At Design Point, we have been closely examining the evolving landscape of PPC marketing for this year and beyond. We have identified several key trends and market shifts that you need to be aware of if you want to stay ahead in the world of PPC.
Economic Factors Will Influence PPC
The state of the economy is always a significant consideration, and this holds especially true today. Rising costs of living and running a business are creating immense pressure in Australia and worldwide, and PPC is not exempt from these challenges.
So, what does this mean for PPC trends in 2023? Budgeting and efficiency will be paramount. PPC marketers will heavily rely on data analysis, such as return on investment and cost per action, to optimise their campaigns and maximise cost-efficiency.
Artificial Intelligence is Revolutionising PPC Marketing
We are in the age of data, and now we are progressively entering the era of artificial intelligence. With advancements like ChatGPT making headlines, PPC marketers are embracing AI in increasingly sophisticated ways in 2023.
Given Google’s affinity for integrating AI into its products, it was inevitable that artificial intelligence would become a vital component of PPC marketing. Marketers can harness AI to predict ad performance, analyse conversion rates, and determine optimal bids.
In addition, machine learning enhances the effectiveness of PPC ad software. Through continuous learning during deployment, machine learning-enabled software becomes more adept at placing successful bids. This empowers automated bidding functions and enables businesses to achieve success in their PPC campaigns.
Balancing Automation and Control
2023 and the years ahead will be about achieving the right balance. Automated features, such as responsive search ads and AI-based forecasting tools, will play a significant role in PPC marketing this year. However, maintaining control and agency over your campaigns remains crucial.
One common misconception about AI and automation is the “set and forget” approach. Setting up campaigns using AI-based tools and automated features and leaving everything to intelligent software is a mistake.
To ensure campaign success, you need to maintain close control over key aspects. Firstly, thorough research is essential to provide accurate inputs and set campaigns within the right parameters. Secondly, continuous monitoring of campaign performance, including automated campaigns, is vital. If results are not satisfactory, manual adjustments should be made promptly.
PPC Integrates with an Omnichannel Strategy
Omnichannel has been a crucial concept in digital marketing for some time now. However, in 2023, businesses must truly understand the essence of omnichannel marketing. Many marketers have mistaken a multichannel strategy for a genuine omnichannel approach, utilising multiple channels without effectively linking them.
Customers’ journeys can take various paths, from direct search conversions to more circuitous routes involving social media discovery and subsequent research on different devices. Understanding your customers’ behaviour and finding effective ways to reach them is essential.
One of the notable trends for this year is placing PPC ads at the core of an omnichannel strategy. By analysing data across all customer touchpoints, you can optimise your PPC ads for success, not just in 2023 but also in the years to come.
Voice Search Integration
Another trend to consider in the evolving landscape of PPC marketing is the rise of voice search. Voice assistants like Siri, Alexa, and Google Assistant have become increasingly popular, and more people are using voice commands to search for information and make online purchases.
To adapt to this trend, marketers should focus on long-tail keywords and conversational language in their ad copy. Since voice searches tend to be more conversational and natural, it’s important to create content that matches these search patterns.
Additionally, optimising your website for local search is crucial for voice search success. People often use voice search to find local businesses or services nearby. Make sure your PPC campaigns include location-specific keywords and target relevant geographic areas.
By incorporating voice search optimisation into your PPC strategy, you can stay ahead of the curve and reach a wider audience in 2023 and beyond.
Stay Ahead with Design Point Digital
Want to stay ahead in the ever-evolving world of PPC marketing for 2023 and beyond? Look no further than Design Point Digital. We are committed to staying ahead of the game, enabling us to develop targeted and effective digital marketing strategies for our clients. That’s why many prominent Australian brands rely on Design Point Digital for their online marketing needs. Ready to take your PPC campaigns to the next level? Reach out to our team today!