In an increasingly competitive world, you want to make the most of your advertising budget.
However, with new Pay-Per-Click (PPC) trends developing on a regular basis, it can be difficult to determine which are worth paying attention to.
Not sure where to start? Read on for top 5 PPC trends that you should expect to see in 2025.
1. AI-Driven Automation Takes the Stage
There’s no doubt that in 2025, AI will continue to dominate how you run your PPC ads. You can expect AI to influence bid modifications, ad placements, and audience targeting.
However, the backbone of your PPC campaigns will continue be your PPC Specialist, overseeing account maintenance, ad creation, and sitelinks.
Whether AI-Driven automation will be a good change or not, only time will tell. While automation will continue to be implemented throughout this year on PPC campaigns, and thus reduce the manual workload, there is a limit to how it can maximise Return on Investment (ROI) on your campaigns – this requires the human touch.
2. Video Content
Late last year, there were reports of Google Ads users spotting a new “video” option in the assets section which could potentially make a shift in how us advertisers manage and integrate video content. While videos being a part of your shared library is old news, being able to directly choose a video asset as part of your search campaign would be a game changer and allow for broader experimentation on your campaigns.
What we know so far is that there will be a dedicated “video” option in the assets section of Google Ads and at the moment, Google are doing a test phase of the video assets. So, keep a look out for this and potentially more video content related to be implemented in PPC.
3. First-party data
As Google began phasing out third-party cookies, now is the time to start focusing on first-party data for optimising PPC campaign strategies. Businesses and advertisers must begin adopting cookieless strategies that work with first-party data from sources such as website interactions, email signups, and more.
This begs the question – why aren’t more advertisers collecting first-party data? There are a lot of barriers in the way to collect this data – making it difficult for advertisers to get information.
Therefore, we recommend taking a look at how you can collect first-party data ahead of time before Google completely removes third-party data later this year.
4. Expansion of Voice Search Advertising
With the continued rise of smart speakers and voice assistants (like Alexa, Siri, and Google Assistant), voice search is becoming a major player in how users discover products and services. In 2025, businesses will need to optimise their PPC strategies to cater to voice-based queries, which are typically more conversational and longer than traditional typed searches.
What this means for your PPC campaigns:
- Shift towards using natural language keywords and long-tail phrases.
- Emphasis on local search, as many voice searches focus on “near me” queries.
- Optimisation for featured snippets and position zero results to capture voice responses.
Marketers who adapt their PPC campaigns to this trend can stay ahead in capturing a growing segment of search traffic.
5. Innovative Ad Formats
The evolution of ad formats is set to continue, with a focus on more engaging and interactive experiences. In 2025, we anticipate a rise in the use of formats such as:
- Interactive Ads: Ads that encourage user participation, such as polls or quizzes.
- Shoppable Ads: Especially on social media platforms, these ads allow users to make purchases directly from the ad itself.
- Augmented Reality (AR) Ads: Providing immersive experiences where users can virtually try products before purchasing.
These innovative formats aim to capture user attention more effectively and provide a richer, more engaging advertising experience.
Conclusion
As we move into 2025, the world of PPC is evolving faster than ever, and at Sprint Digital, we’re here to help businesses stay ahead of the curve.
With our expertise and passion for digital marketing, we’re ready to help you navigate the ever-changing PPC landscape and turn trends into tangible success for your business. If you want to find out more or would like our help, contact us today!
