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by Joy Thompson
Curious about the newest PPC trends?
Google reported $33.74 billion in the third quarter of 2018 in ad revenue. Facebook reported $13.54 billion in that same quarter for ad revenue. This is significant for two reasons.
First, other PPC platforms, such as LinkedIn, Pinterest, and Bing are galaxies away from contending with these digital ad giants. Second, the sheer number of marketers you must contend with for PPC space is colossal. To get ahead of the competition, you must master the process. And use the most up-to-date information.
And that’s why we’re here today. In the sections below, we outline the biggest PPC trends for 2019, so you can be on the top of your game. Read on when you’re ready to discover the newest advances and blow away your competition.
PPC Trends: #1 Decline of Keyword Importance
The days of keyword stuffing are long gone. The keywords themselves also seem to be losing their value for PPC campaigns. What do we mean? Let’s take a look.
If you’re a marketer, you’ve already seen the expansion added to Google’s Remarketing Lists. We’re talking Customer Match lists, Search Ads, and Similar Audiences for Search. Well, now marketers must power to target their audience by both demographic AND life events.
That reduces the significance of keywords.
Google promises to soon offer the ability to target users based on their other behaviors:
- Frequency visiting real-world stores or restaurants
- Frequency researching and comparing products or services
With this, marketers can target prospects based solely on behavior. It may completely revolutionize your lead generation strategy.
#2 Voice Search
Finally, voice-supported technology reigns. Both pc and mobile devices offer a range of compatible voice recognition software. Think Siri and Alexa. Other stripped-down devices, such as Amazon’s Echo, Google Home, and Apple HomePod, offer voice-only web searches.
Voice support is becoming ubiquitous.
By 2020, over 50% of all web searches will be voice searches. That’ll make a difference to your PPC strategy. People use different language and phrasing when performing voice searches.
In other words, you’ll need to figure out how to add natural language into your website copy. After you update your web copy, consider adjusting your AdWords account:
- Match your keywords to voice searches.
- Use longtail, 5- or 6-word phrases
- Use phrases that incorporate “near me”
Try to focus on the prospects intent when searching. For instance, traditionally, users may have performed a search using the query, “Trendy Bars San Francisco.” With a voice search, the same user may say, “I need a trendy bar that serves marguerites near me.”
#3 Visual Search
Now, this is futuristic technology coming to life. Services like Pinterest Lens and Google Lens can now search the web for items you snap pictures of. You just take your phone, snap a picture of whatever you’re looking at, and Lens performs a search.
This will affect search dynamics, and therefore PPC. Unfortunately, nobody’s sure quite how. Keep your eyes peeled for this new technology and how it’s impacting marketing.
#4 Video
Did you know that YouTube has become the second most used search engine? Yeah, so if you’re thinking of branching out, the video ad market is the place to be in 2019. Things like Google’s recent vertical video ads are taking advantage of mobile content over performance.
We recommend you investigate this option before 2019, so you can hit the ground running in the new year.
#5 Amazon Rising
Amazon is building its innovative advert platform to compete with Google and Facebook. The online store is offering marketers a greater scope of options to generate sales. Experts argue that Amazon is going to dominate the market, just as they dominate seemingly every other market.
Once again, keep your eyes peeled. This time, for Amazon’s advert platform in 2019.
What’s Next?
Well, now that you know the newest PPC trends, please spend some time evaluating how they’ll affect your marketing strategy. If you can get in on the ground floor, you’ll see a surge of both conversion rates and ROI.
Did you find this material valuable? We’d love to help you get your PPC campaign started. Contact us today for more information!
