Posted: 24 Feb 2020 Contributor: Matthew J Fritschle
11 PPC Trends that B2B Businesses Should be Aware of in 2023
As the world becomes increasingly digital, pay-per-click (PPC) advertising has become an essential tool for businesses to reach their target audience. In 2023, we can expect to see some exciting trends in the PPC landscape, particularly for B2B businesses.
According to a recent study by Statista, the global digital advertising market is expected to reach $526 billion by 2024, with PPC advertising accounting for a significant portion of this growth. B2B businesses need to stay up-to-date with the latest trends to remain competitive in their industry.
In this article, we will explore 11 PPC trends that B2B businesses should be aware of in 2023 to stay ahead of the curve.
2022 PPC 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.
Let’s take a look at some of the most prominent trends from 2022:
Increased emphasis on video advertising: Video has become one of the most effective forms of content marketing, and this trend is set to continue in 2023. Businesses will be investing more in video advertising to reach a wider audience and increase engagement.
Greater use of automation and AI: Automation and AI are transforming the PPC landscape by making it easier for businesses to manage their campaigns. In 2023, we can expect to see more businesses adopting automation and AI tools to streamline their PPC campaigns.
Focus on mobile-first advertising: With more people using mobile devices to access the internet, businesses will be focusing more on mobile-first advertising. This means creating ads that are optimized for mobile devices and targeting mobile users with more precision.
Greater emphasis on local advertising: As the world becomes more localized, businesses will be focusing more on local advertising. This means creating ads that are targeted at specific geographic locations and using location-based targeting to reach a more relevant audience.
Rise of voice search advertising: With the rise of smart speakers and voice assistants, businesses will be investing more in voice search advertising. This means creating ads that are optimized for voice search queries and targeting users who use voice search.
Increased importance of privacy: With data privacy becoming a major concern for consumers, businesses will be investing more in privacy-focused advertising. This means creating ads that are transparent about data usage and using privacy-focused targeting to reach more privacy-conscious consumers.
Greater integration with social media: Social media has become an essential part of the PPC landscape, and this trend is set to continue in 2023. We can expect to see more businesses integrating their PPC campaigns with social media platforms to reach a wider audience and increase engagement.
Google News Worth Noting
Some of the Google News Worth Noting are:
- Google is prioritizing trusted news sources in its search results and news feeds.
- Enhanced fact-checking capabilities to combat misinformation.
- More personalized news feeds based on user interests and preferences.
- Improved coverage of local news, with more localized news content appearing in search results and news feeds.
- Increased support for multimedia content, such as video and audio, in its news feeds.
- Improving transparency around its news algorithms and ranking systems.
Upcoming Google Ads Update
Google has introduced a new feature to help digital marketers improve the performance of their Performance Max campaigns.
New features include banner ads, page feeds, and easy video creation. In addition, new reports and insights allow advertisers to see conversions, conversion values, costs, and other metrics at the property group level.
Let's take a look:
One of the new features that Google is rolling out is the removal of campaign levels, which will provide additional control over Performance Max campaigns. Advertisers can opt out of their branding process and choose from a list of other brands to be excluded.
This feature will help to prevent traffic from many false keywords and check marks in foreign languages. Exclusions will also guarantee that Performance Max campaigns will not serve up brand queries that advertisers want to avoid.
Get ahead of the competition and win the SERP
Identify and analyze competitor keywords, organic traffic, and top pages. Use their weak points to pass the audit and win new business.
Video creation is easy
To help deliver high-quality video ads, Google has incorporated video creation tools into the Performance Max campaign settings and editing workflow. Previously, this feature was only available in the resource library.
Advertisers who have always wanted to create video ads but don't have the resources or time to do so can now take advantage of this.
Latest news and information
To help advertisers understand and analyze their results, Google is introducing new reports and insights.
Soon, advertisers will be able to see conversions, conversion values, costs, and various other metrics at the property group level. Google is introducing a budget reduction analysis that will help advertisers identify opportunities to improve their budgets and performance.
Advertisers can see how much their campaigns have spent and are expected to spend, as well as their current and forecast conversion performance. With this information, advertisers can understand the speed of their advertising and whether there is room to change or allocate their budget to make other changes.
11 PPC Trends in 2023 That B2B Business Should Know
As we progress into 2023, we’ve already seen so many digital advertising trends 2023 takeover. So, on that note, let’s take a look at some of the paid media news we’ve come across so far.
Increased focus on artificial intelligence and machine learning: AI and machine learning will continue to play a crucial role in PPC advertising in 2023, with new advancements in automation, optimization, and personalization.
1. Greater emphasis on privacy and data protection: Following recent regulatory changes and user concerns, PPC advertisers will need to prioritize privacy and data protection in their campaigns.
2. More personalized ad experiences: Advertisers will need to create more personalized ad experiences that cater to individual user needs and preferences.
3. Expansion into new channels and platforms: PPC advertising will expand into new channels and platforms, such as voice search and augmented reality, providing new opportunities for B2B businesses.
4. Increased use of video and interactive content: Video and interactive content will become more prevalent in PPC advertising, allowing B2B businesses to engage with their audience in new and innovative ways.
5. More sophisticated audience targeting: Audience targeting will become more sophisticated, with new options for targeting based on demographics, interests, behaviors, and intent.
6. Increased automation and optimization: PPC advertising will become more automated and optimized, with new tools and features that help advertisers achieve their campaign goals more efficiently.
7. More emphasis on mobile optimization: Mobile optimization will continue to be a key factor in PPC advertising, with advertisers needing to create ad experiences that are optimized for mobile devices.
8. Greater use of voice search: Voice search will become more prevalent in PPC advertising, with advertisers needing to optimize their campaigns for voice search queries.
9. Increased importance of local search: Local search will become more important in PPC advertising, with B2B businesses needing to focus on local SEO and creating ad experiences that cater to local audiences.
10. Greater emphasis on omnichannel marketing: PPC advertising will become more integrated with other marketing channels, such as social media and email marketing, as part of a broader omnichannel marketing strategy.
11. Social media taking on e-commerce: Social media platforms are also investing heavily in e-commerce capabilities, allowing businesses to sell products directly within the social media platform. This trend means that businesses can now leverage social media advertising to not only drive traffic and leads but also generate sales directly from the platform.
It's important to note that these trends may evolve or change over time and that B2B businesses will need to stay up-to-date with the latest developments in PPC advertising to remain competitive in their industry.
Leveraging the current PPC trends is a great way to get the most out of your PPC advertising campaigns in 2023. 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 advertising campaigns in 2023 should be something that is easily achievable.
This blog post is Last updated on April 24th, 2023.