So another year has gone by and how quick that year has passed! It’s that time of year when million of people will start to look towards the new year with potentially new year resolutions to get themselves kick started for 2016. However, before we do that, let’s look back on pay per click advertising in 2015. What can advertisers of the online advertising program learn to help them shape a path for them to lead into 2016? 

#1 Mobile PPC is Still Growing…

As I have consistently said in the past, the new emerging market that is continually growing is mobile PPC. Why is this?

• More and more people have access to mobile phones and smartphones than ever before – this will always be the case as technology becomes more and more affordable to consumers.
• People also have access to tablets and other portable devices which have access to the internet.
• The boom in big screen smartphones means more people are putting their laptops and desktop PCs to one side and doing all of their Google searches on their smartphones and portable devices. You only have to look at Android 6.0 Lollipop where the consumer is one click away ever from Googling anything.

Therefore, if you have not created a mobile PPC campaign yet, you may want to make one for 2016. Analyse your landing page to see just exactly how much traffic enters onto your landing page that is mobile traffic. If it is a lot, you can see there is a market for you to create a mobile PPC campaign.

#2 Location Becoming More Important

In the old days of PPC (I am talking 5-10 years ago), one of the only factors that affected what adverts appeared was the keywords that determined if the advert should appear or not based on how contextual it was with the keywords the PPC advertiser chose (and breathe…). Let’s skip forward now to the present day. You still have keywords. But now, there are also other large contributing factors such as location.

Location targeting has been a revolution for PPC as it enables local companies to use PPC (whereas in the past only globalized companies would really succeed from PPC).

This makes it clear that any business can take advantage of PPC. If you have not done this, give it a go in 2016!  The fact of the matter is that more and more people are wearing devices that will record their location (yes, I know it sounds a lot like 1984). It might be a bad thing that location can be so easily used now in terms of private security etc. However, for us PPC advertisers, this is brilliant as it stops people in Japan from seeing adverts for Germany and so on! The targeting can be very specific to: down to just one town if you want!

With this in mind, I think we can expect to see both mobile PPC and location targeting in PPC continue to grow to make PPC a more contextual and useful experience for consumers and convert better for advertisers.