PPC advertising (in full pay per click advertising) is a form of marketing where an advertiser pays for each click their ads receive. Clicks can result in a sale, a phone call, or as simple as a website visit.
Why PPC advertising as opposed to SEO?
PPC could be easily thought of as a ladder that helps you get to the treetop and pluck fruits. SEO is much more like climbing the tree, one step at a time. PPC is one of the quickest ways a business can make sales or generate traffic within the shortest time possible.
Being a shortcut to the top, PPC tends to be costlier than SEO-though totally worth it for businesses that want to gain traction right off the bat.
The Changing pay per click advertising environment
Like other digital services, the pay-per-click advertisement is undergoing massive transformation year after year. What was considered the best PPC practices two years
ago may no longer work in the current technologically advanced marketing realm. Here are a few changes to expect:
- AI PPC
From Her, Ex Machina to the globally acknowledged blockbusters such as Iron Man, it is becoming apparent how important AI is in expediting human operations. PPC advertising is one area that is already integrating artificial intelligence.
Normally, you would be expected to do keyword research, competition analysis and forecast how your ad campaigns will perform. This can take a lot of time and when it comes to business time is the most valuable resource.
Of course, Google and other ad platforms offer in-house AI capabilities but they are still rudimental at best. This means you might need to look into other best third-party AI-powered PPC tools that are smarter.
A few noteworthy mentions include Albert, Optmyzr, Marin, and Acquisio. These tools can take over keyword research, budget forecast, ad translation, data analysis, and much more.
Note: Just because AI-powered tools are becoming all the rage doesn’t mean you should settle for any. Their performance relies on their algorithm capabilities. And we all know some algorithms are cheesy.
- Process automation
All businesses are driven by one law: to make profits (of course by being valuable to their customers). And to remain profitable, overhead costs must stay within a reasonable point. Quite frankly, PPC managers still deal with a lot of manual duties that soon could be taken over by automation.
The sheer number of platforms and networks means ad managers must always babysit their campaigns. Thankfully, automation now allows smooth bid management with better chances of precision and profitability.
Automation takes care of reporting and can download daily or weekly analytics for reviewing. Furthermore, you can enjoy the Dynamic Search Ads (DSA) feature that runs campaigns on auto based on existing data. How awesome is that?
Caveat: While it is a time-saver, DSA can overreach on some keywords and easily go off course. You also lack control over content headlines and that means what is being posted may not exactly be in line with your brand’s image and goals. So always make sure to take some time to monitor automated processes.
- Platform Diversification
While automation is going to eventually win over virtually every platform, some will transform slowly. And that is a good thing. Google’s smart bidding strategy may be helpful but at times, but it can easily send your performance downhill. This is because there is no human involvement or control.
Note: Smart bidding is a good strategy for accounts receiving over 50 conversions in a day. The more the conversion data, the easier it becomes for the algorithm to achieve better strategies. If you are getting low sales, it is better to proceed with manual PPC.
Other platforms like Microsoft Ads still give marketers accessibility to robust data for strategic decision-making. You have full control over your messaging, ad spending, and reach.
- Video will still be relevant
After Google, YouTube is the second most used search engine on the internet. Stats indicate that by the end of 2022, the number of YouTube uploads will be more than a million. Now you understand why you must start or continue using more videos in your PPC advertising strategies.
Videos not only communicate your brand’s ideals but showcase exactly what a product is and how it works. And as the number of mobile consumers increases, you’ll sleep well at night knowing that your ads are getting the impressions and clicks they deserve.
- Mobile experience will matter more
Yes, it’s no surprise that this has been one of the core PPC trends in the past couple of years. However, as you probably know, the number of mobile users keeps growing by the year. Also, platforms like Facebook, Instagram, and Whatsapp rolled out stories-which makes sharing short and punchy videos easy.
So going forward, brands that want to win big will need to ensure their websites are mobile-friendly.
- Growth of stellar content
Many marketers have been aggressively focusing on data points and curating ads that suit those trends. As you would expect, the content can easily come off as unsuitable to some audiences. Many PPC advertising experts indicate that there will be renewed efforts in ad content with writers capturing the unique needs of their audiences.
- Renewed efforts at blocking bad ads
Ads have come a long way from the nuisance pop-ups they used to be to the more friendly versions you see on Google, Facebook, and Amazon. Therefore, for your ads to be green-lit for publication by most browsers, they must be exceptional.
With every Google Chrome’s update, there are more efforts directed towards blocking bad ads. And the crazy part is, your ad could be good but if it comes from a network that is less trusted by users, sadly, it’s going to be bashed. So while you may want to lower your budget or stick to an ad platform you are used to, make sure it’s well recognized.
The future of PPC advertising is largely going to be automated. There are lots of new tools and methods rolling that will definitely impact your marketing campaigns albeit for a short time.
It is okay to stick with what is working now but do not forget to familiarize yourself with the upcoming new updates. You don’t need to adopt all the novel approaches. Instead, AB-test a few in sandboxes and deploy those that yield better ROI. Are you excited about the future of pay-per-click advertising? Do let us know.