Top 8 PPC Trends - Pay-Per-Click Advertising and SEM Trends and Strategies

TL;DR

The rise of shopping and product ads, smart bidding strategies, audience targeting, visual search ads, attribution modeling, local ads, video campaigns, and creating campaigns with different goals are the key trends in PPC for 2019.

Transcript

all right what's up everyone welcome to the Surfside PPC youtube channel today I'm gonna be going over the top 8 PPC trends to watch for and use in 2019 so the first one is going to be the rise of shopping and product ads and really the continued rise of shopping and product ads so these aren't brand new but the fastest growing PPC advertising netw... Read More

Key Insights

• 🫠 The rise of shopping and product ads, particularly on Amazon, is a significant trend in PPC advertising.
• 🫠 Smart bidding strategies, utilizing automation and machine learning, are crucial in maximizing conversions and return on ad spend.
• 🧡 Audience targeting, especially when layered with keyword targeting, is becoming increasingly important in reaching a broader range of potential customers.
• 🉐 Visual search ads are gaining popularity and are likely to expand beyond the hotel industry.
• 😵 Attribution modeling and cross channel tracking are essential for understanding the customer journey and optimizing PPC campaigns.
• 🫠 Local ads are becoming more prominent, particularly for businesses trying to attract new local customers.
• 🎮 Video campaigns are expanding and can be used at different stages of the customer journey for branding, awareness, and conversion purposes.

Questions & Answers

Q: How can I take advantage of the rise of shopping and product ads?

To capitalize on the growing trend, make sure to run your ads on all major networks, such as Google Shopping ads, Pinterest, and Facebook collections ads. Measure the performance and cost per conversion to optimize your campaigns.

Q: What are smart bidding strategies and how can they benefit my PPC campaigns?

Smart bidding strategies utilize automation and machine learning to maximize conversions and return on ad spend. Platforms like Google Ads, Bing Ads, Facebook, and LinkedIn offer different smart bidding strategies. It's important to test and optimize these strategies for the best results.

Q: How can I effectively target different audiences in my PPC campaigns?

Use audience targeting along with keyword targeting. Platforms like Google Ads offer various audience targeting options, including custom intent, similar audiences, and remarketing. Layering these audiences with keywords can help you reach a broader range of potential customers.

Q: How can I leverage visual search ads in my campaigns?

Visual search ads are becoming more prevalent. To utilize them, optimize your ads with visually appealing images and consider platforms like Google Hotel Ads. Visual search ads are likely to expand beyond the hotel industry, so keep an eye on this trend.

Q: Why is attribution modeling and cross channel tracking important in PPC?

Understanding the customer journey and attributing conversions to different touchpoints is crucial for optimizing your PPC campaigns. Tools like Google Analytics offer various attribution models to help you determine which channels are driving the most value for your business.

Q: How can local ads help businesses gain new customers?

Running local ads, particularly through platforms like Google My Business, can help businesses target and reach potential customers within their local market. A strong online presence, positive reviews, and effective targeting are key to success in local advertising.

Q: How can video campaigns be used at different stages of the customer journey?

Video campaigns can be used for branding, awareness, and conversion purposes. Create separate campaigns with specific goals in mind, such as leads, website traffic, or product and brand consideration. Different videos can be used to target different audiences and achieve specific campaign goals.

Q: Why is it important to create campaigns with different goals in mind?

A one-size-fits-all approach is no longer effective in PPC advertising. By creating campaigns with specific goals, you can customize your strategies and messaging to better resonate with your target audience. Different campaigns can serve different purposes and help you achieve your overall marketing objectives.

Summary & Key Takeaways

• Shopping and product ads, especially on Amazon, are rapidly growing and will continue to do so in 2019.

• Smart bidding strategies utilizing automation and machine learning are becoming increasingly important in PPC advertising.

• Audience targeting, including layering different audiences with keyword targeting, is on the rise.

• Visual search ads are gaining popularity, providing users with more visually engaging advertisements.

• Attribution modeling and cross channel tracking are essential for understanding the impact of different marketing channels on conversions.

• Local ads are becoming more prominent, particularly for businesses trying to gain new customers in their local market.

• Video campaigns are expanding and being used for branding, awareness, and conversion purposes.

• Creating campaigns with specific goals in mind, rather than a one-size-fits-all approach, is gaining momentum.