Are we in need of a Search overhaul?

Recent research by ComScore has indicated that Google's PPC ads in the US have declined - whether this is accurate or not is irrelevant.

Periscopix, the pay-per-click (PPC) campaign design and management company, believes that overall search volumes are probably not growing very fast today, especially in developed countries.

It suggests reasons for this could be an element of fatigue setting in, or that people are becoming more skilled at searching - doing less to find what they need.

In addition, the quality of the results may have improved - which makes it easier for them to find what they are looking for.

Given these factors, it's probably not surprising that volumes on last year haven't risen.

Periscopix also provides some ideas on how this could change.

Altering the presentation of ads, through size, positioning, colours, inclusion of graphics in the results pages, for example, can encourage more people to click on them.

We know that the original ad concept was the making of Google, but perhaps it's time to take the leap into something new.

Consideration of the changes in people's search/click habits should be made.

Although many still don't like clicking on ads, over time people are becoming more accustomed to them and there is growing awareness that organic results especially are heavily influenced by optimisation.

Take up the opportunities to make greater inroads in 'branded advertising'.

Although Google does already syndicate ads to third-party websites in formats that are more brand-oriented (eg image or video ads) these currently account for only a very small proportion of traffic and revenue.

This could represent one of Google's largest opportunities to secure revenue growth.

Periscopix creates online advertising campaigns for small, medium and large corporates that focus on maximum ROI.

It is one of the few companies to offer its own automated bid management system, optimising campaign performance and allowing for the best possible return on search marketing investment.

Periscopix prides itself on its individual approach to campaigns and uses its knowledge of the industry to create bespoke campaigns that have delivered outstanding results for the likes of Haymarket Business Media, Marie Curie Cancer Care and Informa Conferences.

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