PPC trends for 2025
Author:
Categorised In:
Share:
While I feel obliged to say that I don’t have a crystal ball and cannot see into the future, there is enough of a visible trajectory in PPC advertising to provide a basis for making estimated guesses.
It seems the only constant within the PPC industry is change. To make sure Embryo delivers the best results for our clients, it’s important that we keep on top of trends and prepare accordingly.
In this blog we have broken down the top PPC trends for 2025; whether it’s new AI advancements, campaign types, or evolving strategies, we’ve got it covered so we can help point you in the right direction and futureproof your marketing campaigns.
Our team of experts have extensive experience creating award-winning campaigns for a range of clients: If you are looking for support with your PPC marketing, get in touch.
Offline business impact
Google has now also integrated seller and product ratings in seller ads. his update comes after the introduction of the Google Shopping Scorecard within Merchant Center, where Google rates your ‘store quality’ based on a variety of factors that impact the customer receiving your products.
As the Google Shopping Scorecard directly impacts your rankings in the Google Shopping results, these recent integrations now offer another way advertisers can showcase store reliability and overall quality.
Advertisers with better trust signals (as determined by customers) and better shopping experiences (as determined by Google) will have a competitive advantage over those whose isn’t quite up to scratch. This means sheer bidding ability is less of a factor in determining overall visibility and success for your shopping ads.
Overall, this means developing structures within your business to improve these factors can lead to enhanced results within the platform itself.
Ai-generated ads
While AI has been frequently used for aiding optimisations within PPC accounts for years, its constant evolution means that the potential for AI-generated elements within your campaigns is growing with it.
While there are AI tools that you can use to create images and copy, the fact that both Google and Microsoft have embedded these tools within their ad platforms heightens their capacities for growth and development.
These new AI generation tools directly complement some of the latest campaign-type iterations quite well, too, such as Performance Max and Demand Gen, particularly in terms of asset generation.
But while AI can be a helpful tool for general ideation, we recommend that you apply a healthy amount of human input to avoid your ads sounding generic.
More video content
Another recent development within Google Ads is the addition of video as an asset option.
Video has long been an option within certain campaign types because of the shared library but the introduction of video as an asset itself indicates we may be seeing a shift towards integration between search and video.
With the growth of video content as a way of consuming media, particularly with platforms such as YouTube, TikTok, and Instagram, this may be Google aligning itself with the preferences and audiences of the day.
Privacy-focussed campaign strategies
Customer match lists are no longer a new feature within ad platforms, but as third-party cookie tracking with Google becomes less and less reliable, customer match lists must become more robust to deal with the consequences.
Google has recently announced an update where Google Analytics now supports customer match lists for audiences. This streamlines the process of utilising first-party data to improve your targeting and overall campaign strategies within Google Ads.
While traditionally customer match lists have required some form of manual input to get them live, whether via manual uploads or connecting your Google Ads account to a data source, Customer Match lists in Google Analytics merely require you to opt in to get going.
This ease of access means that new customer acquisition campaigns are a lot easier to go live, and will no doubt form the basis for an increasing number of PPC account strategies heading into 2025.
What this means for you
While we move into a more automated world, PPC trends suggest that focusing on customer trust is the key to gaining an advantage over your competitors.
Prioritising trust signals to increase customer satisfaction is also becoming as important as your bidding strategies when it comes to visibility on Google shopping, and the addition of video assets means finding engaging ways to connect with your audience is more important than ever.
Want support with your PPC marketing?
Our team are ready to help you achieve PPC success.
