Survey results show that only 27 percent of merchants manage their campaigns monthly or less. Only 43 percent of merchants manage their campaigns daily.
According to research done by Retail Dive, 87% of shoppers are searching for products on digital channels. PPC ads if done right will increase visitors and can result in desired engagement and purchases.
A new report on digital advertising in Q4 2018 reveals that paid search spend grew 10% year-over-year.
Spending is highest in the financial services and retail sectors, with a growth of 25% and 12% respectively.
That being said, one should refrain from going all-in into one platform and spend their entire PPC budget.
Cross-platform advertising increases brand impression on a Google search by at least 26%. Marketers are diversifying their PPC spending this year on different platforms.
Bing: Currently in beta, Bing Ads is implementing local inventory ads that will display availability of product’s stock in nearby drive in-store
Facebook: Ads to include new and improved template format that can automatically generate video with products personalized for users.
Google: Google’s local catalog ads feature local in-store availability of products and pricing in a mobile-optimized layout.
Wesley MacLaggan, SVP of Marketing (Marin Software) said,
“ We expect Amazon to continue its hot streak in 2019, with Sponsored Product Ads and other formats being a key aspect to a successful PPC strategy, especially for CPG and retail brands.”
Collecting information about the potential customer has been the primary impact of AI on paid advertising. Over the past few years, the effect of the paid advertising has grown considerably because the AI has been able to better target potential leads and customers to a far greater degree than before.
Daniel Gilbert, CEO, Brainlabs, said,
“We’re not quite at the stage where AI can outperform humans, but we’re getting closer. Knowing how to leverage automation and developing skills like new-market analysis, cross-channel strategy, and complex competitor strategies is a must for anyone in this space.”
He strongly believes that all PPC managers need to start thinking about how to adapt their skill set in the age of machine learning.
A marketer can create the most engaging content in the world. However, it won’t help them reach their sales goals if customers cannot find it. Paid search spend across all industries is up but clicks are down. CTR fell from 3.46% in 2018 to 3.16% in 2019.Over 40% of ecommerce traffic comes from organic Google searches. SEO-based AI tools can take some of the guesswork out of selecting the right keywords, publishing the best content, and understanding how to improve your SEO.