The year 2018 has helped many companies achieve a lot using the marketing scope of the PPC (Pay-Per-Click). Besides acquiring certain milestones, it has also helped in igniting new trends for the year 2019.
WordStream partnered with Search Engine Journal at the end of 2018 to make a forecast on the 2019 PPC Trends. From their intriguing forecast 28 Experts on the Top 2019 PPC Trends You Need to Know, the experts concluded a list of PPC trends that would inspire you with your online marketing in the year of 2019.
If you earnestly desire to learn about the new pinnacle trends of this year, you have come to the right place. I’ve selected the top 7 PPC trends you should pay attention to in 2019:
- Keywords vs. Audience
Keywords have been the main feature when it comes to marketing done through search engines all this while. Marketers were tossing between different strategies to get the best results. Many people think that this era is going to end this year as marketers will soon look at other methods such as shifting their focus on people and context to find success.
But, this is not something that everyone in the digital world believes or agrees to. Some think that the entire concept of PPC will go wrong when you do not use the keywords to reach out to the right audiences.
Marketing teams, however, are going to embrace the audience targeting techniques or strategies to succeed in 2019. It only means that the bid tracking is going to linger mainly on audience segmentation besides maximizing the profits.
“Drill down in them even further, so your ad messaging can be as relevant and feel as personalized as possible,” said Purna Virji who works as the senior manager of Global Management in Microsoft. Now, this, however, is not a simple thing as marketers should put in additional efforts to encourage teams on personalization of the audience.
- Automation
Automation is the next big thing. It is already having a stronghold in PPC marketing. If you are following the 2018 trends, you would have already seen how search engines are using automation to make some good progress. Google, for example, is placing suitable ads to appeal to the people that are using their search engine.
Machine learning and automation is best because they can perform some heavyweight tasks for you. Automating activities such as bid management, reporting and keyword variables will allow you to get some time which you can use to concentrate on focusing on other essential factors such as the customers.
- Attribution and Cross-Channel Advertising
Marketing teams are putting a lot of effort to run the ads and campaigns on multiple platforms. No one is relying on a single channel to succeed these days. But what companies want is to identify how these ads or campaigns are performing. They want to know how much return on investment (ROI) they are getting using these means. Thus, there is a lot of emphases on reporting and attribution this year.
In 2019, marketers that are savvy need to do everything possible to give customers the best advertising experiences. They will get better results only when the prospects get to enjoy positive experiences throughout the marketing journey. It will be the backbone for any marketing campaign going forth. Now, to achieve this task, it is necessary for marketers to know the customer journey in its entirety. Allocating an appropriate budget is only possible when they have a proper understanding of attribution and campaign performance.
- Ads
Ads are still the most essential and crucial factor that can help you to generate the leads to scale up your business. In 2019, if you want to become successful, you need to devise ads that are creative and are mind-blowing. Besides, making ads that are terrific and appealing, marketers now can opt to use one or more headlines to grab the attention of their prospects.
- Video
As a marketer, this is something that you should not forget doing. You need to use videos if you want to rank well on the search engines result pages (SERPs). If you release educational videos about the products or services that you provide more frequently, it will help you to look like an authoritative site.
Video is the top content that mobile phone users are consuming these days. In a startling revelation, YouTube reports a 100% increase in video consumption each year. You can generate more leads by incorporating this marketing model. Thus, if you are not going to put efforts into creating videos, you are going to miss out big time.
As per some studies, the conversion rate climbs high when you use videos in the ads. Companies that want to have the edge over their competitors this year will plan on including videos in sales emails, landing page etc.
- Remarketing
Now, this is one of the best marketing strategies that all marketers should follow if they want to win customers or get them back. Many users visit a site following an advertisement and then leave the site without doing the business.
Google Ads Remarketing permits websites to display targeted ads to this kind of users to woo them back. These visitors, as a result, will now view the advertisement while they are doing other tasks online like watching a video or reading a blog post.
Of course, doing this will also help them to learn about your brand. Besides, you can entice them with the target ads so that they end up doing business on your website. There are higher chances for them to give in to the temptation. Companies that use this method enjoy better conversion rates than their competitors.
- Brand Building
In 2019, if you want to progress as a business, it is crucial for you to do certain things to build the brand. Prospects want to see your brand ranking high in search results.
Subliminal brand exposure can help people to stick to your brand and become loyal users. Companies are going to create demand for their product or service using PPC. People who might not need the product or service earlier will soon end up getting it as a result. Serious brands are also going to display ads on various video streaming platforms this year to reach out to a broader audience.
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