Search Engine Journal asked 39 of the top pay-per-click marketing experts their predictions for 2020.
Here are their top 10 predictions.
1. Less control, more automation
Automation and machine learning will continue picking up speed in 2020. PPC managers needs to show their value by doing the things machines can’t do.
2. Channel integration and diversification
Michelle Morgan, Director of Client Services at Clix Marketing, thinks:
“If you’re not looking to new channels in the coming year, you’ll miss out on new business.”
3. Better audience targeting
According to Jeff Ferguson, CEO, Fang Marketing:
“If 2019 was all about audience targeting, 2020 will be the year that we speak to those audiences the right way at the right time.”
4. More emphasis on data, privacy and tracking
Purna Virji from Microsoft Advertising, believes 2020 will be about leveraging data without exploiting the people behind it.
5. Strategy, strategy, strategy
As automation eliminates some of the more tedious tasks, there will be a greater need for PPC marketers who can think strategically.
6. Going beyond Google and Facebook
If your audiences are shifting platforms, make sure your ads are moving with them.
7. A focus on brand affinity (and safety)
Pauline Jakober from Group Twenty Seven, noticed:
“More and more, I’m seeing marketers move beyond brand awareness and aim for brand affinity.”
For brand safety, check automated ads don’t appear to be endorsing inappropriate content.
8. Increased SERP competition + search stagnation
Ed Leake of Midas Media, believes this will come to a head in 2020 causing cost-per-click inflation.
9. CRO upgraded to a ‘must’
Conversion optimisation AND customer optimisation will move from a ‘should’ to a ‘must’. Don’t just focus on acquiring customers but keeping them.
10. PPC marketers become more ‘technical’
AJ Wilcox of B2Linked Marketers, believes 2020 will see marketers gaining more technical expertise to help with managing, optimising and analysing digital campaigns at scale.