I’m sure we’ve all heard from clients and partners that SEO has become more difficult. There is an increasing number of people who think that “the things you can control yourself have been limited”. Some even think that things have become so complicated that it’s impossible to keep up, so there are clients who don’t think of SEO as much anymore.Anticipating what’s to come is rarely simple – especially in the realm of PPC. Indeed, even with all the crusade information on the planet, you don’t have a clue about the most recent patterns until they hit.
It’s intense work and having to do it over every update by Google, Bing, and YouTube. It very well may be significantly harder to adapt new things and rapidly adjust to the changes.
These are the five greatest PPC patterns coming up in 2020 and how advertisers can increase paid search results while remaining over the most recent industry changes.
Audience segmentation depends on taking a demographic who have responded well with you on the web – either on your site, your CRM database, through a YouTube channel or one of your other web-based life channels.
These individuals are then sectioned dependent on:
- What URLs they’ve visited on your site.
- How they’ve associated on your site (i.e., regardless of whether they’ve obtained).
- What content have they’ve viewed?
At that point, they’re put into categories that serve explicit advertisements dependent on how they associated with you.
This enables you to increase or lessen bids to ensure you become very popular with your audience.
Black hat and grey hat are gone
One big change is that the techniques and hacks of old are no longer valid and the results are not achieved unless the site is essentially built with incredible attention to every SEO detail from the ground up.
In the era when external link count was the focus, SEO and PPC might have managed to make a business profitable even with the rollouts of counter measure by the big search engine companies. Time has definitely changed, therefore, we’re sure that no outsource specialist can guarantee the success of a campaign – especially if you did not do a due diligence of the kind of techniques they have implemented in previous work. By the way, if you’re looking for a reliable company who’s going to be honest in every step of the campaign, check out Joel House Search Media.
Automation & account management
We have seen automation coming a long time ago, in 2020, it seems like it will be at full sprint. Clients and SEO companies are relinquishing what a human account manager can do. PPC account maintenance will be handled more using automation moving forward. The performance of bidding and PPC purchases are easily measured when done using rules to automate the process. That said, there’s still ways to go for marketers to develop the skills to create automation processes close to its full potential.
With the spread of smart speakers, voice search has increased rapidly. Google Home, Amazon Alexa, iPhone Siri. Nowadays, smart devices and smartphones with voice assistant functions are rapidly spreading. Especially in the United States, the owner of the smart speaker has reached to 6,640 million people, an increase of 40 percent from 2018, 26.2 percent of adults. Voice search has spread rapidly with the popularity of devices with voice assistant functions such as Apple’s Siri, Microsoft’s Cortana, Amazon’s Alexa, Google’s Google Assistant. Internet research company comScore predicts that 50% of Internet searches will be voice search by 2020
In a survey of 1,000 Americans, about 70% of respondents said they had experience using voice search and voice assistant functions, especially 65% of respondents aged 25 to 49 said “At least 1. “I am using assistant functions such as voice search more than once a day”. Many of them answered that they think they will use more voice assistants in the future, and the number and frequency of voice search users are likely to increase in the future. The market for purchasing products via voice search/assistant is expected to reach $ 40 billion in the US by 2020, and the use of voice search is also expanding.
Before computers had a graphical user interface, all forms of interacting with computing devices were text-based. Moving over to search, graphics or visual search does seem like the natural progression of the internet. Social media jumpstarted it. Sites like Pinterest captured the attention of online surfers back in 2015. By 2017, Pinterest has refined their search tool so much that platforms like Instagram and Snapchat was able to follow their paved way. Last year, the next big step took place. Amazon partnered with Snapchat to try to make Visual Search the next wave that will sweep the search revolution. Right after, Bing, Microsoft’s search engine bet followed suit.
As a marketer, your mindset must start shifting to visual search and what type of images entices your ideal clients. Make sure that you’re not simply uploading images to your website blindly. Add an appropriate ALT text on each one. Start learning from influencers who are able to take advantage of visual cues and sway the purchasing behavior of their followers.
2020 is coming in fast. As the looming changes are set to arrive, as a marketer, you never want to be caught flat-footed. Understanding what pivot changes you need to take to continue building brand awareness, increase sales, or whatever marketing goal you have through PPC is essential for your search ranking to improve or to not fall off the list. Keep a close eye on Google Analytics or any 3rd party analytic tool to get a feel of your rankings, keywords and other metrics that affects your online business.