Regardless of what platform you use, understanding and keeping up with the trends is essential. It does not matter if you are agency or an advertiser, you need to stay on top of the latest trends and features to take you pay per click (PPC) efforts to the next level.

Embrace PPC automation

A huge new trend with PPC advertising is automation. This includes the use of machine learning and artificial intelligence to help automate more labour intensive tasks related to Bing and Google ads. By 2021, it is believed that the automation industry around the world will expand significantly and generate upto $238 billion in revenue.

Even though PPC is new it will start to play a more critical role in the paid advertising process.

The use of Artificial intelligence

With PPC, AI is going to let marketers create more effective ad campaigns. It is especially useful for predicting the click through rate (CTR) of future ads, calculating the impact of ads on overall quality scores, identifying the possibility of conversion from certain customers, analyzing the bids that are going to generate the most traffic, and optimizing keywords or ad campaign.

As AI continues to learn more about your audiences behaviors, it can create highly targeted ads to improve PPC campaigns performance. This doesn't just apply for bing and Google ads, it is true for Amazon ads too.

Smart bidding

The process of smart bidding is a subset of automated bidding that uses machine learning to optimize ads for conversions dependent on the goals you have set. Put simply, this takes all the guesswork out of Google ads.

The AI system used by google automatically optomizes for conversions for every auction. You let google know your advertising goal, and then smart bidding will help you get it done within your budget.