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Follow these Top Powerful PPC Trends & Tactics

Adithya Kumar

December 23, 2022

The need to have a brand or business noticed in the digital space is the only way to survive in the business world. Even the smallest brands can conquer the online domain and make waves if the right marketing strategies are implemented. One proven way to get your brand under the spotlight is using pay-per-click campaigns on search engines and social media portals. These are considered paid forms of advertising for brands. 

This advertising is effective because you can target your ideal customer thanks to the audience lists compiled by search engines and social media portals. These narrow down the most likely people who will interact with your brand and those who will benefit. The images and messaging you use in the ads are vital to earning conversions through PPC marketing.

The year is almost over, but PPC will still be needed to market to customers for a brand. It would be critical to ensure that you are ahead of the curve and understand how PPC changes yearly. This is why determining the PPC trends for 2023 would be detrimental to your business’s growth. While some trends stay the same, some are new and must be considered for your next brand PPC campaign.

Listed below as the newest PPC trends tactics for 2023:

PPC Automation 

Automation in marketing is not new, and Google introduced automated bidding strategies in 2019. This was an effort by the platform to have users trust automation to manage their ad campaigns and give people feedback on the results of these activities. PPC automation has many benefits, from tracking progress to optimizing bids to testing ads. For these reasons, PPC automation will be a trend in 2023 to remind users that machine learning is highly reliable to an extent and should be worked with and not against.

In terms of PPC, automated systems can take on the grinding work that involves collecting data, creating reports, monitoring spending and so on. This frees the marketer to focus on other more critical areas of advertising, such as ad content. It is predicted that in 2023, there will be a spike in the use of first and third-party automation systems by brands. Automation will also assist evaluation systems in leveling the digital space against big brands with unlimited resources and an advertising foothold in the market.

Even though PPC is automated, you may need a strategy to effectively utilize these systems to your brand’s advantage. Your next PPC strategy can involve using scripts to automate workflow, automated software to give users recommendations on ads, and allowing Google ads to optimize your campaigns using performance max campaigns. In addition, you can use any open-access machine-learning algorithms in your 2023 PPC strategies. An excellent example of these algorithms is Google’s BERT.

If you are interested in building your PPC automation system, 2023 is the perfect time to start. This will give you more control over finding the perfect audience and help you reach your advertising goals more effectively. This might be new to you and your business, so start by automating small tasks first to distribute your team’s workload. This will also give you a competitive edge over your rivals if they haven’t automated their systems. There still needs to be a human touch between automation and machine learning. The perfect balance within a PPC strategy is what will bring success to your ad campaigns. Automation will cut down the time and effort spent on adjusting bids and give you more time to observe the campaign’s overall performance.

Artificial Intelligence

Artificial Intelligence

Over the past decade, the effectiveness of AI has drastically improved into becoming a sustainable outlet of reliability and effectiveness. AI has impacted every industry in the digital space. In terms of e-commerce and marketing, the ability of AI to streamline processes and operations has benefited brands worldwide. When you look at PPC, AI has become a trustworthy partner for paid consumer advertising. 

AI has assisted marketers in creating pre decided results through diagnostic capabilities, which help brands acquire more consumer traffic. AI also sieves through the effectiveness of keywords to give users the most advantageous options. You can expect decisions to be made based on predictions of CTR (click-through rates) of ads that were determined with AI. A brand can use AI to calculate consumer conversion rates of a brand website or portal. AI can analyze the overall performance of an ad, and the future results of such an ad can be reported. This kind of data can assist brands in making data-driven decisions for their PPC campaign.

AI is continuously improving, so it would be an excellent idea to ensure you are ahead of the learning curve with updates about more advanced AI technologies being introduced into the market. Even search engines and social media portals where AI drives their advertising tools will be updated, and their algorithms will be changed. Being familiar with how AI performs gives you and your brand a competitive edge in 2023.

Social Media 

Social media has been the driving force for many brands over the past five years, especially during the pandemic. From a marketing perspective, social media has been the perfect outlet to reach consumers and show that a brand has a human touch to business. So it is no surprise that social media will trend in 2023 since 70% of people check one social media platform monthly. 

If you still need to implement a PPC marketing strategy to market your business on social media, it is time to rethink the power of those platforms. A significant portion of the younger generation is on social media platforms like Facebook, Twitter, Instagram and Pinterest. This is an important segment to keep in mind; they are potential future customers.

Running PPC ads on social media platforms is always a good idea. While most marketers use Google and Facebook as their forerunners for paid advertising, it might be time to seek other platforms in the coming year to improve your chances of finding the digital spotlight. 

Apart from the usual social media contenders, TikTok has proved to be a very influential platform in the digital world. This platform is growing every day, with thousands of new users joining. This poses a perfect opportunity for PPC advertising. Every social media platform is projected to grow in the next few years, as seen in the image below. Tiktok being a new platform, is projected to grow dramatically. 

Worldwide social network users


Some marketers have seen this as a goldmine and used the platforms to engage with consumers with interactive full screen ads. The platform has also linked up with Shopify to streamline marketing on TikTok and make it easier for brands to direct consumers to the necessary product or purchase brand pages.

Voice Search Ads

Everyone has used Siri or Google to search for a product or service using their voice. This has become more common through the advancements of mobile phone UIs. Voice searches are a severe contender for advertisers to target with PPC campaigns. It was recorded that in 2022, 50% of shoppers are projected to use voice searchers and rack up sales to up to $40 billion. Digital assistants will continuously be used as our days get busier, which indicates that voice searches will continuously increase. 

In 2023, you can expect it to be no different. Brands pushing for voice search ads are opening themselves up to an enormous consumer pool just waiting to be engaged. Consumers want to be told about deals and offers through voice searches and reminded about the same. A PPC campaign can be ready for such a trend if a few tips are kept in mind. The first is to optimize your campaigns for mobile phones. It was observed that 20% of searchers on mobile devices are voice-based. You must ensure your brand website is mobile-friendly. A bad mobile customer journey can lead to fewer conversions for your business.

The next tip is to utilize long-tail keywords in searches. Specifically, use of these PPC keywords that will come up in local searches. It was observed that many consumers were using voice searches to find local businesses. Finding consumers nearby would benefit the business if you are a local business. The last tip is to include question-based and conversational keywords. This is important since 65% of all voice searches are conversational. To target these keywords, you must include question-based variants, such as who, what, when and where. These tips come in handy the next time you set up PPC ads for yourself or your business.

Video Ads

Video Ads

Video ads are one of the most reliable paid search trends in 2023 that you’ll want to implement in a marketing strategy. A majority of people say videos help them make purchase decisions. When you see the impact of video on consumers, you know you need to integrate more videos for pay-per-click advertising

Thankfully, Google has made it easier for you to create and design ads with your YouTube content over the last few years via creative tools such as Bumper Machine. This program will automatically generate 3 or 6-second editable bumper ads based on videos longer than ninety seconds posted on YouTube. 

CTV advertising outside platforms (such as Hulu) becomes increasingly available even if they’re still new opportunities for small businesses looking to get started with social media marketing via branded video posts. Remember that these advertisements also play a big part in social media. For example, 33% of all users who watch uploaded videos do so from brands.

The year is almost over, but you can still head ahead of your competition in the next year. Take this time to find the PPC trends that suit your business and experiment with those you are skeptical about. Be sure to track your progress and monitor any anomalies. Technological advancements such as AI and machine learning have made the lives of consumers and marketers much more effortless. Take full advantage of how easy it is to access that kind of technology and give your consumers exactly what they want. 

Learning everything from scratch might be time-consuming if you’re running a business. That’s why an expert PPC agency like SV Digital can handle all PPC services for your business. Contact them today to boost your brand’s PPC growth in 2023. 

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