Network and Internet Marketing Index
PPC experts predict that in 2010 ...PPC advertising is a mainstay marketing strategy for most online businesses. Most observers of online marketing trends expect that PPC advertising models will continue to develop in 2010. It's worth taking notice of several important points. Display advertising: During 2009 Google in particular developed several useful tools for easily preparing display ads. These are essentially banners that appear as sponsored ads and compete with the traditional text ads. Marketers such as Robert Puddy explain that these are great attraction and therefore income generators. They are larger and more colorful than text ads and usually only one can fit on the top of a page, so if you can get yours to appear, you're likely to attract lots of traffic. Not many marketers are using this format yet, so now is a great time to learn more about it. Check out Google's "Display Ads 101" to learn more. Other search engines are getting in on the act too.Additional ad formats. In parallel to the developments in display advertising, Google, as well as other search engines, will continue to improve their textual ad facilities, offering advertisers to set up more attractive ad formats. Be sure to experiment with these options to optimize your PPC campaigns. Geographic targeting: More PPC campaigns will ‘go local’. If you have a local presence as well as an international one, or if you are targeting a specific local market, developing a local page and driving PPC traffic there is a necessity. More customers are using local filters on search engines and you want to rank high on these sites not just under generic searches. Tight key words focusing around a local service will serve you well. Re-targeting. With CPC (Cost per Click) likely to rise, advertisers are looking to get more value out of each click by tracking visitors and re-targeting them. This can be done by analyzing the surfing trends of your visitors and placing banner ads on the sites they like to visit. Search engines will begin offering this service to their paying advertisers during 2010. Content advertising: 2009 has seen more advertisers experiment with placement of PPC ads on Content pages, sometimes in addition to, but sometimes instead of, on Search pages. This trend will continue in 2010, particularly with the expansion of display ads an additional text ad formats. Mobile phone ads: The expansion of iphone advertising during 2009 and into 2010 provides an new outlet for online advertisers. Many marketers are not yet optimized for this format. Software for this market will surely improve over the coming year so advertisers should become familiar with it. Bing/Yahoo: Our final point relates to the recent merger of Bing and Yahoo. It remains to be seen how successful this will be, but some innovating marketing and advertising formats would surely provide a useful competitive challenge to Google. We will watch out for these as they emerge.
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