The world of PPC advertising changed greatly in 2018 and it will continue to do so in 2019. One big force driving innovation in the world of pay-per-click is its rebound in popularity since the early 2010s. By 2017, around 7 million advertisers invested $10.1 billion in PPC digital marketing.
This increase in popularity creates greater competition for keywords. It also puts additional pressure on businesses using PPC. Keep reading to learn what does PPC mean in 2019 and how can you leverage this major digital marketing tool to convert more leads.
So What Does PPC Mean for Digital Advertising in 2019?
Businesses who want to make the most of their PPC digital marketing in the face of growing competition need to pay attention to these 5 trends affecting PPC in 2019.
1. More Choice in PPC Advertising Networks
PPC advertising’s major comeback means more opportunity and choice in reliable PPC networks. Google might reign supreme, but it has competition.
In 2019, you can expect Amazon, Apple, and Facebook to release new updates to their current advertising platforms. The biggest rivalry to watch is the one between Google and Amazon with the latter promising to make PPC much easier.
2. Mobile-First and Structured Data
Google released its mobile-first indexing in 2018 and many websites have already felt the impact. To keep up in 2019, businesses need to focus more energy on the quality of their mobile websites even more than their desktop sites.
They’ll also need to remember this mobile-first priority when coming up with PPC strategies. Now a poor performing mobile site could increase bounce resulting in the penalization of your ad and higher costs.
3. Voice Search
Alternative search methods like voice and visual search will play a bigger role in 2019 as well. Research by Google found that more than 72% of consumers who own a voice-activated speaker use it every day.
Advertisers will need to pay close attention to how people speak when using voice search and adjust their content accordingly. For example, a voice search uses longer keywords with more natural sounding phrasing compared to a desktop or mobile search.
4. Crackdown on Bad Ads in Chrome
Consumers notice when an ad is poorly done and Google caught onto this trend. When it released its Chrome 64 update, it began blocking auto-play videos and obnoxious pop-up ads. The Chrome 66 update will see an even stronger ad filter put in place.
The change affects smaller PPC platforms more than the bigger networks from Facebook and Google. Be aware this may drive more advertisers to these major PPC networks and increase competition for keywords.
5. Combining Keywords and Audience Targeting
Keywords will remain important in 2019. However, audience targeting will become even more valuable as competition increases.
Smart advertisers will focus on acquiring and segmenting audience data. Then using the data to implement and layer strategies specific to each audience.
The goal is to make the ad’s message as relevant and seemingly personalized as possible for a more effective funnel.
Using Affiliates to Grow Your Online Business in 2019
Now you should have a solid idea about what does PPC mean and how the world of PPC will change in 2019. That’s not the only digital marketing strategy you need to know about to stay relevant this year. Affiliate marketing will also become more influential.
Unsure how your business would benefit from affiliate marketing or confused as to what it is at all? Check out Affiliate Success Academy for a comprehensive introduction to affiliate marketing and expert advice on using it to jumpstart the growth of business!