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5 PPC Trends to Get Ready for in 2020


Published on

Discover the five biggest PPC trends coming up in 2020 and how to strategically plan your campaigns around these latest trends.

In this presentation, we will:
– Give you a headstart on how to tackle new PPC trends and embrace them.
– Introduce new channels and tools that you may not have used before.
– Demonstrate how to increase your performance while staying on top of the latest industry changes.

Published in: Marketing
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5 PPC Trends to Get Ready for in 2020

  1. 1. How to create an audience list - Step 1
  2. 2. How to create an audience list - Step 2
  3. 3. How to create an audience list - Step 3
  4. 4. How to create an audience list - Step 4
  5. 5. How to assign an audience list
  6. 6. So what do you need to do? ● Ensure you’ve created audience lists in Google Ads - ● Use the data from visitors to your site to identify the most prominent and lucrative audience categories ● Begin creating more granular lists based on these criteria and create different campaigns and ad groups for each ● You should be maximising your budget towards these audience based campaigns
  7. 7. But what will be different in 2020? ● Currently, not enough automation is being used in the industry ● In 2020, there will be an even bigger light shined on marketing performance, with clients and businesses requiring more data analysis, reporting, planning and servicing ● With more businesses advertising online, it will become more difficult to cut through the clutter ● There will also be a higher prominence of automation tools to help you with optimisation, daily tasks, reporting, project & account management
  8. 8. And what should you be doing about it? 1. Use scripts in Google and Bing to automate account management alerts and changes - 2. Invest in optimisation servicing tools (OSTs), such as Adzooma, Search Squared or GOA 3. Use bidding rules to manage performance of your campaigns 4. Set up alerts across all your activity to inform you of major changes 5. Set up automated reporting, reduce manual reporting time 6. Spend more time analysing your data and audiences to deliver the best experience for your customers 7. Test Smart Campaigns in Google Ads to hit your target KPIs
  9. 9. Example of a smart use of automation Marketing Automation ● Improve CPC ● Increase CTR ● Lower CPA ● Higher CVR
  10. 10. What’s the best way to do this? ● Use PPC data to inform SEO of the most viable and profitable keywords to target for organic ranking boosts ● Use SEO ranking data alongside PPC bidding to identify which keywords you should be paying for and which ones you shouldn’t ● Use PPC copy data to help identify the best messaging to use for meta data in SEO ● Use PPC advertising alongside SEO organic listings to make your brand more prominent on the SERP against competitors
  11. 11. Example of how to use PPC & SEO together PPC SEO
  12. 12. Attribution measurement will be your key performance identifier in 2020 ● Attribution is key to understanding the true value of your PPC spend ● Use Google analytics or other analytics tools to measure the direct and indirect effect of your target keywords on your overall business ● Do Generic keywords play a part in brand awareness? ● Do upper funnel keywords drive people to their end goal? ● What other channels are effecting my PPC activity? ● Answer these questions and use the data to plan your marketing spend