Rise of Ad Tech, Social Media Gives Businesses More Control

"Social Media apps" by Jason Howie on flickr ccEstimated Reading Time: 2 minutes, 9 seconds. Contains approximately 430 words.

According to the latest forecasts out from ZenithOptimedia, Global ad spend is on track to grow 5.5% this year to $537 billion, while Internet advertising will account for nearly one-quarter of that, at $121 billion.

If there was ever any doubt as to where people are spending most of their time these days, this latest information will certainly put out that fire. In fact, Zenith goes on to predict that Internet display will almost certainly take over paid search at $74.4 billion versus $71.1 billion by 2015. This could spell trouble for companies like Google, who have traditionally dominated the Internet ad space in the past.

Keeping an Eye on Mobile Ad Spend

As Ingrid Lunden over at TechCrunch recaps, all eyes are now turning to mobile as mobile continues to experience rapid growth. This makes sense as more people are using mobile devices to access information on the Internet, from tablets to smartphones to other types of portable devices. Compare the following as case and point:

In 2013, $13.4 billion was spent on mobile ads, but by 2016 that will rise to $45 billion, or 28% of Internet ad spend and 7.6% of total ad investments.

Researchers at Zenith stated,

“Mobile will leapfrog radio, magazines and outdoor to become the world’s fourth-largest medium by the end of our forecast period..”

The Rise of Social Media Advertising

Even more impressive is the rise of social media advertising, which is currently growing at 29% each year.

Why is this?

1- Audience

As mentioned earlier, social media is HUGE. If you don’t have at least a Twitter account and a Facebook account, then you simply don’t get it. Consider the social media giant, Facebook, which currently has more than 1 billion users and is on pace to soon cross the 1 billion mark on just mobile alone! The advertising potential is limitless.

2- Rise of Ad Tech

Perhaps even more poignant is the rise of Ad Tech. Why? Ad Tech allows businesses to gain more control over what they buy and where it’s being seen. “It also provides a greater amount of data to be able to measure the impact that their marketing investments are having.”

Finally, when it comes to world comparisons of Ad Spend and advertising in general, the U.S. remains the biggest market for advertising, at more than three times the value compared to the next-biggest market.

Bottom line? It’s time to start thinking through some new online social strategies and thinking of new ways to engage the countless users who log in each day to social sites. How can you capitalize on that potential?

[HT TechCrunch]

Effectively Manage Your Adwords Campaigns With These Quick Tips

Estimated Reading Time: 2 minutes, 12 seconds. Contains approximately 443 words.

Running an Adwords campaign is a great way to drive more traffic to your site, increase ROI or simply gain more visibility within your target audience. And while having a professional, certified PPC specialist can be a real advantage, there are some things you can do on your own to help keep things running as smoothly as possible.

The following are some quick tips to help you more effectively manage your ads and get more ‘bang’ for your ‘bucks’.

3 Quick Adwords Tips to Keep in Mind:

Set up your Adwords campaign(s) ahead of time.

Even if you’re not completely ready (budget-wise, or otherwise) to launch into your campaign full steam ahead, this doesn’t mean that you can’t at least set it up and have it waiting in the wings. Simply PAUSE the campaign as you are creating it.

Having your Adwords campaign set up ahead of time will ensure that no money is spent until you are ready to spend. It also keeps you one step ahead of the game because when you’re finally ready to execute, all you’ll have to do is click a button versus worry about inputting a ton of information. If you’re setting up a campaign for a client, this would also fall under best practices to help you stay organized.

Retrace Past Adwords Campaigns; Look for Patterns.

Sometimes you learn best from past mistakes or by simply seeing what worked in the past. If it’s not broken, why fix it? Retracing past steps that you took in successful Adwords campaigns can lend insight into what you may want to consider repeating or altering for future campaigns. Similarly, examining what went wrong in past campaigns can also lend insight into what NOT to do for future campaigns. You can also figure out where you went wrong and avoid making the same mistakes on your account or clients’ accounts.

Research the Competition.

It’s not enough to simply spout out a bunch of keywords and keyword phrases. Instead, your first step should be to see who the competition is and how their ads are performing. Where are they showing up in the search results and for what keyword phrases? How can you take their ads and make yours different or better? Perhaps it means more than simply coming up with a more creative ad. Perhaps it will involve improving the readability on your landing page or implementing an improved site design. It may take some investment of your time, but it will make the results that much more worth it.

Have any other tidbits of advice that you’d like to add? What’s worked for you in your campaigns? What sorts of difficulties have you faced? Leave your comments below!