With ad clickers
being 50% more probably to purchase products when compared to organic visitors,
every marketer must keep himself updated about the major PPC trends for 2020.
As the
competition in the world of Pay-Per-Click (PPC) is increasing, it has never
been more significant to ensure you are spending your money efficiently and
boosting your Return on Investment (ROI).
But, with new
PPC opportunities and strategies emerging every time, which ones should you
focus on?
Whether you are
an agency or an advertiser, you must be on top of the newest trends and
features so that you can take your PPC game to the next level.
List of PPC trends you cannot ignore in 2020
PPC Automation- One of the biggest PPC trends in 2020 is automation. It is the use
of Artificial Intelligence and Machine Learning to mechanize different
labor-intensive tasks associated with Bing and Google Ads.
By 2021, the
worldwide automation industry is expected to grow quite fast and generate
around $238 billion, with the biggest segment being process automation. The
market size of process automation will rise from 71.5% to 83.2% by the year
2021.
Though
automation in PPC is not new, it will start to play a much more significant
role, like with ad testing. The results suggest that automation will be used to
optimize PPC campaigns and will be instantly adopted by PPC specialists to:
ü
Calculate the best bidding
strategy for various goals
ü
Set bids to achieve as many conversions
as possible at a fixed target CPA
ü
Improve CPC by looking for ad
auctions that are likely to create conversions
ü
Detect performance issues
within one account
ü
Generate ads depending on user
behavior and site content
ü
Develop and optimize ad copy based
on the data feeds using Google Scripts
ü
Create ad performance reports
in an automatic way
To learn more
about PPC Advertising, Google Ads and Trends in digital marketing visit digitalmarketing courses.
Artificial
Intelligence- Artificial Intelligence is bringing
changes in the world in general and its economic effect is expected to reach
around $15.7 trillion by the year 2030. As far as PPC is concerned, Artificial
Intelligence will let marketers develop more efficient ad campaigns and is
specifically useful to:
·
Predict the CTR of future ads
·
Evaluate the impact of ads on
quality scores
·
Find the likelihood of
conversion from a given consumer
·
Assess the bids that are likely
to attain maximum traffic
·
Optimize keywords, campaigns,
or ads when a specific event happens
As Artificial
Intelligence learns more about your customer’s behaviors, it can accurately
design targeted ads to enhance the performance of your PPC campaigns. And this
won’t have any effect on Google or Bing Ads; Artificial Intelligence has an
important impact on Amazon Ads also.
You can power up
your Amazon Ads campaign with the help of Artificial Intelligence to:
1.
Automate bids ( for both
long-tail and short-tail keywords)
2.
Make bid changes based on
keywords’ predicted revenue per each click
3.
Optimize ad campaigns for the
long-tail keywords
4.
Offer detailed diagnostic info
for active keywords at once
Artificial
Intelligence is effective in generating reports. With tools like Adzooma, you
can generate PPC reports in as simple as four steps. The only thing you need to
do is:
§
Link your Google Ads account
§
Click on the “Create Report”
button in the top corner
§
Add all those elements that you
want in the report along with images, text, and your business logo.
§
Choose the metrics that you
want ( ACoS, keyword rank) in the structure you want ( maybe line graph, table,
etc)
Voice search for PPC
Voice search is
one of the latest PPC trends in 2020, and it offers a huge opportunity for
advertisers to focus on voice searches with PPC ads. In 2020, sales from voice
search are expected to reach $40 billion. Also, brands that include voice
search optimization into their digitalmarketing trends are estimated to raise their digital commerce revenue by
30% in 2021. Also, over 50% of voice-enabled speaker owners want to get updates
about deals, sales, and promotions from brands.
So, in 2020, you
must create PPC campaigns by:
Optimizing for
mobile devices: 20% of the searches on mobile devices are voice-based, so if
you are optimizing for voice search, you must optimize for mobile. This
optimization plays a significant role because when a user does a voice search
and your results are shown, they will visit your website. If your website is
not mobile-friendly, then you will lose valuable conversions as people are 52%
less prone to engage with a company if they had a bad mobile experience.
Incorporating
long-tail keywords for local searches- With over 55% of customers performing
voice searches to find a local business, firms who want to join the race of
voice search must start optimizing their content for local keywords. Local
keywords are those that include phrases like “near me, which have increased by
over 500% in the past years.
Optimizing for
question-based and conversational keywords- Do you know that 65% of all voice
search queries are conversational? While adapting for voice search, focus on
conversational keywords to assist you to hit those voice search queries in the
best way. And as most of the conversational keywords are question-based. Like
who, when, what, where, etc, you can optimize for those important terms also.
Video ads and PPC
First, let us
have a look at some of the important video statistics:
ü
By 2022, nearly 82% of all
consumer and business internet traffic will come from videos, more than 75% in
2017
ü
In 2019, every week 78% of
people watched videos online
ü
People remember nearly 95% of a
message from a video
ü
92% of mobile users say they
share videos with their friends
ü
58% of people trust a company
with videos more than a brand that does not have it.
Now, let us see
what is the effect of video on PPC in 2020:
o
Businesses will need to adjust
to Google’s vertical video ads
o
More and more marketers will
start associating with products shown in the video ads
o
Marketers will start
integrating virtual reality (VR) to offer “real” experiences for the viewers
o
Instagram Stories in video
marketing will continue to rule
One of the most
interesting video ad features added by Google is Bumper Machine, which makes
use of Machine Learning to develop 6-second bumper ads from long videos to show
throughout YouTube:
Reimagine your Ads
Ads play an
important role in your PPC campaigns and marketing achievement. If we look at
the criteria of ranking in 2019, we will find that those ad copies performed
well and have high conversion rates, which were drafted well and were focused
on the right content for the target audience.
Opinions say, go
for different versions of headlines, check them by creating different
headlines. And use them with different descriptions.
This PPC trend
is one of the most significant Pay Per Click Advertising practices. If you can
add extensions with your ads, that would be a double benefit for you.
Cross-Channel Marketing
Cross-channel
marketing has been a great strategy but 2020 has emphasized the importance of
custom and targeted efforts. Throughout the purchasing cycle, you can keep your
brand in mind with cross-channel marketing.