As we near the end of 2009, many pay-per-click (PPC) advertisers are wondering what trends they can expect to see in 2010. Here at Web.com, we always try to be proactive and prepare our client accounts for future changes. Here is what we expect to see next year:
Retargeting. We all know the time and money that goes into driving visitors to a website. As a result, it makes sense to make the most of that investment by keeping track of those visitors and targeting them further. That is where retargeting comes into play.
Retargeting is the process of promoting your site to people who have visited your website in the past. This is usually done through banner ads displayed on the users’ favorite sites as they surf the Web. While there are several companies that already specialize in this service, 2010 will most likely be the year that the major search engines begin introducing this service in their paid search programs.
Display advertising. While paid search has been focused more on text ads in the past, we’ve seen major growth this year in the display ad market. Earlier this year we saw the search engines introduce some great tools to aid in creating display ads. With these new tools in place and more websites jumping on the content network bandwagon, we should see an even greater focus on display ads in 2010.
Among these display ad tools, Google™ began offering the ability to track “view-through conversions.” This feature allows advertisers to track online conversions completed within 30 days of a user viewing (not clicking) the advertiser’s display ads. These additional conversion metrics can add significant value to display campaigns and should be used by all advertisers currently utilizing display advertising.
- Additional ad formats. In the past few weeks, we’ve seen Google introduce several new ad formats, including Sitelinks, Product Extensions, and Product Listings. While still being tested, these new ad formats offer advertisers the ability to provide more appealing and relevant ads while also improving the search experience for Web users. As these formats become available to more advertisers and additional formats are introduced, advertisers should test them out to see the potential impact they may have on their paid search campaigns.
Contextual advertising. The search engines have made huge strides to improve the quality of their content networks over the last several years. As a result, more and more companies have seen positive ROI from contextual advertising.
The expansion of display advertising and additional ad formats will also allow for more opportunities to utilize these networks. In 2010, we will continue to see these networks grow as more companies realize their value and see new marketing opportunities arise.
- Mobile advertising. With the rise of 3G phones in the last year, we’ve already seen enormous growth in the mobile advertising space. As new phones come on the market and cell phone carriers improve their 3G service, we should continue to see major growth in the mobile advertising space. To prepare, advertisers should optimize their landing pages now to provide an enhanced user experience to mobile Web users.
In the weeks to come, we’ll be posting additional tips to help you with your 2010 online marketing plan, so be sure to add our blog to your holiday checklist.