Pay Per Click advertising started out during the nascent development of Internet search engines like Google and Yahoo!, which was somewhere in the early stages of the World Wide Web. As adoption of the Internet rapidly grew across many countries all around the world, this advertising method continued to improve as networks like Google and Yahoo! tried to keep at pace with the changing habits, preferences, activities, needs and lifestyles of Web users worldwide. That’s because these changes also brought about a new set of parameters and requirements that merchants and advertisers needed to set for their online advertising and Web marketing campaigns.
This advertising system is designed to allow an advertiser to select a set of targeting options that matches their parameters for their online ads. For example, if an advertiser wants to display their ads after a Google user in any of their target countries and local areas searches for relevant content, then they can do this through Google’s advertising platform. All they need to do is to set their target countries, local areas and exact match keywords. As more advertisers came onboard, Google’s targeting options began to have additional selections, and they also implemented a keyword bidding system. Advertisers can then pay for each click that their ads get based on their bids.
But Google and other networks recognized the need to develop a database of content publishers for this ADVERTISING system. This then allowed them to cover more ground and provide improved benefits for their advertisers. This new system is now known as Google’s search and display network. A lot of other networks followed suit.
With a search and display network behind their Pay Per Click advertising system, they were then able to allow their advertisers to display ads in contextually relevant sites and Web properties of the publishers in their network. This also allowed their advertisers to choose to promote their products and services through contextually relevant search results, in the sites and blogs among other Web properties of publishers that focus on related niches and industries, or both.
This continued for the past several years, with significant changes being implemented here and there as these advertising networks tried to optimize their system for both their advertisers and users. But recently, the world witnessed among the biggest changes in the Internet age. This brought about radical changes that almost all advertising networks needed to address, in order to keep at pace with the changing needs, interests and preferences of both advertisers and consumers alike all around the world. Those that failed to improve their advertising systems and services ended up losing significant market share, while some were forced to completely close down their operations.
So what exactly are these dramatic changes? First is the massive adoption of the mobile Web. This was caused by the unprecedented shift across a global scale from using desktops and laptops to mobile devices and smartphones when accessing the Internet. Today, advertisers can reach their intended audiences while they’re on the move as they’re carrying the devices in their pockets, which they mainly use to access the Web. Billions of users all around the world are also using these devices to browse the Web across much longer periods each day. This requires advertisers to keep them interested with more strategic multimedia content.
Next is social media. Billions of mobile users worldwide spend a lot of their time on the Web in the most popular social media platforms like Facebook and Twitter. They frequently share and engage with content, news stories and participate in discussions with their peers. Because of this, advertisers need to constantly establish a solid reputation for their brand across a variety of social groups in these platforms, especially those with active members in their target audiences. This alone continues to drastically change the landscape of Pay Per Click advertising.
Another considerable proponent of change is 4IR (Fourth Industrial Revolution), which is steadily gaining ground all around the world with the release of IoT (Internet of Things) devices and wearable technology like smartwatches. This also requires advertisers to significantly change their marketing strategies, organic content publishing techniques and online advertising tactics.
How exactly are Pay per Click or PPC advertising networks like Google and Facebook continuing to improve their systems? How are they keeping at pace with the changing habits, preferences, lifestyles, needs and interests of Internet users worldwide because of these technological breakthroughs and industry trends? What are they doing to prepare their PPC platforms? Here’s a brief shortlist:
How Pay Per Click Advertising Networks Are Evolving to Keep Pace the Mobile Web & Wearable Tech
- More Options for Advertisers — Aside from Pay Per Click advertising, platforms like Google and Facebook are offering other options to advertisers. These include Pay Per View (PPV), Pay Per Impression (PPM), Pay Per Install (PPI) and Pay Per Lead (PPL). That’s because PPV and PPM are more suitable for advertisers whose target audiences are mainly comprised of mobile Web users. On the other hand, PPI is for advertisers that want to promote their mobile apps across other vertically relevant mobile apps. Then, PPL is for advertisers that want to pay these networks and their publishers for sending qualified leads to their opt-in offers.
- More Audience Targeting Options — With the insane popularity of social media, more data can be logged and analyzed by advertisers for their online marketing and digital advertising campaigns. This then allows them to offer more granular targeting options for their Pay Per Click advertisers, such as user device type, Internet Service Provider (ISP), current location, interests and so on.
Location-based Pay Per Click ad serving is also a huge change to the systems of these advertising networks. With the help of wearable devices and smartphones, which are equipped with GPS and BLE (Bluetooth Low Energy) components for more accurate location reporting protocols — These networks can display Pay Per Click ads of their advertisers in the apps that are part of their publisher network whenever a user is within any of the advertiser’s target locations.
These are the major improvements that TalkingAds networks are integrating into their Pay Per Click advertising systems. Huge changes are also being made by publishers of these networks to their content development and placement campaigns. For example, social media influencers and video on demand (VoD) publishers are continuing to drive insane amounts of Pay Per Click traffic to advertisers.