PPC Marketing is a proven non-organic digital marketing strategy to get better and faster results for businesses worldwide. In 2023, experts expect major macro-level trends and marketing changes that will shape the industry and impact PPC campaigns.
Here are five factors to consider while creating an effective PPC campaign this year.
- Automation and Artificial Intelligence
Automation has emerged as a key PPC trend for the year 2023. Google has been working on automated bidding strategies for PPC advertisements. Plus, the search engine giant continues to promote automation-driven PPC campaigns. Those businesses running product ads on different channels can save a lot of time and work with automation.
Artificial Intelligence and machine learning will make a big impact on PPC advertisements by 2030. Digital marketing agencies will be able to target the audience, forecast CTR, and carry out successful bidding using automation.
In 2023, businesses should look to implement the right mix of automation, AI and self-management in their PPC marketing strategy.
- Global Economic Slowdown
Digital marketing agencies are already feeling the heat from the global economic slowdown. Lower and tighter marketing and advertising budgets, stricter spending and focus on ROI and results have gained prominence.
In such an environment of uncertainty, PPC marketers need to do smart work. First of all, find out the top-performing PPC strategies and tactics that have so far worked and make an investment in them.
Secondly, conduct PPC campaign audits regularly to find optimization opportunities. It will help in eliminating low-quality keywords and targeting relevant keywords. Auditing landing pages, finding areas for improvement and optimising them will enhance user experience. This, in turn, can make PPC campaigns sustainable and may bring quality leads.
- Microsoft Ads
Google is, without a doubt, the leader in the PPC marketing industry. However, the recent updates from Microsoft have impressed digital marketers and PPC experts. Microsoft has expanded its ad offerings and geographical reach. Lower costs and multimedia ads are new innovations driving interest towards the platform.
Some other Microsoft advertising features are listed below.
- Action Extensions
- Review Extensions
- LinkedIn Targeting
- Competition Insight
It is a good time to explore new avenues in PPC marketing, especially if it suits your industry, location and budget. In addition, businesses can look to experiment and test the platform.
- Combining Search and Social
PPC advertisements are constantly evolving. Marketers are no more limited to Google or Microsoft. Instead, the multichannel expansion approach is fast gaining popularity to meet the business demands for growth and profits.
Therefore, some of the alternative platforms that can be considered in 2023 include Facebook, LinkedIn, Twitter, Amazon, etc. Find out where the target audience spends their time and test ads on those platforms.
In 2023, Omnichannel marketing is also trending. It allows brands to track all customer interactions across all channels.
- ROI
PPC is one of the powerful tools in digital marketing services that help businesses to stay competitive and gain an edge over competitors. Therefore, businesses should keep tracking and monitoring return on investment with their PPC campaigns. Click-Through-Rate (CTR), Cost-Per-Acquisition (CPA) and Cost-Per-Click (CPC) must be considered and should align with the PPC strategy.
HTIC is a leading digital marketing agency in Dubai offering effective, successful and result-oriented PPC marketing services. For more details, contact us at any time.
