PPC is not just a tool, it’s a gateway to business growth. It’s becoming more important than ever in increasing business reach and providing a return on investment (ROI) for ad campaigns. To put this into perspective, a well-run PPC campaign can average a 200% ROI and boost your brand’s visibility by up to 80%.
Imagine the potential for your business with such a powerful tool in your hands.
Staying ahead of the game is crucial in the ever-evolving world of PPC. So, what are some of the top PPC trends you need to take action for 2024 to ensure business success? By staying informed and prepared, you can make the most of these trends and keep your business competitive.
Why should I push my PPC efforts in 2024?
With over 90% of internet users seeing a Google ad during browsing, businesses must invest in PPC in 2024 to stay competitive and effectively reach their target audiences. With the continued growth of eCommerce businesses, online shopping, and the increasing importance of digital marketing, PPC allows businesses to target potential customers precisely, ensuring their ads are shown to the right people at the right time.
Making sure that your products and services are visible online is great, but it only matters if they are being showcased to the right audience. By effectively utilizing PPC strategies, you can target consumers who are most likely to lead to conversions and align with your brand, boosting your business with a healthy ROI for your efforts.
Read on for 11 key ways to improve your PPC strategy for 2024.
PPC Automation and Smart Bidding
Automating your ad and PPC campaigns is one of the top PPC trends 2024 offers. It’s incredibly powerful, saving businesses time and increasing their ROI.
By leveraging previous campaign data and machine learning algorithms on information such as device, location, time of day, and audience behavior, bids can automatically be adjusted in real-time and optimized for peak conversion rates. While a human would need to be continually on the pulse, the AI at work can scan through the data pools effortlessly and make changes instantaneously.
It is worth remembering, though, that although PPC and smart bidding can be a campaign lifesaver, you should always ensure some human oversight, as the algorithms are not infallible.
AI and Machine Learning
AI and machine learning are set to revolutionize pay-per-click (PPC) advertising in 2024, enhancing both the strategic and budgetary aspects of campaigns while improving user experience. These technologies can predict click-through rates (CTR), providing businesses with insights into the potential effectiveness of their advertising efforts before they go live. Furthermore, machine learning algorithms consider past campaign performance to enable real-time bid optimization, thereby maximizing ROI.
To boost the user experience of PPC advertising, AI and machine learning insights can help ensure ads are personalized and tailored to individual users. This helps create a more relevant advertising experience, which in turn leads to a higher click-through and conversion rate as users find the ads less intrusive and more in line with their views, creating a positive brand reception.
Manual Bidding Stats
Although smart and automated bidding is on the rise, you should pay attention to manual bidding strategies as part of your PPC management framework for 2024. This is especially true when it comes to leveraging keyword stats.
By conducting informed PPC keyword research, you can determine which keywords are the most effective and set higher CPC (cost per click) limits. This will increase their weight in your PPC effort and allocate more budget to them, resulting in a higher return on your advertising spend.
Creating the perfect balance between manual and automated bidding is crucial to PPC success.
Long-Tail and Intent-Based Keywords
Long-tail keywords have been around for a while, but there are many reasons why you should capitalize on them in your 2024 PPC campaigns. Not only do they signify a higher purchase intent thanks to their granularity, but they also feed in nicely to voice search capability, which we’ll discuss later.
Intent-based keywords will also increase your PPC conversion rate. These keywords don’t target the “what” but the “why.” By tailoring keywords to each stage of a customer’s purchase journey, you can connect with them more focused and increase your relevance in their search results.
See the power of long-tail and intent-based keywords with AnjasDev’s SEO services. We increase your visibility and engagement so you can do what you do best, providing amazing services and products.
Amazon Paid Advertising
While you might put a lot of your PPC resources into Google and Facebook, 2024 serves as a reminder not to sleep on the power of Amazon as part of your PPC efforts. Amazon paid advertising has rapidly crept into the number 3 spot for PPC, so if it still needs to be part of your strategy, consider factoring it in, especially as buyer intent is far higher.
If you need to learn how to effectively leverage Amazon’s PPC offering, the experts at AnjasDev are here to help. With experience in account management and advertising on the platform, we’re here to help you make the most of what Amazon can offer your business.
Voice Search Optimization
Voice search optimization is another crucial element of PPC trends to watch in 2024. The usage of smart speakers and devices is on the rise, so preparing your business now to leverage this audience in your PPC efforts should benefit you in the long run.
One way to do this is to focus on long-tail and conversational keywords. While text-based searches are often shorter and have less flow, for example, “chiropractors in Tampa,” voice searches often have much fuller conversational syntax, such as “Where are the best chiropractors in Tampa?”
Video Ads
YouTube is fast becoming the app of choice for smart TVs, and using its masthead can be a great way to make a big impact with your PPC campaigns in 2024. The masthead sits at the top of the YouTube app and will start autoplay after a few seconds. It remains the same for 24 hours, meaning a well-timed and planned strategy could instantly boost conversions and clickthroughs.
For those who want to avoid utilizing the masthead, video ads should still be on your action list for this year. Engaging, short-form video content has proven conversion rates, and with a predicted rise in video ad spend of $20 billion between 2023 and 2024, it’s a PPC trend you want to take advantage of.
Visual Search
Visual search is becoming incredibly popular with shoppers who know what they want. Rather than entering a search query, they will search by uploading an image to find similar results.
While Google has had this technology for a while, visual search optimization should be on your PPC trends 2024 radar as other platforms, including Amazon and Instagram, start to offer visual search options.
Make sure to create a good quality image portfolio for your products and services, and ensure all of the metadata, such as file names and alt text, align with the image content so that search engines can pick them up more easily.
The Omnichannel Approach
2024 is when you should be attacking all avenues with an omnichannel approach. This means looking at all forms of media that apply to your audience or could emerge as an upcoming market.
For example, if you have already advertised and carried out PPC campaigns on Facebook, consider expanding your approach to include other forms of social media, such as Instagram or TikTok. If you already use Google ads PPC heavily in your marketing strategy, consider the people you may be missing out on reaching through Microsoft Advertising, which comprises both the Bing and Yahoo search engines.
Do remember that a good omnichannel approach to your PPC campaigns means something other than throwing your PPC budget anywhere and everywhere. Do your thorough research first to determine which platforms will most impact.
Local PPC
Small businesses really need to make sure they are taking full advantage of local PPC trends and opportunities in 2024. At the moment, only 45% of them leverage PPC advertising services as part of their marketing strategy. Thanks to growing location services and data, including geofencing, businesses now have the power to truly personalize the experience offered to those nearby who are more likely to be high-quality leads and conversions.
PPC intelligence is showing a shift towards consumers looking for local, more personalized shopping experiences. By utilizing local PPC strategies, businesses can increase their footfall and customer satisfaction, which in turn feeds more positive reach via reviews and clickthrough rates.
Sustainable and Ethical Advertising
In 2024, consumers will become much more conscious of who they are buying from and engaging with, so businesses need to step up to the plate and show how they are meeting goals around sustainability and ethical advertising.
Ways to meet the sustainable and ethical advertising PPC trends in 2024 are increasing your transparency as a business and creating a positive brand reception through increasing trustworthiness with consumers. A great way to do this is to follow the Google E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) policy. Not only will this ensure that you meet consumer needs, but it will also boost your search ranking and rating from Google simultaneously.
What Should I Do Next?
In 2024, ensure your business’s PPC strategies are working as they should. Perform a full audit of your current PPC campaigns and any gaps in the market or trends that could work for your industry sector, as well as any future changes from PPC platforms such as Google and Facebook that you need to be aware of or that could work to your advantage. Using a measured and informed approach to setting your 2024 PPC goals, you will see how PPC affects your reach and, ultimately, your revenue.
Of course, there is one surefire way to ensure you are at the top of your PPC game in 2024. Enlist the PPC management services of AnjasDev’s experienced experts to create manageable and successful data-driven PPC strategies to boost your business this year and beyond.
