17 Powerful PPC Trends to Adopt in 2023

In 2023, pay-per-click (PPC) marketing remains one of the best ways to grow your business. Though, what worked for yourPPC campaignspreviously will probably not generate the same results in the years to come. Not only do consumers change, but so does the tech available to marketers. Search engines and social media platforms also introduce their own changes from time to time that you’ll need to keep in mind.

关于技术的专门，语音搜索，虚拟现实，视觉搜索和人工智能将对您如何处理PPC广告系列的发展产生最大的影响。从不太令人兴奋的角度来看，对隐私法规的更改还将影响品牌的广告策略，而企业将不得不考虑收集第一方数据的方法。

To help keep you up to speed with the recent changes, here are 17 of the most important PPC trends to consider. As you’ll see, many of these trends, like video ads, you’re probably already implementing. Though, they’re only expected to become even more important moving forward.

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强大的PPC趋势将在2023年采用：

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Powerful PPC Trends to Adopt in 2023

1. Voice search

中的一个retail trendsthat will continue to shape 2023 significantly is the increased use of voice search. As a matter of fact, online data suggests that the smart speaker market will be worth$6.5 billion经过the end of the year. Plus, according toSerpWatch, it’s expected that by 2025 three out of every four American households will own a smart speaker.

可以肯定地说，在未来几年中，以语音驱动的购物将成为一件事情。根据研究，语音搜索将专门针对本地企业。

So, to take advantage of this trend, it’s key that you create a few PPC ads that use conversational language and keywords like “open now”. As you’ll need to use more natural language, you’ll find that long-tail keywords will play a more important role in your copy. Questions-oriented keywords are also used frequently when optimizing a text for voice search.

您还应该定期检查您的Google我的业务页面是否最新。为了帮助您管理和优化Google我的业务资料，您可以查看scheduling tools and platformssuch as Loomly and Social Pilot. With the help of such a tool, you can schedule posts like new events or offers in advance.

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2. Virtual reality (VR)并增强现实(AR)

Increasingly more people are warming up to the idea of virtual reality and augmented reality. As a result, eCommerce brands are starting to include it in innovative ways to improve the overall shopping experience. Whether it’s something new for the home or something for the wardrobe, by incorporating VR and AR, brands can give customers the chance to try out the product before having to buy it.

在2023年，不仅要确保您的观众访问您的在线商店，还要在自己的家中舒适地尝试您的特价商店。这个独特的卖点可能是您可以在PPC广告中包含的好呼吁。

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3. Visual search

If you’re still trying to wrap your mind around virtual reality, perhaps it’s better to start with visual search first. Platforms like Google and Bing allow users to search for a query by adding a picture instead of using text. For example, by clicking on Google Lens, a user can either upload an existing image or take a photo. The search engine will then search for websites that have that image or a similar image.

This is a convenient way that consumers can use to find links to products faster. Plus, it’s anticipated that big improvements to this feature will be announced in the coming years.

为了充分利用此功能，您可以创建所有产品的图像库（甚至可能是服务）。然后，为确保搜索引擎可以正确标记您的照片，请确保添加元数据。

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4. Video ads

如果您是影响者营销博客的常规读者，那么您会非常了解视频的力量。金博宝188备用网址话虽这么说，消费者的注意力跨度越来越短，这意味着内容（甚至像视频之类的视觉内容）应该集中和吸引人。

Short-form video content is also on the increase thanks to the growth of TikTok. While YouTube bumper ads aren't new, it’s expected that in 2023 they will play a more important role.

In short, a bumper ad is an ad that’s no more than six seconds long and can play before, after, or during a video. It can be used in YouTube videos and apps and sites that are Google video partners. As this format uses target CPM bidding, you’ll be charged based on impressions. All in all, it’s useful for boosting brand awareness.

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5. Diversification

In 2022, Google is still the most popular search engine by far. According to Statista, it attracts around89 billion visits每月,而像Facebook和下面的188滚球地址平台n get “only”29亿and5.6 billion， 分别。

That being said, smaller search engines are winning favor among marketers and users. For example, global visitor traffic to Bing—the second go-to platform after Google—wasat least 1.2 billion monthlyin the last three months before December 2022. Also, for the past six years, Bing’s search advertising revenue increased and in 2022, it managed to post$11.59 billionworth of ad revenues.

So, in2023除了之外，还要开始考虑将用于PPC广告系列的搜索引擎多样化。例如，您可以使用Google导入功能将现有广告系列直接导入Microsoft广告。实际上，根据微软共享的信息，您可以进行超过4000万个桌面搜索，如果您仅在Google上列出，否则您将无法联系。

In addition to Microsoft, you can also consider Amazon. Amazon offers a wide range of ad types and, compared to Google, offers better buyer intent. Basically, while Google attracts billions of monthly visits, users aren’t necessarily ready to buy just yet. This isn’t the case with Amazon.

On a side note, diversification also refers to looking at other forms of marketing than paid ads. Sure, you’ll see that there are many exciting trends to look forward to, but no marketing channel should be used in isolation.

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6. AI and automation

While automation is nothing new, it’s expected that it will become a whole lot more popular in 2023. Increasingly more marketers will turn to automation to help them reach informed conclusions and gain a competitive edge over their competition. With regards to artificial intelligence specifically, experts predict that AI will be used more often to improve PPC campaigns by helping to optimize keywords, analyze and set bids, and predict the CTR rate.

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7. Audience targeting

For PPC campaigns to be successful, a brand needs to be visible to its audience when they’re online. In the coming year, it’s expected that marketing teams will focus less on keywords and more on the traits that describe their target audience. After all, audience targeting and segmentation are two of the things that marketers can control. Whether it’s household income or age group, be sure to take the time to specify which traits are more important for the type of product that you’re selling.

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8. TikTok

At the beginning of 2022, TikTok boasted 1 billion monthly active users across the world. What’s even more impressive is that according toTikTok statsshared by Statista, users on TikTok watch over 160 million hours of videos on the app in an internet minute.

的是这些数字,TikTok的声望isn’t going to wane soon and offers a great platform that brands and their marketing teams can use to connect with their potential customers. One of the perks of advertising on TikTok is that its algorithm doesn’t just use the highest bidder. Instead, it also considers the quality of the ad. Also, considering how effective video advertising is, particularly short-form content, it can really be worthwhile to expand your PPC campaigns to this platform. It gives you access to basic tools that you can use for video creation so it’s a great choice if you can’t afford a production team.

Though, biddable ads have a minimum campaign spend requirement of $500. So, that’s something that you’ll need to keep in mind beforehand.

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9. Mobile-friendly options

Over 70% of all paid search impressionscome from mobile devices. This shouldn’t really come as a surprise when you keep in mind that mobile device usage has increased over the years. Considering that most consumers use a mobile device to search the internet, it’s key to remember to customize your PPC ads for mobile platforms too.

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10.聪明的招标

除了关键字之外，预算分配和投标策略也是开展SEM广告系列的关键方面。简而言之，关键字的投标与每次有人点击广告时愿意花费多少有关。在决定出价时，智能竞标可以消除猜测。基本上，这是一套自动出价策略，可利用机器学习来改善转化率。

In 2023, it’s expected that increasingly more marketers will embrace smart bidding and that the technology will become more powerful. Using the actionable insight that it gets from user behavior, it can be a useful tool to help you identify the best budget almost the first time around. Plus, considering that manual bidding will probably soon disappear, it’s a good idea to familiarize yourself with how smart bidding works sooner than later.

Marketing experts recommend smart bidding to maximize conversions for campaigns if you have at least 15 conversions per monthor in the past month。

这项技术运行Google’s Performance Max campaign在2022年第三季度,取代谷歌智能购物。This tool allows advertisers to upload images or videos to an appropriate channel such as YouTube, Gmail, or Google Maps. Then, Google's machine learning technology will test the combinations that will work best for your campaigns. The platform will create the ad mix based on real-time shopper preferences and intent per channel.

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11. Social media

While search engines are used daily for various tasks, a common worry is that it will display biased info. So, while most users are checking social media to keep up with what their friends are doing, it’s also being used as a source to find information. And, by social media, we don’t just mean Facebook. Sure, paid advertising on Facebook is effective, but in 2023 more marketing teams will adopt a multi-platform approach, if not already following one.

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12. SEO

PPC和SEO紧密相连（通过这不仅是指它们都是营销人员喜欢抛弃的三个字母的缩写）。在2023年，如果您的PPC广告系列围绕您的内容获得最佳排名，那么PPC广告系列将继续表现更好。如前所述，考虑到语音搜索更喜欢自然，对话性语言，短尾关键字可能会扮演较小的角色。

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13. Remarketing

Just like audience targeting, remarketing is also nothing new and it’s expected that it will continue to play a key role in digital marketing strategies in 2023 and beyond. To explain it in basic terms, it involves displaying ads to visitors after they’ve left your website. The benefit of using remarketing in your PPC strategy is that as the ads can be very personalized (for instance, using products that they’ve browsed previously), it can be very effective. The secret, though, is to identify where users are in the funnel. If they’re far from ready to buy, it can simply be used as a good way to ensure your brand remains top of mind.

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14. Responsive search ads

2023将看到对响应式搜索广告的使用持续支持。截至2022年7月，营销人员将无法创建新的扩展文本广告（ETA）。现有的ETA在此日期之后仍将继续存在，但是您将无法编辑它们（您只能看到绩效报告并暂停，删除或恢复现有的ETA）。

Marketers will turn to responsive search ads in place of ETAs. This feature enables you to create ads that change to show more text. You can add various headlines and descriptions. Google will then automatically test different combinations over time to determine which combos get the best results. In other words, if you take the time to add more headlines and descriptions, Google will have more chances to identify the ad that will perform the best. You can add as many as 15 headlines and four descriptions per responsive search ad.

So, be sure to put in place systems that will help you to create, manage, and monitor the performance of these ads. The sooner you can start, the better. That being said, till that day comes that ETAs will be no more, make sure that you continue testing your current ETAs continuously.

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15. First-party data

随着对隐私和数据保护的关注，收集第一方数据将变得至关重要。因此，在2023年，预计越来越多的品牌将专注于直接从客户那里获取数据。如果尚未参加新的一年的议程，请更改它。

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16.基准

Make no mistake, the goal of advertising is to help you to make (more) money. Though, in today’s day and age, the success of marketing campaigns can’t just be quantified by looking at the return. In some instances, the goal is simply to create more brand awareness. As a result, even if a campaign doesn’t necessarily bring in money immediately, it doesn’t mean that all was in vain. Moving forward, more marketers and business owners will start to realize that something like brand awareness can be just as worthwhile in the long run as it can help to boost repeat purchases.

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17. Click fraud detection

Marketers and brands will stay wary of click fraud or the clicking of PPC ads with malicious intent. PowerTraffick reported that in 2022,33% of advert clicks是欺诈性的。这个问题已经变得如此猖ramp，以至于有些公司开发了广告欺诈计算器to help brands estimate the amount they lose to such clicks. Some may do it to artificially inflate traffic statistics, while others might do it to exhaust competitor advertisers' budgets.

To find out if you're a victim of click fraud, check for repeated clicks from the same internet service provider. Also, an unprecedented surge in ad costs, especially amid low conversions, indicates click fraud.

You can protect your ads from fraudulent clicks by regularly monitoring logs and budgets, blocking dubious IP addresses, advertising on well-known quality sites, and using click-tracking software. You could also reduce financial risks by setting different prices for your ads on each website.

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Wrapping Things Up

SearchLab Digital，Mark Irvine的付费媒体总监的建议是返回基础知识。考虑到2023年预测的趋势，它被证明是明智的单词。当然，有一些趋势，例如使用视觉搜索，虚拟现实和响应式搜索广告，企业主可能不太熟悉，但是除了创建稳固的PPC广告系列外，仍然很依赖于基本面关键字并了解您的目标受众。

Also, at the end of the day, your campaign will only continue to improve if you make a point of monitoring its results. When measuring the results of your PPC campaigns, remember to focus not only on ROI. In some instances, improving brand awareness is a big win too (if not bigger than clinching a sale). Then, be sure that you remain flexible to make changes if the results show that your current campaign strategy isn’t hitting the mark or a platform introduces radical changes to its ad types.