2012 saw a lot of new trends in pay per click advertising. We expect that 2013 will be no different.
Mobile
Emerging trends in mobile advertising as well as the influx of tablet users will cause advertisers to explore new ways to tap into those users via pay per click. Advertisers are encouraged to start setting up separate campaigns for both mobile and tablet users. Click to call capabilities continue to rise as mobile users call advertisers directly from their ads on their mobile devices. The advertiser can catch them while the lead is hot instead of making the user look up a number to call at a later time when interest may have waned.
ReMarketing
Remarketing continues to be a growing trend in the pay per click domain for 2013. Remarketing allows advertisers to show ads to users who have previously visited their site but did not convert, as they browse the web. This tactic gently reminds the user that they had been on their website but did not complete a conversion of some type. This conversion can be purchasing an item, filling out a lead form or making a phone call. These are generally considered warm leads and if advertisers can get the user back to their site, there is a higher chance of converting the second time. Facebook and Amazon both announced retargeting programs this year to rival Google’s traditional hold in the marketplace.
Digital Ecommerce
Digial ecommerce also saw some emerging trends. With the ever growing popularity of games and apps for smart phones and tablets, advertisers have a greater chance of reaching consumers. Google Play now allows advertisers to sell digital content within applications. This allows advertisers to sell a wide range of content including media files, photos or games to a captivated audience. Advertisers like Tap Joy are seeing success with ads that play on free games apps on both mobile devices and tablets. All of these are ads are pay per click and can be a lucrative way for advertisers to reach their audiences for very little investment.
Overall
Competition continues to increase in all verticals and one of the best ways to capture that audience is to use pay per click campaigns. Understanding the emerging and continuing trends in pay per click will be the key for advertisers to gain that click and conversion and come out on top of their competitors.