If you’re anything like me, when you first heard “PPC” you were in a college course named “Digital Journalism.” Now that I look back on it, perhaps I should have paid a bit more attention in the course (maybe I wouldn’t have had to do so much research for this particular blog post). Nevertheless, we continue. PPC or Pay-Per-Click is an internet marketing strategy that uses ads to get folks interested in their websites. If one of the ads is clicked, the advertiser is charged. Basically, you’re paying for visits to your site. This is not a particularly organic way of earning visits, but it gets the job done.
With this being said, what trends are up and coming in the world of marketing in this bizarre year of 2020? Here are a few that you may want to try out.
Automation: PPC automation uses AI (Artificial Intelligence) and machine learning. Automation helps you manage all the networks and platforms available so that you can free up your time to work on top-priority marketing aspects. Some of automation’s benefits are:
- Bid management
- Ad and creative copy
- Reporting
Video Advertising: Written content is great, but, bringing in video content is a step that you should not skip. Video advertising on websites engages users to stay on your site longer. Videos are great for communicating your company’s voice to your audience. Video is nothing new but is a great way to engage new audiences. For example, look at TikTok (yes this is a social media platform but it’s relevant) the videos that you’re able to upload are 15-60 seconds long and users spend hours browsing through. Think of what using a 6-second bumper ad on YouTube could do for your company.
Amazon Paid Ads: Generally, when you think of PPC you think of Google or Facebook Ads but, Amazon ads may be a better choice. We all know of how powerful and popular Amazon has become. These ads are used on the Amazon site as well as off. Although Facebook and Google have a large audience, Amazon users have buyer intent. This way when someone sees your ad on Amazon, they are more likely to click and therefore you get more bang for your buck.
Responsive Search Ads: These ads are quite popular because they adapt to whatever device the user is on. It uses AI to find the most popular combination for that particular for a headline to reel in that particular user. This matches their search term content to your ad and therefore could assist the PPC’s performance.
These PPC trends are just the beginning of what PPC has to offer your company in 2020 and beyond. Of course, this blog post was written by a PPC noob but, there are plenty of PPC experts out there to help you (like the ones who work at Avant8). Marketing is always changing so being up to date on the latest trends and tips/tricks should be a top priority to help get your business on top.