Advertising offers an exceptional way to boost your exposure online and grow your business. Using SEO services from Social Swarm Marketing is also recommended, but PPC marketing is what will help deliver clients very quickly. While SEO takes time until you see its full effects, PPC is very efficient and enables you to bring new clients rapidly. You want to determine which direction the PPC will shift in the years to come. Once you know any of the trends, it becomes easier to adapt and surpass any of your competitors.
Why is it important to determine which direction the PPC will shift in the future?
There are many different considerations in the world of PPC. You want to know the average cost per click, but also if you can set limits, how much of an ROI you’re getting per click, etc. However, aside from these primary considerations, many other potential changes might appear. You’ll notice that technology evolves, so PPC advertising is not staying the same.
While some ideas behind PPC will remain at its core, there are lots of technological advancements that you have to consider when dealing with something like this. That’s why we think that understanding the direction of PPC in the next few years can be the upper hand you need against your competitors.
Use other marketing channels.
Let’s face it, PPC will always be a great way to bring new clients to your business. However, things are constantly evolving in the tech world, and PPC might not always be the ideal option, at least not on its own. That’s why one of the trends you’ll see in 2023 and beyond is the use of PPC along with other marketing channels.
A business can’t use just a single marketing method and expect to survive in the long run. SEO services, PPC marketing, and social media marketing can help you boost your exposure and reach new clients. It’s also a good idea to assess how your competitors advertise and use some of their strategies while improving upon what they do. It will help you save time and convey an excellent return on investment in the long run.
Machine learning and automation
As you can see from many other niches, AI is becoming very relevant, and it’s here to stay. That’s why it can be a great idea to use AI in your PPC advertising campaigns. PPC automation is one of the top trends within the industry this year, after all.
Machine learning and AI can help with anything from optimizing and tracking keywords to placing bids and many other similar tasks. Finding great keywords to bid on can be challenging, and prices can change. AI can automate the process while also tackling all these tedious tasks very quickly.
PPC campaigns come with many things you can automate. It’s possible to use scripts and automate workflows while implementing automated recommendation software. It’s also possible to focus more on responsive search ads instead of expanded text ads. AI will determine which direction the PPC will shift, so it’s essential to hop on this train as fast as possible.
Google started offering access to machine learning algorithms, so implementing AI within your PPC workflow has become much more manageable. In addition, you can automate your marketing process to bring a great blend of paid ads and organic promotion. You don’t need a full-AI PPC system; even automating more straightforward PPC tasks can make a huge difference.
Branching out to other search engines
Many website owners think that sticking just to Google is the best way to generate profits. However, there are many other advertising platforms you should use this year and beyond. Why is that? There’s a considerable amount of traffic on social media, so Twitter, Facebook, Instagram, and TikTok will always bring in a lot of people to your website.
Using their ad systems is always going to work very well. Reddit, Pinterest, and LinkedIn can also help you immensely since they have massive traffic, so you’ll generate plenty of leads and customers with their help.
Think about voice search.
Another way to determine which direction the PPC will shift is to study some of the top performers right now. Voice search is critical in the advertising world, and it offers exceptional marketing opportunities to customers. In fact, in 2022 alone, voice search sales were around $40 billion. It’s expected that half or more of internet shoppers will use voice search within the next few years.
It’s crucial to ensure that you have a significant online presence, and at the same time, you want to offer complete support for voice search too. In addition, optimizing for mobile devices is an excellent idea since 20% of mobile device searches are voice-based. Optimizing your content for local keywords is just as critical because it will help you narrow down keywords people use during their voice search. General keywords are harder to rank for, so it makes sense to stick with long-tail, local keywords to boost your conversions.
Another essential aspect of voice search is the type of content people are searching for. Question-based and conversational keywords make up more than 65% of all voice searches online, so optimizing your PPC ads for that kind of content is imperative. These campaigns are viral right now, and they help brands generate lots of leads and customers.
Including more videos in your PPC advertising this year and beyond is an excellent idea. Millions of people watch videos daily, and they much prefer that to written content. When you determine which direction the PPC will shift, you’ll see that videos have an upward trajectory. By adding a video to your landing page, you can get 80% more conversions, sometimes even more.
Videos matter, and they also have the chance of becoming viral. So it’s crucial to try and include them in any PPC campaign. It’s possible to create bumper ads you can include in your videos, which can provide you with an outstanding return and quality. That’s why adding videos is essential; they are a standout feature on social media and the online world. So the more you adapt your PPC strategy to that, the better it will be.
Building solid relationships with customers, don’t just boost awareness!
Most businesses use PPC nowadays to boost awareness, but that’s not a long-term sales generator. That’s why you want to create PPC ads that help inspire your potential clients, which shows that, time and time again, they will be able to trust your products.
When your ads show your customer experience, satisfaction rate, and excellent customer support, that can help immensely. In addition, you also want to start promoting content that helps customers grow and learn along with you. Not only does this inspire trust, but it also shows clients why you’re surpassing any of your competitors. Customer satisfaction must be at the forefront of any PPC marketing campaign, and it’s one of the significant factors to consider in 2023 or beyond!
Augmented and virtual reality
These technologies are very trendy in 2023, with more users than ever. Also, VR/AR can be very beneficial when it comes to shopping online, but also in the world of entertainment. They deliver the immersion that many people are looking for. Plus, they can also provide escapism from your day-to-day life. That’s why it can be a great idea to use AR/VR as a selling point for your PPC campaigns.
Creating PPC ads focusing on VR or AR can help you surpass any other businesses within your niche. It’s a powerful way to show your clients that you’re up to date with new tech and offer them new ways to experience your products/services. New tech adoption can be slow for many businesses, so this can give you the upper edge they need!
Go for more complex keywords!
General keywords can only do so much, and they have a lot of competition. That’s why you always want to go for longer, more comprehensive keywords. Long tail keywords will help you cater to the specific needs of your audience. These keywords are ideal for audience targeting, segmentation, or offering content specific to their needs, which is how you will generate growth for your business. Investing more time in keyword research and targeting long-tail keywords will help fuel your PPC marketing campaign and boost its expansion to new heights.
Continually optimize for your mobile audience!
It’s essential to look for keywords specifically for your mobile audience. 70% of paid search impressions come from mobile. And more than half of the internet users use their phone. Focusing on mobile can be a huge selling factor and something to consider if you want to surpass competitors.
It’s a good idea to find PPC keywords that are very relevant to your mobile audience. In addition, you want to try and diversify your keyword list while segmenting your audience. These minor adjustments can help you better serve your audience while leading to PPC campaign success.
Use remarketing in your PPC strategy!
When you determine which direction the PPC will shift, you also want to consider using tried-and-true, relevant PPC strategies. Remarketing is crucial for any PPC strategy because you won’t have the opportunity to convert every person you connect with into a paid customer. That’s why you want to personalize your ads further and try again.
Remarketing can help you lower customer acquisition costs while delivering even more new clients for your business. The main focus is ensuring you’re connecting with the right audience and constantly offering them the solutions and value they need.
Just like voice search, visual search is seeing a lot of increase in popularity. People want to find alternative ways to text search, and visuals are the right way to go. That’s especially true for online shoppers that want to buy one or more products they can buy. An excellent way to achieve this is to create a catalog of products, add image metadata and ensure that all your images have a description.
Splitting everything into categories can help even more, so try to keep that in mind. Using high-quality images is always helpful, but you can also try to include GIFs, especially if you can easily rotate the product in them. Visuals will always sell a product if you use them properly, and including the right keywords can help increase those odds. Not only that but if you start a PPC campaign that focuses on visuals, that can bring in a significant competitive advantage.
More focus on privacy
Another aspect to think about when you determine which direction the PPC will shift is privacy. Data leaks and identity theft are a thing, so it’s crucial to stay careful online. That’s why the future of PPC will have a lot more focus on GDPR, CCPA, and other privacy-focused regulations. Making sure that you openly address how you process any customer data in your PPC campaigns is extremely important.
Transparency is pivotal because it eliminates any blurriness. You’ll find that more people trust you if you publicly showcase your actions. Also, it will make it easier to comply with any international/regional privacy regulations while showing customers you care about their privacy.
The world of PPC advertising is ever-changing, so we need to be ready and implement the right trends to surpass competitors. Many things will influence the future of PPC. These include personalized ads, being mobile-first, expanding to other advertising platforms, voice search, remarketing, VR/AR, AI, and many others.
If you want to stay updated with the latest PPC advertising trends, we recommend working closely with our Social Swarm Marketing team. Not only will we determine which direction the PPC will shift and take the right actions, but we also offer comprehensive reports, excellent communication, and outstanding results. Make the most out of PPC advertising today by contacting us for a quote; you will be thrilled with the results!