In an increasingly competitive world, marketers want to get most out of their ad budgets. But with new tools and technologies emerging all the time, it can be hard to know which ones deliver the greatest value.
With that in mind, we’ve compiled six paid media trends that will matter in 2023.
1. Amazon’s Emergence into Paid Advertising
While Google and Facebook still dominate paid advertising, Amazon is now the third-largest and fastest-growing advertiser. Amazon ads are displayed on and off of Amazon, which has skyrocketed its popularity with online retailers.
In fact, buyer intent is the greatest advantage Amazon has over Facebook and Google.
While Facebook and Google give access to the largest audiences, users aren’t usually looking to buy something. When compared to Amazon’s buyer intent, this usually results in lower conversion rates on these platforms, so brands could be spending more for less.
2. Going Social
Around 70% of people check at least one social media platform a month (most check social platforms daily) and these numbers are growing. If you are ignoring social media in your PPC strategies, you are missing opportunities for personalized brand awareness.
As a result PPC marketers are focusing on ads for social media platforms. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.
3. The Rise of Voice Search
Smart homes and personal assistant speakers such as Cortana, Siri, and Alexa have nearly reached critical mass in the U.S.
Paid voice search advertising hasn’t yet made it to the mainstream, but due to a rise in technological changes, it’s nearly certain we will see these advancements start to emerge soon.
One good strategy to get ahead of the game is to adopt a more conversational tone on your website. People are more conversational when making voice searches, so it will improve your ranking in voice search results. Updating FAQ pages on your website by using ‘long-tail’ keywords is another way to set yourself up for voice search success.
4. Surge in Visual Searching
Visual search works by using a picture as the search query as opposed to text. Imagine you are seeking a specific type of product with desired colors and/or patterns. Visual search results will drive a much faster click-through response than descriptive words.
People want results faster than ever and visual search helps them find exactly what they want must faster than text searches.
5. Collaborative Filtering
Collaborative filtering is a grouping system that groups users by shared tastes or preferences. If Bob has similar reactions to content as Sue, it’s likely they could have other similar tastes. Filtering can be based on almost anything from age, interests, locations, and more to guide them to content that would appeal most.
Collaborative filtering tailors your content to your recent likes, browsing history, or trending topics. This allows websites to remain interesting, new, and relevant to individual users.
6. SEO and PPC Integration
PPC and search engine optimization go hand in hand. You’ll see better results when you integrate your SEO and PPC campaigns. A good way to sync up your PPC and SEO is to analyze your top-performing ad copy. Create your content and blog posts based on that copy to boost your ranking.
You can use long-tail terms to boost your rankings and improve paid search bidding strategies.
If you need assistance with your paid media strategies, please contact us today. We’re here to help!