PPC Marketing is Still an Essential Marketing Tool
For businesses striving to make the most of their online presence and generate leads, Pay-Per-Click (PPC) marketing remains an integral part of that strategy. Whether using standalone PPC advertising campaigns or dynamic video ads, this type of marketing can prove to be a valuable lead generator and conversion driver for businesses trying to stand out from the crowd. It’s important to note that big names like Meta, LinkedIn and Google are reporting increased revenue year after year with user bases continually expanded, which suggests that it may not be enough to rely solely on organic campaigns that drive traffic. Entrusting each channel’s built-in PPC advertising platform smartly is pivotal to helping you stand out alongside your organic efforts, however. PPC ads can make up a sizable portion of income in a business’s omnichannel marketing strategy. So it’s pivotal to take advantage of, especially with the help of emerging, game-changing innovations such as AI-powered tools that speed up content generation.
6 Important PPC Marketing Trends to Watch
1. Third-Party Cookies to be Phased Out
One of the most significant changes affecting PPC advertisements in 2024 will be the gradual phasing out of third-party cookies in browsers like Google Chrome. Google plans for two-thirds (67%) of third-party cookies to be phased out by the end of 2024. While this forthcoming ‘cookie apocalypse’ means that end users may soon breathe a collective sigh of relief, it does mean that digital marketers need to find strategies that do not rely on third-party cookies for success. In other words, zero and first-party data are now essential for PPC campaigns to perform well and generate results that matter. Surprisingly, many PPC marketers are not giving this change the attention it needs, suggesting a stark lack of preparedness. It’s therefore imperative that marketers begin researching new data collection methods and strategies to ensure your PPC campaigns continue to target the right audience effectively. Examples to consider include Google OTC (Offline Conversion Tracking) or Meta’s CAPI which can also be used to track conversions. Depending on your PPC marketing channel, we’d recommend giving these – and others – some additional thought.
2. The Marketing Efficiency Ratio (MER) Will Grow in Importance
Instead of segmenting budgets into individual siloed marketing channels, businesses need to shift to a more integrated approach. When allocating digital marketing spend, whether that’s when you return after Christmas or at the start of the new tax year, all channels must be aligned. Prioritising high ROI activities across multiple channels can lead to a more efficient and effective strategy. This means that PPC efforts, whether using Google Ads, paid social media, or video advertising campaigns, or an amalgamation of all of them, need to complement other strategies like SEO, email marketing, and more. The focus should be on the efficiency ratio (how optimally your budget is allocated across various channels) rather than individual channel performance. In 2024, this concept will gain prominence as marketers aim to achieve the best results across the entire marketing spectrum, rather than in isolated silos.
3. Data-Driven and AI-Powered Marketing
Artificial Intelligence (AI) and automation have grown in usage and notoriety in recent months and will only continue to do so. They are becoming integral to advertising and the optimisation of PPC campaigns, due to how they can help streamline processes and provide valuable insights. While GDPR and data privacy regulations will still influence targeted advertising heavily, the importance of data as a driving force remain unchanged. If anything, in today’s fast-paced and competitive digital space, data is arguably more important than ever. Data provides valuable insights into consumer behaviour and market trends, allowing for more strategic and evidence-based decisions to be made, rather than exclusively assuming what buyers are interacting with. Marketers will need to delve deep into big data to understand customer behaviour, enabling them to tailor PPC campaigns with precision. Luckily, AI is not just a means to automate tasks and improve efficiency – it’s a creative asset that can augment teams. Marketers can begin to harness AI more effectively to create personalised, data-driven, and contextually relevant PPC campaigns. Before long, creativity will spark at a moment’s notice, with the help of AI and innovative tools.
4. PPC Video Ads Will Dominate
Video ads, especially interactive videos, have proven to be highly effective in driving engagement and providing valuable data to refine PPC campaigns. This trend is set to continue in 2024, with businesses finding innovative new ways to tell their story, explain their products and services, and highlight what makes them special. With today’s audience segments relying heavily on video content, brands will need to utilise this media to accomplish their marketing goals in quick, decisive, and engaging ways. Interactive video content, at least based on recent trend data, is proving to be in high demand due to its ability to enhance user experience, engagement, ROI, and personalisation in PPC campaigns. Interactive videos not only capture attention but also offer an immersive experience, among a plethora of other benefits as explored in our recent blog post. Interactive display ads, in particular, are expected to be highly sought-after by marketers in 2024.
5. Personalisation and Contextual Targeting
In any PPC marketing campaign, ad relevance is crucial. Making ads more contextually useful and personalised for each user is a critical strategy to improving their relevance. What’s more, with advanced technology becoming more readily available, marketers will be able to make better use of Augmented Reality (AR) and Virtual Reality (VR) in PPC advertising, which can help them achieve their goals with greater ease and precision. These technologies may well offer new and innovative opportunities for brands to engage with their audience. As the technology continues to evolve, expect to see broader adoption of AR and VR into PPC strategies, allowing brands to create more memorable experiences.
6. Embracing Sustainability and Eco-Friendliness
Consumers are becoming increasingly conscious about carbon emissions and the environment, and this awareness is reflected in their buying habits. To appeal to more eco-conscious consumers, brands need to be more transparent and overt in their sustainability efforts.
Below is a video we produced for our client James Latham, for whom sustainability is hugely important. This video was produced to raise awareness of their Carbon Calculator, which gives guidance on the carbon footprints of the products sold by the company.
Partnering with a Forward-Thinking PPC Marketing Agency
To navigate the complex world of PPC marketing and harness these emerging trends successfully, partnering with a digital marketing agency that’s ahead of the curve will help exponentially.
At Ginger Digital, we pride ourselves on staying updated with the latest industry trends and providing PPC solutions that deliver real value to our clients. Our in-house team can create standalone PPC ads or targeted video ads, all with the focus on driving results.
Why not schedule a free, no-obligation PPC marketing review with one of our experts who can advise how we can help you achieve your digital marketing goals?