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Pay Per Click Trends Of 2019

por Lynette Spillman (02/07/2020)

Any PPC expert will tell you that paid search advertising is a dynamic strategy. Change is constantly pushing PPC advertisers in different directions. Their heads are on constant swivels to make sure that nothing goes unnoticed, whether it is a change in a keyword's performance, a fresh competitor in the market, or a new trend.

Each year, the PPC world evaluates the latest trends and developments and decides how to best plan for the future.

For 2019, the conversations focus around a number of key trends that PPC professionals need to be aware of and begin optimizing their campaigns around.

Trend #1: The Machine Learning Boom

It's hard to talk about any digital marketing strategy without touching on the topic of machine learning. Automation and AI technologies are influencing all strategies, even beyond the digital marketing world.

It's been building for a number of years and we're finally seeing some really innovative tools that show off just how powerful machine learning capabilities can be.

In terms of PPC, AI-driven automation is making advertisers lives easier. By automating many of the sluggish pay per click processes that eat into advertisers' time, there's more freedom to explore different campaign options.

The job of a PPC manager has shifted away from worrying about the small details and towards focusing on the big picture and making large improvements to campaigns and ad groups.

Trend #2: Hey Siri, What Are The Latest PPC Trends?

Voice search is changing the way that people find information and products. In turn, it is having a powerful impact on SEO, PPC advertising and many of our other strategies. There's no question that more people are turning to virtual personal assistants (VPA) to complete searches, whether through a smart home product or with their mobile device.

When we pose a question aloud to our Apple/Amazon/Google device, we talk in complete sentences. This is different from how we type into a search bar. For example, we'd type "pizza near me" into a search bar. In a voice search, we may say something along the lines of "What are some of the best pizza restaurants closeby?"

As a result, longer, more complex search phrases, especially questions, phượng hoàng cổ trấn are starting to increase in volume.

Your campaign dashboard should provide you insights into how much ad traffic you're acquiring through voice searches. Consider what types of keyword phrases these individuals used to find your ad and how you can use this information to develop more voice-search-friendly campaigns in the future.

Trend #3: Readdress Your Marketing Attribution Model

Audiences and businesses engage over so many different marketing channels that understanding exactly where and how the conversion was made is a bit of a conundrum. It can even spark some internal arguments when you have three different people trying to claim credit for the same conversion!

The simple truth is that the first-touch or last-touch attribution models just aren't viable anymore. You really need to develop a multi-touch attribution model that is built for the many different channels and touchpoints that your business is utilizing.

This isn't easy. It can take a lot of time to develop an accurate attribution model that takes into account multi-touch marketing. But, there's a good chance that a lot of your competition still uses dated attribution models.

And, the time and money that you spend creating the system will be earned back when you have a transparent view of how effective each and every channel is.

You'll even be able to free up more of your marketing budget for effective PPC ad campaigns!

Trend #4: Hold The Friction, Please

Another benefit of developing a better attribution model is you'll be able to track customers' movements across channels more effectively. You can use these insights to help eliminate friction in the customer experience.

Friction occurs when potential customers come across something that gets in the way of their end goal. In PPC, friction occurs commonly when an ad and its landing page are not aligned. A user clicks the ad wanting a particular offer or product, but the resulting landing page mentions neither.

Friction can also occur when there are too many steps between their initial click and the action to convert. It's particularly dangerous with mobile users, which is a majority of search users.

By removing this unwanted nuisance, there will be fewer distractions to stand in the way of conversions.

Trend #5: Get Behind The Video Camera

Video content is boiling right now. It was a huge trend in 2018 and it has only grown in time. Similar to creating a multi-touch attribution system, it takes a lot of work, especially compared to the time it takes to make a simple text or Smart Display ad. You really need to invest some time and money into creating great video ads, but the results speak for themselves.

Video advertisements show improved ad recall, higher purchase intent and better click-through-rates. This means they are great for campaign goals at all points of the marketing funnel.

Yes, video advertising is more expensive than search or social media ads, but this is becoming a go-to content format for many consumers. It's a responsibility to meet this demand.

Trend #6: Empathize With Audiences

Retargeting is not a new PPC tactic, but it is getting some new appreciation in 2019 for two reasons. First, consumers are more aware of sponsored and ad content than they were even a year ago. Second, a lot of consumers are shaken up by a constant stream of news stories about data breaches and stolen user information.

Thus, they look at PPC ads with a high level of scrutiny.

As advertisers, it is our job to put ourselves in their shoes. When you can understand the issues facing consumers, you're just better prepared to develop ads to address those problems and assure potential leads that you are a safe, logical solution to their problem.

It's all about learning where each customer is in the funnel and addressing their questions/needs at that stage appropriately with your PPC content.


Want one more tip for the road? Consider keeping a small PPC "slush fund" available. When the next new trend, feature or technology appears, you can use this reserve to invest a little bit of money into seeing how it works and whether you feel it is a viable option for the future.

One of the best digital marketing Expert of 2019. He has over 14 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit, and many other Fortune 500 caliber companies. For the last 2 years, he is working with the fast-growing Ads analytics company "PPCexpo" as a Google Ads Analyst.