Pay-per-click (PPC) advertising is a form of digital marketing that’s widely used today, not only because it’s cheap but because it delivers impressive results.

Because of its ability to drive leads, an increasing number of companies are incorporating PPC advertising into their marketing strategy. For instance, companies like Smartsheets have used targeted PPC ads to drive trial users to their SaaS platform.

Digital advertising is continually evolving and has become simpler to use and even more effective. According to a 2019 Global Digital Ad Trends study, “Digital advertising almost single-handedly drove the expansion in total media ad spend around the globe this year.”

In 2018, PPC ads experienced a lot of changes, with many of them continuing into 2019. The evolution isn’t complete and in the near future online ads will change dramatically. In this article, we’ll share some of the most popular trends in PPC advertising now and take a look to the future. If you want to be prepared for these changes, read on.


1. Union of Automation and Artificial Intelligence

Have you ever wondered why companies like Google and Amazon created internet-dependent devices to manage your home’s functions? This was an innovative approach to capture data on people’s behavior. With that information, they’re able to present personalized, relevant ads and experiences depending on your previous actions.

This is a form of automation.

Companies like Google have access to an enormous amount of information and they use it to create automation systems, which is a system built to understand the patterns of user behavior. This can then be used to advertisers’ advantage.

Why does this matter to you? Because with vast amounts of data and sophisticated artificial intelligence technology, Google can offer advertisers highly targeted audiences. Instead of wasting money on audiences that aren’t ready to buy, you’ll be able to deliver your ad at the precise moment someone is likely to make a purchase decision.

Artificial intelligence technologies aren’t perfect and are still rapidly evolving, but it is only expected to improve over time.


2. Fewer Organic Results in Internet Searches

How often do you scroll through to the fourth page of the search results when using a search engine? Many studies suggest that internet users are usually satisfied with what they find in the first three pages of search engines.

This may not seem like a problem, but in the future experts say that platforms like Google will start to show fewer results and limit the number of web pages for each user’s search.

To be included in the search engine results at all, you need to create high-quality content that will rank highly. If you can’t do that, you will have to invest in paid advertising.

Don’t know where to start in creating quality ads that make users want to click? Cardinal PPC Services can help!


3. Increase Use of Video Ads Across Channels

Videos are powerful and one of the most effective ways to transmit information. They allow a brand to show their personality, tell their story, and ultimately connect with their audience. It’s easier to relate to a brand when you can visualize it. Some studies have shown that people trust a product more if they see a video of someone doing a demonstration of it.

Considering people’s fondness of video, it’s not surprising that the average user spends 88% more time on a website that has videos.

Videos aren’t new but they have been difficult for many companies to add to their marketing mix. Production costs can be high and many companies don’t have in-house talent to create them. But that hasn’t stopped a lot of companies. Every year, more brands are using videos as part of their marketing strategy, according to data from ViralStat.

We predict that video usage will continue to increase as it becomes easier to create high-quality videos. Professional video equipment and editing software is becoming more accessible and smartphone cameras are constantly improving. This enables more companies to routinely create video content that engages their target audience.

While YouTube has long been an essential advertising channel, other channels like LinkedIn, Snapchat, and Instagram offer native video advertising and should be considered. You don’t need a fancy video camera to make a video ad for Snapchat or Instagram Stories.

Channels like LinkedIn Learning, CreativeLIVE, Udema, and Coursera provide educational videos and tend to have rapt audiences. People are there to learn and often become engrossed in the video. Advertisements delivered through these channels tend to have high engagement rates.

Using video ads on these other channels will give you the ability to reach and connect with a larger audience.


4. Use of Different Advertising Platforms

In the world of marketing, the more people you reach, the more customers you’ll likely get at the end of the day.

To do this, it’s necessary to use various platforms, such as Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and Amazon Ads. This ensures that you have a broad reach and more opportunities to convert prospects into customers in less time.

Today, “Googling it” is so prominent that it’s been integrated into our everyday vernacular and daily routines. Companies like Google and Facebook govern the world of advertising, but others like Amazon, LinkedIn, and Pinterest are also becoming major players in this category. All of these platforms allow you to reach a specific group of users on the internet by using segmentation.

Online advertising has changed in recent years, and it’s important to pay close attention to the trends, especially as mobile device use increases. Online users have become more intelligent, demanding, and impatient when searching for products online. They want quick relevant results that are easy to understand and useful to them. As it’s become easier to find and search for products online, the internet has become more competitive than ever.

According to different studies, the average person will spend more than five years of their life browsing and connecting through social media. If you want to reach them with your ads, you need to know what platforms they use. Much of their time will be spent on Google and Facebook, but investigate other channels that might help you reach your target audience.

To help customers find your brand, you must be able to assist them in their decisions; the best way to do this is to quietly convince them that you have the best products and services. Alternative platforms provide a unique opportunity to do this.

Nielsen Norman Group conducted a study and found that online users almost completely ignore the sidebar when they search for information online. This is a huge change in user behavior that has prompted innovative marketers to consider other ways to reach potential buyers.

Both Google and Facebook ads have adapted to people’s searching behavior and modified how their ads are delivered. Likewise, you need to consider other channels to be sure that you’re reaching your target audience.

If you need a little more help getting your digital marketing plan up to speed, let Cardinal PPC Agency offer their expertise.


5. Advanced Segmentation of Audiences

Audience segmentation refers to the effective grouping of users depending on their needs so that each user sees ads about specific products or services at a specific time.

Companies like Google have access to immense amounts of data, which enables them to deliver highly accurate search results to its users.

Much of this data is also available to users of their ad platform. While some level of segmentation has always been possible, the options are increasing. You can segment users based on geographic, demographics, psychographics, and certain behavioral attributes.

In PPC ad campaigns, market segmentation allows you to choose which group of people or market sees your ad. This increases the chance of a user seeing a relevant ad and motivating them to act.

More data means more sophisticated segmentation. In 2020, segmentation options will continue to grow and marketers will be able to develop highly targeted and personalized campaigns.


6. Marketing in Virtual Reality

Virtual reality is an industry that has grown rapidly in recent years with the advent of the Oculus, the Dell HTC Vive, and other virtual reality technologies that allow you to tap into an alternative world.

At this point, advertising in virtual reality is relatively unexplored. We predict that as virtual reality technology improves and users increase, advertising platforms will emerge.

Virtual reality gives users the ability to easily evaluate products. They can see what the product looks like from all angles, assess its size, and even test it out in the virtual world. They don’t have to drive to the store to look at it or touch it. They have access to a true-to-life representation from wherever they’re located.

Advertising within the virtual realm will give marketers the ability to accelerate the buyer’s journey. This can be a powerful tool and one that innovative marketers should monitor.


7. Voice Searches Will Continue to Increase

Voice searches are becoming much more popular among mobile device users. By 2020 more than 50% of the searches will be carried out through voice searches.

Why is this important?

When conducting voice searches, users often use unique conversational phrases. Search engines must interpret and then provide relevant information to them. In the case of PPC ads, these searches also affect which pages ads appear on. Therefore, every company must guarantee that its ads adapt to voice search.

If you don’t take this into consideration, it’s very likely that your ads will not be seen by many users.


8. Remarketing Remains Effective 

Remarketing is using a form of advertising on a product or service when a user visits a web page or becomes familiar with your brand but does not make any purchase. Have you ever visited Amazon and for some reason decide not to buy the product you were browsing? And then surprisingly, you see an ad on another website about the product you saw on Amazon?

When you see the product again, (and keep seeing it over and over) it is likely that you will buy it.

This strategy is useful and produces good results as it reaffirms users’ desire to buy a product without them really noticing. But it must be set up properly and the ad placement must align with your target buyer’s journey. Understanding your buyer and where they spend their time online is the key to effective campaigns.

Based on a recent study, remarketing campaigns see 4x lower cost-per-acquisition (CPA) compared to the traditional targeting options for display ads. Rather than wasting money on identifying and informing new audiences, remarketing helps you capture potential customers who have already shown interest in your company’s products or services.

It could be someone who abandoned their online shopping cart or someone who landed on your product page through an ad. These people are highly qualified and are more likely to buy compared to a new prospect that is just browsing or isn’t as invested in your brand.



These PPC trends will change the future of digital advertising. Some of them are already happening today, while others are sure to come. It’s important to stay alert to emerging technologies, channels, and behavioral research so that you can adapt and refine your advertising strategy.

The use of targeted advertising for specific user groups is a powerful tool. Consider how you can use this information to reach your target audience, attract leads, and grow your revenue.

If you’re struggling to run high-converting online ads, try our paid search solutions.


Alex Membrillo Cardinal CEO

Alex Membrillo

Founder and CEO

Alex Membrillo is the CEO of Cardinal, a digital marketing agency focused on growing multi location companies. His work as CEO of Cardinal has recently earned him the honor of being selected as a member of the 2018 Top 40 Under 40 list by Georgia State University as well as 2015 and 2016 Top 20 Entrepreneur of metro Atlanta by TiE Atlanta, Atlanta Business Chronicle’s 2016 Small Business Person of the Year,and the Digital Marketer of the Year by Technology Association of Georgia (TAG).