The world of Paid Advertising is constantly changing and it will continue to do so, with all the new features and developments in the industry. It is crucial for every PPC Marketer to continue to stay up to date with the upcoming trends, to make sure that we’re getting the most out of our client campaigns and that we’re using the most effective tools.
2019 has brought in many new updates and tools, and we’re aware that 2020 will be even more revolutionary for the industry. Read below the top 4 Paid Advertising trends that you can expect in 2020.
1. Advanced Audience Targeting
Even though keyword targeting is still an important component for PPC, the ability to collect a large amount of data will allow advertisers to efficiently segment the audiences, to ensure that ads shown to users are as relevant and personalised as possible. At the moment, marketers are able to segment the users based on demographics, geographics, psychographics and behaviours. While this already allows for relatively granular user segmentation, 2020 will bring us even more specific segmentation methods.
2. Voice Search
Voice search is becoming much more popular, not only through the use of common mobile apps like Siri, but also through the smart speaker owners like Google Home or Amazon Echo, where users are looking for answers to their questions.
It is estimated that in 2020 more than 50% of all searches will be voice searches. Why does it matter to Paid Advertising industry? Because without optimising adverts to adapt to voice search, advertisers may lose a lot of reach and traffic which will lead to a huge drop in Conversion Rate. There are many possible ways to optimise websites to voice search, however, the main change will require marketers to start using unique conversational phrases through long-tail keywords, like for example “what can I get my mum for her birthday?” rather than “birthday ideas for women”.
3. Increased use of video ads
In the last couple of years, video content has become a crucial part of a digital marketing strategy and it will continue to be one in 2020. It is not only because video content allows brands to show their personality, build users trust and connect with their audience, but also because year on year, it becomes much easier to create high-quality videos without having a big budget. Editing software is becoming more accessible and smartphone cameras are constantly improving to meet professional standards. Even though YouTube remains the main advertising channel for promotion of video ads, other channels like LinkedIn, Instagram or Facebook also offer native video advertising and should be considered.
4. Marketing in Augmented Reality
While Augmented Reality has reached a worldwide recognition in the gaming industry after the launch of Pokemon Go in 2017, it is now also getting its popularity within the marketing industry. In fact, there is a growing number of big brands like IKEA, ASOS or Toyota that are deciding to invest in Augmented Reality to offer a unique user experience and to engage with their customers in a memorable way. IKEA, for example, is using Augmented Reality through their app which helps users visualise how will a piece of furniture look in their house before making a purchase or even entering the shop.
Facebook has also involved a few advertisers to test the new AR ads and they announced that they will enter an open beta this fall for other brands, which we believe will be a great success for marketing in 2020.