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Guidelines For Re-Evaluation Of PPC Campaigns In 2016


2015 is over and the New Year is here. Its time you have to re-evaluate your campaigns and strategies for the betterment of your business. With the New Year comes a new list of advancements from search engines and the Web. A few months back, Google, Yahoo, Facebook, Bing and Twitter came up with new extensions and features for your campaigns. Do you know about them? If not, then read ahead to know where you need to put your focus to succeed with paid search in the year 2016. You need to have the best PPC services available with well aware professionals who know what is going around in the market.

Mobile advertising

With 80% of searches being made with mobiles today, the New Year has lots to see in terms of mobile paid search. Mobile ads spent more than $100 billion in 2015! And, the number will only grow this year. If your ad or site is not mobile optimized, you are going to lose your mobile user probably forever! So, make sure you create responsive versions of your desktop landing pages and also rearrange and resize your content to be more readable on the small screens of mobiles.


If a visitor comes to your site, there is no guarantee that he will convert. Bing says that 96% of first time visitors leave websites without converting. This is where remarketing comes to the rescue. You need to know where your customers are and provide ads based on what they are looking for. You can retarget your visitors in this way by providing ads of the products they have viewed on your site when they are browsing on another page. Remarketing helps you create ads based on a visitor’s search history. And, once you have set up your remarketing campaign, you can use your audience data to develop targeted marketing strategies for your customers.

Structured snippet extensions

Do you know about the structured snippet extension? This is the latest addition to extensions, which allows you to show additional details about your site on the search page of Google, which helps people know more about your your business and helps them decide if they would be interested in you. You can specify additional details in the form of styles, types, services, programs, brands, models, etc. This helps people preview what you are about and what you are offering before they even land on your page. Your structured snippet extensions will help users decide whether to click on your site link or not. So, you must very carefully develop an extension strategy for your account. Know which extensions will make sense and will provide relevant information about your business. Google had made lots of updates and additions to extensions in 2015, and is expected to do the same this year too.

Audience targeting

In the last few years, there has been a shift in focus from keywords to audiences. In 2016, audience targeting will become highly important. The release of Customer Match by Google will revolutionize the way webmasters can communicate with their users. Search campaigns will be freed from 180 day memberships of users and will focus on seasonal products or subscription-based services.

Social media advertisements

Social media advertising has been paying off pretty well over the years. It is worth investing in social media with the high number of users using this platform every single day and because social media advertising is delivering a solid return on investment. Facebook and Pinterest are at the top of the list for such advertising, with LinkedIn, Twitter and Instagram standing below them.

These five guidelines will greatly help in your paid search campaigns this year. Update to these latest campaigns with the latest paid search features mentioned above and let your PPC strategies give increasing ROI. Need help? Hire the best PPC services to take care of your online advertising.


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