Ah! 2019 is about to end with the digital marketing industry coming a long way. Google announced many important updates on SEO strategies.
For instance, one such essential update is about Google BERT. It’s a new algorithm that makes search smarter. The announcement came recently on November 27.
But have we considered the future of Pay-Per-Click or PPC Ad Campaigns?
Like SEO, PPC is also an integral part of the digital marketing plan. It offers quick, effective, and affordable results.
The PPC ad has seen various changes in the current year and we are expecting that it will continue forward in 2020.
PPC ads will automate the implementation of artificial intelligence and machine learning. But, that is not all. There are various other PPC ad trends that are ready to boom the digital marketing industry.
We are going to highlight all those trends here-
Artificial Intelligence + Machine Learning = Automation
Most of the digital and PPC marketing experts agree automation will be the biggest trendsetter for PPC ad marketing.”
And why not? The two most innovative technologies, such as artificial intelligence and machine learning, come on a single platform, PPC will groove into a smarter move.
For instance, the paid search will help to figure out how marketers can use the tools and features effectively.
Google also captures an enormous amount of data and information. It can create an automated system. It helps to understand consumer behaviour.
Robotic processing automation is also coming into the picture. It makes the data visible for machine learning. Some marketing experts are anticipating that automation will completely replace manual bidding.
How does it matter to you? First, you will have the leverage to huge amounts of data through RPA, AI, and ML. It means more opportunities to target customers. So, you have to invest money only on those customers, who are ready to buy your product.
The Dominance of Videos Will Prevail
Videos are one of the quickest and most effective ways to transmit information and we are expecting the same year ahead.
Why?
Videos allow you to personally narrate the story of your brand, which easily gets connected with the targeted audience.
And….
88% of people spend more time on a website containing an interesting video.
Videos will play a significant role in boosting the prospects of the PPC ad campaigns.
YouTube has been one of the prominent advertising channels. However, other platforms such as Facebook, Twitter, Instagram, and LinkedIn have grown in importance.
Use of Social Media Platforms
The PPC marketer feels blessed to have various platforms at his disposals such as Google Ads, Facebook Ads, LinkedIn Ads, and more.
It means that they can have a much wider approach to reach the audience and convert prospective visitors into potential buyers.
The world of advertisement has also undergone a change in recent years with the surge of mobile devices. You can target a specific group of customers using segmentation tools.
PPC for Content
Content marketing has always been an important productive digital marketing strategy in recent years. However, with the increase in the quality of free content, it has come to another level.
Going into 2020, we can expect to see some more amazing content and more than that, we expect various companies to promote content through PPC ad campaigns.
The business enterprises relying more on content marketing, it’s time for them to seriously consider running PPC ads. It will assist in increasing the visibility they deserve.
Paid Voice Search
Do you know that one out of five Americans owns a smart speaker? Also, do you have any idea if Google Home and Alexa have already created the buzz around?
Another statistic says that customers interact almost 3 times a day on average, amounting to 132+ million interactions per day.
We are expecting more enhancement in voice search technology. All eyes are fixed on Google, Apple, and Amazon. These technology drivers keep experimenting with their products. It will be interesting to see how this all turns up
Advancement in Segmenting the Audience
Audience segmentation has always been a pivotal part of the PPC campaign. It groups the customers smartly according to the products and services they view at a particular time.
PPC marketers take support for the data from Google that helps them to deliver accurate results.
You can segment the customers on the basis of geographical locations, demographics, psychographics, and other behavior attitudes.
The advanced segmentation in PPC campaigns will allow you to select the group of audience that views your ads. With more access to data in the coming years, the segmenting process will continue to grow and develop personalized ad campaigns.
The Growth of Amazon PPC
So far there has been only one company that has been ruling the search engine marketing space. However, 2018 has seen the emergence of a new competitor with 54% product searches on the platform.
Yes, we are talking about Amazon that has shown its prominence in the PPC ad campaign. As such, the AdSpend on Amazon PPC has been significantly rising.
Author Bio
Bharat Patel, who heads the digital marketing team at Brainvire Infotech, is armed with over 12 years of experience in the fields of online marketing and project management. He is extremely proactive in implementing the latest technological innovations in his projects. Bharat’s core expertise lies in search engine optimization (SEO), social media marketing, and conversion rate optimization, among other things. His immense flare of writing encourages him to consistently pen down words revolving around current trends and innovations that relate to his fields of interest.