The Latest PPC Strategy Trends Your Business Should Tap Into in 2020

If you’re trying to attract more website traffic and generate more leads, pay-per-click (PPC) advertising is the way to go. In fact, PPC visitors are 50% more likely to make a purchase than organic website visitors. By utilising the latest PPC strategies, you can rank above the competition and boost your business.

Don’t fall behind the trends! Instead, get ahead (and above) your competitors. With these eight strategies, you can boost your PPC ad rankings to attract more customers.

Discover the best pay-per-click advertising strategy for your business with these trends.

Artificial Intelligence

One of the most popular PPC strategy trends in 2020 is artificial intelligence (AI). In fact, AI is affecting different forms of digital advertising, including search engine optimisation (SEO).

Artificial intelligence allows you to make stronger, more informed decisions regarding your PPC optimisation. You can also utilise AI automation to repeat daily tasks as well. As a result, you’ll have more time on your hands to make more complicated decisions.

There are a few different ways artificial intelligence can improve your PPC optimisation. For example, AI can:

  • Provide a click-thru-rate (CTR) prediction for your ads
  • Use historical data from previous campaigns to calculate the chance of a conversion
  • Pinpoint which bids will help increase traffic to your website

This data can help you make smarter decisions about your campaigns. For example, an accurate CTR prediction can determine the quality score (QS) for your ads. A higher QS will improve your PPC ad ranking.

The higher you rank, the more people will see your campaigns. A higher ranking can increase your site traffic and conversions.

Using historical data can also help you determine whether or not you need to adjust an ad or your targeting.

What if your bids are too low? You can increase your bids to increase your ranking, which increases your chance of a conversion.

By utilising AI, you can develop stronger campaigns to generate more results.

Video Ads

Before visiting a store, about 50% of consumers look for videos related to the product or service they need. Video ads are a great way to engage your target audience and attract more site visitors.

In fact, consumers who watch video sare 1.81 times more likely to make a purchase, too.

You can’t say everything you need to in a short text ad. Video ads allow you to use eye-catching animations and imagery to communicate your brand. That way, your ad message has a more likely chance of appealing to your audience.

Then, you can use a compelling call-to-action to encourage the consumer to visit your site and convert into a lead.

Google has also started using Bumper Machine for video ads. Bumper Machines turns short videos (fewer than 90 seconds) into bumper ads on YouTube, allowing you to attract more customers.


Automation is one of the biggest PPC strategy trends that companies are using this year. You’re busy enough running your business. By relying on automation, you can focus on your daily operations while letting your PPC campaigns run themselves.

Automation relies on machine learning to improve your campaigns. You can let the machines do the heavy lifting, allowing you to save valuable time and money.

For example, let’s say your ads aren’t attracting clicks. Machine learning can offer suggestions that can help improve your ads. It can even adjust your bids to improve your ranking.

However, you shouldn’t leave your ads completely unattended. There are some adjustments you’ll need to make on your own. By working with a team of experienced PPC consultants, you can use these PPC trends effectively without going over budget.

Responsive Search Ads

Consumers look at ads on numerous devices. Not every device has the same width. By using responsible search ads in your campaigns, you can make sure your ads will adjust for each device.

Using responsive search ads ensures your ads look good regardless of the device. By covering different ad placements, you’re also reaching more customers and increasing brand awareness. Meanwhile, you can also try different headlines and ad descriptions to appeal to a broader audience.

Google will even use AI and machine learning to mix and match your headlines and descriptions. Testing different combinations will help Google determine which headlines and ads increase clicks.


In order to develop the best pay-per-click advertising campaign, you need to know your audience. Otherwise, your ads could appear in front of the wrong people. Hyper-focused audience targeting allows you to display ads in front of the people most likely to become customers.

You can target your audience based on location, age, gender, and household income. You might even display ads based on the websites people are visiting.

Focused targeting will help improve your clickthrough rate and conversion rate.

Voice Search

It’s anticipated that consumers will complete 50% of all searches using voice search by the end of this year. If you’re not appealing to voice searches, you’re missing out on potential customers.

In order to appeal to voice searches, you need to know how customers are phrasing their search queries. Adjusting your target keywords can help you appear for these searches. For example, you might need to start using long-tail keywords within your campaigns.


While remarketing isn’t a new trend, it’s still one of the most effective ways of improving your PPC campaigns.

Remarketing gives you a second chance in front of previous website visitors. By creating a remarketing campaign, you can bring those consumers back to your website. You can even use more targeted ad language to encourage a conversion.

Visual Search

Consumers can now use photos to search for products or services online. For example, they might take a photo of a bag they like to find a retailer. Visual search speeds up the search process for consumers.

This trend is still new. For now, make sure to use metadata and alt text on your photos to describe your products online. Try to keep an online photo catalogue of your products, too.

Pick Up Your PPC: PPC Strategy Trends for a Stronger 2020

Ready to boost your PPC ranking? By using these eight PPC strategy trends, you can get ahead of the competition! Then, you can attract new clients and increase sales, and improve your ROI.

Eager to boost your business? Contact us today to get started!

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