The Future of PPC

Pay-Per-Click advertising is becoming increasingly competitive. Advertisers are under constant pressure to spend their budget efficiently and maximise their Return on Investment. But, with new PPC strategies and opportunities emerging all the time, which ones should we be paying close attention to? The following three trends will influence the future of online advertising.

PPC Automation

The most anticipated trend of the future is the use of artificial intelligence and machine learning to automate labour-intensive tasks associated with Google ads. This will allow advertisers to follow the future of paid search without having to constantly reinvent their strategy. These technologies are designed to identify bids that are going to drive the most traffic and use historic data to predict the click-through-rate of future ads and the likelihood of a conversion.

We are already applying PPC automation technology today to manage bids and create targeted ad copy. These features save time but not at the expense of a marketing team. For AI automation to take care of repetitive daily tasks, advertisers will need to feed it the right information, ensuring that goals are set up correctly for their business.

Video Advertising

Video has quickly become the most popular type of mobile content among consumers. It helps advertisers to drive traffic and gives them the social advantage needed to improve placement on search engine results pages.

Video is a powerful way to transmit information and allow a brand to communicate its message effectively. It is not a new concept, but many businesses are yet to integrate videos into their marketing strategy and there are still many avenues to be explored with video advertising.

Responsive Search Ads

Google’s responsive search ads are looking like the ads of the future. This feature allows advertisers to create an ad that adapts to show more text and more relevant messages to consumers. Google Ads will automatically test different combinations of headlines and descriptions in order to learn which perform best.

Adapt and Gain the Advantage

In this rapidly evolving world of digital advertising, it has never been more important for advertisers to keep an eye on new developments and research in order to adapt their strategy and get ahead of competitors.

Get expert advice when looking at pay-per-click (PPC) marketing, it can be an expensive lesson if done wrong and the more you try to do it yourself, the more complicated it all becomes.

PPC Marketing thoughts from Yorkshire Powerhouse

Have you any questions?

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