Boost ROI On PPC: Here are 7 trends for PPC in 2023

Posted by Anya Sleezer << back to blog

Last Updated on June 29, 2023

Pay-Per-Click, or PPC, marketing is poised for a big year in 2023. But just because PPC is here to stay doesn’t mean it’s going to stay the same.

Change can be a great thing when you know what to expect – and you have a experienced marketing partner who can help you out.

Are you ready to use PPC to reach more customers, at a much faster rate, and give a big boost to your bottom line? Level up your ROI and check out these seven PPC trends in 2023!

Automation is the name of the game

The number one trend we expect in 2023?

Automation. Automation. Automation.

This is true across the entire economy, and PPC marketing is no different. Don’t make the mistake of acting like automation is the bad guy. When it comes to PPC, automation can increase efficiency, reduce costs, and help you sell more products and services…if you know how to use it.

In general, AI systems are getter much better at understanding language and context. Consequently, search engine algorithms are following suit, and are now able to make much better suggestions based on user searches. You can use this data to your advantage with automated bidding, which enables you to automatically set your bids for keywords and ad groups, without having to manually adjust them daily.

More free time? Yes, please!

Better integration with social media

PPC and social media have been going steady — or perhaps we should say they’ve been “Facebook Official” — for years. Or to put it in fancy marketing speak, PPC and social media have been “integrated.” In 2023, we predict this integration to increase as users make even more purchases on Facebook and Instagram. More users are seeing how easy and convenient it is to buy products directly on social media, which means you should consider sending clickers directly to your social pages, bypassing your website altogether.

Programmatic advertising will drive PPC

Programmatic advertising goes hand-in-hand with automation. Programmatic advertising is when technology automatically purchases digital ads based on certain criteria, like demographic information and viewing habits. Basically, it’s taking the human out of the media purchasing equation, so you can still reach your ideal audience, without spending hours doing research and buying ads yourself.

Programmatic advertising is upending traditional media buying. The only thing marketers like more than making money is saving time — and programmatic advertising does both. Thus, it has grown extremely popular in the past few years and will continue to do so in 2023.

Google’s Performance Max campaigns will replace Traditional PPC search campaigns

Google’s Performance Max offers better results and less setup than traditional PPC search campaigns. So shocking no one, we fully expect it to replace traditional PPC search campaigns this year. Remember what we said about how marketers like saving time and making money, right?

With Performance Max, Google can leverage machine learning to help you maximize your ads, landing pages, and keywords. This will make it easier for you to monitor your ads and improve your campaigns based on the data that you collect using the new features.

Growth in visual search PPC advertisements

Have you ever tried to buy something online, but couldn’t remember what it was called, only that it kind of looked like something else? No judging, we’ve all been there. Hence Google Lens.

Google Lens allows you to inspect images to find similar products on Google. Thanks to this nifty feature, visual search ads are growing in popularity. Now you don’t just have to rely on keywords; you can optimize your SEM campaigns to rank well for image searches too.

Artifical Intelligence and Machine Learning will impact Paid Search Results

We’ll say it again for the folks in the back: Automation is not the bad guy. It can make a big difference for your business, and save you a bundle on your bottom line, if you know how to use it.

So with that out of the way, what can we expect from AI in 2023?

AI learns from data and paid searches provide an all-you-can-eat buffet of data for AI to learn from. Thus, AI can leverage your brand’s performance data to identify patterns and trends, and then predict the outcomes before they happen. Yep, AI can help you predict the future, no crystal ball required!

AI can help you become more efficient with your bidding strategies since it already knows which terms are likely to perform well based on past performance. AI can also help you discover new keywords you might have missed earlier, but may be worth a shot given their low competition and high conversion rates.

Personalize your PPC

Personalization is everywhere these days. If you don’t believe us, just take a look at your emails…or your Netflix queue…or your “Pages You Might Like” on Instagram…or your, well, you get the point.

Personalization in PPC marketing is the new hotness in 2023.

How can you make it work for you? In 2023, Google will introduce personalized dynamic search ads, allowing marketers to create a single ad template and automatically modify it based on language preference, user location, and device type.

What does this mean for those who aren’t search savvy? That dynamic search ads – one of the most powerful, albeit costly and time-consuming, ways to reach your prospects – can now be personalized to save you time and money.

This seven trends are what we expect to see from PPC in 2023. But it’s not enough to know the trends; you want to know how to make them work for you. That’s where we come in!

Ready to get better ROI on your PPC marketing in 2023? Contact us and level up with Levo!

FAQs

How can AI impact the PPC results?

AI can leverage your past performance data to identify patterns and trends, and apply these to new data points to predict the outcomes before they happen. Because AI will know the terms that are likely to perform well for a certain ad group based on historical performance, AI can help advertisers to be more efficient with their bidding strategies

What are Visual Search PPC ads?

Visual search ads are growing in popularity thanks to Google Lens, which allows users to use image searches to find similar products on Google. Advertisers can reach prospects looking for similar products or services using visual search ads, and even optimize their SEM campaigns to rank well for image searches.

Could Google Performance Max campaigns replace PPC search campaigns?

Google Performance Max leverages machine learning to help you maximize your ads, landing pages, and keywords. Since they offer better results with less setup time, Google Performance Max will potentially replace traditional PPC search campaigns in the coming years.

Can PPC and social media be integrated?

PPC has been integrated with social media for years now. In 2023, more people will make purchases on Facebook and Instagram as they grow more accustomed to purchasing products on these platforms.

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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