Pay-per-click (PPC) advertising is more commonly known as an excellent advertising model used in digital marketing. In this model, you have to pay only when a user clicks on your online ads. It delivers excellent results and so many companies incorporate PPC advertising in their digital marketing strategy. However, like most digital marketing aspects, PPC will also undergo many changes.
Have a look at the Top 6 PPC trends that you need to watch out for in 2020.
1. PPC Audience Segmentation
Simply put, this is about dividing your audience into groups according to their requirements. This will ensure that users get to see PPC ads about the products or services they are interested in at certain times. Do note that these users are a group of people who have already interacted with you online either through your website, social media handles or YouTube videos.
How to divide your Audience?
You can divide your audience based on;
The URLs they visited on your website
The YouTube videos they watched
How they interacted on your website
The demographics, psychographics, geographic location, and behavioral attributes
In PPC Ad Campaigns, audience segmentation enables you to choose the group of people that will see your PPC Ad. This improves the chances of users seeing an ad that is relevant to them and encourages them to take an action.
Audience segmentation options will increase in the coming few months giving PPC Experts the opportunity to create more personalized campaigns.
2. PPC Automation
Here, PPC makes use of Machine Learning (ML), Artificial Learning (AI) and other advanced technology to optimize your search engine marketing(SEM). Almost every PPC marketer thinks about PPC automation as even Google believes that it will make it easier for companies to be successful marketers. To get the best results from automation, make sure that your campaigns are arranged to help algorithms on Google and other search engines.
To do this, you will have to write exceptional ad copies by figuring your ideal audience, keywords, and effective conversion tracking.
With PPC Automation, you can distribute most of the trivial work to the machine and in the process save a lot of time and money.
3. Virtual Reality (VR) Ads
Virtual Reality has gained immense popularity in the last few years. However, it has been quite overlooked in the field of advertising. However, with advancements in virtual reality technology, its users will certainly increase and eventually emerge on PPC Advertising Platforms.
The best part about virtual reality is that it gives a lot of control to the user’s eyes. A user can activate an ad by simply looking at it for a few seconds. With VR, users can evaluate products easily. They will be able to check the size of a product and view it from different angles and even try it out virtually. As users can try out the products virtually, they need not visit the store to check them out. In general, VR helps marketers to speed up the buyer’s journey.
4. Remarketing Ads
When a user visits your website and does not buy anything, Remarketing Ads takes place. Though the user does not buy the product from your website, he may visit another website to see an ad on the product they were viewing. Seeing that product is a marketing tactic. The more a user sees a product, the more likely he will buy it. This kind of PPC Remarketing strategy produces good results as it reinforces a person’s desire to buy a product without actually noticing them.
Research has shown that PPC Remarketing Campaigns lower the CPA (cost-per-acquisition ) by four times than regular targeting options for display ads. Remarketing helps you win potential customers who showed interest in your company’s products and services. You can use Remarketing PPC Strategies to users who reached your products through an ad or forgot to add a product in the shopping cart. Do remember that the people you are targeting are more likely to buy from you than the users who are simply browsing your website.
5. Visual Search Ads
In this, you can use an image instead of text to search for something. This search image will provide you a library of hyperlinked images. Pinterest is a great example. The platform has updated its technology and allows you to click a picture with the mobile app. Pinterest will then offer you suggestions that match what you are looking for based on the pins it has.
While visual search has improved a lot over the years, it is still a relatively new technology and Google and Bing are leaving no stone unturned to make progress with the feature. However, accuracy is a major concern in visual search. As the user is using an image instead of a phrase, the AI system will first have to figure out what the image is before it can provide the results. This can cause a lot of errors. However, visual search Ads will improve its features and accuracy over time. Although it won’t replace text searches, it will surely open up newer opportunities. VR will allow users to locate a product they wish to buy and you can show them ads for it.
6. Alternative Advertising PPC Platforms
While Google and Facebook are dominating the world of advertising, there will be a rise in alternative PPC platforms in 2020. Companies such as Pinterest, Amazon, and LinkedIn have already started giving tough competition!
If you want to reach more people you will have to use several advertising PPC platforms such as LinkedIn Ads, Amazon ads, Facebook Ads, and Google Ads. By doing so, you will not only reach more people but also get more opportunities to convert prospects into customers in a short span of time.
Today, online users have become demanding and smart when it comes to looking for products and services. They want fast and feasible results. By using alternative platforms to show your ads, you can convince your target audience that you have the best products and services.
Final Thoughts
PPC campaigns in 2020 is changing the way you look at ads. As marketers, you must keep yourself abreast of the latest trends and incorporate them into your marketing strategy to stand out.