Every year, PPC advertising shifts in significant ways, offering advertisers new challenges and opportunities to deal with.
This year has been no different. In fact, this year might go down as exceptional for the vast number of changes that have transpired. While the big news of last year revolved around Expanded Text Ads, this year has presented such a wide variety of changes that it is hard to pin down just one as the front runner.
The overarching theme for these changes, however, is quite clear: Google is focused on user intent and machine learning.
There's lots for you to familiarize yourself with, so let's dive in. |
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