The first trend is automation. I think this has been a hot topic for at least the last three years. There’s so much availability when it comes to automation tools and script within Google Ads. I think people are going to become more and more reliant on them this year, especially as more and more data is being provided by these platforms.
With the amount of data available to us within platforms, automation in some form is a must for any agency or company running PPC activity.
The second trend is video, especially YouTube videos. A lot of changes have been made on YouTube, such as around the recent sitelink extensions that have been provided within the videos. This is definitely something people need to take more advantage of, as YouTube is the second biggest search engine out there. People use it more and more, and there’s a lot more engagement on it. Having video content or utilising the options within site links is important.
I think audience segmentation is a big part of PPC. Combining that with your search keywords means there will be a lot more audience availability. Google recently released options to target users by company size, Bing use LinkedIn data to target users.
I think there’s going to be a lot more availability of audiences to target users within Search campaigns, as well as in Display and on YouTube and Gmail.
Do you agree or disagree with my predictions? Let me know in the comments below.
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