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Six Paid Media Trends for 2023

By Paid Media No Comments

In an increasingly competitive world, marketers want to get most out of their ad budgets. But with new tools and technologies emerging all the time, it can be hard to know which ones deliver the greatest value.

With that in mind, we’ve compiled six paid media trends that will matter in 2023.

1. Amazon’s Emergence into Paid Advertising

While Google and Facebook still dominate paid advertising, Amazon is now the third-largest and fastest-growing advertiser. Amazon ads are displayed on and off of Amazon, which has skyrocketed its popularity with online retailers.

In fact, buyer intent is the greatest advantage Amazon has over Facebook and Google.

While Facebook and Google give access to the largest audiences, users aren’t usually looking to buy something. When compared to Amazon’s buyer intent, this usually results in lower conversion rates on these platforms, so brands could be spending more for less.

2. Going Social

Around 70% of people check at least one social media platform a month (most check social platforms daily) and these numbers are growing. If you are ignoring social media in your PPC strategies, you are missing opportunities for personalized brand awareness.

As a result PPC marketers are focusing on ads for social media platforms. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.

3. The Rise of Voice Search

Smart homes and personal assistant speakers such as Cortana, Siri, and Alexa have nearly reached critical mass in the U.S.

Paid voice search advertising hasn’t yet made it to the mainstream, but due to a rise in technological changes, it’s nearly certain we will see these advancements start to emerge soon.

One good strategy to get ahead of the game is to adopt a more conversational tone on your website. People are more conversational when making voice searches, so it will improve your ranking in voice search results. Updating FAQ pages on your website by using ‘long-tail’ keywords is another way to set yourself up for voice search success.

4. Surge in Visual Searching

Visual search works by using a picture as the search query as opposed to text. Imagine you are seeking a specific type of product with desired colors and/or patterns. Visual search results will drive a much faster click-through response than descriptive words.

People want results faster than ever and visual search helps them find exactly what they want must faster than text searches.

5. Collaborative Filtering

Collaborative filtering is a grouping system that groups users by shared tastes or preferences. If Bob has similar reactions to content as Sue, it’s likely they could have other similar tastes. Filtering can be based on almost anything from age, interests, locations, and more to guide them to content that would appeal most.

Collaborative filtering tailors your content to your recent likes, browsing history, or trending topics. This allows websites to remain interesting, new, and relevant to individual users.

6. SEO and PPC Integration

PPC and search engine optimization go hand in hand. You’ll see better results when you integrate your SEO and PPC campaigns. A good way to sync up your PPC and SEO is to analyze your top-performing ad copy. Create your content and blog posts based on that copy to boost your ranking.

You can use long-tail terms to boost your rankings and improve paid search bidding strategies.

If you need assistance with your paid media strategies, please contact us today. We’re here to help!

Ads Coming to Android Lock Screens: Here’s What You Need to Know

By Paid Media No Comments

Android users will soon see their mobile home screens filled with ads. Glance, an India-based mobile ad company owned by InMobi, plans to roll out its lock screen platform to Android devices in the U.S. in the coming months.

When an Android user turns on their screen when the device is locked, they’ll be met with a slew of new content; they might see video content and recent news stories — alongside ads. When the device is unlocked, the dynamic display will disappear.

Glance is already pre-installed on devices around the world, acting as an extension of the Android operating system in many markets.

A new prospect for brands

For advertisers, the prospect of lock screen ads is attractive. “Lock screens are seen hundreds of times a day and free from any visual noise, they are primed to be high-impact and high-engagement ad placements if done the right way, which Glance seems to be willing to do,” says Julien Verdier, the general manager of advertising at social engagement platform OpenWeb and cofounder of adtech firm AdYouLike. “Mobile home screen-based advertising is a concept that has been around forever with small startups trying to capitalize on this unique piece of real estate, but it never took off. Glance seems to be onto something and has relationships with brands and agencies to make it successful.”

Skeptics Aren’t Sure Consumers Want More Ads

Other industry players are more skeptical, pointing out the risks at stake. As Paul Roberts, chief executive officer at adtech company Kubient, puts it, “This has the potential to backfire.” The main issue, he argues, is that consumers are already weary from digital market saturation. “Consumers already feel bombarded by digital advertising and have shown concern with things like digital tracking. For example, 96% of users have opted out of iOS tracking [via Apple’s AppTrackingTransparency framework], which is a big sign there is a reluctance for more ads.”

Acronym’s POV

Acronym’s Vice President, PPC, Oscar Au weighs in:

“This opportunity offers the potential to help advertisers to cut through the noise and to be seen by consumers before they even open their phones. By enabling ads on the Lock Screens, prospective customers can begin to engage with all sorts of content, especially if it is targeted well.

However, this is another opportunity to test to the U.S. consumer base to determine how open and accepting they are to ad placements everywhere they look, especially on their phone’s lock screens.”

If you need assistance with Lock Screen Ads or any other paid media strategy, please contact us today. We are here to help.