Each year the world of digital and search engine marketing is evolving and becoming increasingly more competitive, so it is extremely important to stay on top of the emerging trends in order to make sure you are efficiently spending your budget and maximizing your return on investment (ROI).
Pay-Per-Click (PPC) is an important strategy in the world of search engine marketing, which allows businesses to appear at the top of a search results page and pay a small fee to search engines when their website is clicked on.
If the person who clicks on your advertisement buys your product or service, then your ROI is great, however, if too many people that click on your advertisements are not converted into customers, it could end up being a bigger expense than it is worth.
PPC campaigns and strategies have always been centered around keywords and search terms – since the way people are viewing and searching content online is changing, it’s important to understand which PPC trends are worth paying attention to in 2020 to make sure your advertisements continue to yield a great ROI.
Search engines like Google are investing heavily in automation, AI, and machine learning.
PPC automation allows Google to learn who your ideal customers are by separating them into different buckets based on the different activities they’ve done on your website or social media pages, and aligning them with your desired business goals.
This gives digital marketers the ability to rely on data to send targeted advertisements to the right people, at the right time, based on what they think they might want to purchase. Segmenting and targeting your audience effectively takes out the guesswork and can drive your business to meet its desired goals a lot faster, saving you time and money.
With the introduction of personal assistants like Alexa and Siri, search engines have access to even more data that can segment audiences based on their likes or interests, such as music taste or shopping history. This means that in 2020, PPC will rely even more heavily on data-driven decisions, and businesses will need to be able to better define their goals to use automation to trust the process and meet their desired outcomes.
In the past, people have used search engines such as Google or Bing by using their keyboard to type in questions to find available products and services online. Search Engine Optimization (SEO) and PPC content have therefore been based around keywords that individuals would search for when typing out a question.
A more recent trend is that people are increasingly starting to use voice search to find things they’re looking for online – in an article released by ComScore, it was stated that 50% of searches will be voice searches by 2020. This means that digital marketers using PPC will need to adapt their keywords to fit the way in which people will search online and align it with a more conversational tone.
Voice search is an important PPC trend to watch out for in 2020 so that the intended content will appear on search results pages regardless of the way in which people are searching, as well as to make sure the right people are clicking on your content to increase conversion rates, and save money.
Another growing digital marketing trend that will continue to dominate the market in 2020 is video marketing.
According to Forbes, the average person will spend 88% more time on a website that has video content, than one without. Video is an important marketing tool to showcase your business to the right customers, in an efficient and eloquent way. The important thing for PPC marketers to consider in 2020 is to understand how to integrate video with the greater marketing strategy.
Response search advertisements were launched in 2019 and adapt to be displayed seamlessly across all devices.
These ads also make use of AI to test different combinations of headlines and meta descriptions to suit your target audience and keyword. This is an important trend to watch out for in 2020 that is likely only to keep evolving. Matching your Ad content to your target audience to help them find what they’re looking for can significantly improve the performance of the Ad by generating more clicks and conversions.
These PPC trends to watch out for in 2020 will continue to help businesses acquire new customers by reaching more of the right people.
The digital marketing world is always rapidly growing and changing, so it is important to choose an agency that is always kept in the loop and stays on the front foot of its competitors. Connectica combines organic SEO methods with well-defined PPC campaigns that aim to effortlessly meet the desired goals of businesses of all sizes and does by always staying on top of the latest developments in the digital world.
Feel free to reach out to us at 877-816-2259 to discuss your company’s digital marketing strategy, today.