Pay-per-click, or PPC, advertising is something that most businesses are aware of and many are using with increasing success. But like most aspects of business, PPC continues to develop and it is important for businesses to be prepared for the trends expected for 2025 in order to gain a competitive edge.
Branding
Branding is likely to become increasingly important in marketing campaigns, with performance marketing campaigns becoming less effective. In 2025, it is a good idea to make your campaigns more about brand awareness. One reason for this is that SearchGPT uses brand presence online as a source.
A need for PPC experts
With advertising becoming more complicated, there is likely to be an increased demand for seasoned PPC experts to help navigate this. While AI can provide ideas and insights for your business, there is no sign that AI will take over PPC. Instead, human experts will be increasingly in demand. You may have someone in-house who is experienced in PPC but if not, it may be worth considering a PPC agency. To find someone experienced, consider the area of marketing you are focussing on, such as social media marketing, and carry out an internet search, using a term like ‘social media marketing near me’ to get results of the companies available, including https://www.nettl.com/uk/social-media-marketing-near-me.
Greater investment
Many businesses of all sizes are likely to find that they will need a greater investment of time, money, and resources in PPC to keep ahead, in a world that is likely to become increasingly competitive and automated. Businesses will also need to carefully consider where their investment takes place. For many small businesses, there may be a focus on local media, with advertising in local papers, magazines, TV and radio stations.
Greater complexity
All advertising platforms are likely to get more complex. The traditional search engines may no longer be the primary search method, with many preferring social media or platforms like Reddit for search. Another one to watch is OpenAI. This may impact on how keywords are used in advertising.
