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2016- The Year of Mobile PPC Advertising

It’s no secret that the world of technology is constantly evolving and changing. What was hot a year or even six months ago may be antiquated by today’s standards. PPC Advertising is one of those platforms that has evolved into one of the most stable methods for online desktop advertising. However as more users go to mobile apps rather than the web on a desktop or laptop computer, today’s advertisers also adapt to the ever-changing times.

Arguably the most powerful and recognizable names in the online world, Google and Facebook, are two of those who are leading the way when it comes to PPC advertising and adjusting it to the mobile world.

In October 2015, Google unveiled its Customer Match program, which allows marketers to target customers and potential customers via their email addresses. The Customer Match program tailors ads to the individual, using information provided by Google that includes heavy hitters the conglomerate owns—Gmail and YouTube. Of course, Google is merely following the lead of social media giant Facebook, which has been gathering customer information and using that data to create custom ads for particular users for years.

Facebook also branched out late last year by beginning to offer PPC ads on its sister app, Instagram. The success in this instance has been hit-and-miss, with some Instagram users feeling as if their privacy has been violated by the app “knowing” what they are interested in. Instagram advertiser videos are also twice as long as the app’s maximum 15-second videos, which may also lead users to feel somewhat disillusioned.

However, like it or not, these types of PPC ads seem to be the way to go in 2016. Google data from May 2015 showed that in at least 10 countries, including the U.S. and Japan, more people are searching Google from their mobile devices, rather than from a computer-based web browser.

For those savvy enough to capitalize on this market, the benefits could be astounding. Google’s official blog, Inside AdWords, reported that its study showed that most customers discover new apps by searching on an engine like Google, or by visiting an App Store on their mobile device. Google also announced numerous tools to help advertisers get the biggest bang for their bucks on Google, Gmail and YouTube. There are functions that can drive more customers to businesses like automobile dealers, hotels and mortgage lenders. Google has developed options for advertisers, particularly in these three major areas, to maximize profits and get the most out of their advertising budgets.

Facebook has also recently revamped its methods for targeting users by releasing a new detailed targeting system to give advertisers even more specific details on potential customers. This function allows advertisers to access more information about Facebook users’ demographics, interests and behaviors. For example, advertisers can focus in on customers who fit certain criteria. Perhaps a company selling fitness products might target people between the ages of 18-65 in the United States who regularly attend Zumba classes. They can also ensure that their targeted customers have fast smartphones that will load their advertising components easily and without getting discouraged, and thus perhaps leaving the advertiser’s site without making a purchase or securing a service. Facebook lays out all the details of this new system on its site, offering options that will help ensure any business’s success.

Though Google and Facebook are easily the front runners in this business, it’s advisable for smaller companies and organizations to get in on the game while the getting’s good. As pointed out earlier, the click-through rates for PPC advertising tend to trend downward over time.

It’s also important for advertisers to stay on top of the latest trends that can help them increase their success rates, not only their click-through rates. Taking the examples that Google and Facebook have set and molding them to your own business could only be a good thing for your company’s advertising dollars, but at the same time, be aware that you should move as quickly as possible.

As demand for mobile traffic is growing from advertisers, publishers should adapt, update their strategy and optimize their websites for mobile in order to catch up with the trends.