When’s the last time you updated your PPC knowledge? PPC marketing
has changed a lot in the last few years. If you’re still operating
under the old paradigm, chances are you’re missing out on traffic
opportunities or paying too much for clicks. Here are some of the
important ways PPC has changed in the last 5 years, along with an
analysis of how this might impact your business.
Quality Scores, Landing Page Guidelines
Google AdWords has implemented their notorious quality score.
Facebook has landing page guidelines. Bing has quality score as
well, though a much softer and easier to manage version than
What does this mean for you? Essentially, you have to actually sell
real products and build quality websites. You can’t just link to an
affiliate site anymore. You also can’t sell scammy products. It’s
also very hard to succeed with a fly by night website.
The PPC game is pushing more and more towards promoting sites that
bring real value to the marketplace.
Merger of Bing and Yahoo
Before the Bing and Yahoo! merger, it was hard to make the case
that managing Bing or Yahoo! was worth the time and energy. After
all, each of them owned about 15% of the search market, meaning
you’d get less than 1/5th of the traffic you’d get from AdWords.
Most people chose to spend more time on AdWords, rather than
porting over to Bing or Yahoo!
With the merger however, Bing and Yahoo now own over 30% of the
search market. Using just Microsoft AdCenter, you can post ads to
both search markets at once. You’re now looking at advertising on
an entire third of the search traffic on the net.
Furthermore, clicks on Bing and Yahoo! generally cost about the
same as AdWords, but convert slightly better. In short, it’s time
for marketers to stop ignoring Microsoft AdCenter. They’re a real
Increased Competition and Market Saturation
When PPC first launched on Go.com, then Overture and Yahoo, there
were scarcely any competitors. You could get clicks for terms like
“web hosting” for pennies. Those days are long gone. Over the last
5 years however, the number of search marketers has jumped
significantly. It’s near impossible to find profitable keywords
that nobody is targeting anymore.
Instead, the PPC market is largely determined by back ends. If you
have a stronger back end and a higher lifetime customer value, you
can afford to spend more on PPC than someone with a weaker back
end. In this increased competition market, it’s more and more
important to focus on creating more products and services to boost
your customer value and increase how much you can spend on
acquiring that customer.
Facebook and Mobile
Facebook PPC and mobile PPC are both relative newcomers. However,
they’re likely going to be very important drivers for a lot of
businesses. If you have a business that might be suited to
advertising on these networks, it doesn’t hurt to start learning
about them early on.
PPC today isn’t the PPC we knew just 5 years ago. A lot has changed
and a lot will continue to change. Stay on top of the times and
adjust your strategies accordingly.