Ahh, remember the days when It was just Google Search, Yahoo Search and Bing Ads were the only platforms that Search Marketers had to worry about? Remember the catastrophic disaster of importing Google Search campaigns into Yahoo Search via failed spreadsheets? (geez, the more I think about it, that does seem like a very long time ago) Since the evolution of Display, Retargeting, Mobile and Social, our strategies are turning into a Chinese menu of sorts and we have to keep up with all of the changes if we want our clients to succeed in today’s world. In this article, I will take a “deeper dive” into why it is so important to have a “stock portfolio” approach mindset.
Where are all the Fish in 2015?
Remember the old saying “Fish where the Fish are”?, well that is an understatement these days. Today, there are many different oceans, lakes and ponds that we need to be fishing in, if we want to capture everyone online. In the not so recent past, PPC Marketers were battling the evolution of the “online vs. offline” behavior. Nowadays, it’s a revolving door where PPC Marketers need to have the “If I can’t convert them in search, I will have to find them elsewhere” mentality, in order grow the client’s business.
Dealing with Device Madness
Ok, lets deal with the obvious. A majority of people and business have a Desktop/Laptops, Smartphones and Tablets (and not to mention Game Consoles now!). To help reinforce this, is a great article entitled “Mobile Marketing Statistics 2015” by author Danyl Bosomworth from SmartInsights.com. Bosomworth provides some incredible infographics which showcase the the dominance of users on Mobile and Tablet devices. So, for us in Search Marketing, this is a major wake-up call to start spreading the budgets to capture as much of this opportunity as possible.
The days of the out-bidding competitors on Search Terms are long gone. We now live in an online and device-happy world where everyone is everywhere. PPC Marketers not only have an obligation to stay on top of this ever-changing industry, but they also need to convey these opportunities to their clients so that they can “fish where the fish are”.