here, first with Remarketing Lists for Search Ads (RLSAs) which allow advertisers ... that feed optimisation and mainten
The greenlight
magazine
2017 PREDICTIONS AUDIENCE IS FIRMLY AT
D E C E M B E R 2016 The Predictions Edition
THE HEART OF INNOVATION
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Paid Search
ANGELA KNIBB HEAD OF PAID SEARCH
As 2016 unfolded, we saw a lot of innovation from Google anchored around users; including audience targeting strategies, ad extensions and ad formats. As we move into 2017, I expect the consumer to stay firmly at the heart of Google’s innovation, highlighting the need for marketers to focus their attention towards them more than ever and put them first when strategising. GETTING TARGETING RIGHT
Having the consumer at the nucleus of advertising
Data can no longer be ignored – we need it to target the
strategies starts with our ability to target specific
right people, in the right place, at the right time – and as
audiences appropriately. Google has already made waves
audience targeting innovations develop, advertisers need
here, first with Remarketing Lists for Search Ads (RLSAs)
to become better at grouping and segmenting their own
which allow advertisers to target users who’ve already
data. The results should speak for themselves as to why
been to our websites, and then, secondly, with Customer
it’s worth going to the effort of better segmentation, which
Match which enables specific email addresses to be
should see advertisers investing more time and effort in
targeted in search. This has allowed us as advertisers to be
building better segmented lists and, ultimately, targeting
much more focused with our investment and messaging
those audiences more effectively in 2017.
against specific audiences. Google has since released the functionality to target ‘lookalikes’ of both previous website visitors and our specific list of email addresses.
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Paid Search
“I imagine 2017 won’t just bring with it more innovation in terms who we can target and how they’re targeted, but it should also, in theory, see advertisers improving their own methods.”
WHAT ARE WE TARGETING WITH?
Alongside thinking about how we can target our chosen
to see more innovation in terms of actions taken within
audiences better, we also need to think about what we’re
the search results; as with text ads, the ability to control
targeting them with. Shopping is hands down a key weapon
which audiences you’re targeting with your Shopping Ads
in any retailer’s arsenal, and the PPC world is rife with talk
is likely to improve, as will the ability to include more ad
of what we can expect to see in this arena in 2017. Long
extensions to gain credibility and trust.
story short, I think we’re all expecting to see Shopping expand to take up more space in the search results
And this brings me nicely onto my next point. Every year,
pages, complete with better imagery, multiple images
Google releases new and innovative ad extensions, with
on mobile to allow for scrolling and a more user-friendly
the intention of giving users the information they need in
experience. The knock-on effect for advertisers here is
that moment to win the click. I highly doubt 2017 will be
that feed optimisation and maintenance becomes even
any exception, and fully expect to see new ad extensions
more crucial in order to win those all-important clicks,
creeping into play.
especially against your key audiences. As such, I expect
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Paid Search
PAID RESULTS WILL GAIN MORE IMPORTANCE All this adds up to the paid results taking more space
we really do need to be able to understand who our
on the page and pushing the organic results down even
consumers are, where they’re coming from, and what their
further. As a PPC-er, to me this makes your paid ads even
journey looks like.
more important, as they can truly dominate the space should others be bidding on your keywords (whether
The ability to track and report cross-channel helps with
they be brand or generic terms). Of course, this can
understanding when you should be pushing your PPC
get expensive – and that’s why I would expect to see
and when you can rely on your organic to win the sale.
cross-channel reporting and attribution becoming more
This time last year, I wrote that 2016 would be all about
important in 2017.
integration and looking at cross-channel to understand our consumer’s behaviour, and to tailor our campaigns
Attribution has been something of a buzzword for years
accordingly . As we continue to see targeting options and
in search, but with all the innovations we see year-on
ad formats develop, this holds as true now as it did last
year, I think we as advertisers are getting to a point where
year.
MOBILE NEEDS TO BE A PART OF YOUR MIX And finally, I couldn’t write a predictions article without
desktop – and ensure that our mobile sites, responsive
using the dreaded sentence “it’s the year of mobile”! I
sites and apps service those needs accordingly.
hate it break it to you, but the year of mobile happened
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several years ago. Now, mobile is the only device which
So, what’s my key message for 2017? It’s all about your
has reliable traffic growth year-on-year , while smartphone
audience. From your Shopping results expanding, to your
penetration only continues to grow . The observation is
ad formats, to your ad extensions, to who you’re targeting,
clear: whatever business you’re in, your customers want
to device; I think we’ll see a lot more innovation around
to be able to find you on mobile. It’s true, conversion rates
targeting the right people, in the right place, at the right
for mobile are not as high as those for desktop, but if you
time. This means ensuring that you’re reporting cross-
consider cross-device reporting and attribution, we can
channel and cross-device to better service those user
build a picture as to what it is that consumers are looking
needs, as well as prioritising the right channels to grow
for on mobile – which may not be the same need as on
your revenue efficiently.
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