Posted: 24 Feb 2020 Contributor: Matthew J Fritschle
11 PPC Trends that B2B Businesses Should be Aware of in 2020
In an increasingly competitive world, you want to make sure you’re getting the most out of your ad budget. With new Pay-Per-Click (PPC) strategies emerging all the time, it is painfully evident that if you’re following the PPC trends 2019 had to offer, then your PPC strategy for 2020 will suffer as a result. However, with so many new updates occurring at a seemingly faster and faster rate it is becoming increasingly difficult to know which ones are worth paying attention to and which ones will just be a waste of resources.
Last Year Roundup
Sometimes before you take a look ahead at the newest PPC trends, it’s wise to step back and see where you’ve just come from. Google released a ridiculous 18 updates in Google Ads in just the last quarter of 2019 alone, including new extensions for YouTube Ads, responsive search ads being now available to all advertisers and keyword planner updates to name just a few.
As well as this, Microsoft began testing AI-powered recommendations in their Advertising Editor while with their recent advances in the field, implementing an Amazon PPC strategy 2020 should be strongly considered.
Changes Coming to Google Ads from #GoogleMarketingLive 2019
Google uses this annual event to inform business owners and marketers about the features and products they can expect to see rolled out in the future and 2019 was no different. There was a slew of new product announcements so whether you’re an advertiser, an agency, or an online consumer, you’ll want to get to grips with how these changes are going to impact the browsing and advertising experience.
Some of the biggest and boldest announcements from the event included:
- YouTube Bumper Ads - YouTube is incredibly valuable to marketers. That’s not new but the ability to create sleek, professional bumper ads for YouTube videos is. Introducing something called the ‘Bumper Machine’, companies can now turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads to forge a memorable impression on their target audience.
- Optimized Smart Bidding - At the event, Google announced three big improvements to smart bidding capabilities. Namely, you can now choose conversion actions at the campaign level, create conversion actions set across multiple campaigns and set rules to adjust conversion values based on audience types. All of this so you can maximize your ROI opportunities.
- Local Campaigns - People research on their smartphones before heading into a physical store and Google is now letting you capitalize on this. Now you can promote physical stores across Search, Display, Maps, and YouTube—to all advertisers. Once you’ve provided your store locations, ad copy, imagery, a budget, and a bid, Google Ads will optimize the ad and try to maximize foot traffic.
11 PPC Trends That B2B Business Should Know in 2020
When it comes to your paid search terms, 2020 is a great chance to capitalize on some of the growing trends that will emerge throughout the year. When building and planning your ‘PPC Strategy 2020’ understanding what the trends will be for the coming year is all-important to achieving the successes you want. So let’s take a look at some of the biggest trends we’ll see in 2020 and how you can use them effectively:
1. PPC Automation
One of the biggest trends for the year ahead will be PPC automation. While not an entirely new concept, it will begin to play a much more integral role in facets such as ad testing. With automation incorporated into your campaign, it will allow you to calculate effective bidding strategies for different goals, set bids to generate as many conversions as possible at a set target CPA and stop low-performing ads while prioritizing ones generating the best results.
2. Video Is King
We already mentioned the importance of the changes made to bumper ads but businesses will need to involve video into their PPC campaigns at every level, especially when it comes to adapting to Google’s vertical video ads. To further maximize your video reach capabilities, you can now choose between a mix of TV and online video ads. As people usually remember 95% of a message when it’s in video form, implementing it successfully into your 2020 strategy should be a no-brainer.
3. Artificial Intelligence
When it comes to PPC, AI will allow marketers to create more effective ad campaigns. This is especially true in regards to predicting the future CTR of ads as well as identifying customers who are most likely to convert and analyze the bids that are most likely to garner maximum traffic. As AI learns more about your audience’s behavior, it will be able to create targeted ads in order to improve the performance of your PPC campaigns.
4. Greater Use of Smart Bidding
Consumers research in a variety of ways so keeping on top of campaign optimizations can become a challenge for marketers. Smart bidding takes away the pain of manually optimizing each ad campaign and helps advertisers improve overall ad performance. In the year ahead, Google is set to introduce value rules which will enable advertisers to differentiate conversion values based on characteristics such as location, device and audience.
5. Voice Searching
By 2020, 50% of all searches will be voice-based and by 2022 half of all consumers will be shopping using their voice. Businesses that are not creating PPC campaigns for voice searches will miss out on being featured in any voice search results. By researching current search terms, focusing on long-tail keywords and question phrases, you can build a list of keywords and phrases that need to be incorporated to fully optimize your existing campaigns.
6. VR ADs
As more people spend time in virtual reality worlds, it opens up a new realm of opportunities for advertisers with one of the benefits being viewers are able to try a product before committing to buying it. VR technology uses eye-tracking technology to activate an ad and can provide insights into what parts of the screen viewers are looking at interacting with. These type of ads will also help consumers learn more about your products and interact with your company in new and exciting ways.
7. Masthead on TV
With the YouTube Masthead, a digital billboard placed on YouTube’s homepage for 24 hours, on TV screens, advertisers can now reach a much wider audience than was previously possible, no matter where they may be watching. The Masthead autoplays after just a few seconds on all compatible devices so when coupled with home feed placement, advertisers will be at the center of YouTube on TV screens. With 250 million hours a day of YouTube being watched on TV screens, this is an area marketers can target heavily in 2020.
8. Google AdMob
Google AdMob, advertising on mobile, offers smarter analytics and reporting features to unlock new insights that will help you improve your app. AdMob insights alert you as soon as the system detects abnormal changes to your key metrics such as CPM or impressions. You will also be notified if the changes in your app are affecting the overall user experience. New features introduced include informative user engagement cards regarding metrics and comparison reporting that allows you to compare two metrics in the same chart and discover useful trends.
9. Smart Segmentation
Launched in 2019, smart segmentation helps gaming app developers generate revenue out of non-spending players. By using machine learning it segments users based on the probability of whether they’ll spending money within an app or not. Ads will then only be displayed to users who are unlikely to make an in-app purchase. Not only does this help protect user experience for your purchasers, but it can also grow your revenue via the ads themselves.
10. Ads Data Hub
Google announced that they will stop allowing third-party pixel tracking on YouTube starting in early 2020 because of security concerns and therefore they have begun investing in Ads Data Hub. This will give marketers with comprehensive reporting to understand the effectiveness of their ads across screens and provide more specific insights into evolving consumer behavior.
11. Alternative PPC Platforms
While Google and Facebook have dominated the industry, people are now spending more time on different platforms and your PPC services need to reflect this accordingly. More and more professionals are now interacting on LinkedIn instead while shoppers are spending more time involving Amazon. Other platforms such as Quora and Bing are also ways you can diversify your overall ad spend.
Leveraging the current PPC trends is a great way to get the most out of your PPC advertising campaigns. While automation and AI will change the way businesses create and run ads, there will be a significant uptake in the number of video ads, including VR, across a variety of devices. As well as this, marketers need to optimize their ads for voice search and incorporate alternative PPC platforms. By doing this and staying up-to-date with industry developments, generating improved results from PPC campaigns in 2020 should be something that is easily achievable.