"Never let your ads write checks that your website can't cash."
– Avinash Kaushik, digital marketing evangelist at Google
PPC advertising saw some major shake ups in 2016.
Early in the year, Google decided to kill off right-side text ads. Several months later, the big G announced that Expanded Text Ads (ETAs) would soon be a reality; on Aug. 1, 2016, this promise came to fruition. Many industry experts hold the text ad expansion as one of the biggest changes to Google AdWords in more than 16 years.
Outside of Google's platform, marketers also gained access to a variety of new tools and features that spanned Bing, Facebook, Instagram and other advertising platforms.
As marketers continue to gain unprecedented access to various PPC advertising methods and channels, the discipline will continue to become more targeted and powerful in its ability to reach consumers at the perfect moment in their journey. |
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