This week in our PPC Tips blog series, we are going to talk about 5 PPC trends that you need to use in your 2023 PPC campaign strategy. Incorporating these trends will help you stay ahead in pay-per-click.
This blog is designed as an accompaniment to our series of PPC training videos, which help to visually describe each topic, but this article can also be read as a stand-alone blog.
Watch our accompanying PPC video here:
In 2023 PPC competition is increasing and budgets are decreasing, therefore it is even more important to get the most out of your ad budget. It is too easy to get lost in the sheer amount of information available online about new PPC trends, so here are five strategies that we believe you should be focusing on:
1. PPC Automation
PPC automation has emerged as a powerful way to improve campaign performance. Companies like Google have invested huge amounts into fleshing out their automation options.
To make the most of PPC automation, you need to help the algorithms work to your benefit and assist the machines with their learning. Set up accurate and effective conversion tracking and write good ad copy. Make sure you identify target audiences and keywords.
Pass a lot of the work to the machines and save yourself time and money. Even though you’re automating a lot of the work, you don’t want to be completely hands-off. There have been improvements, but not every option is good for your business. With some hands-on management, automation can free up your time, allowing you to focus your efforts elsewhere.
2. Artificial Intelligence
By 2030, artificial intelligence is expected to have a major impact on the world. By implementing AI in your PPC campaign you can predict future ad CTRs, identify the bids that will get the most traffic, and analyse a customer’s likelihood of converting. By learning your audience’s behaviour, you can create more targeted ads to help your PPC campaigns.
3. Evolution of Smart Bidding
Smart Bidding is a machine learning-controlled automated bidding system. It uses machine learning to optimise conversions and conversion values in auctions. Some examples include Enhanced Cost-Per-Click (CPC), Target Cost-Per-Acquisition (CPA), and Target Return on Advertising Spend (ROAS).
As we move into 2023, smart bidding is only going to become more powerful, and strategies utilising it are set to become more prevalent. We could actually see manual bidding become a relic of the past! This won’t be a bad thing, as it will allow marketers to focus on areas like analytics and strategy.
4. Going Social
Around 70% of people check at least one social media platform a month and these numbers are growing. If you are ignoring social media in your PPC strategies, you're missing out.
Most people check platforms like Facebook, Twitter, Instagram, LinkedIn, and Pinterest daily. Many of these demographics are on multiple platforms, especially younger people.
This means that PPC marketers will be focusing on ads for social media platforms. Since most people use several social media platforms, you’ll want to cash in on this multi-platform trend. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.
5. Microsoft Ads
Bing is back! With its revitalised focus on ad inventory, data and audience targeting capability, Bing has become a sleeping giant. Recently, Bing Ads rebranded itself as Microsoft Ads. The latest numbers, as of September 2019, show that 1.3 billion people use Bing worldwide each month. In 2023, ignoring Bing could cost you money!
So as you can see, PPC strategies are constantly evolving. If you want to stay competitive, your marketing strategies need to evolve too.
Make sure you are always at the forefront of new technologies and best practices. Just because something worked for you last year doesn’t mean it will have as good results in the next, you need to stay ahead of the game when it comes to the latest PPC trends!
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