Google Ads and other pay-per-click (PPC) marketing platforms are constantly changing because PPC is always changing. There are 5 key factors that influence the ever-changing nature of online advertising:
- Search users: Where and how people search have a direct impact on PPC marketing.
- Competition: The other advertisers you compete with for ad positions affect your own results.
- Platforms: Whether you are using Google Ads, Facebook Advertising, Bing/Yahoo Ads, or another platform, the changes that are made and the features that are added will heavily impact your campaigns.
- Technology: Advancements in certain technologies will also create changes in the PPC landscape.
- You: When you make changes to your own campaigns, it tends to create a ripple effect that will affect your entire PPC account.
This discussion will look at how each of these five factors is changing and how those shifts impact your strategies.
Search Users: More Voice And Videos Please
In terms of where and how Internet users search, there are two major trends occurring. The first is voice search. More and more people are relying on Alexa, Siri, and other virtual personal assistants to conduct searches. This changes the way in which people search because we type differently than we speak. As a result, PPC marketers are seeing increased search volume for longer, question-based keyword phrases.
Second, video content is booming right now! YouTube has been on a rocket pace for years now and it doesn’t seem to want to quit. As a result, more and more people are choosing to consume video content over other formats. This may be the year that PPC advertisers need to really look into YouTube ads.
Competition: More Advertisers, Same Ad Space
More and more businesses are investing in PPC marketing. And, the amount of money being invested in PPC by these firms is also rising. That means that there are more advertisers operating on Google Ads and other platforms.
More competition is always a problem, but especially on PPC because the number of available ad spaces remains the same. If you want your ads to rank high on the search engine results pages (SERPs), you need to get creative in 2020. Remember, Google favors ads that put quality first, so you may have to revise your existing ad messages if you want to compete this year!
Platforms: Amazon Advertising Versus Google Shopping
Amazon made headlines in the PPC space when they revised their ad platform. Almost overnight, Amazon Advertising became the place-to-be for product-focused companies that wanted to increase revenue.
It didn’t take long for Google to provide an answer to Amazon’s quick success. Google began enhancing its shopping network with new features and the ability to place product ads on YouTube and Gmail.
In 2020, Google continues to produce shopping-focused ad improvements, while advertisers find the best way to use these features and Amazon’s new advertising platform.
Technology: AI And Automation Change Campaign Management
Artificial intelligence tools and automation features have been the topic of many conversations in the PPC world. While AI has been an interesting topic for years now, the continuing sophistication of machine learning means that automation is now more widespread and accessible than in the past.
Among PPC managers, automation is met with mixed feelings. The idea of freeing up valuable time by automating tedious tasks is appealing, but many marketers don’t want to give up control over key functions in the PPC process, like bidding, targeting, ad copy creation, etc. Here some other domain like SEM you should understand as well they might be help in PPC campaign
In 2020, there will be a great emphasis on AI tools that help managers make smarter decisions that provide greater results, instead of automation solutions that limit control.
You: Continuing To Adapt And Thrive!
2020 is positioned to be another fast-moving year where PPC managers need to make fast decisions on which trends to follow and how best to adapt to the changing space.
There is always going to be a new shift happening that requires attention and care. Luckily, by reading this resource, you’re already on the right track! By identifying and learning about the major trends mentioned in this discussion, you are ready to position your own PPC strategy for success in 2020.
As the year continues, be sure to keep your eyes and ears out for other significant shifts that may still have yet to occur in 2020!