2013 Brings Complicated Changes To Paid Search Marketing
November 1, 2012 - Posted by Rilee Chastain
Predicting what is in store for paid search marketing in 2013.
Now that we are halfway through the month of October, it is time to start finalizing end of the year marketing campaigns and looking ahead to what is in store for digital marketing in 2013.
For those of us who work closely with Pay-Per-Click (PPC) campaigns and paid search marketing, it is no secret what a hectic, fast-paced industry this is. You are constantly having to tweak and experiment with what ads work best for your target clientele, while also staying in the right budget and campaign for your company. However, given the growth of mobile and tablet-use for web searches within the last year, 2013 is going to be especially hectic for marketers learning to adapt to the many changes.
It is predicted that mobile search clicks could account for as many as 20-25% of all search clicks in 2013. Therefore, one of the most important investments that your company can make this upcoming year it to improve the way their paid marketing campaigns work on a mobile infrastructure.
Earlier this month at the SMX East Conference, a group of paid search experts gathered in New York to talk about just where they thought paid search advertising was headed for 2013. While most agreed that it was going to take a lot of hard work to keep up with the big changes that mobile and tablet devices require, most experts also agreed that the improvement in advertising―for both users and marketers alike―would be worth it in the long run.
To help you prepare your marketing strategy for the upcoming year, we have put together just a few of the complicated changes you can expect to make to your paid search marketing campaign in 2013.
Mobile Ads vs. Tablet Ads
While most marketers know that you can customize paid search campaigns for mobile phones in order to bid them appropriately and send users to a mobile-friendly landing page, many people do not do the same for tablet users. In fact, some marketers believe that tablets and desktop searches are very similar, and should therefore be targeted the same when it comes to a paid search campaign.
However, experts at the SMX East Conference made the argument that, because of when, how and where people are when using their tablets, they should be marketed much differently than desktops. For instance, tablet use is highest throughout the evenings and weekends, when people are engaging in leisure activities such as reading e-books or watching TV. Therefore, tablets should be separated into their own campaign in order to focus on the environment in which the tablet is being used.
Engaging The Audience
Several experts at the SMX East Conference believe that search engine targeting is going to continue to evolve throughout 2013 and focus less on using keyword, device and location filters to target their ad audience. Instead, most predict that social and demographic data filters are going to become much more predominant in order to improve targeting.
However, the challenge that this ever-improved targeting provides for marketers is the responsibility to define their audience more than ever before. Instead of knowing keyword inventory and match types, it will be imperative to look into the rich demographic and psychographic data we collect from social networks such as Facebook and LinkedIn. This will also help marketers to approach their campaigns from their customers’ perspectives.
If your company has not already invested in a paid search marketing team or an outside digital marketing company to handle your paid search marketing campaign, there is never a better time than now. These professionals can help you define your consumer behavior and your audience’s motivational triggers, while also developing an ad campaign that works best for your goals for 2013. Contact the Marketing Zen Group today to learn more about the importance of PPC and paid search marketing for your company.