Digital marketing has become a mainstay strategy for most business owners over the past decade. But, this doesn’t mean that business owners always have a cohesive strategy.
Per-per-click (PPC) advertising is one of the most effective ways to get members of your audience to your website. Like the rest of the Internet, though, PPC trends are always changing, and you’ll need to stay on top of them in 2020 if you plan on making the most of this marketing method.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know about the upcoming trends of PPC strategies.
1. Increased Use of Automation
One of the most notable trends we’ll see while going through 2020 is the increased use of automation when it comes to PPC advertising.
The main use of this process will be complete tasks that would otherwise be labor-intensive if performed by a human. It will also ensure that they’re completed at a much faster rate.
PPC processes that will highly benefit from automation include:
- Identifying potential issues (such as not meeting certain metrics)
- Automatically generating reports for ads
- Stop ads that aren’t performing up to the standards you’ve set and highlight ones that exceed them
- Calculate the ideal bid to meet certain goals
As you may be able to tell, this will save a significant amount of time that could instead be put toward other aspects of your PPC strategy.
2. More Video Ads
Let’s face it— our society is becoming increasingly more impatient when it comes to consuming online content. In a world where access to information is instantaneous, people don’t always want to read in order to learn.
Coupled with the fact that people love watching videos online (research in 2019 showed that approximately 80% of Internet browsers frequently watched videos), it only makes sense that video will be incorporated into PPC ads.
We’ll likely see that more and more brands begin to link to products in video advertisements. Additionally, video marketing on social media will see an increase in popularity.
Instagram Stories, in particular, will continue to see notable usage due to the utility it provides to marketers.
Although the Internet is where most of this marketing will take place, television ads aren’t completely out of the question. Incorporating a mixture of both in your campaign will likely yield positive results.
3. A Shifting Focus From Brand Awareness to Brand Affinity
In the past, it was often a solid choice when it came to PPC campaigns for marketers to focus on raising awareness of their brand. After all, it’s difficult to make sales or conversions if hardly anyone knows what your company is.
Today, though, awareness isn’t quite enough anymore. Marketers are beginning to realize that it’s the connection the consumer has with the brand that’s worth pursuing, not necessarily letting them know what you have to offer.
Fostering the business-consumer relationship will be a central focus of PPC campaigns in 2020. A likely method to accomplish this is to provide insight into your brand’s story and personality. This will cultivate an interest in your company and lead to your audience wanting to find out more.
4. Artificial Intelligence
Artificial intelligence (AI) has already made a drastic impact on the world. Innovations like voice text, machine learning, and breakthroughs in healthcare, AI has played a heavy role in how we utilize technology in a multitude of different settings.
When it comes to PPC, there’s also a surprising amount of utility. You’ll be able to utilize artificial intelligence to accomplish tasks like:
- Analyzing ad bids that have the highest chance of getting significant traffic
- Accurately predict the clickthrough rate (CTR) of ads before you implement them
- Analyze a particular type of customer and predict how likely they are to make a conversion
- Dynamically change values like keywords, types of ads, etc. depending on certain metrics
Put simply, proper artificial intelligence that’s put in place can essentially act like a 24/7 ad manager that can solve problems before they even begin.
Additionally, AI will learn from your past campaigns and offer you suggestions for future ones based on your customers’ behavior. You’ll often find this information in a detailed, automatically-generated report, too.
The sooner you implement AI into your PPC strategy, the better your performance will be from that point onward.
5. Google AdMob
PPC ads aren’t limited to social media and search engines. In fact, it’s anticipated that nearly $600 billion in revenue will be generated as a result of mobile advertising in 2020.
There’s a secret weapon when it comes to optimizing this type of advertising, though— Google AdMob.
This software is essentially a detailed analytics interface that provides an index of behavioral characteristics that you may not normally consider. For example, you’re able to find out insight into a user’s in-app purchase, such as how many they made, how much they spent, etc.
You can then create categories for mobile app users based on the likelihood that they’ll make an in-app purchase. For those who frequently do, it’s a common practice to show them fewer ads. In some cases, they may see no ads at all if they’re often purchasing microtransactions.
Those who never or seldom make a purchase, though, should be shown more ads. This is essentially a way to reward those who support the app by preserving their user experience.
If those who are shown ads find them off-putting and discontinue using the app, not much of a hit will be taken since they were unlikely to make purchases within the app anyway.
6. Use of Smart Bidding
As previously mentioned, both automation and AI will drastically change how people develop PPC campaigns. One of the most powerful innovations, though, is ‘smart bidding.’
Smart bidding will learn from your past analytics and continually optimize the parameters you set for your future ads. Over time, you’ll find that you’ll need to guess and experiment less while configuring your ads.
An additional feature is its ability to take your budget and desired performance into consideration when automatically bidding on ads. After you decide these values, smart bidding will find a way to make it happen (if it’s possible).
7. Expansion to Other Platforms
Google and Facebook won’t be the only places where PPC ads will prove to be beneficial. More and more people are beginning to spend time browsing sites like Quora and LinkedIn, which opens up a new realm of possibilities for marketers.
Quora, for example, functions more or less like a search engine does. Users of this website can be targeted based on what they search as well as how they interact on the platform.
LinkedIn is an ideal option for companies who plan on marketing their product or service to other businesses, as the site lists valuable info like job title, industry, company affiliations, and interests.
So, keep this in mind when planning your campaign. Otherwise, you’ll miss out on a potential gold mine when it comes to audience conversions.
8. Optimizing For Voice Search
More and more people are beginning to use voice AI to complete search engine queries. This means you’ll need to target keywords and phrases that accommodate how a user would speak a query as opposed to typing it.
For example, a common typed query would be ‘best restaurants in LA’. But, someone may speak ‘where’s the best place to eat in LA’ to their smartphone. This could be a complete game-changer for businesses that adapt to this trend early on.
It will also benefit your business to consider keyword phrases that aren’t necessarily ‘complete.’ For example, someone looking to change a flat tire on the side of the road may say something like ‘change a tire’ instead of ‘how do I change a tire.’
They may also include the make and model of their car, which is an additional consideration to keep in mind.
Put simply, most companies will be able to expand their possible keywords due to voice search.
Optimizing Your PPC Strategies Can Seem Difficult
But it doesn’t have to be. In fact, it can make the rest of your business process even easier.
With the above information about PPC strategies and trends in mind, you’ll be well on your way to optimizing this method and getting the highest return on your investment.
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.