SEJ: The Biggest PPC Trends of 2020

SEJ: The Biggest PPC Trends of 2020

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WHAT DOES THE FUTURE HOLD FOR PPC? This is a question we ask every year here at Search Engine Journal. Last year, audiences and automation were just a couple trends PPC marketing experts expected to dominate. But what will be the most important PPC trends in 2020? That’s the exact question I asked 39 of the top PPC marketing experts.

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154 pages, published in 2020
Julie Friedman Bacchini, President & Founder, Neptune: An important change with how sites are ranked is that the kinds of links that are used for ranking purposes have been narrowed Moon, thinks the automation and machine learning train down to the most relevant. will continue picking up speed in 2020. “The key for paid search pros will be figuring out how to The goal has always been to count links that are meaningful to the use these tools/features as effectively as possible, while content they are linking to. also retaining our value by doing things the machines cannot do,” she said. Not to complicate matters, but there is also a thing called link ranking that may be in use, a method to rank the links themselves. Ed Leake, Managing Director, Midas Media, said similar, noting that machines and artificial intelligence can By ranking links, popularity and relevance can be more accurately produce judgments and perform routine tasks faster than measured. humans. “ThLaitnmkseathnsatifayroeup’raeidnoftoartalneadsnt outsitnhgesroemseulftoormf aonf erudlietsorial or sdcercipitssioinytoeunrdwnoortkfltowc,oyuonut’.re way behind,” Leake said. “You might have heard of the Eisenhower Matrix. UsiSnegatrhcaht epnrginicniepslec, osntatirntuweituhstinhge loinkestahsanakwleasys ttoasmkeyaosure dopreogpullarliyt.yIannodthaeurthwoorirtdys.,Hitowtaekveesraitl’ostnoflotinmgeranednoitughtosimply hasaacqsumiraelllinmkpsatcotaosnsureresuraltns.kTinagkse. that task and find a machine to do it for you.” Because web publishers have employed a number of schemes Jeff Ferguson, CEO, Fang Marketing, said PPC managers to increase their rankings, search engines have improved their will finally learn their place in the new world order of algorithms in order to ignore artificial links (example: advertorial digital advertising in 2020 – to provide a clean working guest post links) or non-relevant links (“powered by” links). environment for their robot overlords.
Group Twenty Seven