Pay-Per-Click, also known as PPC, remains an effective form of digital advertising for many. So what trends can you expect in 2025?
1. More AI and Automation
Already a big part of PPC, AI and automation will continue to dominate in 2025. They will take on more image/video creation, headline/description writing and audience targeting. This will save time and money. They will also enable firms to offer enhanced personalisation when it comes to ads and website user journeys.
2. Less Keyword Targeting
Some are predicting that 2025 will see the death of keyword targeting, although others say this is being overdramatic. Search themes and audience targeting are expected to become more prevalent.
3. Greater Focus on Privacy and Data Use
A continued emphasis on privacy will mean that advertisers have to adapt in terms of compliance. This may require extra resources and may make it harder for smaller businesses to compete and to use traditional performance marketing methods and platforms.
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4. More Focus on Creative Ads
There is likely to be significant growth in 2025 in the use of visual search ads – partly driven by AI. This will impact both purchase journeys and search intent. Creative, visually appealing and interactive ads will be the order of the day. It may even be that ‘no click’ interactive ads begin to emerge that include virtual try-ons and product demos.
Visual and AR-driven adverts will generate revenue of $7.53billion in market share by 2028, it is estimated.
5. Audience-First Strategies
A number of businesses may consider switching from a keyword-only strategy to an audience-first approach. This can allow refinement of a target audience through exclusion as well as inclusion and can take into account factors including recency or behaviour as well as keywords. This can also help align ads to customer journeys and business goals.
