In today’s increasingly competitive world, it is important that you get the most out of your advertising budget. Pay Per Click (PPC) advertising continues to be one of the best ways for businesses to grow. However, with newer PPC trends evolving all the time, it can get difficult to understand which strategies are worth investing in.
As we move into 2023, you need to know which PPC trends to follow. The campaigns that worked well for your business the previous year may or may not continue to do well in 2023, thanks to consumer technology that keeps evolving from time to time!
To stay abreast of the latest changes, here are a few of the game-changing PPC trends to take into account. From smart bidding to AI-powered tools and beyond, discover the trends that will lead the pack, according to PPC experts.
Smart Bidding
Smart bidding is an automated bidding system controlled by Machine-Learning (ML) algorithms. It helps in optimizing conversion values and conversions in auctions. The best examples are Target Cost Per Acquisition (CPA), Target Return on Advertising Spend (ROAS), and Enhanced Cost Per Click (CPC).
After heading into 2023, smart bidding has been gaining more popularity and strategies using it are all set to become more powerful. In fact, manual bidding has become a thing of the past. With this, marketers will be able to concentrate on areas like strategy and analytics.
Voice Search Optimization
Voice search will be increasingly used in the retail sector. Voice-driven shopping will rule the market in the coming years. If you want to benefit from this trend, it’s important to come up with a few PPC ads that make use of conversational keywords or language like ‘Open Now’.
Since natural language will play a crucial role in this, you will see that long-tail keywords will gain more importance in your ad copies. While optimizing text for voice search, you will also find that question-based keywords are often used.
AI-Powered Tools for Campaign Automation
In the next five years, Artificial Intelligence (AI) is predicted to have a huge impact on the world. With the implementation of AI in your PPC ad campaign, you can forecast future advertising CTRs, analyze the probability of a customer converting, and identify the bids that will fetch the maximum traffic.
PPC automation is one of the top PPC trends for 2023. You can learn the behavior of your audience and devise more targeted ads to aid with your PPC campaigns. Google continues to support automated bidding strategies, motivating marketers to depend on AI for their campaign automation.
Augmented Reality and Virtual Reality
The concept of Augmented Reality (AR) and Virtual Reality (VR) are greatly welcomed by people. So, eCommerce businesses are beginning to integrate these in innovative ways to enhance the overall shopping experience.
Whether a customer wants to add something to the wardrobe or buy new furniture for home, online shopping portals can give prospective buyers a chance to try the product before ordering it. Thanks to AR and VR technologies!
You can invite your audience to try out your products from the comfort of their home. Such unique selling points can turn out to be great calls to action that you can include in your PPC advertisements.
Go Social
Almost 70-80% of people are active on one or the other social media platform like Instagram, Facebook, Twitter, or LinkedIn. This number is only growing higher. A majority of the demographics are on several platforms, especially the younger crowd. So, don’t ignore the power of social media for your PPC campaigns. If you ignore it, you are missing out on a lot.
As a PPC marketer, you should focus on social media ads so that you can cash in on this trend. Though Google and Facebook are the major targets for paid advertising, you should definitely consider growing beyond this horizon.
Bumper Video Ads
Videos are on top of the game when we talk about mobile content and it will continue to be in trend in 2023 as well. Video ads are perfect to increase the reach of a business.
After YouTube introduced the bumper machine, the latest video marketing tool from Google, it is possible to convert short videos (less than 90 seconds) into different bumper ads. These ads can then be displayed across the YouTube network.
Summing up
When it comes to PPC trends in 2023, keep an eye on the predictions from experts and continue developing your existing strategies accordingly. This way, you can give tough competition to your rivals and remain at the forefront of the best practices.
