According to SEJ’s report some of the services offered by Google and Bing will impact their pay-per-click (PPC) advertising customers during 2015. Many changes have to do with shifting trends in the search and PPC industries, and will alter the current strategies used by search engine developers based on users’ behaviors.

Because a good PPC strategy means constantly adjusting to rapidly changing market conditions, if you aren’t staying current on PPC changes and industry trends, you could very well lose market penetration in 2015.

SEJ says, “Mobile is the New Normal.” What they mean is that SEO developers will continue to compete for users in mobile searches and PPC advertisers will continue to see a rise in mobile clicks in 2015. Landing page content must be written to present well in a mobile device’s browser, which presents some unique challenges.

SEJ suggests that landing pages should load quickly. They reported that around 57 percent of mobile users will leave a landing page that takes more than a few seconds to load. Other important factors they cited to have on sites designed for mobile devices are:

  • Clickable telephone numbers
  • The shorter the form, the better
  • A simple approach to graphic design to promote readability
  • Straight-to-the-point content

Following the above suggestions on landing pages will increase conversion rates.

In 2015, Bing Ads will allow you to understand your audience better through persona targeting. Persona targeting will permit PPC designers to track end user performance on their site so they understand who their users are and how each user interacts within the site by supplying certain metrics, such as:  what content they access and whether they are returning users. This information will benefit PPC clients by finding out who their most profitable customers are for re-targeting purposes.

Facebook’s Atlas program will provide a more inclusive peek into the personalities behind their target audience. By taking advantage of Facebook profile data, Atlas users can reap the rewards of highly-specialized ad targeting for PPC advertisers savvy enough to utilize it.

Both Google and Microsoft are moving toward “Semantic Searches” in hopes of more responsive search results by trying to understand the intent behind the search instead of relying just on the words in the request. To do this, sites with the best content will be rewarded and those sites geared solely to advertising will not fare well. This means keyword density in web content should be within limits and pieces should be more informational and interactive for best results.

Changes in the PPC industry are quick and hard to predict. That’s why it’s important to stay current. PPC advertising success comes through a robust digital marketing strategy that takes advantage of all the tips and tricks of the trade.