2018 was an exciting year in PPC advertising writes Digital Web World’s PPC Manager, Arun. We saw Amazon rise as the first place audiences search for products, AdWords rebrand to Google Ads and Bing launch a huge range of new advert features.
So, will 2019 have as many developments? In this blog we’ll explore some of the new features & trends that might come to PPC in 2019. If you are a PPC agency or want help with PPC marketing, read on.
Audiences rising in prevalence for PPC
Next year we expect to see that keywords will become less important to PPC as the primary focus to trigger delivery of adverts. We expect to see audiences becoming more and more important, quite simply if you’re not using them, you need to start now.
This development will go hand in hand with a move towards greater personalisation in the delivery of Adverts which will entail using other Data Collecting products on PPC channels. These Audience Networks will aid delivery Adverts to individuals that have previously shown an interest in your website or products that are similar to yours.
Automation not keywords
In 2018, we saw a move from many search engines towards Automation, this was key in Google’s Responsive Search Ads (RSAs) and in changes to Exact Match Keywords, symbolising a move away from the traditional manual management of PPC Campaigns.
We expect to see Bid Management & Keyword Variables become managed by the platform you are using for delivering campaigns. We’ll have to be keeping a closer eye on that Negative Keyword List!
Alternative Advertising Platforms for PPC – maximise visibility of your adverts
If you are a PPC agency, you know that traditionally Google is king for PPC. It still is, but we might see alternatives rise in popularity. A good example of this would be Amazon’s “Sponsored Product Ads” in 2018 it emerged as not only a viable platform but an essential one, especially for our B2C clients.
However, other platforms are realising updates that potentially might be just as game-changing.
- Bing: Currently in beta, Bing Ads is testing local inventory adverts that display product stock availability nearby. (Currently in the US, but we expect to see this soon in the UK)
- Facebook: Improved adverts to include a new instant storefront template format that can automatically generate a video with products personalised to users.
- The return of Pinterest: New features allow users to buy directly from a product pin with price and inventory availability. Not only that, but they will also be able to make personalised product recommendations to users.
- Google: Putting mobile first, Google’s local catalogue adverts feature local in-store availability and pricing in an easy scrollable mobile layout.
Credit for these insights (Lisa Raehsler, 2018)
Artificial Intelligence (AI)