Top Five PPC Trends in 2015
Pay Per Click Advertising continues to take market share from traditional media — like television, radio, and newspapers. It’s well documented that in 2013, for the first time, ad revenues on the internet outpaced the “Big Four” TV networks.
PPC advertising is one of the most popular ways to reach targeted customers on the Internet. It features a nifty trigger — the consumer searches for a product or service that you offer — and your ad appears near the top of the page, at the exact moment someone is searching for it. You only pay when the consumer clicks your ad.
Whether someone is searching for a new pair of blue jeans to hide varicose veins or for a doctor to fix the problem, PPC is likely to play a major role in who gets selected.
Whether you are already in the game or considering it, PPC is constantly changing and evolving. Here are the Top 5 Trends to look for in PPC marketing in 2015, both in the medical field and in general:
More Display Campaigns
You’ve probably observed visual ads next to search results that look and feel a lot like a shopping cart. It gives consumers the opportunity to buy what they like with minimal effort. Display Ads in general represent a low cost means of building brand awareness and driving traffic to your website. Based on the success of these campaigns you can expect to see much more of this in 2015.
Remarketing is on the Rise
Sure, PPC advertising does a great job connecting buyers and sellers on search result pages. Remarketing takes PPC to the next level. It allows advertisers to place “cookies” on their websites so they can follow visitors after they have left their sites. Lets say someone visits a vein doctor’s website, leaves, and finds an article about varicose veins on, say, the Huffington Post. Advertisers have the ability to follow that cookie trail and show that potential lead an ad next to the Huffington Post article. That ad, of course, clicks back to the advertisers website. When remarketing first emerged, some customers felt like they were being stalked. And as time passes, consumers are getting more and more comfortable with the idea of being marketed to in this manner.
Most people don’t know that YouTube is the second largest search engine – processing over 3 Billion Searches a month. In fact it’s bigger than Bing, Yahoo!, Ask and AOL combined! There are several ways to set up video campaigns in AdWords, so if someone searches for a topic that relates to what you offer, like “varicose vein treatment”, your video can be displayed above the ranking videos. Or, you can show your pre-roll ad prior to content that the customer wants to see.
Mobile. Mobile. Mobile.
Optimizing PPC campaigns for an ever-growing mobile audience is going to be huge in 2015. Writing and designing ads that look great and download fast on Smartphones is vitally important. So, too, will be including one-tap phone numbers in enhanced PPC campaigns. Every call generated this way is tracked back to Adwords, so advertisers will know if referral calls are coming from PPC.
Social Media Marketing
By now, most business-savvy professionals know that it’s harder to gain exposure on Facebook with organic content. A great way to get the word out about your brand is using third-party apps like Adroll, where you can deploy a PPC-like campaign on Facebook. Or, you can always do your advertising directly through Facebook. But, unfortunately for brands, the free lunch is over on Facebook.
Interested in Learning More About PPC Options for your Medical Practice?
RH Medical Marketing can help!