What does the future hold for PPC?
Last year, audiences and automation were just a couple trends PPC marketing experts expected to dominate. But what will be the most important PPC trends in 2020?
In the last quarter of 2019, Google released 18 Google Ads updates, as compared to Bing, which only released four changes for Microsoft Advertising in the entire year.
Regardless of what platform you use, understanding, and keeping up with these trends is essential. It does not matter if you are an agency or an advertiser, you need to stay on top of the latest trends and features to take your pay per click (PPC) efforts to the next level.
Embrace PPC automation
A huge new trend with PPC advertising is automation. This includes the use of machine learning and artificial intelligence to help automate more labor-intensive tasks related to Bing and Google ads. By 2021, it is believed that the automation industry around the world will expand significantly and generate up to $238 billion in revenue.
Even though PPC automation isn’t new, it will start to play a more critical role in the paid advertising process. Automation in PPC will be used to:
- Calculate the right bidding strategy for different goals
- Set bids to achieve as many conversions as possible at a certain cost per action (CPA)
- Enhance cost per click (CPC) by finding ad auctions that will generate more conversions
- Stop ads that aren’t performing
- Find performance issues
- Create and optimize ad copy
- Generate automatic ad performance reports
You cannot ignore video in any pay-per-click strategy
Whether you’re a PPC marketer, an agency, or an entrepreneur, you cannot ignore video content anymore. Video is here to stay. Your audience is simply demanding that you create more of it.
You’ve seen the stats and you know all too well that YouTube is the second largest search engine, that video consumption on mobile is growing at a rate of 100% each year, and 82% of all internet traffic will come from video by the end of 2022. The sheer volume of video content online is growing exponentially. (see statistics here: https://bit.ly/2ROQn8z )
There’s more to it, though. The benefits of video are sure to boost your conversion, brand bias, user engagement, and loyalty.
Video content is highly engaging, better at expressing the core tenets of your brand, and making it easier for the user to retain your brand’s core message. With 92% of mobile users sharing videos with their friends, just think of the impact video can have on your business.
Video is not only here to stay but is likely to soon become the most dominant form of online marketing.
The process of smart bidding is a subset of automated bidding that uses machine learning to optimize ads for conversions dependent on the goals you have set. Put simply, this takes all the guesswork out of Google Ads.
The AI system used by Google automatically optimizes for conversions for every auction. You let Google know your advertising goal, and then Smart Bidding will help you get it done within your budget.
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