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3 paid media trends you can’t ignore in 2020

Updated: Jun 10


2020 is nearly here and it’s time to get your paid media plans in place for the new year! It was reported that digital media accounted for nearly all advertising growth in 2019, and it’s not expected to slow down anytime soon. Further advancements will arrive in the foreseeable future, with new trends, tactics and tools emerging rapidly. To help you along, we’ve researched and collated the top three paid media trends you need to have on your radar in the new year…


automation and machine learning


PPC automation has emerged as a powerful way to improve campaign performance with it set to continue growing into 2020. Even search engine giant Google is continuously striving to make life easier for advertisers with automation options such as improving the smart bidding capabilities of Google AdWords. A time-consuming and manual process, automation can reduce the resource needed to make your campaigns a success.


To make the most out of PPC automation, you need to help Google’s algorithm work to its best ability by assisting the machine with its learning. This can be done by setting up effective conversion tracking, writing good ad copy, and identifying audiences and keywords. Leaving some of the hard work to the software frees up your time, allowing you to focus your efforts elsewhere. However, you don’t want to be completely hands-off. Combining elements of hands-on management with automation, your campaign performance can be optimised, and revenue increased.


Automation is capable of learning from data such as user behaviour and history, device type, demographics and web browsing activity to determine which web searches are most likely to lead to a conversion. It can also be used to aid budget management, discovering new keyword opportunities and optimising bids. Although automation continues to grow in popularity, manual bidding is unlikely to completely subside, but the speed and scope at which these platforms progress means automation has become a key driver in keeping pace with your competitors.


audience targeting


Consumers no longer want to be sold a product, instead they want a personalised, relevant and frictionless online experience. In fact, 72 percent of consumers said they will only engage with personalised marketing messages that are tailored to their interests. As a result, more granular targeting of your paid media advertising becomes even more important for 2020.


You no longer want to target everyone who searches a specific keyword on Google. Instead, you should consider targeting each audience segment based on their criteria. For example, you may target a visitor when they have searched for a specific keyword on Google and YouTube, after having visited your website from a particular location. This level of hypertargeting means you spend less of your budget focusing on users who are further on in the funnel with a higher purchase intent and more on capturing new leads.


Google supports this move as it pushes for more audience signals after recently rolling out Affinity Audiences for Search and Seasonal Event Targeting. These new features allow you to narrow down who will see your ads through keyword and demographic targeting, so you can get the most out of your advertising budget.


step out of your comfort zone


As the digital marketing world moves at such a fast pace, fresh advertising platforms and techniques are brought to the limelight. New platforms bring new opportunities, new audiences and new ideas – use these in 2020!


Don’t just stick to platforms you are already comfortable and familiar with such as Facebook and LinkedIn. Why not explore additional paid media channels to boost performance such as Pinterest, Amazon, Sky AdSmart or even audio? Smart homes and personal assistant speakers, such as the Amazon Dot and Google Home, have taken flight in recent years. It’s forecasted that by the end of 2020, 50 percent of all online searches will be voice initiated. Taking a step into these channels, many of which are relatively unsaturated, could be the key to finding those high-converting, loyal consumers and accomplishing your campaign objectives.


Preparation is key to creating a successful 2020 paid media strategy, but you also need to allow flexibility for adjustments, enabling you to adapt to changes in the digital marketing landscape. At equation, we’re always on the hunt for new trends and hidden gems to provide maximum value to our clients. Do you need support with your 2020 paid media strategy? We’re here to help! As paid media specialists, we have the expertise and resource to boost your paid media performance.

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