Important PPC trends to watch in 2020
PPC or Pay per click is not a new concept. It is no doubt one of the most impressive marketing tools currently.
PPC allows vendors to aim at specific segments of the market. PPC is a cost-effective approach, in which cost incurs only when someone responds to your ads.
The most essential question right now is what does the future hold for PPC in 2020? What are the most important trends to watch in 2020?
Whether you are an agency or an advertiser, you need to know the latest features and trends to keep yourself updated. It will help you to keep your PPC game to an advanced level.
Let us have a closer look at the latest trends
1) PPC Automation
Automation is going to be one of the biggest trends in Pay per Click advertising.
Automation comprises the usage of Machine Learning and Artificial Intelligence to mechanize labor-intensive work related to Google ads. It is estimated that by 2021, the automation industry will expand very rapidly.
According to recent evidences by PPC advertising agencies, automation will be highly used to improve PPC ad campaigns. It will be used by PPC experts for:
- Calculating an appropriate bidding strategy
- Setting bids to get maximum conversions possible
- Stopping low performing ads and prioritizing the ones giving good results
- Generating ads based on the content of the website
- Generating performance reports of ads
2) Artificial Intelligence:
As we all know, that Artificial Intelligence has totally transformed the world. By 2030, the economic impact of Artificial Intelligence is expected to reach about $15.7 trillion.
As far as PPC is concerned, AI allows marketers to create more operative ad campaigns using it. AI is useful due to the following reasons:
- It can predict the Click-through Rate of the ads
- It also helps PPC professionals to identify the impact of an ad based on quality scores.
- It also helps to identify the possibility of conversion from a customer
- It can be used for analyzing bids to generate maximum traffic
- For optimizing keywords
Artificial Intelligence helps marketers to learn more about the behavior of the audience.
It helps to create targeted ads, which in turn help to improve the performance of PPC ad-campaigns. AI does not have an affirmative impression on Google Ads but on Amazon ads too.
3) Video Advertising:
We all know the famous saying “Content is the King”. Well in modern times, we can say, “Videos are the king”.
When we speak about the mobile content, videos rule the market. According to Forbes, people like to spend more time on the website that has videos than the websites without it.
Videos are an eccentric source of business and there is no doubt that they will rule the market in 2020.
Videos are an effective means to convey information to the people. Using videos, brands can convey things easily to the audience.
As per the reports of Wyzowl, 81% of brands have started using videos as one of their marketing tools.
Google’s Bumper Machine lets the videos shorter than 90 seconds do to turn into bumper ads of 6 seconds, which can be displayed throughout YouTube.
The love for videos is only going to increase in 2020 and that is why businesses have to learn to adapt to this change.
4) Improved Audience Targeting:
If we talk about audience targeting, the year 2019 was all about it whereas the year 2020 is going to about reaching the audience at the right time and at the right time.
In 2020, marketers will have to worry less about direct sales and need to focus on how their product can help the audience.
It means providing genuine content, which is a very vital characteristic of PPC. Producing effective content at the right time helps to increase the audience engagement.
Optimized keywords combined with dedicated audience targeting enables marketers to reach their audience in a much better way.
5) Google AdMob:
It is a well-known fact that PPC ads are not only limited to search engines and social media platforms. It is anticipated that mobile advertising will generate an approximate revenue of $600 billion in 2020.
Google AdMob is a software that shows detailed analytics of the behavioral characteristics that a person normally does not consider. The top PPC management firms consider it a game changer in the coming years.
The software allows dividing mobile app users into categories. The categories are based on the likelihood they will do the purchase.
The people who make numerous purchases may not see the ads, whereas the people who do not make purchases are shown more ads.
6) Smart Bidding:
As mentioned above AI and automation are completely going to change the way people strategize their PPC ad campaigns.
One of the most popular trends in 2020 or we can call it one of the most powerful bidding strategy – Smart Bidding.
Smart Bidding learns from your previous analytics and helps you to optimize the parameters you fox for your upcoming ads. Over time with Smart Bidding, you will have to guess less while configuring the ads.
When you are bidding on ads, Smart Bidding takes your budget and desired performance into consideration and then it finds a way to make things happen.
7) Extension to other platforms:
In 2020, Facebook and Google will not be the only platforms where PPC ads will prove to be advantageous.
Since people have to start spending more time on other platforms like LinkedIn and Quora, it will open new opportunities for marketers.
For example, Quora operates like a search engine. You can target the users of Quora based on the content they search for and the way they interact with others on this platform.
LinkedIn is a good option for those companies who want to market their product to other businesses.
Therefore, such platforms should be kept in mind while planning a PPC ad campaign. Otherwise, you miss the prospective gold mines when it comes to audience conversions.