The year 2019 has brought a lot of revolutionary changes in the digital marketing industry and paid advertising is not an exception. There are many new channels, tools, platforms, and technological inventions that have brought revolutionary changes to the paid advertising industry. Due to all these factors, all experts and agencies are forced to redefine their digital marketing strategy to stay in the game. In this article, I will share the top 3 paid advertising trends in 2020 that you must know to redefine your strategy. The change in strategy by keeping these top trends in mind will help you in the quest of leveraging better ROI and conversions.
1. Video Advertising will be Vital
Video content brings many benefits for businesses such as boosted brand reach, increased rapport with customers, and increased reach to engage with more targeted audiences. Thus, video content has become an inseparable part of digital marketing strategy in the past few years and the Year 2020 will repeat history. With time, video making has become easier with video editing tools, which has made it easier to use videos in marketing. It means video advertising will be one of the dominating factors in paid advertising in 2020.
2. Voice Search will Redefine Paid Marketing
Voice assistants and voice search are gaining popularity rapidly. According to one of the statistics, in 2020, more than 50% of search queries will be voice-based. Thus, it will be one of the paid advertising trends in 2020. The PPC advertising companies and experts will need to devise its digital marketing strategy in a way that it can rank higher so its result can be used in the voice search. One of the things that can be done by advertisers is to use long-tail keywords that can include the phrases one would use in a conversation. For example, instead of targeting the “Christmas Gifts” keyword, one needs to target long-tail keywords such as “What is the best gift idea for my girlfriend” or similar to that.
3. More Options and Emphasis on Audience Targeting
Generally, companies focus on keyword targeting, but one of the top paid advertising trends will be advanced audience targeting. There will be more specific tools that will allow advertisers to segment audiences at a granular level to focus on a highly specific target audience that is more likely to convert.
4. Augmented Reality will Dominate the Marketing Industry
Big brands such as Toyota, IKEA, etc. have adopted AR-based applications to augment the user experience which increases engagement and leaves a long-lasting impression of the business brand. The SMBs have also started adopting AR apps to increase customer engagement. One of the industries that will be influenced by AR apps is marketing. Thus, advertisers have to keep augmented reality in their digital marketing strategy to drive paid advertising campaigns toward success in 2020.
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