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Originally Posted On: https://beyondbigblue.com/the-latest-ppc-strategy-trends-marketers-are-tapping-into-2020/

 

Do you want to make the most out of your next PPC ad campaign? Here are the latest PPC strategy trends you should tap into in 2020.

PPC strategy is an always-moving target. However, you can keep growing by staying on top of the latest digital marketing trends in 2020.

Too many businesses miss out on the chance to earn revenue. Developing a PPC strategy to generate income for your business doesn’t have to prove challenging. In today’s digital domain, one trick is to continue to provide a personalized experience while adjusting for the current environment.

Read on to learn more about the latest pay-per-click (PPC) strategies that marketers use in 2020.

What’s Happening With PPC Strategy in 2020? 

Significant changes take place in digital marketing nearly every week. Resultantly, PPC strategies have become increasingly complex.

Now, technology is driving change in the PPC market. For instance, automation is taking over a variety of repetitive marketing tasks.

This transformation is taking place beyond PPC industries. It’s affecting nearly every aspect of digital marketing. 

For example, Google Ads now deploys many automated features. These features include:

• Automated bidding
• Dynamic search ads
• Smart campaigns
• Smart shopping campaigns

Increasingly, Google wants you to leave the thinking to algorithms. Unless you opt-out of the automated features, Google will automatically make decisions for your brand. As the brand owner, you need to decide how much you will let Google tools take over the reins of your enterprise.

It’s important to note that Google wants to promote click volume. However, it’s quality that you need, rather than quantity.

Alternatively, you can leverage third-party artificial intelligence and machine learning tools. By deploying third-party automated technology, you’ll keep your branding initiatives under your control.

You shouldn’t settle for generic automation. You must address the needs of your ideal buyers and your business goals.

The cost of the best PPC advertising is on the rise. As a result, you must maximize every penny that you invest in digital advertising in 2020.

Content Still Rules

As predicted many years ago, content is still the most important tool in online marketing. However, there’s a relatively new twist.

Now, consumers are finding the content that your brand publishes with voice search. This technology started generating a buzz in 2019. More consumers are finding it easier and more convenient to search using their voice.

Consumers will likely search for and buy a product using voice technology. For example, many households own smart personal assistants. Resultantly, voice search is a multibillion-dollar marketing channel.

Most consumers use a conversational language when using voice search. In other words, they talk to their smartphones or digital assistants like they were human.

It’s essential to practice PPC optimization for voice queries. When consumers search using their voice, they usually use five or six words, rather than two or three.

It’s a good idea to search your existing PPC campaigns to see if they’re generating hits from voice search traffic. Look back about 30 days and see if you’re getting results from personal assistants such as Siri, Alexa or OK Google. This information will inform your decision-making for future PPC campaigns.

We Are Still Working on Privacy

Data privacy is still a monumental concern for lawmakers and PPC experts. At the start of 2020, the California Consumer Privacy Act (CCPA) went into effect.

Today, you must navigate your way around CCPA, in addition to Europe’s General Data Protection Regulation (GDPR) as well as the ePrivacy Regulation. Now, relying on third-party data is a big no-no. Resultantly, you must find a new way to build consent into your proprietary platform.

If you’re in the business of selling anonymous user data, you need to figure out how to diversify your revenue streams. It helps to find ways to clearly show consumers what they’re getting in exchange for opting into your campaigns. If you can master this strategy, you’ll continue to enjoy a profit in the coming years.

As things stand, finding a balance between consumer confidence and privacy will remain an ongoing issue for marketers. You’re going to have to get creative.

In part, contextual targeting may help online retailers resolve this dilemma. Contextual targeting reduces the need to leverage personal data to reach your audience. Also, consumers who you engage with using contextual targeting are more likely to follow through and purchase your goods or services.

It’s a Brave, New World

The global health crisis is changing the world, and it’s also changing consumer internet behavior. This unfolding event has caused the most substantial surge in user-generated data since the launch of the internet.

Many consumers turn to Google because it’s an easy way to access a seemingly unlimited amount of information. Recent consumer behavior may indicate that the volume of data that they generate is likely to persist as we move forward.

Now, search engine activity is generating an absurd amount of raw data. This explosive growth makes personalization a challenge. Resultantly, it will grow increasingly difficult to target specific audiences.

The current changes that are taking place with PPC strategy have profound implications for businesses. Now more than ever, digital marketing is a full-time gig.

Today, everyone’s holding their breath waiting for the economy to heat up again. Still, you should start working now on figuring out how you’re going to build your customer base.

Choosing a PPC Partner

Before you partner with an agency, you need to clarify your business goals and your PPC strategy. For example, if you want to build revenue, you need an agency that is equally concerned as you are about getting results.

Beyond Big Blue is here to help you cultivate a deeper relationship with your audience, even in an information-saturated digital environment. Contact one of our PPC experts today to get started building your brand in a brave new world.