Digital ad spending is expected to surpass $701 billion in 2023. Nearly half of that will be generated by U.S. advertisers.
With numbers like that, the question becomes: how do you ensure you’re spending your PPC budget the right way?
By staying on top of PPC trends and running the right campaigns for your business.
Read on as we break down what you need to know about PPC in 2023.
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What’s New in PPC in 2023?
There are a lot of exciting things on the horizon for PPC. Let’s take a look at the top 2023 PPC trends.
1. More AI-powered tools to automate campaigns
PPC automation is the #1 PPC trend of 2023. Google continues to double-down on their automated bidding strategies, strongly encouraging marketers to rely on automation and AI to manage their campaigns.
For example, starting this May, Google will no longer support similar audiences in ad targeting and reporting. Instead, they recommend marketers use automation-first strategies, like Google Ads Smart Bidding.
2. Increasing use of video ads
Thanks to the spectacular rise of TikTok, businesses can expect to see more video ads in 2023.
This is a good thing: 92% of marketers say video ads deliver an incredible ROI. Plus, 91% of people say they want to see more video content from brands in 2023. Learn more about how to use Instagram video for your business.
3. Omnichannel advertising journeys, from search to social
Marketers have spent the last few years letting go of their reliance on third-party cookies, and instead turning to and investing in collecting first-party data.
First-party data not only future-proofs your advertising strategy moving forward, but, when combined with automation, enables you to serve the most optimal ad to an individual user at any moment in time — whether they’re in a social state of mind, browsing, or ready to buy.
3 PPC Campaigns to Run in 2023
With these trends in mind, what PPC campaigns should marketers leverage in 2023?
- Google Search: Traditional search ads remain the bread and butter of any Google ads strategy, and for good reason: they work. Run search campaigns for branded and generic terms. Further increase your visibility in the search results with Google ads extensions.
- Google Shopping: If you manage ads for an ecommerce brand, Google Shopping should be on the top of your list. By connecting your product feed, you can unlock various ad formats that highlight one or more products. Did we mention the average cost per click (CPC) is about 4 times less than the average CPC for a Google Search ad?
- Google Discovery: TrueView video discovery ads appear throughout YouTube, from the search results to video watch pages. What makes them special is in the name: users have to actually click on an ad in order to watch it, giving advertisers a guarantee that users truly viewed the ad.
Winning with PPC in 2023
Following PPC trends is a smart way to ensure your brand stays competitive. Keep an eye on the latest news and trends coming out of PPC, and consider how they might complement your business’s advertising strategy this year.
Then, partner with the experts to take your advertising to the next level. From improved ROI to ROAS, the team at Your Marketing People is here to deliver an ads strategy for your brand that not only meets, but exceeds, your goals.
