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PPC Trends For 2023

Happy New Year! 

As we venture into 2023, GrowTraffic is staying vigilant of the emerging trends surrounding search and digital marketing. As with anything in the marketing world, PPC won’t come without its challenges this year – and plenty to look forward to!

We have put together the top PPC trends for 2023 that we expect to take off or continue to develop from previous years. With the emergence in popularity of new platforms such as TikTok, paid media has been given a new lease of life, and we encourage businesses to grasp it with both hands!

Firstly, let’s reflect on the current status of PPC and how it fits into many businesses’ marketing efforts so far.

Review Of PPC Trends In 2022

Google Ads automation saw more and more digital marketers lose control of their PPC campaigns in the previous year. In an attempt to simplify its ad systems, Google made a number of changes through 2022 such as removing the ‘similar audiences tool’. By narrowing down ad brackets, 2022 faced PPC campaigns with a lack of data, resulting in many fellow PPC’ers losing control of their ads and finding them more difficult to monitor.

PPC Trends We Expect To See In 2023

Some are branding 2023 as the year of ‘diversified ad spending’ with a shift in focus to multi-channel PPC strategies.

What are the trends that we can expect to see in the next 12 months?

1. Artificial Intelligence

We’re sure you’re hearing the mention of AI often – as are we! Artificial intelligence seems to be a phenomenon that is slowly making its mark on so many aspects of digital marketing. Whether you think this is negative or not, it’s most certainly something to watch out for when it comes to PPC campaigns!

If the reason many digital marketers fell out with PPC in the last year was due to the lack of control, that’s only to get worse if AI has anything to do with it! Multiple paid platforms have acknowledged the rise in popularity of AI and it is set to take off even more in the foreseeable future.

It’s important when considering the uses of artificial intelligence, that business owners and marketing professionals stay true to brand guidelines and stay conscious of the effects that AI may have on campaigns.

2. GA4

Introducing the next generation of analytics… GA4! Standard analytics programmes will seise to process data as of July 2023, as GA4 takes over. This is something that all marketers will need to get used to.

If you’re yet to move over to GA4, consider it – that way your campaigns can gather enough viable data and optimise paid activity in the near future.

Staying up to date with the incoming GA4 and staying on top of reconfigurations and conversions that need to happen is most definitely something to watch in the next coming months.

3. Auto-Recommendation Tactics

Whether you love them or hate them, they’re here to stay, so get to know them. Google Ads Auto-recommendations are essentially a way for Google to take the reins on activity – with the aim of you spending more money on it.

Whether you believe it is a helpful update, or an aggressive tactic to empty your pocket, be aware of it as we see these settings being pushed throughout 2023.

4. Embracing TikTok

For your social media marketing, new content ideas and your PPC campaigns! With the ability to set up ad campaigns on your business TikTok channel, the platform has offered yet another place for you to broadcast content and optimise your content.

Short-video form content is king as of 2022 and we see that staying throughout 2023 – using TikTok as a platform to further push your business’ campaigns can massively boost the success of your paid media campaigns.

Not just TikTok but the fusion of paid media and social media channels are on the rise – start including social media in your PPC strategies!

5. Mobile Optimisation Is A Must

“In the Search Advertising segment, £8.22bn of total ad spending will be generated through mobile in 2027.”

If your web pages aren’t optimised for mobile – put it at number one on your priority list! Optimising your web pages for mobile is essential for your growth in 2023. 

As of 2021 – 2 out of 3 clicks on Google Search Ads happened on mobile – with that figure set to increase further this coming year.

6. Diversification Matters

Coming back to the notion that 2023 is set to be the year of diversified ad spending.

Diversification all around is essential coming into 2023. At GrowTraffic, we are transparent about the short-term results that PPC offers and encourage businesses to be diverse in their spending when it comes to marketing. Tapping into a diverse mixture of both paid and organic media is essential to encouraging continuous traffic and growth.

7. Google Will Remain Its Reign

Google has continued to be the GOAT of Search Engines, and that’s not set to change anytime soon! Holding a whopping 92.47% of search engine shares, Google is the place to put your money when it comes to ads.

In fact, four times as many people are likely to click on a PPC Ad in Google as opposed to any other search engine.


Although we prioritise a diverse mix of both paid and organic marketing efforts – we appreciate the importance of managing and optimising your PPC campaigns in 2023. 

Whether they’re trends that have developed from previous years or are new emerging trends that we expect to see in 2023 – GrowTraffic are here to help you stay on top of the ever-growing complexities of PPC.

If you’re interested in discussing your current PPC strategies with us and would like a helping hand in managing your campaigns for 2023 – don’t hesitate to get in touch!

Our team of digital marketing experts are on hand to answer any queries you may have regarding PPC (or any other aspect of marketing for that matter!)

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