PPC ads are a great tool to optimize for a very specific but saturated niche. In order to get the highest return in the shortest span of time, PPC ads are the perfect tools.
However, just like SEO and digital marketing, PPC ads are experiencing an evolution. So here are 5 trends that you need to watch out for with regards to PPC in 2020.
1. PPC Automation
Automation is taking over the marketing field, so it’s no surprise that it will affect PPC automation. Automation will produce more effective ads and remove ineffective ones. This will improve the overall ROI. Automation will also generate ad performance reports more frequently and automatically. Any spikes and dips in performance will immediately be noted along with its most likely causes.
2. AI
AI will help make PPC ads more effective. By juggling mountains of more data than it does now, it will be able to predict the CTR of future ads and calculate impact. It will also be able to predict which ad will affect which type of customer based on their personalized profile. This will possibly be the most long lasting of the 2020 PPC trends.
3. Video Ads
According to Cisco, 82% of all business and consumer traffic will originate from videos in 2022. Today, video traffic makes up the majority of traffic on the internet so that doesn’t seem farfetched at all. PPC ads will have to adapt to that change. Here are just a few ways in which it will.
- Businesses will have to adapt to vertical video ads from Google.
- Marketers will have to start linking to products inside video ads. This is already happening on YouTube.
- VR will have to be incorporated to provide a much more “real” experience for viewers. Certain ads already feature this option.
4. Ads Data Hub
Pixel technology helps track the effectiveness of ads across multiple devices. This works for networks like Facebook, Instagram, and even YouTube. However, that technology is no longer effective for a world of single screens.
Google has announced that third party pixel tracking on YouTube will be disallowed due to security concerns anyway. So what’s the alternative? It’s called Ads Data Hub. This will provide marketers with greater insight for the effectiveness of their PPC ads.
Ads Data Hub has limitations, of course. However, their specific insights will cater to consumer behavior that is consistently evolving.
5. Smart Bidding
Smart bidding is just the automated version of bidding that uses machine learning. This optimizes the ads for conversion based on the goals that are set. It takes the guesswork out of bidding for Google Ads. Smart bidding actually works through Google’s AI system. It optimizes the ads for conversion based on the goals that you set. It works for PPC goals including Target ROAS which gets you the highest ROI for your spending. It also works for your target CPA which generates new leads and customers based on the desired cost per acquisition.
PPC ads will fundamentally change going forward to become more effective. These five trends are just the beginning.
