Marketing is an industry that’s continually undergoing changes, but one thing that hasn’t changed is that pay-per-click advertising (PPC) is one of the most effective ways for businesses to grow brand awareness and visibility. There are a lot of platforms to choose from and marketers sometimes wonder about decisions made by other businesses, such as which platforms are the most used.
According to Statista, the most often used platforms are Google, Facebook, and Instagram. Of marketers surveyed, over 98 percent use Google Ads, and approximately 76 percent advertise on Facebook. Around 7 out of 10 marketers advertise on Instagram, closely followed by Bing and YouTube.
Marketers that invest between $50K and $500K in advertising most often use Google, Facebook, and YouTube. Of the marketers in this category that participated in the survey, 99 percent advertise on Google, 79 percent advertise on Facebook, and 74 percent advertise on YouTube.
How Many Companies Use PPC Advertising?
The vast majority of businesses allocate at least part of their marketing budget to PPC advertising. Of marketing professionals in the B2C space, 73 percent report using PPC advertising in the past year, and of those in the B2B space, 64 percent used PPC advertising in the past year.
According to emarketer, 93 percent of marketers surveyed said that PPC advertising is one of the most effective forms of marketing. This was only slightly behind content marketing, which was considered the most effective form of marketing by 96 percent of marketers surveyed. Only one in 10 marketing professionals said that PPC was the primary focus of their allocated budget. Almost half of marketers surveyed reported that managing PPC campaigns has become more difficult than it was two years ago.
Generative AI and PPC
Approximately 3 out of 4 marketers use generative AI when writing ads at least some of the time. AI is also being used in other aspects of marketing, such as keyword research, drafting emails, and audience research. Most marketers are satisfied with the results they get from using AI in their marketing efforts.
AI is making automation tools more and more effective by using features such as real-time bidding optimization, predictive audience targeting, and dynamic ad creation. Marketers obtain the most effective results when AI tools are combined with human expertise. Integrating SEO and PPC campaigns can lead to the best outcomes.
While AI can save time and help streamline processes, human creativity in PPC ad creation is still essential. Focus on your target audience and address their needs and preferences by using originality and innovation.
Working With Experts in the Field of PPC
Keeping up with trends in PPC often feels like trying to hit a moving target. At Softline Solutions, we make it our business to stay on top of trends and can help your company design a marketing strategy that works. If your PPC spending isn’t delivering the results you want, we can help. Let us help you grow your online presence and business. Get in touch with Softline Solutions today.
