2018 was an eventful year for PPC marketing. With the latest updated PPC trends that are focussed on Audiences and automation, one can strategize their PPC campaigns based upon your business goals and improve their ad conversions.
What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.
Here is the list of top 8 PPC Trends you must follow:
1. Audiences vs. Keywords
“It’s been a long time coming; search engines have given us too many additional choice to handle along with keywords,” Levy said. “I believe next year will the beginning of the end for keywords as a primary search choice.”
“Keywords will be important, but audience-targeting on the search network will in 2019 be of equal importance for securing high performance,” Lolk said.
2. Voice search
Smart speakers and personal assistants are also provided for like 5 years ago, which is for science fiction. From 2019, one can see mainstream paid voice search advertising. PPC marketers can also adopt various strategies that will help in increasing the voice search. Online content can also be adapted which can become conversational.
3. Expect More Automation and Human Intelligence
Let’s be clear on this, automation is already making in roads when it comes to PPC Marketing. If you have been keen with PPC 2018 trends then you will realize that the search engine has already made major strides in this. For instance, Google is placing ads suitable for everyone thanks to automation.
This is thanks to the number of data points used to come up with smart features for the marketers. As we get into 2019, marketers will be anticipated to adopt these automated bidding strategies instead of third-party tools. These sentiments already resonate well with digital marketers such as Hallam’s Digital Director Ben Wood.
4. Visual search
They are the actual picture, where you can search for the query instead of the text. You can easily know the results of the exact brand that way. Major advances can also be seen in the technology field, with a go-to search app in the visual field. People these days are so lazy, that they do not even wish to type and it has become archaic.
Larry Kim, CEO, MobileMonkey, said he is exclusively focusing on remarketing in 2019. Why?
“Because they have much higher CTRs and conversion rates.”
He has also been combining remarketing with Facebook’s Click to Message ad format.
“Combining these two tactics yields ROI that I haven’t seen since 2013 when ad prices were much lower,” he added.
The act of reintroducing seen ads to people is no new phenomenon in this market. Basically, marketers and brands will be seeking to push for the products through this strategy.
“PPCers have been so focused on ROI that they forget marketing is also about creating demand for a product and, hopefully, creating brand loyalty, too,” he said. “From display, to YouTube, to keeping some low-performing generic keywords running. Digital marketing in 2019 will stop trying to make every click profitable and start segmenting strategies by goals.”
As much as more emphasis is placed on ROI, brands are expected to come out strong in order to remain relevant. This means that marketers have to put their best foot forward to promote loyalty among users. Well, serious brands will push for ads on video streaming platforms and incorporation of low generic keywords.
The video has ruled the market in 2018 and they are expected to rule in 2019. Even play buttons are also increasing. YouTube has become the second largest search engine in 2018 and the video dominating revenue will increase a lot this year. Snap chat and Twitter-based videos will also rapidly increase.
8.More New Ad Types, Extensions, & Features
Without a doubt, 2019 will feature several known unknowns for PPC marketers.
That is, we know there will be several new ad types, reports, and tools – but exactly what kind, we don’t know about yet.
“Local Services Ads will roll out nationwide and for additional industries. We can expect to see a shift in query volume from the standard keyword to text ad to landing page process, and start to think about localization and conversion based opportunities,” Levy said.
“I expect that ads will start to permeate other facets of Google and Bing like maps, knowledge panels, answer boxes et. al. as Google starts to monetize ‘position zero’ and incentivize advertisers to keep their users right on the SERP.”