Whether it’s for the analytics or because you need to pay for greater reach, social media advertising could be part of your winning marketing strategy next year.
In 2020, marketers will have less control of their PPC campaigns and there will be a heavier emphasis on automation, artificial intelligence (AI) and machine learning.
As automation and AI continue to advance, this will require less monitoring.
Managing Partner of Moving Traffic Media, Jon Clark, expects the trend of decreased control to continue as Google shifts toward automation. He predicts that we may even see manual bidding removed entirely.
Also, Google ads launched Responsive Search Ads in 2019. These ads adapt to device widths and lets Google automatically test 15 different headlines and four descriptions you create. Then Google uses AI to put together a combination of these titles/descriptions catered to your target audience and their search term. This could help improve the ad group’s performance, generating more clicks and conversions than your existing text ads.
We expect Responsive search ads to continue being a big trend for 2020 as it develops, spreads and becomes even more intuitive.
Next, remarketing ads will remain a smart strategy, especially for ecommerce companies. This is where users who visited and/or took a specific action on a site are targeted with ads from that same company. Remarketing ads have proved to be very effective and is something we will continue to see in 2020.
Finally, watch for Amazon’s emergence into paid advertising. While Google and Facebook still dominate paid advertising, Amazon is quickly emerging into a paid advertising platform.
They are now the third-largest and fastest-growing advertiser.
Amazon ads are displayed on and off of Amazon, which has significantly increased their popularity with online retailers.
Another reason they’ve grown in popularity is because of buyer intent. This is the largest advantage they have over Facebook and Google.
Facebook and Google give access to the largest audiences but users aren’t usually looking to buy something. When compared to Amazon’s perceived buyer intent, this could mean lower conversion rates on these platforms.