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A Short History of Paid Search

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October 3, 2016 . BY ua-ulture-a1

Paid search acts as the forefront of online marketing. Many people make hundreds of Google searches over the course of a month. With most of the western world using Google, it makes sense that this is what businesses and brands focus on. Additionally, it’s continuing to evolve and get better.

But where did paid search begin and how has it evolved over time?

The Origins Of Paid Search

The very first ads were within large directories equivalent to a physical telephone book. Companies could pay a fee and have their business listed on the results page. This is about as advanced as it got in the early years of the Internet. Furthermore, at this time most people still didn’t use the Internet, so companies benefited from less competition.

Google released the AdWords program in 2000. Companies would pay a monthly fee to work directly with Google. In addition, they could set up and run ads, but only big companies took advantage of this. Only later did the pay-per-click concept help small businesses get involved.

How AdWords Shaped Paid Search

AdWords has shaped paid search alongside the growth of the Google search engine. The increase in traffic has made AdWords an ideal platform for companies that want to promote themselves. So why should you use AdWords?

Google Advertising Professional Program – This was the first certification program that let companies get a sense of authenticity.

Video and Local Map Ads – These entered the selection in 2009. Additionally, Google’s takeover of YouTube gave them a big foothold in the world of video.

Mobile Ads – In 2013, Google optimised AdWords for mobile. Companies could get stats specifically for mobile and advertise just to those customers.

Where Is Paid Search Going?

Google controls most of the paid search business. If you want to start PPC ads the chances are you’ll be doing it through the AdWords platform. There’s no getting away from that. But since 2000, social media platforms have decided to get in on the action.

Facebook started its own promotion platform in 2006. Twitter started this in 2010. And Instagram offered paid advertising in 2012. Also, these platforms have come into conflict with Google and it forced them to get better.

So where are we going next?

The simple fact is that mobile searches are surging and all major PPC platforms are optimizing based on this. You can segment your audiences and target niches like never before. For example, Google recently brought in local ads for its Google Maps feature.

Conclusion – What Should You Expect?

You need to analyse your data closer than ever before. The rise of big data has meant that there’s now no excuse not to know everything there is to know about your customers.

The best thing you can do to prepare for changes is to know your customers. In addition, you should keep your finger on the pulse of what each major network is doing. Become an early adopter and you’ll be best placed to reach as many people as possible.

Written by ua-ulture-a1

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