Are You Looking to Ramp Up Your Pay-Per-Click Campaigns?
In an increasingly competitive world, you want to make sure you’re getting the most out of your ad budget. But with new Pay-Per-Click (PPC) trends emerging all the time, it can be hard to know which ones are worth paying attention to.
Not sure where to start? Read on for 17 trending PPC strategies you should use in 2023 and beyond.
1. PPC Automation
PPC automation has emerged as a powerful way to improve campaign performance. Companies like Google have invested huge amounts into fleshing out their automation options.
To make the most of PPC automation, you need to help the algorithms work to your benefit and assist the machines with their learning. Set up accurate and effective conversion tracking and write good ad copy. Make sure you identify target audiences and keywords.
Pass a lot of the work to the machines and save yourself time and money. Even though you’re automating a lot of the work, you don’t want to be completely hands-off. There have been improvements, but not every option is good for your business. With some hands-on management, automation can free up your time allowing you to focus your efforts elsewhere.
2. Artificial Intelligence
By 2030, artificial intelligence is expected to have a major impact on the world. By implementing AI in your PPC campaign you can predict future ad CTRs, identify the bids that will get the most traffic, and analyze a customer’s likelihood of converting. By learning your audience’s behavior, you can create more targeted ads to help your PPC campaigns.
3. Evolution of Smart Bidding
Smart Bidding is a machine learning-controlled automated bidding system. It uses machine learning to optimize conversions and conversion values in auctions. Some examples include Enhanced Cost-Per-Click (CPC), Target Cost-Per-Acquisition (CPA), and Target Return on Advertising Spend (ROAS).
As we move into 2023, smart bidding is only going to become more powerful, and strategies utilizing it are set to become more prevalent. We could actually see manual bidding become a relic of the past! This won’t be a bad thing, as it will allow marketers to focus on areas like analytics and strategy.
4. Amazon’s Emergence into Paid Advertising
While Google and Facebook still dominate paid advertising, Amazon is nipping at their heels. They are now the third-largest and fastest-growing advertiser. Amazon ads are displayed on and off of Amazon, which has skyrocketed its popularity with online retailers.
The other reason they’ve grown in popularity? Buyer intent. It’s the largest advantage they have over Facebook and Google.
Facebook and Google give access to the largest audiences but users aren’t usually looking to buy something. When compared to Amazon’s perceived buyer intent, this could mean lower conversion rates on these platforms. This means you could be spending more for less.
5. Going Social
Around 70% of people check at least one social media platform a month and these numbers are growing. If you are ignoring social media in your PPC strategies, you are missing out.
Most people are checking platforms like Facebook, Twitter, Instagram, LinkedIn, and Pinterest daily. Many of these demographics are on multiple platforms, especially younger people.
This means that PPC marketers will be focusing on ads for social media platforms. Since most people use several social media platforms, you’ll want to cash in on this multi-platform trend. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.
6. Audience Targeting
One of the latest features of Google Ads is the ability to add target audiences. This narrows down who you want to see your ads. Taking advantage of this feature allows you to get the most out of your ad budget.
Audience targeting allows you to specify things like the age group or household income that your product is targeted at. You can even set ad preferences to exclude audiences that you don’t think your service appeals to. For instance, if you sell fine jewelry, you might exclude people with incomes less than $100,000 per year because they will be less likely to spend big bucks on a necklace or earrings.
The latest Google Ads updates also gave advertisers the ability to layer audiences on top of each other. This means you can use keyword targeting and demographic targeting together to create extremely relevant ads.
7. Ads Data Hub
Ads Data Hub will provide a more comprehensive reporting and measurement to help clients understand how effective their ads are across screens. This is helpful because Google announced that it will no longer allow third-party pixel tracking on YouTube because of security concerns.
8. Bumper Video Ads
When it comes to mobile content, video is king and it will continue dominating the market in 2023. In fact, search engine marketers without video experience are finding themselves behind those who do. Video ads are great for business reach, and aesthetic appeal and are relatively low cost.
