Sam Makad is a business consultant. He helps small & medium enterprises to grow their businesses and overall ROI. You can follow Sam on Twitter, Facebook, and Linkedin.
As PPC becomes increasingly competitive, it has never been more important to ensure you are spending your budget efficiently and maximizing your Return On Investment. But you should know the facts you need to pay attention to with new PPC strategies and opportunities emerging all the time.
If you are serious about getting more benefits out of PPC marketing in the future, you need to keep up with the trends that will shape the industry. Missing out even a small trend could lead to potential losses.
If you have not been keeping up with pay-per-click and what is to come in the next few years, this article should be a good reference to get the information. Make sure to continue reading.
Automation is becoming more common in a lot of industries, and PPC marketing is no exception. For example, you can start Google Ads automation by certified Google Partner Cleverecommerce and leave a few tasks in the hands of Google’s algorithm.
Of course, leaving everything to automation is not an option. But as technology continues to advance, we will see more and more brands rely on automation for their PPC marketing campaigns.
2. Machine Learning and AI
Similar to automation, machine learning and artificial intelligence will also influence the way marketers take care of their brands.
For one thing, it is much more efficient to use machine learning to collect large amounts of information about customer behavior and plan the campaign accordingly.
Another example could be AI that is writing effective ad copies. While computers cannot replace the best human copywriters, the results are promising, and things will only move forward as AI picks up new data to become better at writing effective ad copies.
3. PPC Together with Other Marketing Channels
The lines are blurring, and it would be unwise to rely entirely on a single marketing channel. These days, brands will not survive if they shift all of their resources to just social media, or only focus on SEO.
Not only do you need to gain a presence on as many different channels, but look for new ones as well. Those who miss out are going to fall behind their competition. And regaining ground after a few blows might prove too difficult for some businesses.
4. Audience Targeting Improvements
An average consumer on the internet is becoming smarter. Marketers will have to adjust the way they prepare some campaigns and ensure that they speak with the targeted audience the right way.
For one thing, bombarding customers with obvious marketing messages will not work as effectively as it did before. Even if you are bidding for the highest positions and are at the top, the wrong message will make the investment to reach as many people obsolete.
Landing pages should also be optimized and meet the expectations of those who click on the ads.
5. Customer Privacy
GDPR and other regulations are restricting tracking capabilities. Those who have not considered the importance of privacy will need to pay more attention to it.
There will be a demand to come up with new methods of gathering intel about customers, but these methods will need to be different from before. In other words, the problem should be approached while being conscious of privacy concerns.
6. Demand for Strategic Thinking
The increase in demand for strategy thinking stems from a rise in automation. As some manual tasks become obsolete, marketers who have a head for strategic thinking stand to see more success out of everyone.
It does not matter whether you are working as a consultant or have your own campaign. The focus will be put on coming up with new strategies, delving deeper into understanding targeted audiences, and solving their problems.
Leaving trivial matters to machines gives more time and resources to manage more important elements of the campaign.
7. The Rise of Alternative Platforms
New platforms for advertising are emerging, and the trend will continue to gain more momentum with each passing year. Before, it was mostly YouTube and Facebook, but now there are Snapchat, Pinterest, Reddit, Quora, and TikTok.
This does not mean that you need to go all-in and run ads on every available platform. No, you should get a better understanding of what each platform offers and which of them would be the most beneficial to your brand.
If you feel like a particular platform could lead to a successful campaign, do not hesitate and test it.
8. Emphasis on Brand Awareness
There are variations of ads. Some are meant to attract more potential customers, while others are for the purpose of making sales. You can usually tell by the call-to-action on the ad.
Brands are realizing that sustainability will not be possible if they do not work on raising awareness about their business. On top of that, some companies are eagerly moving toward brand affinity.
Not only do they want to let the customers know about the brand, but also find out how they are feeling about it. A good relationship with customers should be established early.
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