PPC News – 12.01.11 – Trends & Predictions for 2011 Special

Hi guys,

Here’s an update to open 2011 with:

• AdWords:
o It is now possible for some advertisers to place banners in the image search results page. In order to do it, create a simple display campaign (exclude search) and use the placement images.google.com. This can be combined with relevant keywords, or, if you search for this placement in the placements tool, by relevant sub-categories. The only banner size available for this placement is 728×90

https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=1066477

• Youtube:
o Some Keyword choices to use when targeting YouTube videos: Remember what users search for on Youtube vs. what they search for in Google are very different!
Use the following:
• Names (Lady Gaga, Justin Bieber)
• Titles (iCarly, High School Musical, Glee)
• Quotes (“don’t stop believin’)
• Actions/verbs (Dancing, Skating)
• Objects in the video (Car, Bike, Dog, Cat)
• Emotions (funny, cute, hilarious, best)
More on Youtube techniques here: http://searchenginewatch.com/3641672

• 2011 will be the year of Facebook: In 2010, a lot of advertisers have started exploring the opportunities Facebook had to offer, and many were disappointed by the low CTRs and conversion rates. However, the global, growing audience available through Facebook advertising continues to grow, and the huge volumes are starting to compensate for low CTRs.

http://searchenginewatch.com/3641660

According to HitWise, Facebook is both the most searched-for keywords and the most visited website for 2010, pushing Google out of the first place.

http://searchengineland.com/facebook-most-popular-search-term-website-in-2010-59875

• 2011 will be the year of Mobile:
We have been waiting for Mobile to become big since 2005, but this year the conditions finally look right for mobile to take off for real. Mobile accounts for 10% of search volumes in Google, and we must start giving the opportunities of mobile marketing more attention. Some overviews and tips are here:

http://searchengineland.com/two-new-mobile-seo-tips-for-2011-59983

http://searchengineland.com/how-to-get-started-with-mobile-marketing-41032

Google’s Keyword Tool now offers a new feature that enables you to search for keywords that are popular as mobile searches and allows you to build a keyword list that better targets mobile users. You can also view statistics on keywords specific to mobile searches.

http://adwords.blogspot.com/2011/01/keyword-tool-helps-you-go-mobile.html

PCC Hero’s case study on mobile campaigns in Google:

http://www.ppchero.com/case-study-refining-mobile-campaigns/

• 2011 will be the year of Bing: Now that the Microsoft transition is complete advertisers are going to devote more time and attention to their AdCenter accounts, we will see changes in traffic levels, competition trends and CPCs, which means lots of work for us but also many new opportunities. Here are some tools to make it easier to work with AdCenter in 2011:
o Desktop AdCenter Toos – make sure you are using them :

http://community.microsoftadvertising.com/blogs/advertiser/archive/2011/01/11/3-free-time-saving-campaign-management-tools-for-use-with-microsoft-advertising-adcenter.aspx

o A handy index that will help you to find what you’re looking for in AdCenter’s help section: http://community.microsoftadvertising.com/blogs/advertiser/archive/2011/01/03/where-to-find-information-campaign-management-tools-and-more-for-microsoft-advertising-adcenter.aspx
o Overview of AdCenter’s billing section in case you encounter any difficulties:

http://community.microsoftadvertising.com/blogs/advertiser/archive/2011/01/05/an-introduction-to-adcenter-billing.aspx

• Some more opinions on trends and predictions for 2011:

http://searchengineland.com/digital-marketing-trends-predictions-for-2011-58729

http://searchengineland.com/sem-trends-for-2011-what-to-expect-what-to-do-57439

http://www.searchmarketingstandard.com/what-is-ahead-for-online-marketers-in-2011-pay-per-click-marketing

http://searchenginewatch.com/3641708

http://www.searchmarketingstandard.com/what-is-ahead-for-online-marketers-in-2011-website-conversion

And lots and lots more here: http://searchengineland.com/big-list-168-marketing-trends-predictions-resolutions-2011-60671

• Some leftovers from last year:

o See how the World Searched in 2010 in Google’s 2010 Zeitgeist:

o For more data about what we have searched in 2010, check out Hitwise’s search terms summary for 2010.
The most searched for music artist is Lady Gaga, is anyone surprised? 

http://www.hitwise.com/us/press-center/press-releases/facebook-was-the-top-search-term-in-2010-for-sec/

Thanks for reading,
Orit