Plans for 2008 in PPC and Search Marketing
It would be easy to say that 2008 will be a big year in search market as the industry growth is set to take another bite out of all the other marketing mediums. For PPC there will be movements that I expect to have a big influence in the next 12 months.
Google Video Ads
Over the past 12 months Google's content network has come on leaps and bounds, helped by better reporting and alternative pricing structures. The trend is set to continue with the expansion of Google video ads trying to blur the lines between the content and the ad. The big feature that should set this format above others is the possibility of the Google gadget ad, allowing web 2.0 users to place favoured and interesting ads on their blogs, MySpace or home page.
Microsoft Adcenter Content targeting
Not to be out done Microsoft has been developing their own content targeting platform and network. Launched in the US to a very receptive audience it has displayed conversion stats similar to those of search. The development of the content partners has caused some stir this year, most notably Facebook. Hopefully 2008 will see the use of these recourses to the fullest potential.
Local business search.
Another area Google and Microsoft are developing. The searching of local businesses and services is set to boom over the next 12 months and could make up around 14% of internet advertising spend. In the last quarter of this year the usage of Google maps has increased and others, such as Yell.com, have been scrambling to increase their share of the markets. This also has been affected by the next growth area – mobile search.
Mobile Search
Mobile search has been growing steadily and will continue into a multi billion dollar industry. Balanced with the advances in mobile phones, Google’s own mobile software “Android”, local business internet presence and (if) mobile micro-payments are standardised in the EU. Gathering mobile traffic on to web sites will become a big feature of future search marketing.
