As more businesses embrace the use of digital platforms, online competition has become increasingly fierce. Currently, there are close to 200 million active websites in the world, with more being set up every day. Therefore, simply launching a website is not enough to make your brand visible over the internet.
Luckily, there are different ways to enhance your brand's visibility online, including search engine optimization (SEO) and pay per click (PPC) ads. Your marketing strategy should incorporate the use of both techniques since they are effective in different ways.
SEO is an excellent tool for increasing your website's ranking on search engine results pages (SERPs) over time. This is important for your long-term goals as four out of every five users only click on organic results.
With PPC management, you can achieve short term goals. This includes increasing the number of leads or traffic to your website as you develop your long-term content marketing strategy. Search engines continuously review their ranking systems and add more features to enhance user experience.
In the world of SEO and PPC, the only constant thing is change. Therefore, PPC management teams should stay on top of all the changes and enhancements made by search engines.
On that note, here are some of the trends that will dominate the world of pay per click advertising in 2020.
1. Combination of Automation and Artificial Intelligence
As search engines seek to enhance the user experience, they are also able to collect a lot of data on these users. This includes shopping behaviors and preferences. By collecting this data, they can enhance your experience online by presenting ads that are more appealing to you based on your previous actions online.
They are able to do this by using automation systems to monitor and understand patterns in user behavior. This enables search engines, such as Google, to eliminate much of the trial and error in advertising. By using PPC advertising, you can target users that are likely to buy your products at the exact moment they're making a purchase decision.
2. Reduced Search Results
It's uncommon for people to scroll to the third or fourth page of search engine results. This is because search engines have become very good at bringing up accurate results for users. As such, most people are satisfied with the results on the first page.
This means that you will have to put in more effort for your content to appear on organic searches. Investing in PPC management is a great way of ensuring your ads are relevant and seen for many search queries on the web.
3. Cross-Channel Video Ads
When it comes to marketing, aspects such as entertainment and personality affect a company's conversion rate. In this regard, video ads have become the most effective marketing tool. They allow you to entertain your audience while giving you the chance to connect with them.
Creating videos may seem like unnecessary hassle and expense, but data suggests otherwise. Videos are engaging, and this is why the average user will spend 88% more time on a website with videos. Users find products accompanied by video demonstrations more trustworthy and relate better with brands that they can connect with.
4. Increased Voice Searches
The use of voice searches is on the rise. It is estimated that over 50% of searches will be done through voice in the next decade.
How can this affect your marketing strategy? When conducting voice searches, people do it in a conversational tone, and queries are much longer than when they're typed. As a result, search engines must interpret the question and then provide the relevant information.
PPC management can help with ensuring ads are suitable for voice ads, too, thus ensuring maximum visibility.
How Can You Get the Best out of PPC Ads?
PPC is an essential part of digital marketing. However, it is in a constant state of evolution, and most organizations do not have dedicated teams to keep up with the changes. By working with a PPC management team, your staff can focus on the core functions of the business. When you're ready to invest in a PPC management company you can trust, rely on Front Man Marketing.