Top 10 PPC Trends in 2020
It is important to ensure that the ad budget yields the optimum results as the competition is at its peak in the business world today. Yet with the emergence of new Pay-Per-Click (PPC) strategies almost every alternate day, it makes things harder in getting to know or choose which strategy and pay more attention to. Therefore, it is important to keep up with the on-going trends and the trends which are probably set to follow in the future. Here are some trends that are set to be in trend in 2020.
Automation
Automation in PPC has materialized as an influential tactic to increase the performance of a campaign. Google has set an example and has financed vast figures into the expansion of the choices for automation.
Making the algorithms function properly and also support machine learning is the best way to take advantage of PPC automation. For all these to work efficiently, setting up an accurate and effective conversion tracking is essential along with a well-written ad copy filled with keywords and identification of the target audiences.
Let your machines do your work, by doing this, you save time which can be utilized to focus on managing your business and also choosing the usage of the best suitable strategy that will prove to be more beneficial for your business.
Smart Bidding
In 2020, the power of Smart Bidding is set to be more thus leading it to be more prevalent when building strategies as well. It is an automated bidding system that uses machine learning to enhance conversions and values of conversion in auctions.
Enhanced Cost-Per-Click (CPC), Target Cost-Per-Acquisition (CPA), and Target Return on Advertising Spend (ROAS) are some examples of smart bidding. Bidding manually will be a thing in the past that can rather prove to be beneficial for businesses as they will be able to dedicate more to the strategies and analytics of their business.
Bing and Amazon in Paid Advertising
Bing Ads has rebranded as Microsoft Advertising and also revitalized its focus on the ad inventory, audience targeting capability, and data thus making it soar among the users as can be seen through the rise in the number of Bing users in the recent months.
Meanwhile, even though Google and Facebook are the leaders in paid advertising, Amazon is not far behind now as they are now the fastest-growing as well as the third-largest advertiser. Amazon ads have become much more popular with online retailers as they advertise both on and off Amazon.
The best advantage they have over Facebook and Google is the buyer intent. When compared to Amazon’s perceived buyer intent, this could mean lower conversion rates on these platforms.
Social Media
A word of caution by experts is “do not ignore social media,” there is growth in the usage of social media and about 75% of users check their social media accounts at least once a month. Facebook, Instagram, Twitter, Pinterest, and LinkedIn are checked almost daily by the users especially the millennials.
Therefore, focussing on multiple-social media platforms by PPC marketers will prove to be a great strategy and so focussing on expanding the reach to a bigger audience in 2020 through social media should not be ignored.
Video Ads
Video Ads will still rule the market in 2020 when it is about content for mobiles. Video ads are great tools for marketing and for a larger reach for businesses. It also provides a visual influence at a very low budget.
YouTube’s bumper machine, the latest video marketing tool by Google, enables you to convert videos that are less than 90 seconds into numerous bumper ads set to be presented on the network of YouTube.
Several platforms already inspire advertisers to familiarize themselves with video ads like Google’s vertical video ads and will continue to do so in 2020.
Voice & Visual Search
Voice search assistants like Google Home, Alexa, and Siri have made a big impact already in voice-assisted online search and are set to dominate online search by 50% by the year-end of 2020.
Paid advertising of voice search is anticipated to join the mainstream advertising with the advancement in technology. And so, it wouldn’t be a bad move if you can start planning your strategies already.
Planning on adopting a conversational tone on your website is one strategy that will prove to be very beneficial. Because when users make voice searches they tend to be more conversational and that will increase your possibility of getting more hits. Keeping FAQ pages on your website updated always and utilizing ‘long-tail’ keywords for voice search is another strategy for success.
Moving on, visual search is still at a very nascent stage of advertising but it is slowly gathering momentum as we get closer to 2020, to add to this momentum Pinterest and Instagram have already launched products in the visual search domain. This is how it works, a picture is used as the search query instead of a text. Amazon also has collaborated with Snapchat to show the value of visual search.
Creating a photo inventory of all your products and services is one strategy to stay ahead of the game. Correct categorization and tagging along with the addition of metadata to the images will ensure better performance by the search engines.
Audience Segmentation/Collaborative Filtering
Audience Segmentation or Collaborative filtering is a system of creating groups based on the users’ preferences and choices. The users are grouped based on the similarities of their preferences. Segmentation or filtering can be based on demographics, psychographics, behavioral characteristics, age, locations, etc., to lead the users to content that interests them most.
Content mainly based on recent browsing history, the likes or the trending topics can be done in segmentation and filtering. This lets the websites to continue to be exciting, fresh, and related to the choices of each user.
Re-marketing
A practice of advertising that sells products or services to users who have surfed through those products or services in the past. Remarketing has been exceedingly successful in accumulating click-through rates and conversion rates and will remain to be popular among advertisers in 2020 as well.
Remarketing is mainly to keep your brand in the thoughts of the people. The focus has now changed to locating potential buyers in the purchase cycle. Additionally, remarketing campaigns cost is lower as you pursue the leads that you already have. After that, generating targeted personalized ads will aid them in deciding whether to convert or not.
PPC and SEO Integration
The fact that PPC and search engine optimization cannot be separated holds firm as an ad without a great SEO will yield no result. As integrating your SEO and PPC campaigns has more or less become like a rule of thumb it is important to keep these two work together which will remain a necessity even beyond 2020 in PPC advertising.
Syncing PPC and SEO are one of the best ways to evaluate your best performing ad copy. Generate and produce blog posts and content according to the best performing copy to enhance your online ranking.
In conclusion, these PPC Marketing Strategies are set to change the future of digital marketing in the new decade. Therefore, it’s crucial to remain alert to the emerging trends in technologies, channels, and behavioral research so that you can acclimatize and enhance your advertising strategy as PPC strategies are continuously progressing and changing. Ensure that you are always informed about new technologies and best practices so as to keep yourself ahead of the game.