If you’re an online marketer or someone looking to advertise your own wares online, you may have come across Pay-Per-Click (PPC) marketing and may even have dabbled in it a little bit yourself. Google are one of the biggest names in… well everything to do with the Internet and their PPC offering is one of the most popular on the planet.
What exactly is PPC advertising?
Pay-per-click advertising is popular because it is both cheap and delivers impressive results.
With PPC, advertisers don’t pay for ads as such or for impressions (that is how many times someone sees your ad) but instead pay a fee every time their advert is clicked. The fee can vary depending on a number of factors, like how popular the advertising channel is, but because you only pay when an interaction occurs, you can be sure that the people reaching your products will have a vested interest in what you do.
What are the current trends in Google PPC?
Digital advertising evolves at a constant rate and keeping abreast of what works and what doesn’t in the realm of Google PPC can be a tricky thing. To help you out we’ve compiled a list of some of the biggest Google PPC trends to be aware of in 2020.
1) Automation and Artificial Intelligence are going to be huge
Have you heard of Amazon Alexa? What about Google Home? Both technology giants have spent billions creating internet-dependent devices that help you manage your home’s electronic functions. But that’s not all they do. Both devices capture user data more effectively and in more innovatively than ever before and with this data you can understand patterns of behaviour and target marketing information more effectively. Google have already begun to tap into this well of user information for their PPC offerings and this is set to continue over the coming years.
2) Organic results in Internet searches are going to continue to decline
Who scrolls through to the fourth, fifth, or sixth page of search results anymore? Nobody, that’s who. Getting your content and adverts onto the first page of a Google search is going to be vital for the success of your marketing strategy.
3) Coronavirus has us all going local…and a cleaning frenzy
The COVID-19 pandemic has been a human tragedy that has impacted on all areas of society while causing a huge amount of deaths and a vast slump in global economies.
But, in terms of Google PPC advertising (and online marketing in general) the virus hasn’t been all bad with a marked increase in searches and advertisement clicks. This is mainly down to more people staying at home due to lockdowns and having to do more online shopping as a result. With extra people online, advert clicks and local searches, that is searches for people who sell goods in your area, have exploded. As have searches for cleaning products as people try to keep this horrible virus at bay.
4) Buying keywords are key
With more people online searching for items to buy, searches that begin with buying keywords have risen by 65%. Words like buy, purchase, cheapest, and best price have become some of the most searched for terms and if you aren’t using them in your marketing strategy then you’re missing out.