{"id":28975,"date":"2023-01-10T13:54:31","date_gmt":"2023-01-10T13:54:31","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/3-ppc-marketing-trends-to-keep-a-pulse-on-in-2023\/"},"modified":"2023-01-10T13:54:31","modified_gmt":"2023-01-10T13:54:31","slug":"3-ppc-marketing-trends-to-keep-a-pulse-on-in-2023","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/3-ppc-marketing-trends-to-keep-a-pulse-on-in-2023\/","title":{"rendered":"3 PPC marketing trends to keep a pulse on in 2023"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>As we begin 2023, it\u2019s a good time to reflect on the macro-level trends we\u2019ve observed last year.\u00a0<\/p>\n<p>Here are a few trends that I believe have some staying power and should be considered as you build out your 2023 search marketing strategies.<\/p>\n<h2 id=\"h-1-a-slow-economy-and-heightened-focus-on-efficiency\">1. A slow economy and heightened focus on efficiency<\/h2>\n<p>In case you haven\u2019t heard, the <a href=\"https:\/\/searchengineland.com\/tips-strong-media-planning-during-recession-386905\">economy has been struggling<\/a> (that\u2019s a joke). I graduated with a degree in economics, but like most of us, I have no idea how long this downturn will last.\u00a0<\/p>\n<p>That said, I think many digital marketers are already feeling the impact.<\/p>\n<ul>\n<li>Budgets are tightening.<\/li>\n<li>Teams are getting leaner.<\/li>\n<li>Questions such as \u201cWhat\u2019s the ROI?\u201d or \u201cWhat\u2019s the CPA?\u201d are becoming more prevalent.\u00a0<\/li>\n<\/ul>\n<p>These environments are tricky to navigate and I certainly don\u2019t have all the answers. <\/p>\n<p>However, the advice I usually start with is leaning into your data.\u00a0Make sure you have a deep understanding of your top-performing tactics and maximize your investment there first.<\/p>\n<p>An analogy I often use is the concept of a sports team in the playoffs. When it comes to crunch time, a coach will always put their best players in the game for as much time as possible. Those players who are still developing are likely going to be watching the game from the bench.\u00a0<\/p>\n<p>Take this same mindset when it comes to your search strategies. If your budget is limited, prioritize your investment on the tactics driving the most return.\u00a0<\/p>\n<p>I\u2019m sure many of you reading this are saying, \u201cYeah, thanks for stating the obvious.\u201d But when I say this, I don\u2019t mean simply consolidating to a <a href=\"https:\/\/searchengineland.com\/why-invest-branded-keywords-386220\">brand keyword strategy<\/a>. Instead, you should:\u00a0<\/p>\n<ul>\n<li>Dig into the various segments of your campaigns\u2019 performance.\u00a0<\/li>\n<li>Understand what devices, audiences, geos, times of day\/days of week, and campaign types drive the most efficient performance. Focus your investment on those combinations of segments first.<\/li>\n<li>Consider creating a more granular campaign delineation to more effectively skew spend toward the top-performing combinations.\u00a0<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<h2 id=\"h-2-automation-vs-autonomy\">2. Automation vs. autonomy<\/h2>\n<p>This debate originated well before 2022. However, I do think the heat was turned up a bit last year with:<\/p>\n<p>Machine learning is getting stronger and will continue to be woven into campaign management platforms.<\/p>\n<p>I believe that to be successful in 2023, you must best <a href=\"https:\/\/searchengineland.com\/combine-automation-options-ppc-success-387018\">balance the power of automation<\/a> with the autonomy required to achieve your stakeholder\u2019s objectives.\u00a0<\/p>\n<p>Think about when you are <a href=\"https:\/\/searchengineland.com\/leveraging-automated-bidding-strategies-for-maximum-ppc-performance-386071\">setting up an automated bid strategy<\/a>. Part of that process is providing the algorithm with business-specific guardrails that it should operate between \u2013 and toward. The better the inputs you provide, the more closely your results will align with your objectives.\u00a0<\/p>\n<p>I think that same mindset should be leveraged with applications of AI more broadly in campaign management platforms. <\/p>\n<p>Automation reduces the resources required for foundational tasks. But, we still need to guide it to work toward our business objectives.\u00a0<\/p>\n<p>More tactically, think about what datasets you can incorporate. The more inputs you\u2019re providing, the more data points that these algorithms can use to inform the optimizations and recommendations.\u00a0<\/p>\n<p>In addition, think about what levers you need to maintain control over and where you can free up your grasp by relying on machine learning to make the optimizations for you<\/p>\n<p>Lastly, consider how to <a href=\"https:\/\/searchengineland.com\/optimizing-account-structure-automation-383883\">structure your accounts<\/a> to allow the automation to perform best.\u00a0<\/p>\n<p>That balance of automation and autonomy will differ based on the complexity of your strategy. <\/p>\n<p>Advertisers who have the best understanding of what this balance should be for their business stand to benefit.<\/p>\n<h2 id=\"h-3-microsoft-on-the-rise\">3. Microsoft on the rise?<\/h2>\n<p>What would an article like this be without at least one opinion that is a little &#8220;edgy.&#8221; Buckle up, folks!<\/p>\n<p>I\u2019ve been pretty impressed with the updates that came out of Microsoft last year. They\u2019ve not only expanded their ad offerings but also their geographic reach by about 70 new markets.\u00a0<\/p>\n<p>Microsoft Advertising has always touted their lower costs and comparable features to Google, but we are starting to see some innovation (i.e., Multimedia Ads) unique to the platform.<\/p>\n<p>Let\u2019s be clear \u2013 I\u2019m not expecting a significant shakeup in search engine market share. However, if you haven\u2019t looked at innovation opportunities on Microsoft Advertising, now might be as good a time as any.\u00a0<\/p>\n<p>The (generally) lower CPCs make it a solid testing environment and much of the innovation they\u2019ve incorporated can help to improve conversion rates.\u00a0<\/p>\n<p>Improving conversion rates combined with cheap CPCs sounds like an opportunity worth circling back to in budget-constrained environments.\u00a0<\/p>\n<p>This recommendation is particularly relevant for B2B advertisers, as Microsoft Bing is an engine where we have seen particularly strong engagement, likely due to research taking place on work devices.\u00a0\u00a0<\/p>\n<h2 id=\"h-search-marketing-s-staying-power-in-2023\">Search marketing\u2019s staying power in 2023<\/h2>\n<p>Now is an incredibly exciting time to be in search marketing. The platforms are making plenty of updates that it\u2019s hard to keep up.<\/p>\n<p>Search marketing is one of the most powerful tools in the digital marketing toolbox. Other than search, there are only a few other environments where users indicate their interests so clearly.\u00a0<\/p>\n<p>I\u2019ve highlighted a few of the trends I\u2019m keeping a pulse on, but in our fast-paced industry, there are likely plenty more trends that you will consider as you build out your 2023 strategy.\u00a0<\/p>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed <a href=\"https:\/\/searchengineland.com\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMLXKIzD8vAQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add Search Engine Land to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/searchengineland.com\/wp-content\/themes\/editorial-2021\/img\/icons\/google_news.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/searchengineland.com\/wp-content\/themes\/editorial-2021\/img\/icons\/google_news.png\" loading=\"lazy\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<div class=\"row\">\n<div class=\"col-6\">\n<div class=\"container-fluid px-0 sel-new-articles\">\n<div class=\"row\">\n<div class=\"col-12\">\n<p class=\"pb-1\">New on Search Engine Land<\/p>\n<section class=\"global-content-stream\">\n<\/section><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Anthony Tedesco\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/04\/Anthony-Tedesco.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/04\/Anthony-Tedesco.jpg\" loading=\"lazy\" alt=\"Anthony Tedesco\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tAnthony Tedesco is a search engine marketing professional based in Boston, Massachusetts. He started his career at Red Ventures in Charlotte, North Carolina, where he learned the impact of data-driven performance optimization and full-funnel marketing strategies. He then returned to his native Boston, where he joined DWA\/Merkle B2B, working with Fortune 100 brands to maximize the value of their SEM investments. In 2021, Anthony joined the global paid media team at Cisco Systems, Inc., where he orchestrates high-impact tactics at scale and helps solve the complex challenges marketers face in the evolving digital landscape. Anthony is an avid Tar Heel and Boston sports fan. If not watching his favorite teams, he enjoys traveling to New England with family and friends or catching up on old seasons of Survivor.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/searchengineland.com\/ppc-marketing-trends-2023-391165\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we begin 2023, it\u2019s a good time to reflect on the macro-level trends we\u2019ve observed last year.\u00a0 Here are a few trends that I&#8230;<\/p>\n","protected":false},"author":1,"featured_media":28976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-28975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 PPC marketing trends to keep a pulse on in 2023 - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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