With each passing year, the world of pay-per-click (PPC) advertising continues to evolve, catalyzed by technological innovation, consumer preferences, and more. In 2023, we anticipate a slew of major changes that will require businesses to adapt their PPC strategies to keep up with the competition.
From the rise of voice search to the growing importance of video ads, we’re covering the latest trends and tactics to help you stay ahead of the competition. Whether you’re new to PPC or a seasoned veteran, this blog sets you up with valuable insights and practical tips that you can use to maximize your ROI and drive business growth.
How to Enhance Your 2023 PPC Strategy
Is your PPC strategy in need of some fine-tuning? Here are some simple, straightforward ideas to refresh your PPC campaigns for 2023.
Say Goodbye to Third-Party Cookies and Hello to First-Party Data
According to a survey by Advertiser Perceptions, 85% of marketers stated that they are concerned about the impact of third-party cookie deprecation on their ad targeting and measurement capabilities. The phasing out of third-party cookies is a major concern for many brands, and rightfully so – but the good news is that you can adapt your strategy accordingly.
In response, companies want to collect first-party data from their website visitors to better understand their audience and create more targeted ads. With the decline of third-party cookies, collecting and utilizing first-party data will be critical for PPC ad strategies in 2023 and beyond.
Revamp the Company’s Martech Stack
A martech stack is a combination of marketing technologies a company uses to manage its marketing efforts, and to revamp yours will be essential for your 2023 PPC plan. As PPC advertising becomes more complex, companies must invest in the right tools to keep up with the competition.
This investment means assessing your existing stack and identifying gaps or areas for improvement. Depending on your needs and goals, that could involve investing in new tools or upgrading existing ones to improve automation, efficiency, and effectiveness. Reworking your martech stack will empower your business to streamline your PPC ad campaigns, reduce costs, and achieve better results.
Experiment with Ad Formats Only Name Brands Could Afford
With advancements in technology, it is now possible for small and medium-sized businesses to experiment with ad formats that were once considered expensive and out of reach.
For instance, shoppable ads are becoming more popular as they allow consumers to purchase directly from the ad without leaving the platform. Similarly, video ads have become more accessible with the rise of user-generated content and the popularity of short-form video platforms. Immersive experiences, such as augmented and virtual reality, can also create unique and memorable ad experiences.
By experimenting with these ad formats, small and medium-sized businesses can differentiate themselves from the competition and reach their target audience in new and exciting ways.
PPC Automation and Machine Learning
In 2023, PPC automation and machine learning will continue to play a critical role in PPC ad strategies. Automation tools can help save time and resources by automating routine tasks such as bid management, ad copy creation, and reporting.
Machine learning algorithms can also analyze vast amounts of data to optimize ad campaigns and improve targeting, which allows companies to focus on strategy and creative elements rather than tedious manual tasks. In addition, automation and machine learning can provide valuable insights into audience behavior and help companies identify new opportunities to improve their PPC advertising efforts.
Branching Out with PPC
As the digital landscape continues to evolve, brands must keep up with the latest trends and explore new platforms and channels to reach their target audience.
TikTok, for instance, has become one of the fastest-growing social media platforms and has already surpassed one billion monthly active users. On the other hand, Instagram continues to be a popular platform, especially for visual content. Reddit, a social news aggregation and discussion website, has also gained popularity among certain demographics.
As you branch out to new channels for your PPC efforts, you can reach new audiences and diversify your marketing efforts. But before you make any major moves, understand each platform’s unique characteristics and nuances and tailor PPC ad campaigns accordingly.
With the rise of platforms like YouTube, TikTok, and Instagram Reels, video ads have become an effective way to reach audiences and increase engagement. According to a report by Wyzowl, 84% of consumers have been convinced to make a purchase after watching a brand’s video.
When it comes to video ads, there are different formats that companies can explore. For instance, in-stream ads are video ads that play before, during, or after a video. Bumper ads, which are brief ads that can be as short as six seconds, are another popular format.
Google recently debuted the “bumper machine,” a handy video marketing tool that lets you turn videos (less than 90 seconds long) into a solid mix of YouTube-friendly bumper ads. Brands can also experiment with interactive video ads, which allow viewers to engage with the ad in different ways, like clicking or swiping.
One advantage of video ads is that they allow your business to tell a story and convey a message in a more engaging and memorable way. This advantage can help build brand awareness, increase engagement, and drive conversions. However, creating video ads that are visually appealing, engaging, and relevant to the target audience is important. You should also optimize videos for different platforms and devices to ensure that they reach the widest possible audience.
In addition to creating compelling video ads, look into making smart use of targeting options to ensure that ads are shown to the right people. For instance, companies can use demographic targeting to show ads to people in specific age groups or geographic locations. Behavioral targeting can target people based on their online behavior or interests. By effectively utilizing video ads and targeting options, your business can achieve greater visibility, engagement, and ROI in PPC advertising campaigns.
Voice Search for PPC
Voice search is another tool that is becoming increasingly popular, and brands need to consider it in their PPC advertising strategies. Optimizing PPC ads for voice search can allow you to reach a wider audience and improve the user experience.
When optimizing for voice search, think about the conversational nature of the queries and the natural language used by users. You can also use long-tail keywords and question phrases that are more likely to be used in voice search queries.
Brand Affinity Using Audience Targeting
Brand affinity is a powerful factor in consumer decision-making, and companies can use audience targeting to leverage this in their PPC advertising campaigns. By targeting audiences who have already shown an interest in their brand, companies can create more personalized and relevant ads that resonate with their target audience, which can improve brand loyalty, increase engagement, and drive conversions.
Companies can use various targeting options, such as retargeting, lookalike targeting, and interest targeting, to reach audiences more likely to be interested in their brand. Learn how to use audience targeting effectively, and your brand can establish stronger brand affinity and achieve greater success in your PPC advertising campaigns.
Technically, remarketing is a facet of audience marketing, which we mentioned above – but it’s so important that it bears repeating.
Remarketing is a powerful strategy company can use to reach audiences who have previously interacted with their brand. By showing ads to people who have already visited their website or engaged with their brand in some way, brands can remind them of their products or services and encourage them to make a purchase. Remarketing can be particularly effective in reducing shopping cart abandonment and increasing conversions.
To implement remarketing in PPC campaigns, use platforms like Google Ads or Facebook Ads to create targeted ads shown to people who have previously interacted with your brand. You can segment your audiences based on their level of engagement, such as those who have added items to their cart but haven’t made a purchase. With remarketing, creating more personalized and relevant ads more likely to resonate with their target audience becomes much easier.
Remember that remarketing can be perceived as invasive if not done properly. So, be careful not to show ads too frequently or for products irrelevant to the user’s interests.
The Number-One Rule of PPC Advertising: Don’t Stay Stagnant
There’s almost no limit to new tips and tricks for elevating your PPC efforts. Still, one foundational principle will always be essential to your success: effective PPC campaigns must be constantly assessed and optimized to ensure the best possible use of resources.
What does that look like in practice? It means partnering with a professional team that leverages advanced analytics, industry best practices, and innovative strategies to keep you one step ahead. Your PPC plan should never be a “one-and-done” project; it will evolve according to your customers, needs, strengths, challenges, and more.
Are You Ready to Grow Your Business?
If you’re ready to learn how to use PPC campaigns to achieve your business objectives, V Digital Services is here to help. Our skilled digital marketing experts can work with you to develop a carefully tailored strategy that effectively incorporates paid media and PPC ads, SEO, social media, and other services to address your top priorities. Since we utilize in-depth data to constantly optimize your campaigns, you’ll enjoy maximum ROI and next-level results.
For more information about the best 2023 PPC strategies, contact us today!
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