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PPC Marketing Predictions for 2016

December 9, 2015

PPC predictions for 2016


PPC has seen interesting developments in 2015; just a few highlights include Bing Ads going native, creation of Google Buy button and introduction of Dynamic Structured Snippets. We’re sure there’s plenty more to come in 2016 so here are some hot topics to watch out for in the year ahead.

Continued growth of remarketing

Remarketing developed massively in 2015, having been rolled out to Google and Bing shopping campaigns in October.  While search remarketing has been available for some time, the update extends their application to consumers engaged in an active shopping process.  Remarketing for shopping means that advertisers are now able to customise such ads in response to previous behaviour, engaging consumers who may have abandoned their carts or previously converted.  Shopping remarketing delivers impressive results.  Yuly Gonzalez from Rakuten Search stated it was driving 285% higher mobile and desktop conversion rates with 68% lower CPAs, making it one of the most effective features we’ve ever tested.  With remarketing for shopping delivering such positive initial results, the use of technique as a whole will continue to grow in 2016.

Targeting via ID

With traditional PPC marketing being based on cookies, one of the obstacles has been that the consumer is lost once they switch to a different device.  New types of targeting such as Google’s “Customer Match” allow targeting based on email addresses, meaning you can continue the conversation with your users even if they switch from laptop to their mobile phone.  ID-based targeting is set to revolutionise PPC marketing in 2016.

Mobile domination

Mobile is more important than ever.  In 2015, mobile traffic overtook desktop traffic for the first time in 10 different countries, proving how more and more people are relying on mobile devices to complete activities that they would normally do on a desktop. As video ads become included in search results, it is also likely that the two will combine, making mobile video a key format for PPC in the coming year.

Conversation-based search terms

2015 saw a rise in the use of voice commands, largely due to digital assistants like Siri, Cortana and Google Now.  Users might now ask their assistant if they need an umbrella, whereas previously they might have typed “weather” into a search engine, perhaps with the day of the week or location.  The increase in voice commands has meant search terms are evolving to include conversational sentences similar to those given to digital assistants.  These queries often begin with ‘Where can I…’, ‘What’s the best…’ and ‘How can I…’.  There are also more instances of users searching for queries starting with “OK Google”, the term used at the beginning of Google Now voice commands.  As the intelligence of digital assistants continues to increase in 2016, so will the frequency of conversation-based search terms, which will have a significant impact on PPC marketing.

Ones to watch

Platforms that have potential for expansion in 2016 include smartwatches and Yahoo Gemini.  Consumers are increasingly adopting smartwatches, and the success of services like Apple Pay and Samsung Pay indicates that smartwatches should start gaining more traction into 2016.  Yahoo is poised to roll out its Gemini platform as a search offering, which could be a significant step towards the former search giant re-emerging as viable contender in its own right, rather than a subset of the growing Bing engine.

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