PPC Trends You Can’t Ignore in 2020Cost Per Click | 24 September 2019 Reading Time: 4 minutes
In this increasingly competitive world, you will always want to make sure that you’re getting the most out of your ad budget. With new strategies for Pay-Per-Click (PPC) emerging all the time, it becomes tough to choose which one works the best.
So, to make matters easy, here are PPC campaign management trends that you can follow to get the most out of your ad budget:
1) PPC Automation:
PPC automation has emerged as a powerful way to develop campaign performance. Companies like Google have invested vast amounts into fleshing out their automation options. Make the most of the PPC automation with algorithms that work to your benefits and assist the machines to understand it better. Write good ad copies and set up active conversion tracking. Also, make sure you identify your target audience and the right keywords. Passing a majority of the work to machines can save yourself ample time and money. Even though the process can be completely automated, some hands-on management will make sure all the options chosen are best for your business.
2) Smart bidding:
Machine-learning controlled automated bidding has led to the rise of Smart bidding. Using machine learning, it can optimise conversions and conversion values 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.
In 2020, smart bidding technology is only going to get much more powerful, which will eventually make manual bidding look like a thing of the past. This advancement will let marketers focus more on areas like analytics, strategy and PPC campaign management.
3) Amazon’s paid advertising:
While Google and Facebook are dominating the paid advertising market, Amazon is slowly nipping at their heels. Amazon has now grown to be the third-largest and one of the fastest-growing advertisers. These ads are displayed on and off of Amazon, which has soared their popularity amongst online retailers. The rise of their popularity is due to one significant advantage above Facebook and Google, and that would be buyer intent. Facebook and Google have a vast audience, but they aren’t usually out to buy something. Amazon’s buyer intent advantage helps in lower conversion rates; therefore, you could be spending more for less.
4) Go Social:
The number of people on social media platforms is growing every day. If you haven’t included social media in your PPC strategies, then you’re missing out on a lot! With the rising number of people using Facebook, Twitter, Instagram, LinkedIn, and Pinterest, PPC marketers need to focus on these platforms to cash-in with their ads. Multi-platform ads will be the way to go in 2020.
5) Audience targeting:
The ability to narrow down on your target audience has been one of the best features from Google Ads. The advantage is you can get the most out of your budget. Audience targeting allows you to target your product/service to a specific set of the audience like age group or business, relevant to your business. You can also set ad preferences that exclude audiences to whom your service won’t appeal much. The latest features of Google ads have enabled advertisers to layers audiences on top of each other. These layers help in curating extremely relevant ads.
6) Bumper video ads:
Video still dominates the market when it comes to mobile content. Video ads are great for the aesthetic appeal and are relatively low cost. The recent introduction of the bumper machine from Youtube, you can turn videos that are shorter than one and half minutes into bumper ads, ready for display on Youtube. Youtube and similar video hosting sites are an excellent target for search campaigns, even if you do not want to pay for video advertising. Hire a PPC specialist to get the most out of video ads
7) Voice search:
2020 estimates that 50% of all searches will be initiated by voice. With the rise of voice assistants, this future is imminent. Paid voice search advertising isn’t mainstream yet, but as the technology evolves, such advancements will undoubtedly emerge soon. Prepare for such oncomings with strategies that help you make the most of it. One such approach would be adopting a conversational tone for your website. People are more conversational when doing voice searches so that it will improve your chances of a hit.
8) Visual searching:
Visual search works by using a picture as a query for search as opposed to the standard text. With these searches, the results are faster compared to typing out the whole context. To stay ahead with this trend, create a catalogue of photos of your products and services. Images with metadata will accurately be categorised in the search engines.
PPC strategies are continually evolving. If you want to stay ahead of the curve, your marketing strategies need to develop too. Make sure you are always at the forefront of technology. Hire a PPC specialist – like us at ValueHits. Our experts are always in pace to evolve strategies as per the new tech. For a consultation, feel free to get in touch with us.