10 Most Important PPC Trends You Need to Know in 2019


2018 was one other big yr in the world of PPC advertising and marketing.

We noticed huge modifications at Google, corresponding to AdPhrases being rebranded as Google Ads; the brand new Google Ads “experience” (i.e., interface); and the launch of quite a few new marketing campaign sorts, options, enhancements, concentrating on choices, and instruments.

Meanwhile, at Bing Ads, we noticed the launch of tons of recent options, concentrating on capabilities, reviews and different enhancements – however probably the most thrilling information was that we (lastly!) noticed the arrival of LinkedIn profile concentrating on.

We additionally noticed the rise of Amazon as a probably critical challenger to Google, with advertisers shifting price range towards Amazon as a result of extra individuals now start their seek for merchandise on Amazon than Google.

So what does 2019 have in retailer for PPC entrepreneurs?

I requested 28 of the neatest PPC individuals I do know to discover out!

Last yr (see 25 Experts on the Big PPC Trends You Need to Know in 2018) a few of the scorching developments included synthetic intelligence, voice search, viewers concentrating on, and automation.

In 2019, although, clearly two developments are on nearly everybody’s minds: Audiences and automation.

But that’s just the start.

Here are 10 of the largest developments you want to know for 2019 – overlaying paid search, paid social, and remarketing – in accordance to 28 of the highest PPC advertising and marketing specialists.

Want all of the developments now? Download our new e-book: 28 Experts on the Top 2019 PPC Trends You Need to Know

1. Audiences, Not Keywords

Aaron Levy of Elite SEM believes 2019 would be the yr the key phrase dies, as advertisers shift focus away from match sorts and phrases towards context and other people.

“It’s been a long time coming; search engines have given us too many additional levers to handle along with keywords,” Levy stated. “I believe next year will the beginning of the end for keywords as a primary search lever.”

Not all are fairly prepared to declare the key phrase useless, together with Andrew Lolk of SavvyRevenue. If you aren’t utilizing audiences, you’re doing PPC flawed, he stated.

“Keywords will be important, but audience-targeting on the search network will in 2019 be of equal importance for securing high performance,” Lolk stated.

Christi Olson, Head of Evangelism for Search, Microsoft, isn’t prepared to declare the key phrase useless, both.

“But what will continue to separate the best-in-class search marketers from the average Joes will be how audience data is are segmented and implemented via an audience targeting strategy,” she stated. “The key to success in 2019 and beyond will be to create a detailed strategy of the various audience types and audiences lists and how you can layer them (with positive and negative bid types) to shape your paid search strategy.”

Purna Virji, Senior Manager of Global Engagement, Microsoft, suggests spending extra time specializing in creating and optimizing your buyer segments.

“Drill down in them even further, so your ad messaging can be as relevant and feel as personalized as possible,” she stated. “This will be hugely important in 2019!”

Brooke Osmundson, Senior Digital Manager, NordicClick Interactive, thinks audiences and key phrases will nonetheless work hand-in-hand in 2019, noting that “this will be vital to learn what types of audiences are actually searching for your products and services.”

“In-Market audiences have proven to be effective [in 2018], and utilizing remarketing based off of top-funnel in-market audiences can help form a comprehensive funnel strategy,” she stated.

2. Automation + Human Intelligence

Automation isn’t coming. It’s already right here.

In reality, the pattern we’re seeing from the engines is extra automation, stated Frederick Vallaeys, CEO, Optmyzr.

“Google said its search ads should be ‘ads that work for everyone’ and they mean it,” he stated. “They believe automation makes it possible for more businesses to be successful search marketers so we’ll see more ‘smart’ features from Google, and Bing will follow in lock-step.”

Ben Wood, Digital Director, Hallam, expects Google Ads to proceed to enhance their built-in automation options.

“It’s approaching the point where it’s best to lean into Google automation tools rather than shun them in favor of third-party tools,” he stated. “It’s no secret that Google wants advertisers to use their automated bidding strategies in campaigns, by increasing the number of data points used as part of their bidding strategies.”

But all this doesn’t imply you want to fear about being changed by a machine. Yet.

“It won’t be a race to see whether humans or machines are best,” Vallaeys added. “It will be a race to see which PPC experts have the best process to leverage the machines to blow away their competition.”

As Ilya Cherepakhin, Executive Media Director, Acronym, places it:

“With Google’s responsive ads launching, the latest change to exact match, and audience targeting gaining popularity, the days of manual campaign management are fading away,” he stated. “Especially, when working on a large scale, machine learning is proving to be quite effective.”

That means you must liberate time by letting the machines do the heavy lifting, Virji stated.

“If you spend a lot of time on repetitive tasks such as bid tracking, or reporting, you can start to automate it even further, so you can spend more time on where it really counts: your customers,” she stated.

Navah Hopkins, Services Innovation Strategist, WordStream, agreed.

“Consider delegating grunt work (bid management, keyword variables, etc.) to automation and machine learning, while retaining tasks requiring creativity and brand/business knowledge (ad copy, campaign strategy, etc.).”

Evaluating the machine’s suggestions might be extremely essential in 2019 and past.

“Some are good, some are bad,” stated Brad Geddes, Co-Founder, AdAlysis. “Smart marketers need to understand when to leverage and when to ignore the machine.”

3. Amazon & Advertising Alternatives

It’ll turn into extra essential than ever for entrepreneurs to diversify their PPC spend over the subsequent yr, in accordance to Wesley MacLaggan, SVP of Marketing, Marin Software.

“We expect Amazon to continue its hot streak in 2019, with Sponsored Product Ads and other formats being a key aspect to a successful PPC strategy, especially for CPG and retail brands,” he stated.

Lisa Raehsler, Founder, Big Click Co., stated that 2019 might be an incredible time for ecommerce manufacturers as a result of they are going to have extra alternatives to attain consumers with better personalization and precision:

  • Bing: Currently in pilot, Bing Ads is testing native stock adverts that show product inventory availability close by to drive in-store visits.
  • Facebook: Improved adverts to embody a brand new on the spot storefront template format that may routinely generate a video with merchandise personalised to customers.
  • Pinterest: New options permit customers to purchase straight from a product pin with worth and stock availability. Not solely that, they may also find a way to make personalised product suggestions to customers.
  • Google: Putting cell first, Google’s native catalog adverts characteristic native in-store availability and pricing in a straightforward scrollable cell structure.

4. Account Management & The Role of PPC Marketers

AI is constant to revolutionize PPC campaigns, in accordance to Marc Poirier, CEO, Acquisio, however marketing campaign managers are definitely not out of a job.

“In fact, campaign managers are now able to conduct their own machine learning battles to select which system will get their client’s or company’s campaigns the best results,” he stated. “As people are more comfortable with these advancements and are adopting them more frequently, the machine battles for best performance will escalate this year.”

Daniel Gilbert, CEO, Brainlabs, believes that every one PPC managers want to begin eager about how to adapt their talent set in the age of machine studying.

“We’re not quite at the stage where AI can outperform humans, but we’re getting closer,” he stated. “Knowing how to leverage automation and developing skills like new-market analysis, cross-channel strategy, and complex competitor strategies is a must for anyone in this space.”

Vallaeys stated PPC professionals could have a variety of strategizing to do in 2019 to discover their place in an ever-more automated business.

“I believe that layering sophisticated management on top of the engines’ automations will produce the best results so there will be plenty of opportunity for practitioners to shine,” he stated.

So what’s the long run for PPC entrepreneurs?

“The PPCer of the future will utilize smart automation for bidding, ad testing, and serving, and query mining in order to make more efficient accounts and leave the PPCer to the weapon with which she can still soundly defeat any machine: all things client (or boss!) –facing,” stated Kirk Williams, Owner, ZATO. “We see the future of paid search resting in efficient accounts that allow the PPCers (who still want their jobs) to invest their time in troubleshooting, analysis, reporting, CRO assistance, projections, and… probably meetings.”

As Susan Wenograd, Account Group Director, Aimclear, factors out, whereas managing all these numbers and all that math, always remember: you’re a marketer!

“Keep sharpening that skill,” she stated. “You will stay ahead of the game, because you won’t care what algorithms change or what features disappear since you aren’t so beholden to them.”

5. Attribution & Cross-Channel Advertising Experiences

More firms are embracing that we don’t stay in a single channel world and are promoting (or advertising and marketing in basic) throughout a number of totally different platforms greater than ever, stated Michelle Morgan, Director of Client Services, Clix Marketing.

That’s why Amy Bishop, Owner, Cultivative, expects an elevated concentrate on cross-channel and cross-device attribution.

“It has become easier and easier to build well-coordinated multi-channel campaigns, but reporting silos continue to be a challenge for many businesses,” she stated. “I expect to see an increased investment in reporting and attribution martech and a higher level of pressure on all marketers to connect the dots across channels and devices as it pertains to results.”

The downside?

There’s nonetheless no good repair, Morgan stated.

The answer?

“Continuously tweak and adjust models based on performance,” Morgan stated. “No single attribution model makes sense for all businesses, so it’s up to us all to find what works best for our unique snowflake of a business model.”

One answer comes from Pete Kluge, Group Manager, Product Marketing for Adobe Advertising Cloud. He stated savvy entrepreneurs ought to try to ship promoting experiences in 2019.

“Advertisers must understand that reaching consumers and keeping them engaged through each stage of the purchasing funnel requires the delivery of positive experiences that keep them wanting more – and search is very often part of that journey,” he stated. “Delivering positive advertising experiences, specifically with search, will be the backbone of any marketing campaign as we move into the future.”

Added MacLaggan:

“As the worlds of search, social and ecommerce blend together, marketers will need a complete view of the entire customer journey so they have a more accurate understanding of campaign performance and attribution, and can allocate PPC budget accordingly.”

6. Ads

The adverts themselves – the messages customers see – will stay as important as ever.

“Should you use RSAs, Text Ads, the third headline (it’s debatable if you should skip the line or not); and really looking at the cohesion of your ad message,” Geddes stated.

Pauline Jakober, Founder & CEO, Group Twenty Seven, added:

“In addition, with multiple versions of headlines and descriptions available to us, I predict that strategic marketers will need to become more deliberate in considering whether headlines one, two, and three will work with description lines one and two. (And don’t forget about extensions!)”

7. Video

Hopkins stated you must plan to construct social (particularly video) into your methods as social positive aspects rising placements on search engine end result pages (SERPs).

“Even if you don’t want to put ad spend into video (average cost per view is $0.02), you can still leverage YouTube as an audience target for your search campaigns,” she stated. “This is particularly useful if you’re in an expensive industry, and need help focusing your budget.

Gilbert added that video has emerged as the top type of mobile content.

“We’ll be seeing platforms encouraging advertisers to adapt to more updates like Google’s recent vertical video ads,” he stated.

8. Remarketing

Larry Kim, CEO, MobileMonkey, stated he’s completely specializing in remarketing in 2019. Why?

“Because they have much higher CTRs and conversion rates.”

He has additionally been combining remarketing with Facebook’s Click to Message advert format.

“Combining these two tactics yields ROI that I haven’t seen since 2013 when ad prices were much lower,” he added.

9. Brand Building

2019 might be about model constructing, in accordance to Jeff Allen, President, Hanapin Marketing.

“PPCers have been so focused on ROI that they forget marketing is also about creating demand for a product and, hopefully, creating brand loyalty, too,” he stated. “From display, to YouTube, to keeping some low-performing generic keywords running… digital marketing in 2019 will stop trying to make every click profitable and start segmenting strategies by goals.”

“Platforms and tactics will come and go – a concentrated push to prioritize brand affinity and loyalty will stand a longer test of time,” Wenograd added.

10. More New Ad Types, Extensions & Features

Without a doubt, 2019 will characteristic a number of recognized unknowns for PPC entrepreneurs.

That is, we all know there might be a number of new advert sorts, reviews, and instruments – however precisely what variety, we don’t but know.

What do we all know?

“Local Services Ads will roll out nationwide and for additional industries. We can expect to see a shift in query volume from the standard keyword to text ad to landing page process, and start to think about localization and conversion based opportunities,” Levy stated.

“I expect that ads will start to permeate other facets of Google and Bing like maps, knowledge panels, answer boxes et. al. as Google starts to monetize ‘position zero’ and incentivize advertisers to keep their users right on the SERP.”

In the tip, although, that’s what makes PPC advertising and marketing so difficult – and so rewarding.

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Featured Image: Paulo Bobita

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