3 PPC Marketing Trends To Keep A Pulse On In 2023

As we enter 2023, it's time to reflect on the macro-level trends we've seen over the past year.

Here are some trends to keep in mind when developing your search marketing strategies for 2023.

1. Slower economy and greater focus on efficiency

In case you haven't heard, the economy is in trouble (just kidding). I have a degree in economics, but like most of us I don't know how long this recession will last.

That said, I think many digital marketers are already feeling uncomfortable.

• The budget is being cut.
• Teams are getting thinner.
• "What is ROI?" Questions like or "What is a CPA?" They are more and more frequent.

These environments are difficult to navigate and I certainly don't have all the answers.

However, the tip I usually start with is to build on your data. Make sure you understand your most effective strategies well and maximize your investment first

I often use the analogy of a sports team in the playoffs. When push comes to shove, a manager will keep his best players in the game as long as possible. Players who are still developing can watch the game from the bench.

Take the same mindset when it comes to your search strategies. If your budget is limited, prioritize strategies that bring in the highest returns.

I'm sure many of you reading this are saying, "Yeah, thanks for stating the obvious." But when I say this, I don't mean reinforcing a brand's keyword strategy. Instead, you should:

• Learn more about the different segments of your campaign's performance.
• See which device, audience, geographic location, day of week/time of day, and campaign type have the most impact. Focus your investments on combinations of these segments first
• Consider creating more detailed campaign descriptions to better target spend on the most effective combinations.

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2. Automation vs Autonomy

This debate was born long before 2022. However, last year I think the temperature was slightly higher:

Machine learning is gaining momentum and will continue to be integrated into campaign management platforms.

I believe that to succeed in 2023, you need to better balance the power of automation with the autonomy your stakeholders will need to achieve their goals.

Think about when you're setting up your automated bidding strategy. Part of this process is for algorithms to work with and combat company-specific security controls. The better the input data you provide, the more the results match your goals.

Campaign management platforms should use the same mindset with AI applications more broadly.

Automation reduces the resources required for complex tasks. However, we still need to guide you to achieve our business goals.

In terms of strategy, think about what kinds of data sets you can include. The more input you provide, the more data points these algorithms can use to inform optimizations and recommendations.

Also, think about the leverage you need to maintain control and where you can give up control to optimize it for you based on machine learning.

Finally, consider how to structure your accounts so that automation works best.

This balance between automation and autonomy will vary depending on the complexity of your strategy.

This will benefit advertisers who better understand what that balance should look like for their business.

3. Is Microsoft growing?

What would an article like this be without at least one "sharp" opinion. Fasten your seat belts, folks!

I was very impressed with the updates that Microsoft released last year. They not only expanded their advertising offering, but also expanded their geographic presence to 70 new markets.

Microsoft Advertising has always touted lower costs and features than Google, but we're starting to see some platform-specific innovations (like rich media ads).

Let me be clear: I don't expect big changes in search engine market share. However, if you haven't looked into upgrading to Microsoft Advertising, now is the time.

A (typically) low CPC creates a strong testing environment, and many of the innovations they introduce can help improve conversion rates.

Improving conversion rates combined with a lower CPC seems like an option worth revisiting in your budget.

This recommendation is especially important for B2B advertisers, as Microsoft Bing is one of the processes where we see particularly high engagement, likely because they are searching on work devices.

Serving Search Marketing in 2023

This is incredibly exciting for search marketing. Platforms update so much that it's hard to keep track of them

Search engine marketing is one of the most powerful tools in your digital marketing toolbox. Other than search, there are few environments where users are so clear about their interests.

I've highlighted a few trends I'm tracking, but in our growing industry, there's a lot more you need to consider when building your strategy for 2023.

The views expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Staff authors are listed here.

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About the author

Anthony Tedesco is a search marketer based in Boston, Massachusetts. He began his career at Red Ventures in Charlotte, North Carolina, where he learned the implications of data-driven performance optimization and full-funnel marketing strategies. He then returned to his hometown of Boston where he joined DWA/Merkle B2B, working with Fortune 100 brands to maximize the value of their SEM investments. In 2021, Anthony joined the Global Paid Media team at Cisco Systems, Inc., where he develops high-impact strategies at scale and helps marketers solve complex challenges facing the digital revolution. Anthony is a Tar Heel and Boston sports fan. When you're not watching your favorite teams, you like to travel to New England with family and friends or relive old seasons.

2022 trends and features to improve your digital marketing strategy