Like SEO, Pay Per Click (PPC) Ads are continuously changing; the big players in PPC are always offering new features and refining how the process works. Changes are coming in 2020 and here are a few you are likely to see.
Improvements to Automated Bidding with Google
Google’s automated bidding process for PPC will improve in the way it identifies and targets PPC opportunities. What does this mean for you? It means that you may see better Cost Per Action (CPA) rates. The best way to find what works with automatic bidding is the same as with manual PPC, A/B tests to find what works well for your company.
Simply put, audience segmentation is categorizing the way people interacted with your company based on what pages they visited on your website, through social media or YouTube. They can next be sub-categorized by the products they purchased on your site, the post they reacted to on social media, and the videos they have viewed. They are next put into “buckets” that will determine what PPC ads you should use for that demographic and how much you should bid. Google has a tool in your ads account that you can use to create audience lists based on the buckets. Audience Segmentation will allow you to get a higher return on investment with your PPC ads.
Integration of SEO and PPC
Search engine optimization (SEO) is just an essential tool as PPC, and when they are used in conjunction, they create a powerful way to reach potential customers. How can you use PPC to enhance your SEO in 2020? Here are some tips.
Use the best performing keywords in PPC in your SEO to improve your search engine results page (SERP) rankings.
Use SERP data to decide which keywords you should be paying for in PPC.
Make PPC part of your company’s SEO campaign to increase visibility on results pages. A high SERP ranking along with a PPC alongside it will be sure to get a user’s attention.
Use content from successful PPC ads to write effective metadata and improve your SEO results.
With the rise of smart speakers and digital assistants on smartphones comes the inevitable increase in voice searches in 2020. According to Campaign Live half of all internet, searches will be voice searches. Why is that important? Because when someone voice searches on a mobile device, they speak conversationally and in most cases that is different than how they type in a search box. Make sure to use conversational language in your PPC ads to ensure they are shown when a customer does a voice search. Paid voice searches may also appear sometime in 2020 on smart speakers, but as of now, there have been no announcements by Google or Amazon.
By being aware of the trends in PPC, you can take get an edge over your competition and get an edge that will let you spend less on your PPC campaigns while delivering improved results.