Will paid search increase or decrease in value in the coming years? How will paid search trends develop going into 2015?
Although analysts’ and industry sources’ predictions for 2015 generally run the gambit, they do agree on the significance of the priority that advertisers and Google have placed on mobile advertising. With mobile devices taking over, it comes as no surprise – but what specifically can we expect from this trend?
In an article on Wordstream’s blog, Dan Szetela says, “Mobile clicks will often represent the majority of clicks available to advertisers.” SERPs are becoming more intuitive and in-app ads have become increasingly difficult to ignore.
Lisa Raehsler concurs, stating that mobile PPC will no longer remain an advertising luxury: by all indicators, it will enter the mainstream in 2015. Bing’s John Gagnon underlines the importance of persona advertising, which is based on previous search and site behaviour and existing knowledge of customer habits from social media data.
Matt van Wagner predicts the death of native or sponsored advertising through the introduction of strict disclosure rules by the FTC. If this occurs – and it seems likely it will; the only question is how tough the disclosure rules are.
Marty Weintraub from aimClear predicts that keyword targeting will be further phased out in 2015, according to Wordstream. “They’ve taken steps in this direction with alternate targeting methods such as psychographic audience targeting…and introducing untargeting methods like replacing exact match with close variants,” said Weintraub.
Clamping Down on Analytics
Search Engine Land reports on some other possible trends that may continue more vigorously in 2015, such as Google’s innovation in analytics (the launch of Google Insights, for example) and tools in order to deal with black/greyhat SEOs.
This could also be an opportunity for legitimate third party analytics packages such as Adthena to develop its in-depth competitive analysis tools, as Google tries to commoditize the search market and clamp down on marketers’ abilities to optimise their campaigns.
Google Increasing Advertising Real Estate
With mobile phone screens increasing in size, the advertiser loses out on advertising space when it designs for these larger devices and their smaller counterparts together, displaying ads without an eye to each screen size’s individual layout.
In late September this year, Google blogged about several changes to paid search that would be adopted in the coming months, including many refinements in mobile advertising.
The various update announcements included:
Engagement ads based on HTML5, which resize according to the size of the device’s screen. These ads expand to fill the screen of the device after a two-second hover delay. The goal with these ads is not clicks or conversions, but engagement.
TrueView will be rolled out for more apps in the AdMob network. These are full-screen video ads that are displayed to users while they engage with their favourite apps.
Anchor format ads for mobile: These ads stick to the bottom of the screen when scrolling and have been around for some time in desktop advertising.
Magazine-style text ads, which fill the entire screen of the device, for AdMob network apps. These utilise existing text ads and reformat them in an attractive, full-page format.
(Main image credit: KATH/flickr)