PPC trends to look out for

30 October 2019

As the year draws to a close, we’re thinking about what 2020 might bring in terms of PPC trends. Post-Christmas and New Year, users are looking for something to help overcome those holiday blues. So, it’s prime time for your ads to hit users while they’re primed and ready to buy.

Check out what look to be the key PPC trends for 2020 and start planning your strategy today.

Voice search

As technology continues to develop, voice search is more profitable than ever before. Key terms are likely to change as people search in a more conversational way. It’s likely you’ll need to use more long-tail terms in your targeting.

Take some time to look at your website copy to make sure it’s chatty and appealing – you’ll see a boost to your SEO and user experience too!


As artificial intelligence improves, automation will get better and better. Automating bidding strategies is a great first step, as it allows marketing tools to use their data to set budgets that will maximise your chances of a successful conversion.

If you’re not ready to surrender control of your bidding, there are lots of other ways you can benefit from automation with your marketing and daily operations. Get automated reports and analysis to inform your decisions, support with account management and workflows. Automation can also send alerts to notify you of major changes with your campaign.

Audience segmentation

Already a really useful tool, audience segmentation in Google Ad Words is likely to be even more powerful if current PPC trends continue. You’re able to put bid adjustments in place to target users based on how they’ve interacted with your business in the past to give them that extra nudge to buy.

You can segment by visited URLs, as well as by the videos they’ve watched and how they’ve actually interacted with the site. You can create targeted ad copy to appeal to them based on interested, demographics, age, gender, their interests… the possibilities are endless!

laptop, camera and mouse utilising PPC trends in Facebook advertising

Wider spread of advertising platforms

Google is a PPC giant, but trends are showing more competition is on the rise. Google Merchant is a great tool, but others like Amazon Advertising and the recently re-branded Bing Ads have stepped up. Even social media platforms like Facebook, Instagram and Snapchat are great for bringing in successful conversions.


Remarketing is a PPC trend that really pays off. The more you can get your product in front of a customer, the more likely they are to buy it. Gentle reminders reaffirm a users’ intent to buy without being in their face. You’ve just got to take some time to understand where your customers are spending online to be able to re-target effectively.

Visual search

We’re already able to add images and videos to our campaigns, but visual search is set to be massive. To get your website ready for the visual revolution, make sure you’ve got quality images on your site that all also have useful alt tags associated with them.

You can’t afford to ignore these emerging PPC trends in your marketing – doing so could cost you money. If you’d like some support for your PPC marketing, do get in touch. We’d be happy to help.

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