Top PPC features for marketers in 2023
Mastering PPC (Pay-Per-Click) advertising requires you to try new features and enhancements all the time. In 2022, some of the best marketing features were introduced that will continue to rule in the year 2023 as well. In this article, we give you a brief recap of all the cool PPC features that will take your marketing strategy to the next level.
Responsive Google Ads:
Google AdWords introduced Responsive Search Ads, which allow advertisers to create ads that dynamically adjust to fit the available ad space. The ads are made up of up to 15 headlines and four descriptions, and Google’s machine learning algorithms determine which combinations work best for each individual search.
In 2022, Google announced Audio ads which are specifically served to users who listen to music on YouTube. This is a great opportunity for advertisers who are looking to reach their target audience in a unique manner based on their usage of YouTube. You may prefer to use audio ads instead of video for music listeners as these users are unlikely to be actively watching the content on their YouTube screen.
Video Ads by Microsoft:
As we are sure you will have already heard Microsoft expanded the Microsoft Audience Network and launched Video Ads in November 2022. You can leverage this new feature to expand your marketing strategy. What’s even better is that you don’t have to start from scratch as you can easily repurpose your YouTube video ads to save time and resources.
AI-powered Social Media Ads:
AI-powered ads are the future of social media marketing. Take Instagram’s Multi-advertiser ads for instance. This new ad format displays advertisements from different businesses based on a consumer’s behaviour and interaction within the app. Although marketers cannot set up this ad format, it leverages artificial intelligence to showcase a brand’s existing ads to in-market shoppers. The algorithm takes into account a consumer’s behaviour and engagement on the app, and the ads displayed reflect that. As a marketer, you must utilise the benefits of such social media ads.
Social Media Marketing for B2B and small businesses:
In May 2022, Facebook (now known as Meta) introduced new tools aimed at B2B and small businesses, which includes messaging and conversation features, lead generation and customer acquisition tools.
Now ads can be run on both Facebook and Instagram, made directly from a business’s WhatsApp Business app. This type of ad encourages interaction through messaging, helping to foster a relationship between businesses and consumers. For B2B and small businesses, we recommend running ads such as quote requests on Instagram and gated content as they are a great way to capture first-party data and enable future engagement with users.
Twitter’s Dynamic Product Ads:
Twitter has brought out Dynamic Product Ads (DPA) and Collection Ads in 2022. The DPAs for Twitter Ads operate in a similar fashion to other programmatic platforms. Advertisers who already have a product feed management platform in place can seamlessly integrate it with Twitter. These ads will continue to be marketers’ favourite in 2023 as well.
Google Performance Max Campaign:
And finally, the biggest of them all. If you want to increase conversion rates across the complete spectrum of Google’s advertising channels and inventory, then Performance Max Campaign should be your best bet. Through this feature, you can purchase Google ads on YouTube, Display, Search, Discover, Gmail, and Maps through a single advertising campaign. This will complement your keyword-based search campaigns and improve your conversion rate.
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