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Pay-Per-Click: 10 Most Important PPC Trends and Practices You Need to Know

In 2017, seven million advertisers invested billions of dollars in pay-per-click advertising. The popularity of PPC is holding steady, even in the face of new forms of digital advertising.

What should be clear is that you have a lot of competition when it comes to getting eyes and clicks on your ads. It’s a fundamental problem for advertisers today. So many people are competing for consumers’ time and attention, people don’t even know where to look.

That’s why it’s more important than ever to make sure you’re using the right PPC strategies to power your campaigns. By using PPC best practices, you’ll have a better chance of achieving your marketing goals.

Like other areas of digital advertising, PPC marketing is always shifting. New trends emerge and older practices become less effective.

We’ve rounded up 10 of the most important trends and practices you should be using in 2019.

1. Goodbye Keywords, Hello Audience

For years, keywords have driven PPC. A user types in “where to buy shoes” and Google delivers the search results in nanoseconds.

Along with the organic results, the winning ad bids for “buy shoes” appear as well.

In 2019, though, keywords seem to be on their way out as the be-all, end-all of PPC ad campaigns. In their stead, marketers are focusing more on audiences.

This shift is part and parcel of advances in Google Ads and other PPC advertising platforms. With new tools, you can layer in demographic information and target audience criteria. Your ads are then delivered to specific audiences.

Remarketing is also becoming more targeted. You can serve different ads to different segments of your audience based on more than what they search.

2. Automation around Every Corner

If there’s one hot topic in the technology sector, it's artificial intelligence. As AI gets smarter, business leaders are discovering more ways to use it in their operations.

Marketers are starting to include automation in their PPC strategies. Smart bidding, for example, is an automated process for bidding on ads. Before, campaign managers had to spend their time evaluating and submitting bids.

Now, a sophisticated algorithm can do this for them.

3. Test a New Channel

Google and Facebook might still be your top choices for PPC advertising. New channels are giving them a run for their money.

Amazon is an up-and-coming player in the PPC marketplace. Don’t forget about other search engines either. Bing isn’t the leviathan Google is, but ignoring it could mean you’re missing valuable leads.

The message here is clear. Go beyond your comfort zone and test out something new. The results might surprise you.

4. Prepare for Voice Search

Many people are predicting the arrival of voice search, but the fact of the matter is it’s already here. The popularity of voice search has been growing for the last few years. Today, many mobile users and smart home device users employ voice search on a regular basis.

Advertising networks have yet to adjust to this reality, but 2019 could be the year. In the meantime, adjust your PPC strategies to accommodate voice search. Focus on long-tail keywords and optimize your FAQs page.

5. Video Ads Take Over

There’s no denying the popularity and power of video. People like video, the same way they prefer images to text.

While text ads aren’t going anywhere any time soon, video ads are set for a record-setting year. Video already dominates revenue for social media networks like Facebook and Snapchat.

Marketers are prepared to cash in on this trend, with video advertising making up at least a quarter of digital ad spending. If you haven’t incorporated video into your PPC campaigns yet, now’s the time to do so.

6. PPC Strategies Shift for Mobile

Another shift marketers have noted is the preference for mobile to desktops. Mobile use has surpassed desktops. Many people use mobile devices alone to access the web.

One thing you need to consider is the likelihood your audience will see your ad on their smartphone. Be sure to optimize your ad for mobile. Your website and landing page should also be optimized for these users.

7. Visual Search on the Horizon

Much is being made about voice search, but another development is visual search. This option allows the user to take a snapshot of something, then perform a search.

There is enormous potential for eCommerce here. When the user inputs the image, the search results can contain the exact brand or similar items. Examples might be a lamp you spot at a local restaurant or a pair of shoes on a pedestrian out and about town.

8. PPC Goes Social

Some of the largest PPC advertising platforms are social media platforms as well. More social media channels are getting in on the action.

If you want to get the most out of your budget, consider smaller social media platforms. These platforms reach more niche audiences. They’re also often more affordable.

9. Budget Overhauls

One PPC trend to keep your eye on is pricing. LinkedIn’s current pricing seems expensive, but ads on Facebook and Google could soon eclipse it.

Most marketers are used to operating in an environment where costs were low. In the face of rising ad prices, it’s time to take a close look at your budget. See where you can spend more effectively, and focus more on top performers.

10. Collaboration is Always in Style

This PPC best practice never goes out of style. If you’re not sure if you’re getting the most out of your PPC campaigns, don’t be afraid to ask for help.

The experts can help you design a better PPC strategy for your business. Their insights will also help you stay on top of the latest trends.

Supercharge PPC Performance

With prices increases and a crowded market, using the right PPC strategies is more important than ever before.

If you’re looking for more great ways to supercharge your PPC performance , check out our blog. We stay on top of the latest trends for you.

Headshot of Nik Paprocki, head of growth at WebSuitable.
Nik Paprocki
Head Of Growth
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