It can definitely be said that pay per click advertising has revolutionised the way advertisers advertise their products and services online. The problem, I believe, is that PPC has the potential to still offer us advertisers and publishers more. Have a look at the type of technology that is coming out such as the iPhone 5. It is amazing compared to ten years ago. For this reason, Google should look to improve PPC and make it better: nothing in the world is perfect – not even PPC.
 
 

Concentrate on Mobile PPC More

Although the majority of traffic still comes from computer and laptop users, the traffic coming from mobile devices is increasing at a scary rate of knots. For example, I would have been surprised if I got any traffic from mobile devices 5 years ago. However, now, AskWillOnline.com’s mobile traffic is roughly 8% now! That is a huge increase! Surely, at this rate of change, Google needs to pump more funding into mobile PPC to produce a better experience for both publishers and advertisers. For example, the typical mobile PPC ad consists of a small banner at the top or bottom of the mobile device. Considering that some smartphones have far greater processing power than computers, Google should look to use this when thinking of how to display adverts on mobile devices.
 
 

Offer a Wider Range Of Ad Sizes

Most people will not grumble about the ad sizes Adsense has to offer PPC publishers. However, after using Media.net, it is clear Google can learn a few things from them. The main ad size Google should start to use is the 600×250 advert below:

This is one of the best adverts to display for publishers that want to place adverts above or below content. The contents of the advert cannot be faulted too. It seems Media.net are concentrating more on conversions than on gaining cheap and pointless clicks. This is something Google should look to do. Make the adverts so that they are helping the web user more than hindering them.
 
 

Pay Monthly Campaigns?

Most advertisers have their campaigns running for months. Therefore, just like using phones on a monthly contract, should Google look into creating campaigns on a monthly contract where for a certain price, advertisers gain so many clicks for a certain keyword etc.? It’s an interesting idea to say the least which could have huge benefits:

• Google will gain a better idea of their cash flow forecast for future months.
• Advertisers can plan ahead much easier.
• It can work out more successful for advertisers if they can manage their money like this.

 
In the end, it looks like PPC is always going to be the market leader for online advertising. The ideas above are just small tweaks Google could make to Adsense and Adwords that I feel may improve the whole experience of PPC. The reason Google should implement these changes is that if Google do it, so will most other PPC programs such as Ad Dynamo: we need Google to perform an action in PPC to start a trend!