The year of 2019 saw huge changes and advances in pay-per-click marketing. Google completely revamped its Google AdWords platform with new campaign types, targeting tools, and a full rebrand to Google Ads. Bing Ads unveiled many new features for targeting and LinkedIn rolled out the long-awaited profile targeting. So what does 2020 hold in the ever-changing world of PPC marketing?
Automation
Likely the largest evolution of PPC marketing is that of automation. Automation can work great with Google’s newer bidding features. Campaigns must be set up to allow the algorithms to work in favor of your ads’ performance. This means producing fantastic ad copy, honing in on audiences and keywords, and implementing focused conversion tracking.
While automated options in Google Ads can be very beneficial, be sure that the automation work towards your PPC marketing goals.
Video Marketing
As PPC marketing evolves so do the variations of ways to show ads to prospective customers. Previously, marketing campaigns included a style guide, some text ads, and images to use in advertisements. Video marketing is becoming a staple part of an effective marketing campaign. Cost per view is often low, averaging $0.02 a view. Video marketing is also a great option for high-end product advertising as it can really help stretch an advertising budget and increase brand awareness.
Amazon
Great for product retailers, Amazon is expected to roll out more paid advertising options in the upcoming year. While most pay-per-click advertising budget goes towards Google and Facebook, Amazon shows potential for a better return on spend than the similar Google Shopping campaigns. With a larger advertising budget, Amazon can become particularly profitable for retail businesses.
Attribution
With the launch of new attribution models by Google Ads, there are more analytical ways to dissect the return on investment of PPC marketing. These analytics help businesses to better understand what campaigns are actually working for their business and generating leads. Gone are the days of the “Let it run and see how it works” attitude towards PPC marketing.
Stay ahead with your business in 2020 by focusing your paid online advertising efforts towards these three trends. Contact us and we will help you navigate PPC marketing to bring more leads to your business.