Recently, most web users are more likely to buy products from ad link clicks rather than organic searches and visits. So for this reason, marketers must keep updated on the significant PPC trends that will be seen in 2023.
Preferring First Part Data by Exiting Third-Party Cookies
Google is kind of became late in saying no to the third-party cookies through its Chrome browsers but it is obvious that the third-party cookies will be gone and the first-party data will be more preferable and workable.
First-party data can come from various places. It can be a business card that is shown at a trade show or it can also be an email sign-up on your website. To drive traffic to your website and to promote your business, tools like Snitcher, Lusha, and Clearbit can also be used.
So overall what we can understand is that when it comes to PPC trends, first-party data is in the lead.
Improve your Company’s Martech Stack
Before you have finished thinking of first-party data vs. third-party cookies, it is important for your business audits and also restructuring to improve, if any, with its martech stack. The reason behind this is that, if you go for first-party data, new tools, data routing, and processing will likely be produced by your company.
When you’re making an audit of your marketing technology stack, there are some points that you need to remember:-
- You need to check whether there are spaces or gaps in the first-party data.
- You also need to check where your data are sent and stored.
- The tools that are integrating with one another.
- How does data reach between platforms?
Ad Formats Experiments that Name-Brands Could Afford
With the help of making possible through various Digital Marketing platforms like Microsoft Advertising and Google Ads, you get to promote your business service, products, and brands across the web, whereas the other mediums of advertising come with a huge amount of entry cost, which makes them lag behind the bigger brands.
Well! That’s quite a change.
If we are still thinking of PPC trends over here, then the predictions will take palace in this manner, more companies like SMBs (small to mid-sized businesses) will receive access to new ad types, and that too at an affordable rate. Say for example, that your company can make experiments with connected TV, podcasts, and video Ads.
Advantages of using experiments with these Ad Types:-
- It will help in targeting web users from all the stages of the buying funnel, right from awareness and consideration.
- It will help in evaluating how different ad formats like video and podcasts help in influencing the conversion rate.
- It will also help you to make your competitors stay behind who still follows the traditional marketing search ad campaigns.
So if you’re looking to improve your returns, especially if you are into advertising, you should think about opting for this PPC trend.
Branching out with PPC
When the topic arises of POC advertising, you are not the only individual who is limited to the search engines like Bing or Google. You also have other options to extend to other platforms. You must think of an alternative platform if you want to drive success with PPC in the upcoming year. The platforms that you could choose for paid advertising are:-
And also some platforms which are exclusive for E-commerce businesses like Walmart Marketplace and Sears Marketplace.
It does not mean that you can target other platforms if your e thinking of extending to other platforms in the new year. You need to understand your audience where they spend most of their time online, and on which platform and then use paid advertising to reach them.
You should spend some time knowing where your audiences like to spend their time mostly and then examine your ads on those platforms to check the performance and whether the ad will work on that particular platform or not.
One of the biggest and most popular paid search trends that we will get to watch in the next year is the Vidoe Ads. Also, it is true that most people think that videos help them in making purchase decisions.
Let’s have a look at some interesting statistics on video marketing:-
- Improvement in the amount conversion rates by adding video is 86%.
- Time spent by the users on pages with videos is 88%.
- The increase in brand association after watching a video is 139%.
- About 80% of marketers who use videos to reach their audience believe in receiving a very good ROI.
- Almost 80% of people say that they switch between video and normal online searches when theta re reaching online about a product that they could buy.
(The percentage values are not the exact value, it’s just an approximation for better understanding)
Over the past few years, Google has helped in creating video ads through YouTube content. Machine learning will create dynamically three or four 6 seconds editable bumper ads for 90 seconds longer videos on YouTube and that too with the help of Bumper Machine.
Along with all these, you can also check for portraying your ads on other video streaming platforms like Netflix or Amazon Prime Video.
Now thinking of all these, don’t forget that social media adverting plays a big role in video ads. Most users watch videos on social media platforms, especially they watch videos from brands. Though it is said that Tiktok was one of the social media platforms that were found out used by most people in 2021.
Absorbing video ads is one of the most important PPC trends in the upcoming year and you can also plan for the next year making it your marketing strategy.
Concluding with a Final Advice
For staying competitive with PPC, you need to check for the top trending in the PPC segment each year. With the above-mentioned PPC trends, you need a lot of optimisation that you need to mingle with your campaign.