Nowadays, there are numerous ways to grow your business, be it social media marketing, SEO, or professional video production. However, for any company to make a stronger impression than their competitors, they should invest in PPC marketing and be aware of current PPC trends.
What is PPC?
PPC stands for Pay-Per-Click and is relatively new in the digital marketing sphere.
The philosophy of PPC advertising is that, unlike traditional advertising, where marketers are charged to display an ad, advertisers pay for each click on that ad by a user.
Businesses can utilise PPC ads for various purposes, from standard Google Ads campaigns (formerly Google AdWords campaigns) to Facebook advertising, LinkedIn advertising, Instagram video ads and much more.
If you’ve ever invested in PPC marketing before, or have considered it as part of your marketing strategy for 2022, knowing some vital PPC trends could prove helpful to you.
Top PPC Trends You Should Know
It’s expected that, roughly 82% of all consumer and business traffic is coming from video advertising.
Video, in turn, will impact how businesses implement PPC campaigns, whether this is:
- Ensuring their paid video ads will be predominantly vertical
- Linking directly to products in video advertisements
- Including VR (virtual reality) to provide an immersive experience for viewers
- Using Instagram Stories in video advertising
2. Interactive Video
Video advertising is evolving even more, not just in terms of PPC video ads but making them more interactive.
Interactive video ads allow users to create video content specifically for their customers’ needs, highlighting products or services more efficiently and streamlining longer videos, making it easier for potential customers to find what they need.
This has provided a new dimension to video marketing, giving a competitive advantage for businesses that utilise interactive video content.
3. PPC Automation
It’s safe to suggest that automating labour-intensive tasks is the MO for most businesses, and it’s no different for Google Ads.
Using more advanced artificial intelligence (AI) and machine learning (ML) will automate many manual processes such as:
- Keyword bidding
- Google Ad testing
- Smart Bidding for maximum conversions within target ROAS or CPA
- Identifying keyword opportunities
- Generating dynamic ads based on user behaviour
Automation isn’t new in the PPC advertising sector, it will likely reach a certain point that PPC agencies like Ginger Digital will handle more requests and deliver even more tangible results for our clients.
4. Algorithms and AI
As seen above, innovative AI tools help to make PPC campaigns more efficient and worth the investment. At its current rate of growth, AI will be even bigger in the coming years, which is why staying up to date with all latest developments will only be a benefit to your PPC ad campaigns.
5. Smart Bidding Strategies
Advertisers use Smart Bidding to optimise their PPC ads for conversions based on their goals for that marketing campaign. It removes many of the manual tasks in optimising each campaign and helps businesses improve PPC performance.
Google’s AI system optimises each ad for conversions by default. Essentially, you tell Google your advertising goals and budget. Smart Bidding will then automatically calculate how to achieve those targets within your budget limits, taking into account ad rank and quality score.
There are some new Smart Bidding controls, including:
- Campaign-level conversion setting, allowing users to set goals at campaign level, rather than account level exclusively
- Seasonality adjustments, giving advertisers more control for one-off events and allowing for dips at certain times of the year
- Maximising conversions, helping you get the most paying customers by spending your entire daily budget
6. Voice Search in PPC Advertising
Voice search is increasing rapidly, and thus there is tremendous potential to create excellent PPC ad campaigns that cater for voice shopping.
People are using voice-activated devices like Amazon Alexa or Google Nest, and thus it’s wise to recognise the use of natural language, real-time questions and phrases they use.
7. PPC Diversification
Traditionally, Google Ad campaigns and Facebook advertising campaigns have dominated the paid search market.
That said, the landscape offers more choice for advertisers, with B2B business professionals relying on LinkedIn ads and B2C marketers using platforms like Amazon.
There are other platforms to advertise on, including, but not limited to:
- X (formerly known as Twitter)
Depending on your customers’ buying journey, different social media platforms can work better for your business goals.
Free Review with a Professional PPC Agency
Hopefully, the above guide has highlighted the importance of being flexible with your PPC marketing strategy.
For it to work, you need PPC experts behind you to direct more traffic to your website landing pages and ensure you’re paying a manageable CPC (cost per click).