FEATURED ARTICLE — May 24th, 2017
“Never let your ads write checks that your website can’t cash.”
– Avinash Kaushik, digital marketing evangelist at Google
PPC advertising saw some major shake ups in 2016.
Early in the year, Google decided to kill off right-side text ads. Several months later, the big G announced that Expanded Text Ads (ETAs) would soon be a reality; on Aug. 1, 2016, this promise came to fruition.
Many industry experts hold the text ad expansion as one of the biggest changes to Google AdWords in more than 16 years.
Outside of Google’s platform, marketers also gained access to a variety of new tools and features that spanned Bing, Facebook, Instagram and other advertising platforms.
As marketers continue to gain unprecedented access to various PPC advertising methods and channels, the discipline will continue to become more targeted and powerful in its ability to reach consumers at the perfect moment in their journey.
What this means, however, is that there are more PPC options today than ever before. For small business owners, this can be a bit of a quandary considering that they must figure out which avenues will provide the most meaningful results for their businesses.
To help SMBs quickly wade through the data, let’s take a look at which PPC formats are most effective for achieving business goals.
Recently, Hanapin, a PPC management firm, published its State of PPC 2016 – 2017 report. The research covers stats on PPC growth and spending, effective channels and tons of other useful data to help educate advertisers and drive successful strategies.
In this year’s report, 86 percent of respondents claimed that text ads were an effective modality for their brand while 65 percent stated...
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