The pay-per-click (PPC) continues to evolve quickly due to its new campaign types, features, targeting options and tools available on various platforms.

The Drum contributor Callum Coard has shared an article highlighting major PPC trends for the year 2020.

Coard says, “For PPC advertisers, 2020 is going to be a pivotal year. Technology will be driving all the key PPC trends at the start of the decade and advertisers are going to react to this in one of two ways.

Some are going to sit back and wait for the technology to progress. Others will take the tech available to them right now, grab it by the horns and use it to drive innovation on their own terms. These are the advertisers who will be setting PPC trends in 2020 and beyond, while the rest play catch-up.

Here’s what matters most for the year ahead:

Taking control of PPC automation

Marketing automation has progressed a lot in recent years and we can now rely on software to handle a wide range of repetitive tasks. This isn’t specific to PPC but paid advertising arguably has the most to gain from automation due to the time-consuming nature of managing and optimising campaigns”.

PPC trends to look out for in 2020

The Drum

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