Here are some PPC trends to keep an eye on in 2024:
AI and Automation
AI-powered tools and automation are becoming increasingly integral to PPC campaigns.
They’re all the craze in this day and age so it’s no surprise it’s making waves in the discipline.
AI is supposed to make things easier for users and not replace them completely…although, if you’ve watched the movie I-Robot you might disagree.
Using AI, you’ll be able to streamline processes and further optimise campaigns.
The one thing AI can’t do is read emotion, so it won’t know the difference between knowing if your boss is upset about a project, or if they are just in fact, hangry.
But it’s extremely good at reading and analysing data at lightning speed – and data plays a huge role in PPC.
Imagine having an assistant who can interpret 1000’s of data points in the blink of an eye and make a suggestion to tweak your campaign.
That’s what AI can do.
Using integration tools you get help managing bidding strategies, ad placements, and budget allocations.
AI-powered chatbots and personalisation algorithms also enhance the user experience by tailoring ad content and responses to individual preferences.
As a result, AI and automation not only save time and resources but also improve the overall effectiveness of PPC campaigns, ensuring that advertisers reach the right audience with the right message at the right time.
Audience-Centric Targeting
Advertisers are focusing more on audience targeting rather than just keywords.
Leveraging first-party data and building audience segments for personalised ads is a growing trend.
With the vast amount of data available, advertisers can now understand their target demographics, behaviours, and preferences more comprehensively.
This information allows for the creation of finely tuned audience segments, enabling advertisers to craft tailored ad campaigns that resonate with specific groups.
Audience-centric targeting allows advertisers to maximise their budgets for greater efficiency, resulting in higher conversions and engagement.
Business owners should focus on delivering high-quality content that is relevant to their audience.
When you run a PPC campaign that is audience-centric you’re doing exactly that.
Video Advertising Growth
As the song by The Buggles goes – ‘Video killed the radio star’.
You’re probably wondering why we just quoted a popular 70’s song to highlight the growing trend of video advertising in PPC.
The truth is that video did kill radio and it has continued to dominate ever since.
Video content has emerged as a powerful medium to capture audience attention and convey compelling messages.
Voice Search Optimisation
Thanks to Amazon’s Alexa and Apple’s Siri, voice search optimisation is making a big impact in the world of PPC.
Every time you say ‘Alexa’ you’re part of history in the making…in the form of the ever-evolving process of voice search optimisation.
Voice search optimisation involves tailoring ad content and keywords to align with natural language and conversational queries.
PPC campaigns that incorporate voice search optimisation can benefit from improved visibility and relevance, as they are more likely to be featured in voice search results.
Interactive Ads
Boring cookie-cutter ads won’t cut it anymore (excuse the pun).
Interactive ads are leading the way.
What are interactive ads you ask?
These are ads that offer a dynamic and engaging way to capture the attention of online audiences.
Interactive ads invite users to actively participate, making the advertising experience more immersive and memorable.
Features such as quizzes, polls, playable ads, and shoppable content encourage user engagement and interaction, fostering a sense of connection with the brand.
Interactive ads also provide valuable data on user preferences and behaviours, enabling advertisers to refine their targeting and messaging for better campaign performance.
Interactive ads are becoming one of the leading innovative options for marketers to use to attract new customers