Future Of PPC
As the calendar year turns, it is inevitable that we begin talking about the coming trends in the new year. Some of these trends become long-standing strategies that we implement and praise forever, while others simply flop and fall off the map.
Remember, there was a time when PPC itself was just a “trend.”
With the end of the year looming on the horizon, it is the perfect time to speculate on what the future of PPC looks like. Particularly, which current trends have the staying power to permanently shape the pay per click advertising space.
Deeper Audience Targeting
Move over keywords, because audience targeting is becoming a big priority for PPC advertisers.
What Is It? Audience segmentation and targeting allows you to dissect each audience into smaller and smaller parts. In doing so, you better understand each detailed segment and how to provide the right messages to that group. With more personalized and relevant ads, customers are more likely to convert and you can better optimize for your leads at all stages of the funnel. Plus, with deeper targeting, you can develop more relevant ads and landing pages to bump quality scores up.
Why Is It Staying? The customer experience has become the go-to competitive differentiator in the Digital Age. Deeper audience targeting follows suit by creating more relevant, personalized messages that improve upon the experience, rather than detract from it. When it comes to delivering a great customer experience, relevance and personalization are the two most important cornerstones.
Amazon Climbs The Ad Platform Charts
Like an 80’s rock band on a reunion tour, Amazon’s new-and-improved advertising platform is making big waves in the PPC space.
What Is It? Amazon Advertising has existed for a number of years, but they recently revamped their system to be more user-friendly. With its new facelift, the ad platform quickly stormed out of the gates and became the third most popular, behind the Google-Facebook duopoly. Amazon’s rise as an ad platform has also been supported by the company’s expansion into the grocery industry.
Why Is It Staying? Amazon is an online shopping goliath. It only makes sense that they would have a champion advertising platform to match. Plus, their bidding auctions are much more money-driven than Google Ads’. This means that some of the top brands and companies in the world are going to be spending big to secure top sponsored product spots. With a robust stream of ad spend coming in, Amazon Advertising will have more than enough staying power.
The Voice Searching We’ve Always Dreamed Of
Hey Alexa, what’s all this buzz about voice search about? Straight out of a sci-fi novel, voice search is the future technology we’ve always wanted.
What Is It? Screenless searching is taking off thanks to the explosion of smart home devices and virtual personal assistants. It doesn’t matter if you’re in the Apple, Android, Amazon or Google family, you’ve got a virtual assistant in your pocket or at your home that you can (and, statistically speaking, probably do) use to search. These devices are changing how people conduct their searches; they are opting to use their voice, instead of their fingers.
Why Is It Staying? Voice search isn’t going anywhere because we’ve been waiting for it for decades! And, the numbers back this up. Not only are people buying more and more smart home devices and other gadgets with virtual assistants, but they are using them on a day-to-day basis. And, that includes using them to search!
Sophisticated Machine Learning & AI Tools
Voice search is a slice of the future, but our matured AI and machine learning tools may just be the whole pie.
What Is It? We’ve been on the cusp of real automation and artificial intelligence for years now. We’re always promised that it is right around the corner. Now, we’re finally seeing some serious progress. In terms of PPC, automated “Smart” features have been popping up all over. These tools take over many of the tedious and repetitive tasks facing advertisers. This frees up a lot of resources that can be used elsewhere.
Why Is It Staying? There’s a reason that we’ve been talking about automation and AI forever. It has huge potential benefits that many PPC professionals are already starting to prosper from. Through automation, advertisers are able to work smarter, not harder. This means spending less time under the hood and more time in the driver’s seat steering campaigns in the right direction.
Multi-Touch Attribution Model
If you thought your dinner table was raucous? Try splitting a conversion between a staff of digital marketing specialists.
What Is It? A marketing attribution model is put in place to better understand where conversions come from. Rarely does a customer interact with only a single channel before converting. It’s more likely that they interact several times with a brand before performing the desired action. This is especially true in the Digital Age, where companies and prospects interact on many different channels simultaneously. For this reason, traditional attribution models are becoming archaic. Multi-touch attribution is the wave of the future.
Why Is It Staying?: At a time where marketing and advertising are so driven by data, insights and improving the customer experience, multi-touch attribution is just the right fit. By understanding where conversions are coming from, businesses can better strategize about how to allocate resources. You may be investing in strategies that aren’t actually yielding the results you think. Multi-touch attribution allows you to know exactly how effective your PPC and digital marketing strategies actually are. You can’t beat that.
The future is always uncertain and there’s no guarantee that the latest trends will evolve into authentic strategies. This is a persistent challenge for marketing professionals. Every year feels like betting on horses at the track. Is the horse with all the buzz really everything that it is cracked up to be? Is there a sleeper that rises above the rest?
What you can place a safe bet on, however, is that these 5 trends are here to stay.