Digital marketing is essential for businesses today. Most users will now initially interact with a company, brand or service online while older generations are also making the move to digital.
As technology evolves, so do the opportunities for marketing campaigns to reach more people through various platforms.
Pay-per-click (PPC) advertising is one of the main mediums used by marketers in digital marketing campaigns. New digital marketing trends are being developed faster than ever. Here are four to watch out for.
Automation in PPC is set to continue growing. Great leaps in artificial intelligence (AI) and machine learning (ML) are reducing the time it takes to do labour-intensive tasks associated with search engine ads.
Everything from bid management to detailed reporting can be automated, helping marketers reduce their overheads on accounts and provide more value for their clients. Working with a PPC agency can help you automate your PPC campaigns for the best performance.
2. Voice search.
Smart home technology is revolutionising the way we live. Voice search through products such as Amazon’s Alexa and the Google home hub offers PPC marketers a great opportunity to tap into new marketing areas.
In fact, with so many people using voice technology to buy products now, research has estimated the voice-commerce market will reach $40billion (£29billion) in 2022.
Not capitalising on voice search is a missed opportunity and could have a negative impact on businesses in the long run if you miss out on the clicks and conversions of those people using it.
Search engine marketing platforms such as Google Ads allow marketers to efficiently target ads to users who have already visited a website.
While browsing on other sites or platforms, past visitors to a company’s site can be shown relevant ads to products they viewed or services they showed an interest in.
This helps to build a brand’s visibility and keep them front of mind for potential customers. It can often provide a higher ROI if you target already interested and potentially loyal customers over trying to attract new ones.
4. Social PPC.
Social PPC is another form of paid advertising that is solely used on social media platforms. The biggest of these would be Facebook and Instagram that work through one ad platform (Facebook Ads) and connect to all your business’ social accounts that are owned by Facebook. Other social media platforms have their own PPC back-end systems.
Staying ahead of digital marketing trends is essential for your success and growing your business.