Google released a total of 18 Google Ads updates in the last quarter of 2019. These updates are provided so that you can make the most out of your efforts. Moreover, these updates provide you with useful suggestions like setting estimated mainline bids, adding new keywords, fixing ad groups without keywords or ads, etc. If you are a business and have ongoing PPC campaigns, you must keep the latest trends in your mind to take your PPC game on the new level in 2020 and beyond.

So, if you wondering what those top trends are that you cannot afford to ignore, then do not worry! We will shed some light on that. So, continue reading for more!

Also Read – Can ‘Thoughtful Marketing’ Help You Stand Apart Amid Times of Crisis?

5 Important PPC Trends to Watch in 2020

#1 PPC Automation

One of the biggest or popular trends in PPC for 2020 will be automation – the use of Machine Learning (ML) and Artificial Intelligence to automate the labor-intensive work associated with Google and other search engine ads. It is estimated that by 2021, the global automation industry will expand speedily. The market size of this process will also increase from 71.50% to 83.20% by the next year. With automation, you will be in the better state to identify the best bidding strategies for different objectives, set bids according to the conversions, stop low-performing ads and promote the ones delivering the best results, generate performance reports of the ads automatically, and much more.

#2 Artificial Intelligence

Well! For AI, we can only say that it is here to stay! It is anticipated that the economic impact of AI will reach up to $15.70 trillion by 2030. And when it comes to PPC, it will help marketers to create more powerful and result-driven campaigns. It will especially useful to foresee the CTR of future ads, evaluate the ads’ impact on quality scores, know the possibilities of conversions, bids analysis to ensure maximum traffic, keywords optimization, etc. Since AI is smart enough to learn the behavior of your targeted audience, it can create ads more accurately to improve the overall performance of a PPC campaign.

#3 PPC and Video Ads

Before anything, just look at the following stats first:

  • By 2022, around 82% of all consumer and business traffic will directly come from videos which were nearly 75% in 2017
  • In 2019, almost 78% of people watched so many videos online every week
  • People tend to remember nearly 95% of the messages from videos
  • 92% of mobile users admit that they love to share videos with family and friends
  • Almost 58% of people count on a brand having more videos

So, now you will have a fair idea about PPC and video ads. Hence, you must adapt to the vertical video ads of Google. However, you will need the ‘full-funnel’ video strategies designed by a professional and trusted PPC company in India to manage ‘skippable’ and ‘non-skippable’ in-stream ads and 6-second bumper ads.

#4 PPC Campaigns and Voice Search

Voice search is the future! So, you must focus on creating PPC campaigns according to this trend! We are emphasizing on this because:

  • By the end of 2020, around 50% of all searches will only be based on voice
  • By the end of 2020, nearly 50% of customers be will be using voice search for shopping
  • By 2022, voice search based commercial sales will reach up to $40 billion

In case you fail to do so, you will miss out on something truly beneficial for your business. You must have heard about Alexa, Siri, OK Google, etc. These devices will decide the path of future PPC ads. So, it is good to start working on this strategy from now onwards. As a bonus, you can also use ‘call extensions’ on all your PPC campaigns to allow the searchers to call you directly through voice search.

#5 Alternative PPC Platforms

When it comes to PPC ads, Google and Facebook are the platforms that have dominated the sector with 37.20% and 19.60% of the total digital market respectively. However, people are now ready to spend more time on other niche platforms as well. For instance, more and more professionals are moving towards LinkedIn for official interactions while shoppers are using Amazon for shopping. It is one of the main reasons why you should consider other platforms in 2020. In addition to LinkedIn and Amazon, other options include Quora, Bing, AdRoll.

Wrapping Up

As a business, you must leverage these popular PPC trends to get the maximum benefits from your PPC ads. All these trends will not only help you multiply your profit but build trust among your targeted customers.