As of 2018, at least 80% of marketers are allocating budget for digital marketing efforts and the biggest budget goes to maximizing pay per click ads in order to gain exposure.
It’s really important for you to find out how PPC advertising affects the way your industry competitor’s digital landscape have their different strategies and processes to make it to the top of the search engine results page.
Here are some of the things to look forward to in the PPC trends, as predicted by top marketing experts.
Formulating keywords based on audience segmentation
Some marketing and consumer research have forecasted that keywords might soon be dead, but experts say it’s not necessarily going to work like that.
According to Andrew Lolk, social media marketer and founder of SavvyRevenue, he said that if you are not focusing on segmenting and studying your target audience according to their online search behavior, then you are not doing PPC the right way.
“The key to success in 2019 and beyond will be to create a detailed strategy of various audience types and how you can layer them (positive and negative bid types) to shape your paid search strategy.”, according to Christi Olson, Head of Evangelism for Search at Microsoft.
That said, marketers must go further on analyzing their segmented audiences in order to create personalized ads that are relevant to what they’re looking for.
Automation and Human Intelligence
Google will continue changing its automation game, upping the industry with its constantly improving automation tools designed for easier use by marketers and trigger smart search results for consumers.
Ben Wood, Digital Director of Hallam Internet, said that “Google wants advertisers to use their automated bidding strategies in campaigns, by increasing the number of data points used as part of their bidding strategies.”
But what’s going to be the real deal with humans and robotic intelligence? Here’s what to look forward to: How are PPC experts and marketers going to leverage using machines in order to get ahead of the competitive advertising landscape?
Two A’s: Amazon and Alternatives
As paid search advertising gets more competitive in a short matter of time, so does the diversification of advertising platforms are taking the limelight in the digital era.
Amazon has the fastest growing segment in sponsored product ads and is expected to increase immensely this 2019. Social media giants like Facebook, Instagram and Pinterest have been implementing features that allow users to be informed about the product’s price and stock availability, or providing smart product recommendation to online consumers.
It’s going to be a life-changing game especially for ecommerce brands as they will have bigger opportunities to reach online buyers as personal as possible.
Newer Ad Types, Extensions and Features
Definitely, 2019 will become the year for marketers to step their feet on several understated types of ads that’s not relatively new to the market.
Local Services Ads will roll out nationwide and for additional industries. There will be a shift in query volume from the standard keyword to text ad to landing page process, and start to think about localization and conversion based opportunities.
Ads will start penetrating other facets of Google and Bing like maps, knowledge panels, answer boxes, etc. as Google starts to monetize and incentivize advertisers to keep their users right on the search engine