There is a lot of buzz in the digital world at present around the rise of demand side platforms and real time bidding being the future for display advertising and particularly network buying.
With all the data, technology, and bidding involved, paid search marketers could find themselves best placed to take advantage of the rising popularity.
Econsultancy’s PPC Bid Management Technology Buyer’s Guide published last week highlights an increased reliance on automated campaign management tools.
But how necessary is it to use this kind of software?
Facebook recently announced it has hit the major milestone of 500m users, following hot on the heels of the news that, in the US,
the site has overtaken Google for the first time. This is truly
remarkable growth for a site that only launched in 2004.
However, can we judge the effectiveness of Google vs Facebook based
simply on the size of their respective user bases? Should we be
diverting more budget towards Facebook at the expense of search?
Recovery. Confidence. Spending. These are terms that will that will be welcomed by retailers
across the world as the global economy inches away from recession. They
now be looking to capitalise on the more optimistic outlook and report
We are clearly not out of the woods yet, so all such
such as search, need to be justified with accurate measurement. However,
date there has been a fundamental flaw in the way that it is measured
prove to be a major stumbling block.
It is hard for any marketer to
ignore the hype that surrounds social media. Facebook, Twitter, performance
display and ad exchanges are bringing opportunities for retailers to generate
demand within these massive new channels.
Facebook is probably the most
accessible and it’s understandable that retailers are getting excited about its
possibilities. We’re looking at a site with more than 400m active users,
all of whom can be individually targeted and engaged through Facebook Ads.
events in the UK
and the world over have developed an increasing importance for brands and
marketers in appealing to consumers. One only has to look at the impact of
occasions such as Valentine’s Day to see how lucrative an event can be for a
Search offers brands a potentially engaging way to capitalise upon this,
which may not be as hard as you think. The initial
groundwork of a seasonal paid search campaign must be rooted firmly in the website
Depending on the brand, there are two potential options to pursue...
Forecasting the future of any industry is always going to be tough, let alone attempting to predict the future of a market as complex as paid search. Although leading analysts are already estimating paid search spend will grow significantly this year, how this growth is going to happen is still uncertain.
However, it’s obvious that more money will mean the number of tactics, targeting options and channels available for search marketers will need to grow to make sure search that campaigns can deliver ever-increasing return on investment (ROI).
With this in mind, I expect that the following trends are likely to drive paid search growth throughout the coming year...
When it comes to selling smartphones, it pays to be the king of search. Google jumped directly into the smartphone seas this week with the launch of the Nexus One. One of the first things the search giant did (besides open an online store to sell the phone) was put a big ad for the phone on its homepage.
That's prime real estate, especially considering that the pristine page is generally ad free. But Google has other tricks when it comes to search that could be more dubious. Like manipulating search results and blocking advertising on its trademarks.
Although it’s by no means a sealed deal, it’s very possible that in the 2010 election, the government will change and the Conservatives will lead the country. What might that mean for our industry?
Can paid search and online lead generation co-exist in the same marketing plan, or do advertisers buying leads just end up cannibalising their own own search efforts?
As online lead generation starts to establish itself as a separate
discipline in online marketing and an increasing number of advertisers
start to see the benefits of paying for leads on a CPL basis, marketers
will have to start making some decisions to allocate sufficient budgets
to their online lead generation campaigns.
For many lead products, paid search is still one of the most
important ways to generate premium leads. This raises a few interesting
issues for advertisers running paid search campaigns at the same time
as buying in third party leads on a CPL basis. Can the two really exist
together in the same marketing plan?