Updated January 6th, 2020
Newest PPC Trends to Get Ready for in 2020
“Change is the only constant.”
And when it comes to digital marketing, change is not just the ever thriving phenomenon, it is a speedy and dynamic occurrence. Thus, keeping every individual related to digital marketing on their toes. The trends in this spectrum evolve and dilute at a rapid pace.
But firstly, let’s understand PPC and what we are talking about.
“PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.”
Pay-per-click ads appear when people search for things online using a search engine.
Future is traditionally unpredictable. But when it comes to digital marketing techniques, it is very much predictable. It is always better to look out for the predictions before planning the strategy for your business.
And here is what might help you in your plan for the year ahead:
PPC Trends to Consider in 2020
Here are the top 10 PPC trends for the year 2020, which must be given utmost priority for business growth.
#1 – Artificial Intelligence at dominance
Artificial intelligence is already taking up dominance. You might not have noticed how swiftly AI has marked its permanency in the daily life schedule. And how businesses are definitely going to get their share of benefit by the application of AI.
According to Techgrabyte: “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades”. It “will increase global GDP by up to 14% between now and 2030.” Which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.”
The economic value of artificial intelligence is sure to increase. The emergence of products like Voice Assistant devices, or AI-powered cameras has already started showcasing the potential power of change.
#2 – Chatbots at the rescue
Chatbots are not losing their charm. No, not in 2020!
Real-time chatting with your customers or the site visitors will continue to be in the game. Chatbots are a key to a huge opportunity for business. It is a smooth way to communicate and engage customers through messaging apps. According to Gartner, 85% of customer interactions will be managed by chatbots by the year 2020.
Chatbots are available 24/7, as such, making the conversation convenient and responsive. Chatbots are also favoured because they answer very promptly. They can also accurately recall your entire buying history.
If you haven’t yet employed a fully functional chatbot, you might need to do that in 2020. This brilliant customer service agent can reduce a lot of stress from your kitty and repeat the same tedious questioning without losing patience. They are here to save your day and perhaps a few deals too.
#3 – Personalisation
Well, who doesn’t like personalisation?
In 2020 you need to personalise a lot – the content, the product, emails and everything. 90% of consumers claim that they find personalisation appealing. Consumers don’t pay heed to generic ads. The ads which don’t make them feel attached to the products are not anyways appealing to them.
Customers love personalised products and content and expect the brands to offer a personalised experience. Don’t you love to see your name on the Starbucks coffee cup? It is a human tendency to love what has their name on it. And the right targeting method makes it an easier game altogether.
When you are personalising, there are fewer chances of your email to end up in the spam section. Also, there are fewer chances of ending up with annoying customers. In fact, when you are personalising your pay per click ads, you are keeping into account what your customers likes and dislikes.
#4 – Video Marketing
Yes! Yes! You know all about it. After all, video marketing was a must in 2019. And it is here to stay in 2020 as well. Adopting a video marketing strategy helps you in being relevant. Let’s face it; people prefer watching a video rather than reading.
Hence by including videos in social media platforms or in your websites, you are creating a unique and optimised customer experience. Video marketing if not the most important, is definitely one of the essential digital marketing trends to sustain not just in 2020 but for the years to come ahead.
70% of consumers have accepted that they have shared a brand’s video. And 52% of consumers say that watching product videos have helped them in making online purchase decisions. Well, what does that means for your campaigns? Your paid –search campaigns in 2020 ought to be combined with an inclusive video marketing strategy.
#5 – Visual and Audio Search
“Alexa, how do I make my PPC strategy work better in 2020?”
Searching anything online is not just the same! You don’t just type a combination of words every time to make a search. Voice search has become instantly popular. And the visual search is also taking over at a good pace.
As per predictions by 2020, 50% of all searches will be voice searches. It is also found that 55% of teens and 41% of adults use voice search once in a day. Both voice and image search are becoming popular due to their quickness. Not just that, it also enhances the user experience.
Visual search thought is at its infancy and is already doing well. All you need to do is upload an image in the search engine and process the search. And the search engine will provide you with the relevant results. Visual search is definitely showing up in the paid search trends of 2020.
#6 – Shoppable Posts
Shoppable posts have gained a lot of momentum in the last part of 2019. And it will see a voluminous growth in the coming year. Social media has integrated extensively with online marketing. E-commerce has found a separate dimension with the assistance of social media to convert the viewers into customers.
The top shoppable posts has stirred a revolution in the way you do business in the year 2020 and ahead. When it came to social media marketing and paid ads, the landscape appears to be ever-changing.
For instance, Instagram and Facebook come with the feature to instantly tag item as shoppable. This allows users to check out the products immediately. And in many cases, the viewers also end up purchasing the product. As Instagram has revealed, 60% of the users accept they discover new products on Instagram.
#7 – Programmatic Advertising
Well, this one is no new chap! Hasn’t programmatic advertising already taking over the digital marketing trends. Programmatic display advertising can be used as a great supplement. In fact, you can strengthen your paid search campaigns in 2020 by incorporating the programmatic ads.
It is evident to us that customers spend much time online and across multiple devices. And hence programmatic advertising can drive your PPC program forward by adding new prospects to the conversion funnel. If you have not tried this method yet, you should. More because, programmatic is a good way of incurring new customers.
Inclusion of programmatic advertising in the paid advertising campaigns can be a useful strategic move towards tapping new prospects and causing successful campaigns. It would be an excellent addition to the paid search trends in 2020.
#8 – Advertising via social messaging apps
The growth of advertising via messaging apps has begun to germinate very conveniently. Though not very popular till now, the future of advertising via these social messaging apps project a profitable monetising strategy. If you are looking for PPC techniques to get you the most in the coming year, you must seek new ways to connect with your audience on social media.
For instance, WhatsApp has already stated that they will be integrating ads into the app’s new Status section. Thus the ads will appear mixed in with friends’ stories. The prediction of the social messaging app playing big in business was clear enough when Facebook acquired it in the year 2014.
The social messaging apps are taking over as the most popular way to connect with friends, family, and even in businesses. Your PPC strategy should in no way exclude this powerful tool from your digital marketing arsenal. The first step to make a breakthrough presence of your brand in the market is to go with the trends.
#9 – Audience Segmentation
You might think about why do we even have to discuss audience segmentation? I mean isn’t it the most apparent task before kicking off a campaign? But certain things never grow outdated and are important to always keep in mind. Audience Segmentation is exactly that trend. As we head towards a digitally advanced future audience, segmentation is no more a huge problem to deal with.
The advance solutions and analytical tools available make the work more manageable than before. But the concern is that the audience is also growing clever. The right audience segmentations enables your ads to show up at the right place.
The primary point here to remember is that all the sales and marketing strategies are becoming increasingly customer-centric. As such, your PPC ads will need to revolve around your target audience. And in this case, only a carefully segmented and targeted audience could help in delivering an outstanding customer experience that converts.
#10 – Re-marketing
Don’t we just rearrange everything around when it is going to be a new start? Don’t we just shuffle and reshuffle the stuff at home to break the monotony. It is just the same. There is nothing new in re-marketing, but it is crucial for a smart PPC campaign.
As per research ‘retargeted customers are three times more likely to click on your Ad than people who haven’t interacted with your business before’. Remarketing is one of the robust conversion tools for PPC campaigns. It is indeed a smart way to reinforce your brand name to potential customers who have already expressed an interest in your company.
Re-marketing is beneficial in a way that it helps in harnessing the opportunity to target those who have already enquired about your product or service and just didn’t make a purchase or complete a conversion.
PPC and anything remotely related to digital marketing are changing. Hopefully, the above-stated tactics will play game-changer in 2020. It is, of course, one’s own discretion as to which tactics to apply when and how. The advancements like AI taking over in almost all sphere and voice search becoming powerful is something substantial to consider.
May your PPC campaign in 2020 be a rocking one!