However, with each passing year, we see growing and faltering trends in consumer behaviour, and that doesn’t just include the customers you may be trying to target in your PPC advertising campaigns.
As we move into 2023, several trends are expected to shape the PPC landscape, from the continued rise of voice search to the increasing importance of automation and artificial intelligence. This short guide outlines all of the ones we, as PPC marketing experts, predict will take centre stage.
2023 PPC Trends to Watch
1) Video Marketing Ads
Hopefully, if you’re familiar with the work of Ginger Digital, you’ll recognise how valuable video advertising campaigns can be. Whether using YouTube ads or a variety of video ads used across social media, the market is heading in a very clear direction.
The emergence and prevalence of short-form video can’t be underestimated. Attention spans are shortening which means that engaging video content has to grip them within a shorter time frame. Therefore, social media video ads and YouTube bumper ads now have more competitiveness and significance in a company’s digital marketing strategy.
Expect 2023 to see more value placed in these particular advertising methods, with more influence placed on the engagement and professionalism of the video itself. With our breadth of experience we are perfectly placed to help you to choose the type of video production you need, from animation videos to interactive product explainer videos.
2) AI and Automation
One trend that is likely to continue to gain momentum in 2023 is the use of automation and AI in PPC.
As these technologies become more advanced and more accessible, increasing numbers of businesses are turning to them to help streamline their PPC campaigns and improve their ROI.
Automation tools can help with tasks such as bid management, ad copy optimisation, and targeting, allowing businesses to focus on more strategic processes like consulting and campaign management.
3) Audience Behaviour and Smart Bidding
In 2023, more marketers will make informed decisions that are based on past – and anticipated – user behaviour.
For example, this will involve increased use of smart bidding, which will remove the guesswork associated with bidding on a keyword for a PPC ad placement. The bidding strategy will use machine learning to help the keyword selection more automated, allowing businesses to target ones that are statistically going to drive conversions.
User behaviour will provide more granular data for marketers to use and then, subsequently, allocate the right amount of budget they need the first time around. In other words, expect there to be less wasted spending on PPC keywords.
4) Voice Search
Another trend that is likely to become more prominent in 2023 is the use of voice search in PPC.
With the increasing popularity of devices like Amazon Echo and Google Home, consumers are becoming increasingly reliant on voice search to find the products and services they need. This means that businesses will need to focus on optimising their PPC campaigns for voice search to reach these consumers.
Linguistically speaking, voice search means that search engine algorithms are making strides at recognising human language in search, including colloquialisms, idioms, search intent, and so on. As far as Google PPC ads are concerned, there’s likely to be less keyword dominance in the coming year.
5) Mobile Dominance Over Desktop
Mobile optimisation, already a hugely significant factor in PPC, social media, SEO and video marketing, is only going to grow.
Businesses will need to ensure their targeted PPC marketing campaigns are optimised for mobile users, given that more consumers are turning to their smartphones to browse the web, find local businesses, buy products, and so on. This means ensuring that PPC landing pages are mobile-friendly, optimised, and using the right ad formats.
Furthermore, with the emergence of GA4, mobile and cross-device targeting will become more accessible for PPC marketing experts, rather than Desktop-focused Universal Analytics. For more information on migrating to GA4, click here.
6) Diverse Ad Platforms
Google remains the most popular search engine and that doesn’t appear to be changing anytime soon. That said, other search engines like Bing and Yahoo do still exist.
Furthermore, while they might be used far less, that could also mean more tangible advertising revenue for businesses that decide to run PPC ads on engines other than Google.
While it’s difficult to predict, it’s estimated that PPC campaigns could be further spread beyond the realm of Google Ads. While Google Ads will remain the go-to option for most, diversification of search engine PPC platforms looks to be a popular trend for 2023.
On the same topic, diversification also involves looking at other ad platforms entirely, beyond conventional search engines. Amazon is a good example of this type of alternative ad platform, where visitors are usually further down the sales funnel than if they were searching for a product on Google. As a result, running ads on an eCommerce store can allow you to target users that are more prepared to buy.
TikTok now plays host to over 1 billion monthly active users worldwide. This innovative new social media platform hasn’t just highlighted the importance and value of short-form video content, but it’s also provided with a diverse platform for businesses to advertise.
TikTok advertising is notable for prioritising ad quality over the value of the bid, delivering ads of better value to consumers browsing the app. If you have already begun considering a video marketing strategy, there’s no better time to get on TikTok and expand your video PPC ads to this platform.
8) PPC Remarketing Campaigns
Remarketing ad campaigns aren’t exactly new, but they do hold tremendous value and will continue to do so long into 2023.
For those new to remarketing campaigns, they essentially display ads to visitors that have ‘abandoned’ your site or app in some way.
These ads can be highly personalised and therefore effective because the users have already engaged with your brand, product or service in some way. So users are, by extension, further down the funnel.
Expect this trend to remain prevalent into this year and beyond.
In conclusion, 2023 is shaping up to be an exciting year for PPC advertising, with many trends that are expected to shape the advertising landscape. From the rise of voice search and automation to the growing importance of mobile optimisation and short-form video ads, businesses will need to stay on top of these trends to succeed in the highly competitive world of PPC.
Fully-Managed PPC Ad Campaigns
Ginger Digital is a full-service marketing agency handling almost every type of digital advertising you can think of. From static Google Ads to in-house video production services and a plethora of social media campaign setup and management solutions, it’s safe to say we know the landscape and how it can feel like a minefield if you’re unsure of the best steps to take.
If you’re considering a multi-platform digital marketing strategy for this year and beyond, it’s important to know that can eat up hours of the valuable time you can spend on your business growth and upscaling. Outsourcing your PPC ads to our multi-skilled team will give you complete peace of mind that your various campaigns will be handled with professionalism and experience. Just see what some of our customers have said about our video and PPC services.
If this sounds like a good idea, we’d love to offer you a PPC marketing review free of charge. Any questions, please don’t hesitate to contact us.