What’s Trending in PPC Advertising?

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Google is constantly releasing updates and changes related to Google Ads. In fact, each year, they release many more updates than Bing (along with other search engines). 

However, regardless of the platform you are using, making sure that you keep up with these trends is paramount. It does not matter what your role is in the realm of digital marketing; you must remain abreast of what is going on in the realm of PPC – pay per click advertising. This is the only way you can continue to achieve success. 

Please keep reading for some insight into the latest trends and how to use them to your advantage. 

Embrace Automation in Your PPC Efforts

Automation is affecting and changing virtually all industries, and digital marketing and PPC are not exceptions. Automation involves using AI and machine learning to help automate tasks that are more labor-intensive when creating PPC ads. 

By the year 2021, it is predicted that the automation industry is going to expand and generate revenue exceeding $238 billion. 

While automation in PPC is not a new concept, it is now playing a more focal role in paid advertising. Automation for PPC is set to help:

How to Use AI to Its Full Potential 

When it comes to PPC, AI will allow marketers to create more effective ad campaigns. It is particularly useful for determining the CTR of future ads, determining the impact of ads on quality scores, finding the possibility of conversions from some customers, determining what bids generate the most traffic, and optimizing the ad campaigns or keywords. 

With AI learning more and more about audience behaviors, it creates more targeted ads, which improve the performance of PPC campaigns. This applies to all ads – Google, Bing, Amazon, and others. 

Improved Bidding Strategies 

Smart bidding is a type of automated bidding. With this bidding, machine learning is used to optimize ads for conversions based on the goals you have created and set. This means that all the guesswork has been taken out of creating your PPC ads. 

With the AI system that Google uses, it is possible to optimize for conversions automatically with every auction you create. You tell Google what your advertising goal is, and then with Smart bidding, you get things done based on your budget. 

Do You Need Help with Your Paid Advertising Efforts?

When it comes to paid advertising, there are many ins and outs that you must know. In some cases, the process may be so confusing that you do not know how to proceed or even how to get started. In these situations, reaching out to the professionals for help is beneficial. Take some time to seek advice and guidance from the pros to learn more about the process and how to take advantage of what Google offers to make PPC easier and more effective.


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