It is 2020, and a new decade of strategy for digital marketing is upon us.
This year’s trends will spark a seismic change in marketing technologies and consumer behavior worldwide. TikTok is expected to revolutionize the concept of snackable video content, and brand openness guaranteed to catch Generation Z’s fleeting attention.
The PPC is not any different.
PPC is renowned for delivering a staggering ROI under the right conditions as an intrinsic component of the digital marketing landscape. In numbers, the very proof of this notion is. As of 2019, PPC tourists are 50 percent more likely to buy than organic visitors, and 40 percent of brands are willing to raise their PPC budget.
We also expected several developments in the sector for 2020, with PPC’s intricacies increasing exponentially year-on-year.
1. In the digital marketing landscape, AI will transform
Without discussing the behemoth subject that is AI, we can not refer to the 2020 PPC.
In recent years, it is no secret that a growing number of agencies have invested in AI and machine learning software – think smart campaigns and automated bidding strategies.
A significant part of the success of PPC lies in the use of automation tools to help invaluable decision-making frameworks. Via statistical learning methods and bid management, machine learning software handles all facets of a campaign, resulting in a remarkable 22 percent rise in conversions as of 2018.
In 2020, the rapid speed of machine learning and automation will continue to increase. With AI generating analytics and performing complex tasks faster and better than humans, Google can bring highly targeted audiences to marketers, delivering ads in real-time to those looking for unique solutions. Gartner estimates that emotion detection by artificial intelligence will affect more than half of the online ads you see by the year 2024. This unavoidable increase in AI and the lack of control that comes with it can be overwhelming for those who doubt Google’s purpose. However, the days of PPC account executives and keywords are not over – they are simply evolving.
2. Savvy marketers will use multiple platforms
The majority of advertisers still think exclusively of networks introduced by Facebook and Google’s duopoly when it comes to PPC’s staggering performance.
In 2020, smart marketers are expected to test several channels to decipher whether their marketing campaign would benefit from an individual platform or not. Testing sites for LinkedIn Ads, Amazon Ads, and Twitter Ads give the ability to experiment with new PPC networks, involve in a range of targeting choices, and reach millions of consumers worldwide, with social media increasing at a surprisingly fast rate.
In the expansive labyrinth of PPC networks, of course, social media is only a tiny cornerstone. According to Bing, to Bidvertiser, to RevContent, to Advertise.com, there are numerous advanced channels for marketers to execute a PPC campaign effectively to Advertise.com.
In short, marketers will extend the horizons of their PPC network in 2020.
3. Target audiences will be reached consistently
2020 will be the year for precise strategic targeting of the audience.
Although 2019 focuses on targeting audiences through remarketing lists for search advertising and personalized affinity audiences, 2020 will target audiences during the purchase process at unique touchpoints. 7Instead of bombarding them with one message for a direct sale, smart marketers can talk to their audience (target audience) at the right time and in a way that allows consumer development.
According to the Market Engagement Gap Survey, fifty percent of customers think companies need to have a better understanding of their needs. In 2020, advertisers would be required to understand how their ads promote consumers’ well-being and satisfy personal learning.
In short, marketers are turning their focus to the center of all successful PPC campaigns: the people.
In 2020, Microsoft Audience Network (MSAN) will also continue to drive audience targeting, combining user intent to align customers with advertisers from search with user profile data.
4. PPC marketers will be forced to update their strategy
PPC marketers will be forced to either push creativity by their approach or fall dangerously behind with automation expected to replace data-driven and mundane activities.
While it is difficult for a person to cope with the ingenious complexities of Google’s automated technologies, PPC marketers will be forced to adopt a more strategic mindset for themselves and their customers. Marketers would be encouraged to improve their imagination and target audience strategy rather than relying on activities already automated.
The key to revealing whether or not AI options are best to practice for campaign management is to learn the strengths and limitations of a wide variety of automation tools and accept CRM data. Marketers can also improve their method by creating algorithms to automate tasks by collaborating with AI to construct successful campaigns and not as a subordinate.
So to thrive and strive, smart marketers will adapt to AI.
5. The emergence of Chabots
A chatbot is an intelligent software program that communicates in a natural-sounding and real-time manner with clients and site visitors. This method will save huge costs by recruiting someone to track the website and connect on an ad hoc basis with guests. A chatbot is helpful, impartial, and insightful. It makes it simpler for buyers to make quicker choices and makes users feel like they are being handled as people.
You will be well served to purchase a ticket if you are not already on the Chatbot train. Decide if it is essential to use software unique to your business or one of the latest market choices. This choice depends on your budget and the expected difficulty of the interactions between the audience and the chatbot.
6. Up your personalized content marketing game (again)
In digital marketing, the contest never sleeps. Every organization is searching for the next big thing, the newest innovations, and the most creative and quirky tactics for ads. One of the most fruitful ways of creating leads and closing deals is and will always be high-quality material.
Consumers are continually insisting on advertising with depth as we step into the 2020s. In recognition of your users’ idiosyncrasies and preferences, your content needs to become even more oriented, even more highly specialized.
Ultimately, it would help if you aimed for a holistic, multichannel, and incomparably personable user experience.
7. PPC and SEO are going to become close partners.
Although they are frequently viewed as nemeses of each other, PPC and SEO have a vital partnership that drives a campaign’s outcomes.
This partnership will be best used in 2020 to maximize progress. SEO and PPC teams can integrate to define position tactics and improve SERP coverage for all customers by sharing essential keyword data and SEO rating data.
Why is 2020 the year for convergence with PPC and SEO? This relationship has been developing for many years, after all. In a landscape dominated by constant change, it is more important than ever for marketers to discuss PPC and SEO’s relationship because they will be forced to rethink their approach.
PPC and SEO are also approached by many as entirely different techniques with different outcomes. 2020 is the year for marketers to expand their horizons and rebuild old-fashioned tactics from the ground up.
The PPC world is continually evolving. Are you able to keep up? Cynere is a Certified and experienced digital marketing company, a leading voice for online advertisement trends both in India, Europe, and globally. Please get in contact with Cynere today, and one of our friendly digital marketing experts will set you on the road for you and your company to pasture fresh and uncharted technical territories! Count On Us.