What Will Pay-Per-Click Be Like In 5 Years?
Visions of the future are often filled with speculations and assumptions based on the present scenario. Digital marketing has always been an evolution and never a revolution. The Internet has changed how we reach our target audience and companies are just getting started. Pay-per-click or PPC is a fast and easy way to reach your target audience. Pay-per-click has come a long way since its inception and is undergoing a lot of changes at breakneck speed. So what can we expect next?
Rise of Identity-Based Pay Per Click Marketing
According to a survey by 2020, there will be more than 4 billion mobile internet users. The pay-per-click ads are based on cookies and cookies don’t work on mobile apps. The only way to show ads would be based on user’s logged-in identity. We can expect super specific PPC ads based on phone number, location, age, ethnicity, income and purchases. At present, Google’s display targeting options are focused on topics (the subject of interest), placements (websites on specific subjects), interest categories (in-market, custom and affinity audiences), remarketing lists and keywords. In the course of a few years, we can expect a hundred percent demographic based targeting on the search network. There is a lack of personalization in current pay-per-click ads. Marketers have started acknowledging the effectiveness of personalization and will use it to its full potential in the near future.
Rise of Native Advertising
All of us are annoyed with pay-per-click ads that pop out on the side of a page or bottom of our mobile browser. In a span of 5 years, there will be no annoying pay-per-click ads. Let me take a step back and explain native advertising. Native advertising is essentially camouflaged advertising. It’s an ad that looks like it is part of the content of the platform on which it is located. It’s also known as sponsored content. Examples would include sponsored Facebook posts, sponsored Twitter Tweets, magazine advertorials and Buzzfeed listicles that promote a certain product or service. For the users, native advertising will improve the visual appeal of the websites and apps. For the advertisers, the overall return on investment will decrease as there will be multiple unintended clicks.
Rise of Bing Ads
Google AdWords operates on a pay-per-click model, where users bid on keywords and pay for each click on their advertisements and is by far the most popular PPC platform. But the last few years have seen the rise of Bing and Yahoo. In 2015, Bing grew to 19.7% of the US search market share and Yahoo saw a 10% increase in paid search clicks over the past year. Bing is becoming the preferred platform for marketers to reach a high-quality engaged audience. On Bing network, you can reach 167 million unique U.S. users with one pay-per-click ad. While there’s no doubt that Bing is still an underdog to Google it is smartly targeting areas where Google AdWords has been struggling. In a few years we can expect fierce competition wherein Bing would no longer be an underdog.
As mentioned, change is an evolution and not a revolution, which applies to pay-per-click ads too. In a few years as a user, one can expect a better experience, quality ads that are helpful, and a better aesthetic appeal. Future of pay -per- click seems to make the life of marketers easy too. Marketers can expect a better control over search demographics, no more closed variants, more transparency and control over the campaign, and cheaper CPC’s. The future of pay-per-click ads looks exciting with a feeling of ‘anything can happen.’ “A nice blend of prediction and surprise”, the world of PPC in 5 years will be full of surprises. Are you ready?