Pay-per-click advertising (PPC) is an affordable and effective digital marketing tactic that many companies use today. You can set whatever budget you want, identify the keywords and geographic areas you want to reach, and have your ads seen by a targeted group of people who may want to purchase your products or services. As online search has evolved, so has PPC. To maximize your budget for the coming year, your SEO company in Utah should be tweaking and responding to the rapidly changing market and keeping up with these trends.
The proliferation of smartphones and tablets in the U.S. has led search engines and other websites to shift their emphasis toward these consumers. The number of users worldwide who exclusively use a mobile device to get online has increased from only 14 million in 2010 to 788 million in 2015. The vast majority of these people are using phones to shop online, search for businesses and contact information, and make payments. If you plan to use PPC advertising to attract mobile customers, you must make sure you have a fast-loading landing page with quality content that will generate the response you need, including:
Social media sites prioritize video above other content, and when it comes to advertising video is also a great bet. Business Insider analysis shows that average click-through rates for video content is anywhere from three to 16 times higher than other formats, such as mobile, flash or display ads. Plus video content can be readily shared on social media platforms, helping to fuel its popularity.
One of the primary benefits of online advertising compared with other traditional formats is the ability to collect and analyze data on the browsing, clicking, and buying patterns of both the people who do business with you and those who leave your site without taking any action. PPC advertising is also becoming more data-driven, with search engines allowing you to track the people who are clicking on your ads to better understand who they are and how your products or service can appeal to them. This will help with retargeting ads designed to reach the audience that bounces from your site.
As search engines evolve they are trying to develop the ability to understand a searcher’s intent and not just the keywords he or she types in. They hope this will improve search engine results to provide better exposure to sites with great content over those geared solely toward advertising for specific keywords or phrases.
The digital marketing world is rapidly changing. Stay updated with the latest trends and ensure your website is on the cutting edge to attract customers by working with a great Internet marketing company in Salt Lake City.