The Future of PPC Advertising - Trends to Watch Out For in 2023

The Future of PPC Advertising - Trends to Watch Out For in 2023
10 min read
29 March 2023

In an ever-changing world of digital marketing, it’s important to stay up-to-date on the latest PPC trends. Here are some of the best to watch out for in 2023:


Artificial Intelligence (AI) is a powerful tool that can help improve data processes and efficiency. It can also analyze data and predict results, saving you time and money.

Artificial Intelligence

Artificial Intelligence is a growing trend that can take your PPC campaigns to new heights. It can help you write ad copy that converts, and it can also automatically optimize your ads so that you spend less money on clicks while making more money on conversions.

AI technology is not new, but it has made incredible strides in recent years. In addition to helping us perform tasks faster and more accurately, it has helped to create an environment where human errors are less likely to occur.

Using machine learning, AI algorithms can learn from historical data to identify key phrases that are most likely to lead to conversions. This process is much faster than humans can do, and it can make a big difference to your PPC campaign’s success.

Another way that AI can impact your PPC campaign is by allowing you to target specific users who are likely to convert. For example, if you run a high-end fashion retailer, you could limit your ad spending to users with a certain income level or location. This is a smart strategy because it saves you money and increases your chances of making a sale from the right audience.

However, you must ensure that you don’t overspend on keywords that are unlikely to drive any conversions. This will upset customers who are already interested in your product or service and it may turn off future customers.

The only way to avoid this is by integrating your PPC advertising services and offline marketing data into an AI-powered platform that can determine which users are more likely to convert. This can be done through a combination of keyword research tools and real-time data from your customer relationship management (CRM) and marketing automation systems.

In the future, AI can be used to provide a more personalized experience for your consumers. This means that your ads will be more relevant to their interests, needs, and purchasing behavior. This is an exciting prospect for marketers because it means they can offer their consumers a better shopping experience and boost revenue.

Smart Bidding

Smart Bidding is a type of automated bidding strategy that gives Google Ads (formerly known as Google Adwords) the power to optimize your bids. It can help your PPC campaign get more conversions by optimizing for keywords that are likely to generate the best results.

However, it's important to understand that enabling these strategies requires some work on your part. It involves setting up a conversion tracking system, ensuring that your ads are targeting the right keywords, and monitoring your results. It also requires that you have at least $50,000 in ad spend over 90 days.

Once you've met these requirements, you're ready to test out Smart Bidding. The next step is to choose the right strategy for your needs. There are a number of options to choose from, including Target CPA, Target ROAS, Maximize Conversions, and ECPC.

Target CPA is a Smart Bidding strategy that aims to maximize conversions while reducing costs per click. It works by analyzing your keyword performance and your past conversions to set your optimal cost-per-click for each bid. It also takes into consideration the user's location, device, and day and time to ensure that your bid is as close as possible to the expected conversion value.

Using this strategy will also allow you to set up your ads to reach the most targeted audience possible. It can help you reach new audiences that might not be able to be found via other bidding techniques.

It can also be used in conjunction with Maximize Conversions and ECPC bidding to maximize your ROI. This strategy is especially useful for campaigns that have a high goal return on ad spend and want to maximize their conversion value.

When launching your campaigns with Smart Bidding, it's essential to ensure that you have enough data for the algorithm to learn from. It's recommended that you have at least 15 or 30 conversions within the last 30 days and that your ads are only targeting quality conversions.

While it's important to understand the process of implementing these strategies, it is equally critical to be willing to let them learn. Google recommends allowing the algorithms to learn for two weeks before making any changes. This can be difficult for advertisers who are accustomed to manual bidding, but it can save them valuable time and improve their results.

Audience Targeting

Audience targeting is a powerful strategy that can improve the performance of your PPC ads by allowing you to target specific groups of potential customers. In its simplest form, it allows you to select criteria that narrow the audience your ads will reach and increase your return on investment (ROI).

The most successful audience targeting strategies combine first-party data with third-party data to help target audiences across online channels. This allows you to segment audiences based on their interests, behaviors, and demographics.

You can then use that information to create targeted campaigns for each group. This is important for increasing your conversion rates and overall ROI on your ads.

It also makes it easier for you to optimize your campaigns so that you are only spending your budget on those parts of your audience with the highest conversion rates. This can save your company money and time in the long run, while maximizing your ROI.

There are a number of different data sources for PPC audience targeting, including first-party data from your business and third-party data, which can be obtained from outside sources. Both types of data are vital to the success of your advertising campaign, and you should choose a source that is reliable and provides high-quality data.

One of the most effective ways to target audience members is through customer match, which matches existing data from your CRM database with other online and offline data. This can help you re-engage with those customers who have already visited your website or mobile app.

Additionally, it can be used to re-target those who have been previously served with ads from your business or brand. This can be an excellent way to promote new products or services that you may have to offer them, which could help drive sales.

Another trend to watch out for in the future of PPC advertising packages is geotargeting, which allows marketers to target customers based on their physical location. This can be especially helpful for B2C brands that want to connect with local users in their area.

Voice Search

Voice search is quickly becoming a popular way for people to seek information. Currently, 31% of smartphone users use voice search at least once per week. Additionally, it is expected that 55% of households will have a smart speaker by 2022. This means that companies that ignore this trend will miss out on a big chunk of potential customers.

It’s important to note that voice search is different from traditional keyword optimisation, and you need to adapt your content accordingly. You should consider the tone, word choice, and phrasing that people are using in their queries when you rewrite your content for voice search.

The first thing you need to do is take a look at your existing search term reports and identify the keywords that are being used to find you online. This will give you an idea of what your ideal customer is searching for.

After you have done this, you can start adding these keywords to your AdWords campaigns. The key here is to make sure you are capturing the right searches for your business and targeting your bids appropriately.

Another thing to keep in mind is that voice search is generally more conversational than typed queries. This is because consumers are recognizing that they are interacting with a machine and tend to use shorter, more conversational phrasing when asking questions.

You should also focus on capturing the most relevant keywords when it comes to voice search. The best way to do this is to review your current search term data and find the long-tail, more conversational phrases that are being used for your brand.

Once you have a list of these longer, more conversational search terms, you can begin to optimize your Google AdWords campaigns to include them. You should also take a look at any negative keyword lists that may be on your AdWords account and ensure they are updated to include the long-tail keyword phrases.

If you are a local business, it is important to remember that the majority of voice search users are looking for local businesses, so this is something you should keep in mind when optimizing your keywords. You can use your location city, state name, or specific keywords surrounding your area to help capture these customers.

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kim jes 211
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