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Marketing Executive

Jamie Gentile-Clarke

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Matt Cooke

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Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

PPC has long offered a successful way to climb ahead on search engines, plus reach your target audience with both precision and ease. 

 remains as relevant as ever. Though, new technologies are emerging which are expanding the capabilities of paid advertising. 

Plus, there are now lots more platforms to explore than there were even a few years ago.

So to get you up to speed with all things PPC in 2023, here’s what you need to know. 

Before we jump into what’s new with PPC, it always helps to give a quick refresher for those who haven’t used PPC much before (if at all). 

PPC stands for pay-per-click. As the name suggests, pay-per-click means that as an advertiser, your advertising budget only depletes when someone clicks on your advertisement. 

Lots of PPC platforms exist. The advertisements themselves can be text-based, or contain images or videos. The idea is when users click on your ads, they’ll be taken to your website, making 

What’s especially handy about pay-per-click is that you can specify relevant audiences when launching your campaign. This ensures that those who see your ads are more likely to be your target customers. 

PPC campaigns will run for as long or as little as you like. Though the competitiveness of the keywords will determine how much each click will cost you. 

 - Display ads can be banners, images or text ads that appear on websites. For instance, when browsing a news website, display ads appear at various points within the content. Although display ads often have a lower click-through rate, they are effective at building brand awareness. 

 - Various social media platforms such as Facebook, Instagram, Twitter and TikTok offer paid advertising. With large audiences to tap into, advertisers can select the most appropriate demographics to reach their customers. 

- When visitors view your products and then click off the page, remarketing will display those same products on other websites. This makes remarketing excellent at capturing lost traffic to boost sales. 

 - Platforms such as Google and Instagram make it possible for users to shop for your products directly. Want to know more about social shopping? Have a read through our blog on

It’s essential to keep up with new and emerging trends across all 

PPC is no exception since there’s a lot of competition for keywords. Finding where your audience hangs out, plus understanding how users access your content in today's world is key.

At the time of writing, here are some of the tools and technologies influencing how PPC is being done. 

How could we not start here? AI tools such as 

 have been hitting the headlines recently, and you’ve probably given them a go yourself. 

As far as PPC is concerned, marketers predict that AI tools will be used to find and optimise keywords. Plus, AI will analyse and set bids and even predict the click-through rate. 

So it’s fair to say that some of the more fiddly aspects of PPC may be about to become simpler. 

, meaning your website looks great no matter the device it’s viewed on.

However, PPC is now taking an ever-increasing slant towards mobile viewers too. 

 Hub predicts that by 2023, 70% of all paid search impressions will come from a mobile device. 

What this means for marketers is that PPC ads should be set up with mobiles in mind. In contrast, if PPC campaigns are only set up with desktop users in mind, they will become less and less impactful as time moves on. 

By 2025, 75% of American households will own a smart speaker. Even by the end of 2023, Imarc Group reports that the market will be worth $6.5 billion.

What does Alexa have to do with PPC, you ask?

Well, with more of us conducting our online searches with our voices, the way PPC campaigns are set up needs to be tailored to suit. After all, there’s a huge difference in how we may type a sentence versus how we say it. 

If you’ve never tried searching for your own content with voice search give it a try. Then, you can decide whether your current campaigns are effective enough, or if more work is needed to align your content with the spoken rather than the written word. 

? Or, are you looking to improve on your existing efforts to tap into paid search through the 

Imaginaire is based in Nottingham, and we help businesses across the UK and beyond succeed with pay-per-click campaigns. 

As specialists in PPC, we’re best placed to help you get from where you are now to where you want to be. 

To chat with us further about PPC or any of our other 

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A Guide To PPC In 2023