6 Trends in Pay-Per-Click Marketing

July 24, 2019

Pay-per-click (PPC) marketing has come a long way in the past decades, and more changes are in store. What may have worked a few years ago in PPC advertising now seems dated. Here are six trends transforming the PPC landscape.

  1. More Automation

Expect even more automation in the PPC marketing world, as manual tracking techniques are phased out. That means ensuring the algorithms work effectively for you, which does require regular human intervention and the use of superior keyword and audience identification mechanisms.

More automation means less grunt work overall because many of the most tiresome and time-consuming tasks, such as keyword variable and bid management are now performed automatically. That leaves more time for the work humans do best, such as focusing on a campaign strategy and relevant advertising copy.

  1. Paid Search Audience Targeting

If you aren’t using currently using paid search audience, get started. Keyword-based campaigns often don’t get ads to the people searching for that particular product or service, because the keywords may also relate to a somewhat different service or product in which the potential customer has no interest. Instead, focus on paid search audience targeting, which puts your ads in front of those who are searching for your product or service. Paid search audience targeting requires more personalization, so the target customer feels you are speaking directly to them.

  1. Top Ads

If your ads aren’t already sparkling with creativity and superb visuals, you’ve got your work cut out for you. A top PPC trend focuses on ad quality and formatting. If your ads are less than stellar, it’s time to up your game. The term most often used to describe successful PPC ads in 2019 is “mind-blowing.”

  1. Amazon

It’s impossible to escape the influence of the world’s top e-commerce platform. If your ads aren’t appearing on Amazon now, you are missing critical opportunities of selling a product rather than a service. The fastest-growing segment of this $1 trillion company is advertising.

  1. Videos Over Text

When it comes to video over text-based advertising, it’s clear the former is the winner. People want to see the product or meet the people offering the service. Every day, 8 billion videos are seen on Facebook, and a whopping 96 percent of consumers surveyed say videos are helpful when making online purchasing decisions. You have to wonder what that other 4 percent are buying. Significant majorities of consumers also say companies producing videos are more trustworthy, more engaged and leave a better impression. Posting video ads can substantially add to the advertising budget, but the bottom line is profit maximization, for which video ads are necessary.

  1. Retargeting and Remarketing

Every business wants to expand its customer base. However, one of the hot PPC trends for 2019 concentrates on that known quantity, people who have already visited your website. Retargeting focuses on those who have visited your website and convincing them to return. Remarketing centers on customers somewhere in the purchasing cycle, with ads enticing them to buy the product.

20North Marketing can help you with your PPC advertising efforts to reach customers and new prospects, and ultimately, drive sales for your company.