What do PPC experts predict for 2019? Below is an excerpt of the top 10 trends that 28 industry leaders expect to see next year – the top trends that marketers like you should keep an eye on in 2019. We saw massive changes at Google, such as the name change from AdWords to Google Ads Google Ads – The the new Google Ads “experience” (i.e., the interface); and the launch of numerous new campaign types, features, improvements, targeting options and tools. Meanwhile, at Bing Ads, we saw the launch of tons of new features, targeting capabilities, reporting, and other improvements, but the most exciting news was that we (finally!) saw the arrival of LinkedIn profile targeting.
Audiences against keywords
Elite SEM’s Aaron Levy believes 2019 will be the year the keyword dies, as advertisers shift their focus away from match types and terms toward context and personas. “A lot of time has passed; “Search engines have given us too many extra levers to Google Ads – The pull Special Database along with keywords,” Levy said. “I think next year will be the beginning of the end of keywords as the main search lever.” Not everyone is ready to declare the keyword dead, including SavvyRevenue’s Andrew Lolk. If you’re not using audiences, you’re doing PPC wrong, he said. “Keywords will be important, but audience targeting on the search network in 2019 will be just as important to ensure high performance,” Lolk said.
Automation Human Intelligence
Automation is not coming. It’s here. In fact, the trend we’re seeing from engines is more automation, said Frederick Vallaeys, CEO of Optmyzr. “Google said their search ads should be ‘ads that work BHB Directory for everyone’ and they mean it,” he said. “They believe automation makes it possible for more businesses to be successful in search marketing, so we’ll see more ‘smart’ features from Google, and Bing will safely follow them.” Ben Wood, chief digital officer at Hallam, expects Google Ads to continue improving its built-in automation features. “It’s getting closer to the point where it’s better to lean on Google’s automation tools rather than reject them in favor of third-party tools,” he said.