How PPC is Used in Digital Marketing in 2018

How PPC is Used in Digital Marketing in 2018

How PPC is Used in Digital Marketing in 2018

While PPC and the benefits it offers have not changed much over the years, how advertisers use the functionality has evolved significantly. With time, digital marketers have crafted better ways of using PPC to maximize ROI and below is a summative snapshot of how is PPC being used in 2018.

Discover keywords

Looking at the most competitive PPC keywords is one of the easiest ways to determine search phrases with the highest potential for profit. It is also among the best ways to uncover underutilized keywords that can be leveraged with minimal spend to drive conversions and marketers are wasting no time in doing the same.

Experts propose that in 2018, millions of new keywords will witness their dawn courtesy of PPC and the never-ending quest to command presence over the next big keyword.

Automated digital marketing

Successful digital marketing calls for an efficient combination of different cogs in a process that can at times become burdensome to the implementers. The good news is that in 2018, automated PPC software are increasing in the market; hence, equipping marketers with the power to select personally befitting tools.

This reduces the workload, while significantly increasing performance given that technology is substantially more efficient than human labor if used properly. Additionally, PPC automation software are increasingly becoming smarter courtesy of machine learning and artificial intelligence making the automation proposition for marketers who have not yet made the plunge all the more lucrative.

Gaining audience insights

PPC brings with it a wealth of data on audiences and how they interact with campaigns and offerings. These insights have the power to underpin digital marketing strategies, providing the platform to aim higher and achieve more.

Marketers are increasingly taking advantage of PPC insights in 2018 and the blossoming popularity of richer analytics tools is testament to this fact. PPC insights are also witnessing a usage spike in risk assessment and management since they illuminate the various marketing paths and their attached risk levels.

Informing SEO

PPC continues to offer an excellent way to direct SEO in 2018. Through it, marketers are able to identify the best keywords to focus on from a conversion perspective. Furthermore, PPC sustains its relevance and use as a handy testing tool to gauge multiple propositions and determine the most profitable one.

Aggressive marketing

Marketers looking for rapid results in driving product, and brand awareness are increasingly turning to PPC and social media advertising. The two strategies work well together to realize fast results thereby providing a window for experts to implement long-term organic strategies. It is not an exaggeration to say that you can implement a campaign today, and start enjoying conversions in a few hours if you know what you are doing.


More than anything else, marketers want to realize a high ROI which is only possible if their advertising is confined to audiences with the highest likelihood of converting. PPC makes this a reality by making it easy to reach the right person, with the right ad, at the best time. Even better, this aspect of PPC will become more attractive since as PPC grows and matures, the targeting becomes more refined and precise.

Getting results on a budget

Marketers worth their salt know that with PPC, you can realize big results on a limited budget provided the right tactics and hacks are leveraged. On the flipside, with the wrong approach, you can easily blow through hundreds of advertising dollars in short order.

The bottom line, therefore, is that PPC provides substantial flexibility for marketers to achieve their goals regardless of the budget at hand and through innovation, marketers continue to unearth ingenious ways of realizing more value for tighter budgets in 2018.

Result driven advertising

Advertisers are increasingly shying away from less straightforward channels of advertising where calculating ROI is almost impossible. With PPC, all actions are tracked and a marketer knows exactly what he/she is paying for. Thus, PPC embodies the shift towards data oriented advertising – a trend that has been picking up steam in the last few years judging by the big increase in digital expenditure.

Competitor analysis

PPC offers a great opportunity to spy on the competition and alter marketing stratagems to ultimately emerge victorious. For instance, if you are selling VPN services and your main competitor goes offline due to a technical difficulty, an opportunity surfaces whereby through doubling PPC efforts, you can realize exponential value by catering to the competition’s disgruntled customer base.

Thus, besides providing a way to keep tabs on the competition, marketers continue to use PPC to exploit competitor weaknesses. The downside is that at some point, as a marketer, your weak spots will also be unearthed.

PPC is core to digital marketing and this is unlikely to change anytime soon. If anything, as marketers device new ways of capitalizing on PPC, its role in digital marketing becomes more concretized. For more illuminating content on PPC and digital marketing, explore

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