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3 PPC Trends for 2020

PPC, the paid online advertising format, continues to grow from strength to strength as it becomes a standard feature in digital marketing strategies for businesses large and small. With the right know-how and guidance, PPC is highly effective at driving web traffic not only to your website, but into your checkout queue. Here are some trends we can expect to see this year, from a leading digital marketing agency in Melbourne.



1. Audience Segmentation for Greater Personalisation in PPC
Personalisation is one of the key trends that’s emerged in recent years and it’s especially important regarding online advertising, making customers feel they are engaging with your brand one-on-one rather than being spammed. In terms of online advertising like PPC, audience segmentation delivers this personal touch. By utilising the huge volumes of user data and new tools available from Google, you can refine your PPC ads to target users by company size, Bing use, and LinkedIn data, along with parameters for location, behaviour, income, gender and much more. This ensures that you don’t just get the right volume of web traffic, but that it’s high-quality too.

2. Taking PPC into the Video Space
As Google is the owner of YouTube, it makes sense that it’s not only the biggest video sharing website in the world, it’s also the second biggest search engine – and that means it should be part of your PPC campaign. Recently, changes to the platform (like the inclusion of sitelink extensions) has opened up very promising opportunities for online advertising, taking advantage of the ever-growing user base and engagement features. In the coming year, it’s important for PPC campaigns from your digital marketing agency to utilise the options within sitelinks to get these rewards.

3. PPC Automation
Automation is all about making the online advertising experience more seamless and more rewarding for clients as well as customers. It uses AI and vast quantities of data to guide your campaign automatically, making it a great way for businesses to save money while making money – but it does mean your goals have to be expertly set up and managed, which is where your digital marketing agency comes in. This way, the PPC algorithm will learn accurately throughout your campaign, ensuring that your online advertising stays relevant, effective and hitting those KPIs by driving the right web traffic to your door.

To ensure your online advertising strategy is ready for 2020 and set to help your business reach their sales and brand engagement goals, speak to a leading digital marketing agency in Melbourne.
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