With businesses and consumers adapting to the new marketplace and shifting their approach to consuming information online, staying ahead of the curve and evolving along with the changes is crucial. We have spent some time looking at the latest PPC marketing trends and the market shifts that you need to be aware of. Here are they:
- Economic Woes will Impact PPC
There is no denying the fact that the economy is a hot topic. The cost of living and the cost of running a business exerts extraordinary pressure in Australia and other parts of the world. PPC will not be immune to this. So, what does this mean for the PPC trends in 2023? Budgeting and efficiency will be on the high agenda. PPC marketers must leverage the data like never before, analyse the returns on investment, and consider the costs per action and critical pieces of information while they try to make the campaigns as cost-effective as possible.
- AI is Becoming a Key Aspect of PPC Marketing
As per the best PPC companies in Perth, we will soon be in the age of AI. AI-based solutions will be making headlines, and PPC marketers are looking beyond this in 2023 and harnessing AI in much more sophisticated ways. Google loves to integrate AI into their products. There is no denying that AI is always going to be a part of PPC marketing, and this is going to continue in the future. Marketers can use AI to forecast the performance of the ads before they are deployed, analyse the potential conversion rates, and settle on the perfect bid.
Meanwhile, machine learning makes PPC ad software much more effective. During the deployment, machine-learning-enabled software can help in learning more about successful bids, empowering the automated bidding functions to help a business in succeeding with PPC.
- Close Control is Still Vital
Not just 2023, the next few years will also be about balance. Yes, automated features like responsive ads, i.e. the ads that are displayed according to different signals like user device, browser preference, past browsing behaviour and AI-based forecasting tools, will play a huge role this year. However, you shall still need to maintain complete control over the campaigns. One of the most common and major misconceptions about AI and automation is we are heading towards a “set and forget” situation. Simply put, you shall set up the campaign using AI-based tools and automated features and let the intelligent software do the rest of the work.
However, this is a mistake. According to the best PPC companies in Perth, it is better to retain close control over the aspects of the campaigns that demand it. Firstly, you must ensure that you are doing the necessary research so that the inputs that you provide are up to scratch and the campaigns are performing within the right parameters. Secondly, you must continue monitoring the campaigns’ performance, especially the automated campaigns. Again, this is to make sure that they achieve the right results.
- PPC Must Fit in an Omnichannel Strategy
Omnichannel has been an important part of digital marketing for quite some time. What changed in 2023 is you must be aware of what your customers are up to and understand how you can reach them. A customer journey can take lots of forms. It could be a simple one where a customer enters a search engine query, finds a product and converts, or it can be a bit more circuitous where a customer hears about the product on social media, saves the post to their favourites and then returns later to another device to research the product further.