20 Dec '17, 1pm

3 2018 PPC Predictions: Online-to-Offline, Data & Relevance by @cchaitanya

3 2018 PPC Predictions: Online-to-Offline, Data & Relevance by @cchaitanya

This was an extraordinary year for PPC professionals that ushered in many changes. And you could argue that not all of these changes in 2017 were completely positive across the board. For example, Google continued to nudge digital advertisers toward top-funnel channels (e.g., Google Display Network and YouTube) by strongly promoting the AdWords attribution system throughout the year to not-so-subtly emphasize top-of-funnel over your traditionally performance-based last-click model. It also abruptly raised the cap on AdWords daily budgets , prompting more than a little consternation from digital marketers . The company also moved Product Listing Ads for Google Shopping to GDN in order to drive even more traffic to PLAs for retailers selling online. But what do these changes from Google, as well as from other major players such as Amazon, Bing, and Yahoo mean for your future...

Full article: https://www.searchenginejournal.com/2018-ppc-predictions/...

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