New PPC trends in 2020
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The world of PPC is always changing. Unless you're a PPC expert, you may not be aware of the latest trends in the industry. Learn about three of the most recent trends and prepare yourself for the future of PPC.
Table of contents
1. Audience segmentation is more detailed
This trend involves taking a group of people who have had some type of online interaction with you. Then, it involves segmenting the people based on the URLs they visited, their interaction types, and the videos they've seen. The individuals are organized into groups that will be targeted with specific ads. This year, audience segmentation will be more specific and targeted than ever before.
It's up to you to take advantage of audience segmentation. Be certain to create an audience list using data from your website.
2. There are new tools for automation and account management
While automation and account management isn't anything new, it's developed quickly over time. New tools and resources make it possible to take data from multiple marketing sources and analyze it. As these tools have emerged, there is a growing demand for data analysis and reporting from marketing campaigns. Automation and account management meets that demand and makes for more effective PPC management.
Of course, this isn't without challenges. As more businesses are advertising online, there is more data to sift through. You need to rely on the latest resources to get results that can help your business. Before choosing an automation or management tool, do your research.
3. Voice search is more popular than ever
With the development of smart technology comes an increase in voice searches. Instead of typing in words on a computer, people are speaking into their phones and other smart devices. The written word is different from the spoken word, so this trend has a direct impact on PPC.
To adapt, campaigns need to target conversational long-tail keywords. Furthermore, landing pages should be more conversational. These small adjustments can make your advertising more effective.
If you want to succeed with your PPC efforts, you need to be aware of the latest changes. You never know when a new trend will take over, so it's important to stay in-the-know.
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