In the last quarter of 2019, Google released 18 Google Ads updates, as compared to Bing, which only released four changes for Microsoft Advertising in the entire year.

Regardless of what platform you use, understanding, and keeping up with these trends is essential. It does not matter if you are an agency or an advertiser, you need to stay on top of the latest trends and features to take your pay per click (PPC) efforts to the next level.

Embrace PPC Automation

A huge new trend with PPC advertising is automation. This includes the use of machine learning and artificial intelligence to help automate more labor-intensive tasks related to Bing and Google ads. By 2021, it is believed that the automation industry around the world will expand significantly and generate up to $238 billion in revenue.

Even though PPC automation isn't new, it will start to play a more critical role in the paid advertising process. Automation in PPC will be used to:

  • Calculate the right bidding strategy for different goals
  • Set bids to achieve as many conversions as possible at a certain cost per action (CPA)
  • Enhance cost per click (CPC) by finding ad auctions that will generate more conversions
  • Stop ads that aren't performing
  • Find performance issues
  • Create and optimize ad copy
  •  Generate automatic ad performance reports

The Use of Artificial Intelligence

With PPC, AI is going to let marketers create more effective ad campaigns. It is especially useful for predicting the click-through rate (CTR) of future ads, calculating the impact of ads on overall quality scores, identifying the possibility of conversions from certain customers, analyzing the bids that are going to generate the most traffic, and optimizing keywords or ad campaigns.

As AI continues to learn more about your audience's behaviors, it can create highly targeted ads to improve PPC campaigns' performance. This doesn't just apply to Bing and Google ads; it is true for Amazon Ads too.

Smart Bidding

The process of smart bidding is a subset of automated bidding that uses machine learning to optimize ads for conversions dependent on the goals you have set. Put simply, this takes all the guesswork out of Google Ads.

The AI system used by Google automatically optimizes for conversions for every auction. You let Google know your advertising goal, and then Smart Bidding will help you get it done within your budget.