Changing PPC Advertising Strategies to Ensure They Continue Working For Your Campaigns
The world of PPC advertising is in a constant state of flux, which can be challenging to keep up with if you’re in PPC marketing. So how do you keep abreast of all the recent changes and ensure you’re changing with them? Not only do you need to keep up to date with the latest news and research, you also need to think about changing your advertising strategies, so they continue to work for your business.
We’ve hunted down some recent statistics we think every PPC marketer needs to know – so let’s get started.
#1. Advertisers are Embracing the Mobile-First Revolution
We keep hearing that the desktop has had its heyday, and it looks like that’s true. According to research by SEMrush, online shopping advertisers are now spreading their ads across a range of different devices, with 22% and 21% of ads on Android tablets and smartphones respectively, 20% on iOS tablets, 21% on iPhones and 16% on desktop – that’s a fairly even spread.
Even if you’re not in the retail industry you can learn from this by thinking about what percentage of conversions, clicks and impressions come from the different devices you’re advertising on.
#2. 210 Million Unique Users See Ads on Google Display Network Each Month in the USA
Are you currently advertising on Google Display Network? If not, you should be! According to SEMrush, your ads could appear on over 650,000 apps and 2 million websites. Google Display Network reaches 90% of global users, and for those it doesn’t reach, there’s always Bing giving you access to 63 million consumers.
Then there’s Facebook’s display ad network. In March 2019, Facebook had more than 1.56 billion daily active users, and in 2012 Facebook’s display ads reached 51% of all internet users worldwide.
#3. The Average Conversion Rate for Google Ad Display Network is 0.77%
While the click through rate and conversion rate will vary depending on which industry you’re in, this is a healthy average. With an average click through rate of 0.46%, Google Ad Display Network is the place to be for PPC marketers. Industries like real estate can expect a higher average click through rate of 1.05%, while the average rate for other industries is much lower.
#4. 33.9% of Total Media Ad Spending was on Mobile in the US in 2018
With many of us spending more time on our smartphones and tablets than we do watching TV, it’s easy to see why more is being spent on mobile advertising than ever before. According to eMarketer, this figure is predicted to rise to 47.9% by 2022.
#5. Ad Blockers are Used By 47% of Consumers Worldwide
Display ads are great, but like everything, they have their downsides. If consumers use an ad blocker, they won’t see your ads. It’s important to think about why consumers are using an ad blocker in the first place. Generally, it’s because ads aren’t engaging, or worse, they’re irrelevant. While we don’t believe those who say display ads are dead, with one in four consumers using an ad blocker, it’s becoming a real problem.
Keeping up to date with the latest PPC marketing statistics can really help you to think about how you can make changes to your advertising strategies, but sometimes you need a little more help. When it comes to online marketing, why not ask the experts? Our digital marketing services can help support your business goals, offering support with PPC marketing, SEO and other online marketing techniques.
Want to find out more? Just get in touch with us today.