The digital marketing landscape is constantly changing. That’s nothing new. But with the past events that played in the last year and a half, everything marketers thought they knew shifted. 

If digital marketing was competitive and complicated before, it’s become almost an entirely new world in the short span of a year. The changes that rocked the world have trickled down to the way we advertise online.

One of the marketing strategies that will require you to adjust is pay-per-click (PPC) advertising. There has been a shift in the way search engines handle information. On the other hand, users have also shown a change in how they respond to the information they view. 

One of the most noteworthy changes is Google’s push for businesses to rely on machine learning. This takes away a certain level of visibility and control from brands. Of course, it can be challenging to adjust, but it’s not impossible. If you have found a way to work with the system before, you’ll adapt again now. 

That said, here are a few PPC practices that can lead to great results in the next coming years:

Let Your Videos Dominate

It’s no secret that video content is one of the most popular and well-performing marketing tools any brand can employ. People are more likely to make a purchase coming in from an ad than organic links. That is why PPC is so important in your marketing strategy. Because users have changed how they process the information they view, video ads are the future for PPC marketing.

Video content dominates the online environment, so it makes sense that you should utilise them even further for PPC. By 2022, it is projected that the number of videos uploaded online per second will cross over 1 million. With a projection like that, you can just imagine the many opportunities this presents in segmented targeting. You’ll be happy to know that video AdWords are also cheaper and less competitive at the moment. 

Video can reach your audiences in ways that all of your other content cannot.

Slowly Start Optimising for Voice

Voice search is a slowly growing trend. Fifty-seven per cent of Australians use voice search, while twenty per cent of mobile queries are voice searches. While that may not seem significant now, expect this trend to continue and grow in the next few years. With the way that devices, new software, applications are being created now, it’s only a matter of time before voice search becomes a significant part of SEO and PPC. 

The earlier you start preparing for this, the better. To begin with, you can already apply some of these practices to your PPC campaigns:

  • Identify which long-tail keywords indicate high intent for searchers
  • Create targeted ad groups for specific question-based phrases relevant to your service
  • Remove negative keywords to optimise who is shown which ad
  • Focus on high-intent terms; “Local”, “Near Me”, and so on.
  • Always use natural language that mimics how users speak to Google and other voice assistants.

Diversify Your Ad Platforms

Google Ads are probably the first thing you think of when you hear PPC. However, there are still plenty of other platforms to explore out there. Since Google is becoming more strict with allowing marketers to use its platform, now is the best time to look at alternatives. 

Depending on the type of industry you’re in and what products or services you offer, advertising on new platforms can expose your brand and increase your visibility in new ways. Here are a few promising platforms that have created tools and solutions for better PPC marketing:

  • Amazon
  • YouTube
  • Bing
  • Quora
  • Pinterest
  • TikTok
  • LinkedIn


It can be challenging to adjust to the new digital marketing landscape, especially when you’ve already figured out time-tested strategies. However, instead of looking at this as a setback, think of it as an opportunity to branch out. 

There are plenty of new and emerging trends that can help to catapult your brand to new heights. As long as you keep an eye on the trends and adapt accordingly, you won’t get left behind. You can lead the way. 

If you need help in navigating the evolving landscape of digital marketing, we can help you. Co Media is an SEO services company that offers various services ranging from SEO to web design. Our goal is to help your brand grow your business efficiently. Claim a free strategy session with us today to learn more about how we can help you!