When it comes to pay-per-click (PPC) advertising, there are constantly changes in trends. For 2019 you need to know what the current trends are to keep your website optimized and ahead of the game. The more informed you are, the better your business will be.
1. No longer exact matches:
Google has updated its exact match algorithm to include close variants of keywords, so exact matches are no longer needed. The search and results will be more about behavior and content than the keywords themselves which mean PPC marketers will have less control over which queries their keywords get matched for.
2. Responsive Search Ads:
Google has launched Responsive Search Ads which makes it possible to create one ad with several descriptions and headlines. Up to 15 can be used and they are tested to see which combinations perform best with particular users.
3. Smart bidding:
Smart bidding is an automated bid strategy which takes advantage of machine learning to optimize conversions. With these strategies continuing to grow in 2019, pressure and work are removed from Google Ads account manager. Manual bidding will become a thing of the past so marketers can focus on more creative areas like analytics.
4. Visual search:
Visual search is on the rise. Actual pictures are taken of the query instead of text. If you take a picture of an item inside your favorite store, you will get search results of the brand pulled with a link for purchase. Typing is becoming archaic and people also want faster results. With cameras on every phone these days, this is now achievable.
5. Voice search:
In line with visual searching is voice searching and this too is taking off. It may not be long before voice search advertising is available mainstream. PPC marketers can start preparing for voice search by adapting their content to match a more conventional tone. Using long-tail keywords and making ad copy shorter is the best way to optimize for voice searches.
6. Videos are dominating:
With YouTube cementing its position as the second-largest search engine after Google, videos are the way of the searching future. It is essential to start incorporating video marketing so as not to become obsolete.
7. Targeted Audience Search:
Google now lets you add target audiences to narrow down where your ad will be shown. This will increase ad spending so marketers are encouraged to start using these settings.
With advances in Artificial intelligence, there are more ways to personalize the customer experience than ever before. Customized emails, emojis, and push notifications will boost open rates and allow you to reach directly to the customers you are looking for.
9. Ad blockers:
Many users get sick of seeing ads all the time especially when they are irrelevant. There is increasing use of ad blockers as a result. Google now allows people to mute ads and to see what brands are targeting them with repeat ads. By monitoring this, search engines can work to give control back to users.
10. Get more social:
PPC marketers that ignore social media platforms are only harming their success. You must have at least one social media platform that you check regularly especially if your target audience has younger generations. Spending time on ads for social media platforms especially since many of them offer paid advertising options.
11. Collaborative filtering:
This is recommended when users are grouped by their shared preferences and tastes. You can customize your content to different groups based on their age or interests. This allows you to stay customized towards individual site viewers.
12. Structured data:
The increase in online shopping has led to a new focus on structured data. To get better rankings, marketers need to include detailed product information with titles, images, key features, and descriptions. This allows them to create a product catalog which is beneficial and will help when visual searching becomes more mainstream.
13. Multichannel advertising:
The world is multi-platform, so marketers need to use this to their advantage. Diversification of effort using multiple platforms will draw in more customers and success.
14. New Audience Insights Tool:
This new tool from Google is designed to help marketers reach specific audiences with their ads. You can create segmented audiences of past website viewers and purchasers. These lists allow Google to look for closely-related in-market audiences so you can find more suitable audiences for testing.
15. SEO and PPC coming together:
SEO and PPC complement each other so when they are integrated, you will see better results. You can analyze the top-performing ad copy then incorporate that into metadata to create blog posts based on those words and boost organic ranking.
16. Ad copy is changing:
Responsive search ads mean that the copy you used to use may be outdated. You can now include more headlines (up to 15) and descriptions (4) with each search ad. Copy needs to be revised moving forward to get the most from search engines.
17. ROI no longer as important:
ROI is no longer the most important figure used in measuring success. The emphasis now is on launching different campaigns with different goals. This means that low-performing keywords may be kept running since the goal is to make a profit and not to build brand awareness.
18. Big data:
Marketers in 2019 will become more reliant on data provided by advertising platforms as they start to lose control over who they can target. Third-party data will also be used more frequently.
19. Manage your online reputation:
It is all too easy for users to look up your name and see stars rated next to your name. More and more people are using online reviews to decide where to go and if you do not have enough stars, this could be damaging your business.
20. Blockchain technology:
With the rise in cryptocurrencies in 2018, the blockchain craze is here. There is still debate as to the legitimacy of blockchain but applying their technologies to digital marketing could change the relationship between users and marketers. This means changing the way data is collected and blockchain could create an internet browsing experience whereby personal data remains encrypted and up to the user without the search engine getting some of the revenue.
There are always new trends in online marketing strategies and staying ahead will keep you in the top ranks. Changes will continue to roll through the year, making it necessary for you to stay in touch with the latest in online marketing goals and strategies.