While it isn’t easy to predict the future, technology has drastically impacted nearly every industry. This includes the world of digital marketing, particularly pay per click. It is challenging for people to stay on top of the latest developments in the world of PPC advertising and it is even harder to adapt to these latest trends. At the same time, the companies that are best able to adapt to these trends are going to place themselves in an advantageous position. With this in mind, there are a few significant trends coming to the world of PPC advertising in 2020 and beyond.
The Growth of Audience Segmentation
One of the biggest developments in PPC advertising is the growth of audience segmentation. Think about this as a form of targeted marketing in the world of PPC advertising. In audience segmentation, digital marketers are going to be able to take a group of people who have interacted with the business (either through a social media channel or directly on the website) and placing them into categories that are going to define which ads they see based on their interactions. Some of the interactions that might influence the ads they see include the specific webpages they have visited on the website, the products they have purchased, and the videos they have watched. When companies are able to target their ads to a specific group of people, the goal is that this will lead to a high conversion rate.
The Expansion of Automation
Automation has already gained major traction throughout the world of digital marketing; however, it is only going to become even more important in 2020. Automation is already taking place when it comes to account management; however, many industry professionals believe that there are more opportunities available. There are several ways that automation can be expanded in the world of PPC advertising. This includes using scripts in Google and Bing to automate certain alerts with regards to someone’s accounts, using bidding rules to change the performance of ad campaigns, and even using automated reporting to collect information more easily. These are going to play a major role in PPC advertising.
The Development of Voice Search Commands
Some industry experts believe that a significant proportion of searches in 2020 are going to be done through search commands. This means that search terms that trigger the appearance of certain ads are going to change. After all, when people use voice searches, they are going to search in a more conversational tone. This is very different from the way people perform searches when they type. For this reason, it will be important for PPC advertising to think about how changing search queries are going to impact the performance of their ads.
Developments in PPC Advertising in 2020
These are a few of the most important trends that are going to impact PPC advertising in 2020 and beyond. It will be interesting to see how these trends impact digital marketing as a whole.