Display targeting options have evolved at breakneck speed over the last few years. The display used to be such garbage that you would buy it for the 50-cent CPMs, but new targeting options have made Display much more valuable. This enhanced targeting makes PPC feel more like email marketing – you know who you’re promoting to, unlike with search or social ads. It solves for some common challenges with email, as well: you don’t have to limit the number of blasts to reduce your unsubscribes, and you don’t need people to opt-in to see your messaging. They can’t unsubscribe from ads.
Google has been gradually eliminating manual optimizations and replacing them with more automated solutions. That’s great – it saves advertisers time, right? With that convenience, though, comes a loss of control. Basically, mindless and repetitive tasks are becoming extinct as Google continues to implement more technology-driven optimizations. Things like inserting keywords in quadruplicate to get all of the variations – “nike shoes,” [nike shoes], nike shoes, +nike +shoes – are unnecessary. Likewise with creating separate mobile and desktop campaigns. All of this manual, tedious, repetitive crap is going away.
The thing is, PPC isn’t just a standalone marketing tactic anymore. Paid and organic work better together, yet marketers and agencies have been super slow to actually get them working together. Coming into 2015, PPC and SEO are still largely siloed and compete for budget share. This is changing, though. SEO paid social, content marketing and PPC are all converging as marketers realize new and creative ways they play better together.
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