more than they would spend and hence it is ideal for you to make most of your spending’s and utilize them too.
Tip # 2 – Search Volume Trends and Invest Accordingly
Instead of planning out a yearly, monthly or daily basis budget – you should be planning your budget according to the search volume trends.
Tip # 3 – Make Sure The Budget Is Flexible
Whilst you might aim for certain things when you plan your budget beforehand, it is always advisable to keep the budget flexible. This is because PPC marketing should be based on what attracts the customers best and hence, the budget should always be kept flexible in order to make sure the profit margins remain considerable.
Tip # 4 – Aim for Traffic Conversions into Leads
Most of the times marketing is basically aimed to increase brand recognition and awareness. However, if you are planning to budget your PPC campaign wisely you would need to work on generating traffic that will later convert into leads for your web. This is only how you can maintain a balance with the outward and inward flow.
In year 2016, the mobile drove nearly six billion dollars increase in search spends as well as surpassed the desktop for the first time. Since mobile is a given and there’s no need to wonder if this the year for it, there are some big launches, news, and trends that people have seen from Google Adwords in 2017 and it stars with machine learning.
- AdWords 2017 roadmap is actually loaded with AI or artificial intelligence after Google Marketing Next, machine learning is maximizing about each innovation in the search marketing. The perfect example is the smart display campaigns announcement of Google. Such campaigns depend on machine learning in automating about each campaign’s facet.
- A big development that comes with machine learning at its head came in the middle of the month of March. Google has declared it was expanding close variants’ meaning in exact match and could ignore the word order soon and ignore or add function words in the same match keywords.
Conversion Attribution and Tracking
- Google can now report and track on the store visits from the YouTube campaigns.
- There’s big news in online to the offline conversion tracking with the in-store sales measurement program in Google. The retailers may upload their loyalty card or some customer email lists into the AdWords.
- Google added maximize conversions as well to its collection of automated bidding strategies. If you are importing offline conversions into the AdWords on a regular basis, you may schedule such imports today.
- 2017’s first half saw the final sun-setting of the AdWords Converted Clicks as well as Google Attribution’s introduction, the largest product release that was announced at Google Marketing Next. The search marketers had access to several attribution data in the Analytics and AdWords, yet the Attribution pulls in many multi-channel conversion data.
- The ads in Bing enabled the ability in excluding lists in targeting the campaigns in the month of February and have started testing the custom and in-market audiences.
- Similar audiences and in-market audiences for Shopping and Search both rolled out in the AdWords in 2017’s first half.
- The audience targeting continued to be a primary theme this year.
- Google Shopping is actually at the heart of the record fine charged against Google in EU for the antitrust violations.
- The ads for shopping are starting to show on Display Network. Google began the pilot known as Retail Shopping on the Display on the home and fashion design retail sites.
- The ads on Bing added search query reports and inventory feeds at the product level. This rolled out later in the campaigns for Merchant Promotions, enabling the merchants to focus on the special offers in the product ads.
Changes in User Interface
- Ads on Bing rolled out the expanded device targeting that provides the advertisers the ability in setting up campaigns for mobiles only.
- Another million advertisers got access on Adwords Next.