Pay per click (PPC) advertising is a model of digital marketing where a fee is paid each time an advertisement is clicked. PPC is a method of increasing page traffic using paid visitors as opposed to organic views.
When you enter a query on a search engine, the top suggestions may be labeled as an advertisement. For instance, if you search for the best hotels in Sri Lanka, you may see an ad for a popular hotel in the country. When you click on it, the digital marketing agency running the hotel’s marketing campaign will make a payment to the search engine. This is a type of Google advertising that falls under paid search marketing in Sri Lanka.
Since PPC is a popular marketing strategy, it is important that companies keep track of the latest trends and changes in pay per click advertising. So much industry growth and change is expected in the future and these are 10 important PPC to watch in 2020.
Automation
This is one of the top trends predicted for 2020, which the use of Artificial Intelligence (AI) and machine learning will bring about. While 2019 saw automation in PPC, 2020 will see a boost in its usage. Automation in pay per click advertising will let you generate better conversion, optimize your ads, and capture the right traffic.
Multiple Channels
In2020, it will be important that digital media agencies identify multiple channels and platforms for PPC instead of limiting campaigns to Google advertising. Cross-channel platforms will also be used for pay per click advertising in 2020.
Target Audience in The Right Way
While a multiple channel strategy will be important in 2020, it is crucial that digital marketers target audience in the right way and at the right time. Not doing so will greatly impact the effectiveness of the pay per click advertising strategy.
Privacy
We saw regulations being introduced in 2019 that protected the privacy of individuals. In 2020, companies will have to strengthen privacy and security measures with their various strategies, including pay per click advertising. Not doing so can have serious legal consequences, especially with more regulations, including those limiting tracking, expected in the future.
The Value of Strategy
Marketing and advertising have always understood the value of strategy; however, PPC strategies will take on a prominent role in 2020. If you want higher success rates from your pay per click advertising campaigns, you will want to focus on strategy that works in 2020. This year, PPC strategies that many focused on included remarketing of long-tail keywords, using the inverted unicorn tactic, and boosting messenger marketing.
Use Alternative Platforms
Popular platforms even in 2019 were Facebook and Google advertising, but 2020 is going to see a rise in alternative platforms. Snapchat and TikTok are popular among certain demographics, while many now use social media as a search engine. Keeping track of alternative platforms for pay per click advertising will help you get ahead in paid search marketing in Sri Lanka.
Brand Affinity is Important
Paid search marketing in Sri Lanka relies heavily on brand affinity and awareness. A brand can invest in PPC but the target audience won’t click on Google advertising posts if they aren’t familiar with the brand. This applies to all types of advertising but many ignore the importance of brand awareness in PPC. This will change in 2020 as more and more digital marketing agencies recognize the role brand affinity plays in the success of their advertising strategies.
PPC and SEO Integration
Many look at marketing strategies as standalone strategies. However, integration allows one to complement another and produce better results. In 2020, an increase in PPC and SEO segregation is expected. This trend involves cross-channel platforms as well as finding PPC opportunities using SEO data and vice versa.
Conversion Rate Optimization
Conversion rates can be raised by optimizing sponsored search ads and landing pages, as well as by improving overall website design. This is called conversion rate optimization (CRO). In 2020, CRO is expected to play a big role in paid search marketing in Sri Lanka
Voice and Visual Search
As the use of voice search increases, it is a given that pay per click advertising will have to make changes to accommodate voice search. While we may not see significant improvements in 2020, it is expected that visual search will have a huge impact on PPC and Google advertising.
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