The Top #9 Expected PPC Trends for 2020 to Stay Aware About
The year-end festivity has already rolled out all over the world including
London. In the jovial atmosphere, everyone’s prepared to usher in the New Year
2020 within a very few days. Digital Marketing
Agency Liverpool is the best time to take a look back into the
ongoing year which is about to end within less than a week.
2019 has been a tumultuous year for PPC marketing. The year witnessed some
significant changes across the world of PPC. For example, Google changed the
name AdWords to Google Ads, along with the introduction of a wide and stunning
range feature, campaign type options, targeting options, enhancements and
tools. In short, the search engine has broadly redefined its interface to
provide a better experience to its users.
Keeping in-sync with the Google
trend, Bing Ads too included dozens of fresh features, better targeting
capabilities and report generation to offer an improved user experience.
LinkedIn has launched profile targeting for businesses. Last but the least,
online shopping portal Amazon has also joined the fray and allowing companies
to target their respective audience directly on the electronic shopping portal
itself.
In this competent situation, what are the expected PPC trends for 2019?
Let’s take a look.
Keywords versus audiences
Keywords or phrases are expected to sink in importance and people and
context will have greater priorities in 2019. In other words, keywords won’t
anymore be the unique lever for primary searches. On the other hand, separate
opinions are heard as well. According to this school, the difference between
successful and average PPC campaigns is going to be marked by proper
segmentation of audience data and its implementation. For this, a comprehensive
audience targeting strategy is needed. A section of the experts is of the
opinion that investing more time and effort to create and optimise targeted
customer segments will be the key to success in PCC marketing.
Automation versus human intelligence
Automation is already in. Google, Bing and the other major search engines
are expected to introduce more smart features in the upcoming year. Even
automation features of Google Ads are supposed to get improved shortly. The
crucial factor to success in this situation is to know the point where you
should replace the inbuilt automation tools with their third-party
counterparts. Although this PPC trend won’t get down to the level of
competition between man and machine. Instead, the trend is more likely to
identify the PPC campaigners, who utilise smarter processes to leverage
automation and send competitors home.
Read Also: Which marketing channels earn you
highest ROI?
ECommerce brands are expected to have a great time in 2019 with better
chances to reach out to buyers with greater personalisation along with
precision. Bing Ads is currently working on local inventory ads that show
availability of stock within an area to boost in-store visits. Facebook is
offering new and instant storefront template formats to automatically generate
videos with product personalisation to stir the urge of targeted customers.
Pinterest offers a new feature to include price and availability of a product
to enable users to buy directly. Moreover, it is also gearing up to make personalised
product recommendations to the vast user base. Based on mobile-first indexing,
Google offers local catalogue ad to display both local in-store availability
and cost in a user-friendly, easily scrollable mobile layout.
The role of account manager in PPC marketing
AI (artificial intelligence) is certainly going to keep redefining the
world of PPC campaigning, but that won’t affect the job prospect of PPC
campaigners. Rather, they will play a more crucial role in selecting the system
that will provide their clients with greater mileage. Another section of
analysts thinks under the changed circumstances, PPC Digital Marketing
Agency Manchester will need to implement their skills in the
background of machine learning. In 2019, the focus must be on aspects like
leveraging automation, mastering new-market analysis and developing
cross-channel and complex strategies to achieve success. The PPC advertising
trend in the near future is expected to gravitate towards smart, automated
bidding, query mining, ad testing and serving and such other aspects.
Cross-channel advertising and attribution
Now, it is both easier to build and coordinate multi-channel campaigns. In
the changed circumstance, successful PPC campaigners are expected to focus more
on cross-channel and cross-device attributions. It’s high time for advertisers
to realise that approaching consumers and keeping them engaged through
different stages of purchasing funnel delivers the most-needed positive
experience, which brings them back to you. Thus, the focus should better be on
delivering a positive advertising experience that starts with searches.
Advertisements
Every advertisement must carry a message, and that message is utmost
critical to help you drive to greater heights of success. As several versions
of headlines and descriptions are available, PPC campaigners must be more
careful in deciding if headlines 1, 2 and three will smoothly go with
description lines 1 and 2.
Video advertisement
Experts from a top-notch PPC company in London are of the opinion that your
social (particularly video) strategies must be focused on improving SERP
ranking. As far as video ads are concerned, YouTube is a helpful platform to
reach out to your target audience. You can’t ignore video these days, because
video content or video advertising is the most effective way to reach out to
mobile users.
Re-marketing
Remarketing is crucial because it offers both higher CTRs and conversion
rates. It is a good idea to combine remarketing with the Click to Message ad
format provided by Facebook.
Brand building
Experts unanimously opine brand building will remain the key in PPC
advertising in the future ahead. Conventionally, PPC advertisements focus too
much on ROI that the aspect of creating demand for a product is almost entirely
overlooked. In the upcoming 2019, brand loyalty and brand affinity will be the
two elements that will stand the test of time, unlike strategies and platforms.
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