It’s 2020 and a new decade of digital marketing strategy is upon us.
With TikTok set to revolutionise the definition of snackable video content, and brand transparency guaranteed to capture the fleeting attention of Generation Z, this year’s trends will spark a dramatic shift in marketing technologies and consumer behaviours worldwide.
PPC is no different.
As an intrinsic component of the digital marketing landscape, PPC is renowned for providing a staggering ROI under the correct circumstances. The very evidence of this notion is in the statistics. PPC visitors are 50% more likely to purchase than organic visitors as of 2019, and 40% of brands are anxious to increase their PPC budget.
With the intricacies of PPC growing at an exponential rate year-on-year, we’ve predicted a number of trends in the field for 2020.
1. AI will transform the digital marketing landscape
We can’t refer to 2020 PPC without addressing the behemoth topic that is AI.
It’s no secret that an increasing number of agencies have invested in AI and machine learning tools in recent years – think smart campaigns and automated bidding strategies.
An enormous part of PPC’s success lies in its use of automation tools to aid invaluable decision-making frameworks. Machine learning software manages all aspects of a campaign through statistical learning methods and bid management, resulting in an impressive 22% increase in conversions as of 2018.
In 2020, machine learning and automation will continue to pick up rapid speed. With AI producing analytics and performing complex tasks faster and better than humans, Google can offer advertisers highly targeted audiences, delivering ads to those in search of specific solutions in real-time.
Gartner predicts that by the year 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see. Of course, this inevitable rise of AI and the loss of control that comes with it can be daunting to those who question Google’s intent. However, the days of PPC account managers and keywords are not over – they are simply changing.
2. Savvy marketers will use multiple platforms
When it comes to the staggering success of PPC, the majority of marketers still think solely of networks implemented by the duopoly of Facebook and Google.
In 2020, smart marketers are predicted to test multiple platforms in order to decipher whether or not an individual platform will be advantageous to their marketing strategy. With social media growing at a remarkably fast pace, testing platforms for LinkedIn Ads, Amazon Ads, and Twitter Ads offers the chance to experiment with new PPC networks, indulge in a variety of targeting options, and reach millions of customers worldwide.
Of course, social media is just a small cornerstone in the expansive maze of PPC networks. From Bing, to Bidvertiser, to RevContent, to Advertise.com, there are multiple, specialised platforms out there for marketers to effectively implement a PPC campaign.
In summary – marketers will broaden their PPC platform horizons this 2020.