In the increasingly competitive world of digital marketing, you want to make sure that you are getting the most out of your advertising budget. But, with new PPC trends emerging all the time, it can be difficult to know which ones are worth taking note of. In fact, this is why so many businesses choose to outsource the task of paid advertising to agencies that offer pay-per-click management services. However, if you are wondering what trends are set to hit the big time next year, then read on. We are going to share what we think 2020 holds for PPC.
AI, Machine Learning and Automation
In the past few years, search engines (particularly Google) have heavily invested in AI and machine learning. As this area of PPC continues to develop, it is going to give businesses and marketers more time to focus on their overall strategies and goals. With the rise of home assistance devices, Google has a huge amount of data and can now use it to display relevant PPC ads based on users’ previous actions. However, it is important to note that even though AI and machine learning might have come a long way in the past few years, running PPC campaigns will still require human maintenance to ensure they are driving results and meeting KPIs.
ROI Will No Longer Be Seen as a Benchmark
Traditionally, ROI has been considered as a benchmark when it comes to measuring the success of PPC campaigns. However, as we go into 2020, this is no longer going to be the case. In fact, the focus is going to shift towards diversifying campaigns with all different kinds of goals and KPIs. For example, if a campaign’s goal is going to be based on building brand awareness, then more marketers are going to keep low-performing keywords that they might have previously left out of their campaigns. Brand awareness typically generates repeat purchases, and every business wants returning customers. This means that campaigns that cost more than they bring back could become the norm in 2020.
Remarketing is a way of tracking and retargeting users once they have visited a website. This marketing tactic can be personalised, which can make it very effective. Displaying ads that are related to things users have looked at or shopped for in the past tends to help generate a higher conversion rate. At its simplest, remarketing is all about keeping a business in the minds of their prospects and existing customers. However, things have moved on from re-engaging users that are not ready to buy. As we go into 2020, the focus is going to be about finding potential customers and then creating personalised retargeting ads that will help them to convert.
Social Media Will Become More Important
There are currently 2.82 billion worldwide social media users, and this figure is predicted to increase to 2.96 billion in 2020. So, if social media doesn’t form part of your PPC strategies, then you are seriously missing out. Most social media users are checking platforms like Instagram, Facebook, LinkedIn, Twitter and Pinterest. This means that businesses and marketers are going to be spending more time focusing on ads for these social media platforms. It’s true that Google and Facebook remain the most important for paid advertising, but you should be looking to broaden your horizons in 2020 to reach more users with your ads.
Paid Voice Search Ads
Home assistants have taken the world by storm in the past few years. And, by the end of 2020, voice search is estimated to account for over 50% of all search queries. Paid voice search advertising hasn’t hit the mainstream yet, but as new technology disrupts the digital arena, there are going to be advancements in 2020 without a doubt. One of the best ways to get ahead of these advancements is by using natural language on your website. People use a more conversational tone when making voice searches, so this will increase your chances of being found.
An Increase in Visual Searches
Visual search works by using an image to make a search query instead of text. For example, you caption a photo of a pair of sunglasses you like, and the search results will display links for you to buy them. It’s true that people want gratification and results quicker than ever, and visual search is the ideal solution for this. While visual search is relatively new, there is going to be major advances in 2020. To get ahead, create a library of images to showcase your products and services and then add metadata to ensure the images are crawled and categorised correctly by search engines.
As you now know from reading our article, PPC is going to be continually evolving next year. So, if you want to stay competitive in 2020, the way you approach PPC advertising needs to evolve too. Make sure you stay up to date with all the emerging trends and best practices. Because you can guarantee that what worked for you in 2019 won’t in 2020.