PPC Trends that B2B Businesses Should be Aware of in 2020

On average, 41% of clicks go to the top 3 paid ads on the search results page.

With competition constantly increasing and businesses vying to get in front of prospective customers, PPC management has an important component of the digital marketing plan. Pay-Per-Click (PPC) strategies are evolving just like every other digital medium. As search engines tweak their algorithms and customer behaviour impacts keywords, businesses need to be on top of their PPC ads to stay ahead.

To make sure you get the most out of your PPC budget, it is important to adapt your strategy to meet the latest trends. Here, we take a look at the top PPC trends of 2020 that are crucial for B2B businesses to stay relevant and maintain their momentum.

 PPC Automation

PPC services in Mumbai ensure that your ad is visible every time prospective customers conduct a relevant search. However, constantly updating your ad to reflect new keywords and trends can be time-co summing and expensive. PPC automation allows you to instantly analyse the KPI’s of your ad copy and evaluate which bidding strategies are effective, which ads are leading to better conversions, which ads are not performing well etc. By automating all these factors businesses can test their ads in a better and more effective way allowing them to channel their resources towards ads that work.

Increased voice searches

By 2020, 50% of all consumer searches will be voice-based.

An increasing number of people have been using voice searches for shopping. While a lot of these searches occur on the mobile, several of them also use smart speakers such as Google Assistant and Amazon’s Alexa. PPC campaigns will need to be updated for a voice search to be visible to prospective customers in the coming time. In addition, keywords and other terms will need to be optimised for voice search as well as regular search.

YouTube Masthead

The YouTube Masthead offers a video-based format to showcase your ad on the YouTube home screen. As YouTube works well across devices, displaying your PPC ad here can massively increase reach, brand awareness, and drive traffic and conversions. With YouTube being one of the most-watched platforms on a daily basis, displaying an ad here can net significant returns for the business.

Targeted ads using Artificial Intelligence (AI)

PPC ad testing is extremely important to ensure resources aren’t being wasted on ads that re not successful. However, constantly analysing bids, studying customer behaviour and evaluating the CTR (Click-Through-Rate) of every ad can be time-consuming, Using AI, businesses can run an automated campaign that analyses customer behaviour and allows for targeted ads for maximum clicks and possible conversions. To know how you can make use of AI to enhance the performance of your PPC campaigns, be sure to connect with a PPC company in Mumbai.

Video is dominant in PPC

B2B buyers name video among the Top 3 most useful types of content for making work purchases.

Use of multimedia is a great way to get noticed by your audience. While information through blogs and articles still reign supreme, instant attention-grabbing requires pictures and videos. It is found that videos are becoming a dominant form of media in PPC campaigns. It is important to ensure that all videos are integrated in ways that are accessible on all devices, from smart TVs to tablets and mobile phones. Product demos and tutorials are among the most-watched videos online making them a must to boost PPC campaigns and sales.

Move beyond Google

A lot of companies target Google as the prime source of their PPC campaigns. As this search engine controls over 90% of all searches, it may seem wise. However, B2B businesses can garner a lot more relevant attention through other platforms such as LinkedIn. Professionals and like-minded people can be found scouring LinkedIn for their needs making this platform a must for B2B businesses. Similarly, other platforms such as Quora or Facebook may offer your campaign better results than focusing only on search engines.

PPC campaigns can work wonders in supporting a digital marketing strategy. However, staying up-to-date with the relevant trends is crucial to ensure you get the most from your campaign. Optimising the ads for voice searches and automating PPC campaigns can help a B2B business stay relevant as well as reduce unnecessary expenses. For more details on how to make your PPC campaign future-ready, get in touch with the best PPC Company in India.

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