As I briefly mentioned in our article on local , is one of the most effective marketing channels if the right kind of strategy is in place. The same goes for SEM across the board in 2016. Plus, more industry experts are posting their predictions for PPC in 2016. Here are some of his startling findings from when interviewing 10 different thought leaders: [pullquote] Consumers want — and respond to — ads tailored to their interests, says Lisa Raehsler. Advertisers that move toward strategies like in-market audiences, retargeting, and demographic targeting will see positive performance results. [Pullquote] As strategies continue to change, be the change as they say, how do we analyze the effects of our SEM decisions? [pullquote] Greg Sterling says that in terms of ad sales, data will be used more broadly and effectively to improve efficiency and reduce churn, in part by or individual challenges. [pullquote]
This is all great, but where should I fax list spend my advertising budget? [pullquote] Mona Elesseily points out that Bing Ads has also integrated search functionality into various Microsoft products such as Xbox, Microsoft Office and Cortana, and tries to understand the searchuser behavior of different platforms, different types of devices, etc. [pullquote] With a large majority of PPC analysts having similar sentiments, it's safe to say that SEM has the potential to be just as effective as SEO for many businesses – it just lies in the strategy created and the adjustments needed. This brings us to our next question: what exactly should you include in the SEM Targeted PPC Strategy for 2016? What do SEM and PPC teams need to do to thrive? Accept the changes Many benefits lie in growing your PPC and SEO into one holistic SEM strategy.
This idea was beautifully illustrated by Anthony Coraggio on . Beyond Anthony's guidance, SEM is constantly evolving. Let's review some highlights from 2016 so far: SEM teams need to create strategies to federate mobile. Marin analyzed $7.8 billion in annual ad spend to find that more than 50% of budgets are spent on mobile ads. A survey by Bizrate Insights (a division of Connexity) indicates that 73% of online shoppers use mobile devices to shop online. Retailer Extra Space Storage increased its ROI by nearly 100 points using SEM. SEM teams will need to become application friendly and they will need to be indexed. In a study by Searchmetrics, 84% of the top 100 websites in Google searches in the United States offer an Android app. While only 30% of them had performed application indexing.