5 PPC Trends to Boost Your Campaigns

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Published on: January 13, 2021 Updated on: April 08, 2024 views Icon 363 Views

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Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

The Future of PPC: Staying Ahead of the Trends

Are you ready to skyrocket your business's online success? Stay one step ahead of the competition by exploring the ever-evolving world of Pay-Per-Click (PPC) advertising. In today's digital age, it is vital to keep up with the latest PPC trends to maintain a competitive edge and maximize your return on investment. With the PPC landscape rapidly transforming, businesses must adapt to future trends or risk falling behind. In this article, we will delve into the importance of staying updated with PPC trends, provide an overview of the ever-changing landscape, and explore how adapting to future trends can pave the way for business growth and success. So, buckle up and get ready to embrace the future of PPC!

Similar to J.K. Rowling adding new characters (ahem, Credence a.k.a. Aurelius Dumbledore) to the wizarding world, there are many new platforms that are now a part of the PPC world. 

The world of Pay Per Click (PPC) is ever-evolving. From Google to TikTok, advertisers around the world are experimenting with new avenues to attract and engage with new users and customers.

With the rise of AI, automation, and AR, PPC platforms are leveraging these features to increase engagement and improve their ROI. If you are an advertiser or working for an agency, we have curated a list of PPC trends you need to know in 2023.

PPC Trend #1: Google Ads

Automation in PPC Advertising Will Continue to Rise

The global automation market size is expected to grow up to $412.8 billion by 2030 with the largest segment being process automation.

Though automation in PPC advertising is not new and will be one of the biggest PPC trends in 2023, the extensive use of Artificial Intelligence and Machine Learning, combined with Meta's new updates to its ad campaign set-up process to streamline campaigns, will help PPC experts save time on manual tasks. Additionally, automation will help determine the best strategies to achieve campaign goals, optimize targeting options, improve ad delivery algorithms, enhance ad creative recommendations, provide real-time performance insights, and streamline reporting and analytics.

It will help PPC experts to not only craft effective campaigns but also:

  • Identify performance issues of an account
  • Optimize ads that help in generating better conversions 
  • Generate ads dynamically based on user intent and website content 
  • Calculate the best bidding strategy for various goals 
  • Generate ad performance reports automatically

Goodbye Magic 8 Ball, Hello Smart Bidding

Don’t you often feel like you are playing with the Magic 8 Ball while planning the bidding strategies?

Optimizing campaign bids is a common challenge faced by most PPC experts. To reduce the pain of manually tracking and optimizing campaigns, Google Ads’ smart bidding will help you determine how much you can get from your budget.

Smart bidding, a subset of automated bidding strategies, is powered by machine learning. This feature optimizes your ads and increases conversions based on the goals you set. Gain valuable information and insights with Behavior Analytics Software Tools, which leverage user behavior patterns and trends. This cutting-edge solution empowers you to make informed decisions and bid strategically on Google Ads, eliminating the need for guesswork and ensuring your advertising campaigns are driven by data and actionable intelligence.

Advertisers need to be aware of an important update from Google regarding ad targeting and reporting. Starting in May 2023, Google has discontinued support for similar audiences, also referred to as "similar segments."

Similar audiences played a crucial role in targeting ads to users who shared similar characteristics and interests with an advertiser's existing audience. By leveraging machine learning algorithms, advertisers could expand their reach and target potential customers with higher relevance.

All Hail Responsive Search Ads (RSA)

Responsive Search Ads are one of Google’s most flexible search ad formats. It is evident that the usage of Responsive Ads has gained significant traction among businesses. Recent statistics indicate that a whopping 84% of companies have embraced this ad format as part of their advertising strategy. Responsive Ads have proven to be highly effective in delivering dynamic and engaging content to target audiences.

While writing for RSAs, you can write up to 15 different headlines and up to four descriptions. Google automatically tests different options of headlines and descriptions. It will learn which combinations perform the best and share the best message depending on the keyword your target audience searches.

All you need is a creative copywriter who can help you with compelling headlines, descriptions, and a solid good CTA. Google will take care of the rest.

Here’s a tip: Use Dynamic Keyword Insertion to insert keywords in your headlines. 

Video Ads Will Continue To Rule

In 2023, online video is projected to account for 82.5% of web traffic, solidifying its position as the most popular content format. 86% of marketers utilize videos as a content marketing tool, with a 25% growth in video adoption since 2016. Including video ads in your PPC marketing strategy is effective for one simple reason – you can capture a large pool of audience. It has the potential to drive huge engagement and increase conversions in the long run.

Here’s how you can leverage videos for advertising:

  • Link your product to video ads 
  • Incorporate Virtual Reality (VR) to provide real-life experiences
  • Use Bumper Machine to convert 90-sec videos into multiple 6-sec ads—skippable and non-skippable

PPC Trend #2: Facebook Ads

AI and AR Will Continue to Rise

Facebook has been heavily investing in AI and automation to improve the performance of ad campaigns and increase ROI.

Additionally, Facebook has also introduced AR ads to engage with users. They can do things like try-on make or play games. 

These technologies have the potential to revolutionize the way we interact with social media. With AI, Facebook can personalize newsfeeds and recommendations like never before. And with AR, Facebook can create new and immersive ways for people to connect with each other.

Video Ads Will Continue to Be #1

Facebook has become a prominent platform for video consumption, with users collectively watching over 100 million hours of video content on the platform every day.

The best part of Facebook video ads is that you can create a custom audience with the results. This will help in creating a look-alike audience for your next video ads which will help you engage with more potential leads.

You can also leverage Facebook Stories to run video ads. These video ads can either be mobile-shot or studio-shot.

Video advertising utilizes two primary approaches: mobile-shot videos and studio-shot videos. Mobile-shot videos offer an authentic feel, driving ad recall and creating familiarity. Studio-shot videos, on the other hand, excel in building brand awareness through professional production values and visually captivating content. Using a combination of both mobile-shot and studio-shot ads can increase engagement and improve conversions significantly.

Mobile-First for Facebook Ads

If Facebook ads play an integral role in your PPC strategy, ensure that your ads are mobile-friendly.


In 2022, Facebook came to the fore, bringing in a staggering total of over US $113 billion in ad sales. With advertising acting as the driving force behind its business success, it continues to tap into the possibilities of this dynamic environment, creating an imprint that will never be forgotten in the world of digital marketing. And with mobile ads, you have little space for creativity. Make sure you write a compelling headline and CTA. And don’t forget the CTA. Ads without a CTA result in fewer leads and higher cost per acquisition.

PPC Trend #3: TikTok Ads

Memes, UGC, and Influencers – TikTok is the Name of the Game

TikTok has swept the world by its feet over the last few years. With over 1.06 billion active users around the world, TikTok is one of the fastest-growing social media platforms today. TikTok provides an amazing opportunity to tap into vast and engaged audiences at key touchpoints throughout the day via the emotive, engaging format of full-screen video ads.

In October 2020, Shopify and TikTok announced their partnership to help merchants advertise on the platform easily. Merchants can sell their products in shoppable video ads format and users can click on the ad to buy the product. This is an avenue you should explore and leverage to its full potential.

Publishing original and authentic brand content will continue to be a pillar of Tiktok’s success. Advertising on TikTok is one of the most interesting upcoming PPC trends. 

PPC Trend #4: LinkedIn Ads

LinkedIn for B2B Advertising

If you are a B2B company, LinkedIn is the perfect platform to advertise. You can reach up to 630 million users with targeting options such as job title, company, industry, education, seniority, interests, and company connections.

B2B digital advertising is undergoing a remarkable transformation. According to eMarketer, display ads are projected to surpass search ads in B2B digital ad spending by 2023. By 2024, display ads are expected to account for 49.8% of B2B digital ad spending, reaching an impressive $9.20 billion. This shift highlights the growing significance of captivating visual experiences in capturing the attention and investment of businesses. 

What makes conversation ads unique is that these feature a “choose your own path” experience. You can create full-funnel marketing campaigns with multiple customized and interactive CTAs throughout the customer's journey.

You can improve engagement by offering options like webinar signups, product education, or even an e-book download. These ads will help your prospects access content that is relevant to them and in turn, drive engagement and increase conversions.

Leveraging these PPC trends in 2023 will help you get the most of your PPC campaigns. Also, advertising in alternative platforms like AdRoll, Amazon, and Quora, can help you generate more leads and increase your ROI. If there’s any other PPC trend you have in mind that you think has the potential to be ‘all the rage’, talk to one of our PPC experts. We would love to talk about all things PPC. Just write to us at info@growthnatives.com and we will get back to you!

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