The rise of PPC as a branding tool

Niall MacKenzie

Branding in search is changing and recent campaigns have shown that the potential to be timely, witty, clever and impactful, for minimal spend is there.

2013 was undoubtedly the year of advertising to constantly connected consumers across mobile devices. More than 250 million smartphones were sold worldwide in the third quarter of 2013 (Telegraph), while tablets have finally overtaken desktops in the battle for consumers' hard-earned cash.

Across all Paid Search clients at MEC, we saw a 94% and 36% increase in spend on tablet and mobile devices respectively (2012 vs. 2013) – the effects of Google's Enhanced Campaigns launch are clear to see. Overall desktop spend on PPC (Pay Per Click) actually declined for the first time and this is a trend we can expect to see continue into 2014 with some MEC clients already seeing over half their daily PPC clicks coming from mobile. But what else can we expect to see from paid search in 2014?