The digital marketing landscape is constantly evolving, and 2019 promises to be no different. To stay ahead of the curve, nexus-security teamed up with Search Engine Journal to gather insights from 28 PPC experts on the trends that will shape the year. This excerpt highlights the top 10 predictions, offering a glimpse into what marketers should prioritize in the coming year. For the full report, including individual insights from each expert, download the complete Top 2019 PPC Trends You Need to Know.

2018 was a year of significant transformation in the PPC world. Google Ads replaced AdWords, introduced a redesigned interface, and rolled out a suite of new campaign types, features, and targeting options. Bing Ads also stepped up its game with enhanced features and the highly anticipated arrival of LinkedIn profile targeting. Meanwhile, Amazon emerged as a formidable contender, attracting advertising dollars as more consumers initiate product searches directly on its platform.

So, what does 2019 hold for PPC marketers? We asked 28 leading experts to share their predictions. While artificial intelligence, voice search, audience targeting, and automation dominated discussions last year, two themes clearly stand out for 2019: Audiences and automation.

But that’s not all. Here are 10 key trends identified by these experts, spanning paid search, paid social, and remarketing, that should be on every marketer’s radar in 2019.

1. Audiences vs. Keywords

Is this the year the keyword finally takes a backseat? Aaron Levy of Elite SEM believes so, arguing that advertisers are shifting their focus from traditional keyword targeting to a more context-driven approach centered around audiences. He sees this as a natural progression, given the increasingly sophisticated tools and strategies available to marketers.

However, not everyone is ready to declare the keyword dead just yet. Andrew Lolk of SavvyRevenue emphasizes the importance of a balanced approach, stating that while audience targeting is crucial, keywords remain a vital element of a successful PPC strategy.

Christi Olson, Head of Evangelism for Search at Microsoft, echoes this sentiment. She believes that success in 2019 and beyond hinges on the ability to effectively segment and implement audience data as part of a comprehensive targeting strategy.

Purna Virji, Senior Manager of Global Engagement at Microsoft, suggests going beyond basic demographics and creating highly granular customer segments to deliver truly personalized ad experiences. This focus on deep audience understanding will be paramount in 2019.

Brooke Osmundson, Senior Digital Manager at NordicClick Interactive, sees audiences and keywords working in tandem, with audience insights informing keyword strategies and vice versa. She highlights the effectiveness of in-market audiences and suggests leveraging remarketing based on top-funnel in-market audiences to create a robust funnel strategy.

2. Automation + Human Intelligence

Automation is no longer a futuristic concept; it’s already reshaping the PPC landscape. Frederick Vallaeys, CEO of Optmyzr, predicts that search engines will continue to push automation, empowering more businesses to succeed with their advertising efforts.

Ben Wood, Digital Director at Hallam, expects Google Ads to further enhance its automation capabilities, suggesting that marketers embrace these tools rather than resist them. He points to Google’s emphasis on automated bidding strategies as evidence of this trend.

However, the rise of automation doesn’t spell the end of human involvement.

Ilya Cherepakhin, Executive Media Director at Acronym, acknowledges the increasing efficiency of machine learning, particularly at scale, but emphasizes that human expertise remains essential.

Virji advises marketers to leverage automation to handle repetitive tasks like bid tracking and reporting, freeing up time to focus on strategic initiatives and customer engagement.

Navah Hopkins, Services Innovation Strategist at nexus-security, shares this view, suggesting that marketers delegate tedious tasks to automation while retaining control over aspects that require creativity and brand knowledge.

Brad Geddes, Co-Founder of AdAlysis, cautions that not all automated recommendations are created equal. Marketers need to carefully evaluate and filter these suggestions, discerning between valuable insights and noise.

3. Amazon & Advertising Alternatives

Wesley MacLaggan, SVP of Marketing at Marin Software, underscores the importance of diversification in 2019, predicting continued growth for Amazon’s advertising platform. He sees Sponsored Product Ads and other Amazon formats as essential components of a successful PPC strategy, particularly for retail and consumer packaged goods brands.

Image Source Lisa Raehsler, Founder of Big Click Co., paints an optimistic picture for ecommerce businesses, citing a surge in opportunities to connect with shoppers through personalized experiences. She highlights key developments across different platforms:

• Bing: Pilot programs for local inventory ads, showcasing nearby product availability to drive in-store traffic.
• Facebook: Enhanced ad formats, including a new instant storefront template that dynamically generates product-focused videos tailored to individual users.
• Pinterest: New features enabling direct purchases from product pins, complete with real-time pricing and inventory information, along with personalized product recommendations.
• Google: Prioritizing the mobile experience with local catalog ads that display local product availability and pricing in a user-friendly, scrollable format.

4. Account Management & The Role of PPC Marketers

Marc Poirier, CEO of Acquisio, believes that while AI is transforming campaign management, human expertise remains invaluable. He envisions a future where marketers leverage their understanding of different machine learning systems to optimize campaign performance.

Daniel Gilbert, CEO of Brainlabs, argues that PPC professionals must adapt their skill sets to thrive in the age of AI. While machines haven’t yet surpassed human capabilities, he stresses the importance of leveraging automation effectively and developing skills in areas such as new-market analysis, cross-channel strategy, and competitor analysis.

Vallaeys believes that successful PPC professionals will find ways to combine sophisticated management techniques with the power of automation.

He sees a significant opportunity for skilled practitioners to differentiate themselves by adding value on top of automated processes.

Kirk Williams, Owner of ZATO, envisions a future where efficient, automation-driven accounts free up PPC professionals to focus on higher-level tasks such as troubleshooting, analysis, reporting, conversion rate optimization, and client communication.

Susan Wenograd, Account Group Director at Aimclear, reminds marketers that amidst the data and algorithms, their core marketing skills are paramount. She encourages continuous development in this area, arguing that it’s the key to long-term success.

5. Attribution & Cross-Channel Advertising Experiences

Michelle Morgan, Director of Client Services at Clix Marketing, observes a growing recognition among businesses that consumers navigate a multi-channel world. This understanding has led to increased investment in cross-channel advertising strategies.

Amy Bishop, Owner of Cultivative, predicts a greater emphasis on cross-channel and cross-device attribution in 2019. While multi-channel campaigns are becoming easier to execute, she notes that reporting silos remain a challenge. She anticipates increased investment in tools and technologies designed to bridge these gaps and provide a holistic view of campaign performance.

However, finding the perfect attribution solution remains elusive. Morgan acknowledges that no single model fits every business and emphasizes the importance of continuous testing, analysis, and refinement.

Pete Kluge, Group Manager of Product Marketing for Adobe Advertising Cloud, encourages marketers to shift their focus from simply reaching consumers to delivering exceptional advertising experiences across the entire customer journey. He sees search as a critical touchpoint in this journey and emphasizes the need for positive search experiences that resonate with consumers.

MacLaggan echoes this sentiment, stating that as the lines between search, social, and ecommerce continue to blur, marketers require a unified view of the customer journey to accurately measure campaign performance, attribute results, and optimize budget allocation.

6. Ads

Amidst all the talk of automation and attribution, it’s crucial to remember that the ads themselves remain paramount.

Geddes emphasizes the importance of testing different ad formats, including responsive search ads and traditional text ads, and experimenting with ad copy elements like headlines and descriptions to optimize message effectiveness.

Pauline Jakober, Founder & CEO of Group Twenty Seven, encourages marketers to be deliberate in crafting their ad copy, ensuring that headlines and descriptions work together harmoniously and leveraging ad extensions to maximize visibility and engagement.

7. Videos

Hopkins underscores the growing importance of video, particularly in the context of social media. She notes that as social platforms gain prominence in search engine results pages (SERPs), marketers should incorporate video content into their strategies. She suggests that even those who don’t invest directly in video advertising can still leverage YouTube as an audience targeting tool for search campaigns.

Gilbert highlights the dominance of video as a content format on mobile devices and expects platforms to introduce updates that encourage advertisers to optimize their video assets for mobile consumption.

He cites Google’s recent introduction of vertical video ads as an example of this trend.

8. Remarketing

Larry Kim, CEO of MobileMonkey, reveals a laser focus on remarketing in 2019, citing its superior click-through and conversion rates compared to other tactics.

He advocates for a combined approach that leverages remarketing alongside Facebook’s Click to Message ad format, claiming that this combination delivers exceptional ROI.

9. Brand Building

Jeff Allen, President of Hanapin Marketing, believes that 2019 will be the year of brand building in the PPC world. He observes that marketers have become overly fixated on ROI, often neglecting the importance of cultivating demand and fostering brand loyalty. He predicts a shift in mindset, with marketers embracing strategies that prioritize brand affinity and long-term growth over short-term gains.

Wenograd shares this view, emphasizing that while platforms and tactics may come and go, a focus on brand building will stand the test of time.

10. More New Ad Types, Extensions, & Features

One thing is certain: 2019 will bring its share of surprises in the form of new ad formats, reporting capabilities, and tools. While the specifics remain unknown, experts anticipate continued innovation from search engines.

Levy predicts the nationwide rollout of Local Services Ads across various industries, leading to shifts in query behavior and creating new opportunities for localization and conversion optimization.

He also anticipates that ads will become more integrated into other Google and Bing products and services, such as maps, knowledge panels, and answer boxes, as search engines monetize “position zero” and incentivize advertisers to keep users engaged on the SERP.

It’s this constant evolution that makes PPC marketing both challenging and rewarding.

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