PPC (pay-per-click) will continue to drive ROI in 2019. Even though you are probably aware of these four important PPC trends, you need to increase your focus on implementing them in your campaigns. Mastering these digital marketing strategies will provide the best possible user experience, raising your ROI.

1. Voice Search

In only a few short years, Alexa, Siri and Cortana and other voice-controlled virtual personal assistants have become indispensable to an ever-growing number of consumers. Whether people are at home, work or on the road, they have become accustomed to speaking to Alexa or one of her sisters and receiving an immediate answer to their question. Who wouldn’t rather ask a question than type a search query?

Both your web pages and PPC content need to be updated to reflect the differences between voice and typed searches.

Instead of focusing on a single keyword, incorporate five to six word keyword phrases or sentences

• Add “near me” to important keywords

2. Social Search Marketing

   As Facebook prices increase, consider expanding to other platforms. If you sell B2B, for example, LinkedIn’s laser-like targeting can prove more profitable even though the cost per click is considerably higher.

   3. Target the Audience, not the Keyword

   Google will be increasing their focus on two types of consumer targeting.

   User behavior, such as which restaurants or stores someone visits frequently

• In-market targeting, focusing on consumers who have been researching products or services before making a purchase

Personalization is definitely the future of digital marketing.

4. Video

What is the internet’s most compelling CTA (call-to-action) button? The “play” button on a video. Videos are everywhere and everyone watches them. A majority of all viewers watch at least 75% of a video. Using a short, well-crafted video in a paid ad can really boost your ROI.

Voice search, laser targeting by search engines and social media platforms, personalization and video can have a fantastic impact on your bottom line. Best wishes for a healthy, happy and prosperous 2019!

Kelcy from CT Marketing