Will 2010 be year of universal PPC?

Over recent years, Google has significantly improved the relevance of its search engine optimisation (SEO) results through the introduction of universal search - and this year looks set to see a similar trend for pay per click (PPC) search, it has been claimed.

Alex Cohen, writing for Search Engine Watch, states universal search saw new content such as videos and product listings being integrated into SEO results.

However, while organic search was changing, PPC remained relatively the same, appearing as text only, leading him to suggest "something had to give".

And this may now have occurred, as Mr Cohen notes 2010 will be the year of PPC, with universal paid search set to be driven by trends including increased ad diversity, moving past click through rates, personalising text ads and search retargeting with display.

He claims universal paid search will lead to more competition than there has ever been.

"Traditionally search exclusive advertisers and agencies are likely to face pressure to test new advertising options and explore ways to integrate display into the mix," he concludes.

Jason Tabeling, in a post for Search Engine Watch, recently stated businesses need to regularly review their PPC keywords to get the best results.

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