Business owners know that the best marketing and advertising campaigns reach potential customers at the moment they are looking to buy. With many consumers researching products and making purchases online, successful marketers spend their advertising dollars online.
That’s where pay-per-click advertising comes into play. Pay-per-click (PPC) advertising lets businesses target and successfully reach the desired audience, whether that’s new or repeat customers. This leads to better conversation rates because the person who sees a business’s ad is part of that target audience and is very likely considering making a purchase at that moment or in the near future.
However, like many digital advertising strategies, PPC best practices are always shifting as technology improves. As Q1 of 2020 comes to a close, here is a look at what PPC trends businesses must be aware of if they want to continue reaching their advertising and marketing goals.
1. Automation tools will become more popular
Automation will help people save time by inputting data and developing tried and true strategies that can be easily repeated. Businesses looking to spend their advertising budgets wisely will still need to do their research on keywords and develop campaigns that are proven to be effective, but from there, automation will likely take over the more repetitive functions.
But it’s possible that not all automation growth will be positive for businesses. Some experts believe that larger companies, such as Google, will continue to push for advertisers to rely on the automation tools that they have developed without providing much in the way of transparency into how the automation works.
2. AI will help businesses make better PPC campaign decisions
Like automation, marketing tools that depend on artificial intelligence (AI) are always improving. Many of these AI tools also rely on automation so that they can analyze sets of data gleaned from marketing campaigns and other related data sources to help marketers make better, more informed decisions.
For PPC campaigns, AI can help marketers select the right bids that will drive the most traffic and - if paired with a solid marketing strategy - the most results. AI can also better analyze click-through rate, according to Smart Insights, of future ads as well as predict conversion likelihood through the use of historic data.
AI is also continuing to improve in the area of predicting and mapping out how people think and reach decisions. That ability could truly unleash game-changing ways in which marketers make decisions in PPC and other marketing campaigns.
3. Audience segmentation will improve
Whether through AI or by humans, audience segmentation also stands a great chance of improving in 2020. Segmentation is taking audiences and dividing them into subgroups. These subgroups can be customized based on anything from location to hobbies.
Segmentation will likely improve thanks to the fact that user data collection is also always improving. That user data, for marketers, is gold because it can help businesses make better decisions to ensure that their ads are served to the best possible audiences.
4. More ad platforms where customers can be reached
Most businesses that have at least dipped their toe into digital marketing are aware that Google Ads is a popular choice for reaching customers through PPC campaigns. This is still true, but watch for even more services, such as Amazon, Facebook and Instagram, to continue to grow their PPC offerings for advertisers in 2020.
Now, this does not mean every business should place ads on every ad platform possible. This still comes down to making wise decisions about who the business is attempting to reach and where those users are most likely to already be present. This is part of the reason why automation and AI will become even more valuable to marketers in the coming year.
5. Video advertising could take over in 2020
Video advertising has long been increasing in popularity, especially in mobile advertising. Don’t expect that change to in 2020. In fact, video advertising may overtake more traditional content advertising formats, according to Smart Insights.
That prediction is simply supported by data. As Forbes shared in 2018, the average us