The Evolution of PPC: How it Resembles Paid Social and its Implications
In the world of digital marketing, there has long been a divide between the “PPC” folks and the “paid social” folks. However, as ad networks continue to push these two disciplines closer together, it is becoming increasingly important for advertisers to be able to translate their strategies across platforms. This article explores the evolution of PPC and how it is starting to resemble paid social, as well as the implications of this shift.
Traditionally, PPC (pay-per-click) has been focused on capturing user intent. This could be through search engine result pages, contextual video targeting, or on third-party sites where content and ads are linked contextually. Keywords have historically been central to PPC strategies, serving as the core of most campaigns. However, in recent years, the role of PPC keywords has evolved to increasingly resemble that of audiences.
A PPC keyword is defined by the user’s search query and the degree to which the keyword matches the intent or syntax of that query. The effectiveness of a keyword also depends on the chosen match type, which may factor in various elements like audience signals, landing page relevance, and other variables. This integration of audience data into keyword strategies is a reflection of the broader trend of PPC becoming more “socialized,” emphasizing audience insights and targeting for better campaign optimization.
Audiences play a crucial role in the socialization of PPC. They are groups of individuals categorized based on certain criteria, such as engagement with a brand, interest in related topics, or possessing certain relevant characteristics. By including or excluding these groups in campaigns, advertisers send clear signals to the advertising network about their target audience. Platforms like Google and Microsoft have introduced broad and highly specific audience targeting options to accommodate this shift.
Another aspect of the evolution of PPC is the changing account structure and testing strategies. Traditionally, most structural decisions were made at the campaign level. However, there is a growing trend towards adopting a segmented approach, similar to paid social platforms, where crucial strategic decisions occur at the ad set level. This allows for more nuanced control and targeting options.
Bidding strategies in PPC have also evolved. Traditionally, advertisers relied heavily on cost-per-click (CPC) bidding, where they paid for each click their ad received. However, with the rise of video and visual content, CPC bidding has become somewhat antiquated. Advertisers now need to adopt a comprehensive approach to paid media, incorporating diverse formats like text, visuals, and other ad types to foster overall growth.
In order to adapt and thrive in this evolving landscape, advertisers should consider reevaluating their channel strategy, embracing audience-centric targeting, innovating with creative content, optimizing for multiple bidding strategies, and leveraging advanced tracking and attribution. By implementing these action items, advertisers can better navigate the complexities of the socialized paid media landscape and make informed decisions that drive growth and efficiency in their marketing efforts.
In conclusion, the evolution of PPC towards resembling paid social has significant implications for advertisers. It requires a shift in mindset towards audience-centric targeting, a reevaluation of channel strategies, and a more comprehensive approach to paid media. By embracing these changes and adapting their strategies accordingly, advertisers can stay ahead in the ever-changing digital marketing landscape.
