What does 2019 have in store for PPC marketers? Last year some of the hot trends included artificial intelligence, voice search, audience targeting, and automation. In 2019, though, clearly two trends are on just about everyone’s minds: Audiences and automation.
But that’s just the beginning. Here are 10 of the biggest trends you need to know for 2019
1. Audiences, Not Keywords
Aaron Levy of Elite SEM believes 2019 will be the year the keyword dies, as advertisers shift focus away from match types and terms toward context and people. Keywords will be important, but audience-targeting on the search network will in 2019 be of equal importance for securing high performance. Drill down in them even further, so your ad messaging can be as relevant and feel as personalized as possible.
2. Automation + Human Intelligence
Google said its search ads should be ‘ads that work for everyone’ and they mean it. They believe automation makes it possible for more businesses to be successful search marketers so we’ll see more ‘smart’ features from Google, and Bing will follow in lock-step. It won’t be a race to see whether humans or machines are best. It will be a race to see which PPC experts have the best process to leverage the machines to blow away their competition.
3. Amazon & Advertising Alternatives
It’ll become more important than ever for marketers to diversify their PPC spend. We expect Amazon to continue its hot streak in 2019, with Sponsored Product Ads and other formats being a key aspect to a successful PPC strategy, especially for CPG and retail brands.
4. Account Management & The Role of PPC Marketers
AI is continuing to revolutionize PPC campaigns, but campaign managers are certainly not out of a job. In fact, campaign managers are now able to conduct their own machine learning battles to select which system will get their client’s or company’s campaigns the best results. As people are more comfortable with these advancements and are adopting them more frequently, the machine battles for best performance will escalate this year. Knowing how to leverage automation and developing skills like new-market analysis, cross-channel strategy, and complex competitor strategies is a must for anyone in this space.
5. Attribution & Cross-Channel Advertising Experiences
More companies are embracing that we don’t live in a single channel world and are advertising (or marketing in general) across multiple different platforms more than ever. It has become easier and easier to build well-coordinated multi-channel campaigns, but reporting silos continue to be a challenge for many businesses,” she said. “I expect to see an increased investment in reporting and attribution martech and a higher level of pressure on all marketers to connect the dots across channels and devices as it pertains to results.
Continuously tweak and adjust models based on performance. No single attribution model makes sense for all businesses, so it’s up to us all to find what works best for our unique snowflake of a business model.
For more information about PPC marketing in Dubai and getting the best out of your PPC campaigns, schedule a meeting with us and we will be happy to help.