10 Trends That Influence Paid Search in 2020

Expert Tips on Paid Search

Paid search is a lifeline for businesses across the world. It enables organizations even with a rocky online presence to generate qualified leads through effective ads. Granted, there is competition in paid search, but it’s one of the more convenient avenues toward meaningful online revenue opportunities. 

In order to maximize the performance of your paid search campaign, you should always look toward new trends in the marketing sector. Understanding these trends will help you try new methods of reinforcing your campaign to ultimately make more money from your ads.

Do you want to explore 10 trends that are influencing paid search today in 2020? Continue reading to learn more. 

1. Machine Learning and Artificial Intelligence Will Evolve

It can be easy to understate the impact of machine learning and artificial intelligence (AI) has had on world innovations in the 21st century. Both technologies allow any computer-based to learn and get smarter over time. 

Their impact on paid search has been undeniable recently and doesn’t figure to change any time soon. Popular PPC platforms like Google Adwords have already begun to utilize AI in their algorithms, as well as other PPC agencies across the country. 

2. Human Marketers Will Continue to Be Indispensable

Technology and innovation have its perks and it will undoubtedly continue moving forward, but there are downsides such as human jobs becoming obsolete. In the award-winning video game, Detroit, Androids began to overpopulate and ultimately take over all of the jobs humans normally did, such as construction and even law enforcement.

Will machine learning and AI have the same effect on the jobs of human marketers. The answer is no. Both innovations are essential for performing consistent tasks for making PPC campaigns more efficient. Though, it’s up to humans to interpret and act on received data. 

3. Amazon Ads Will Get More Popular

Amazon rules the world in regards to e-commerce. They have now created an advertising platform where brands can construct PPC ads to generate more qualified leads.


Experts predict that the use of Amazon ads will continue to increase. Why? That’s mainly because the cost-per-click (CPC) of Amazon ads are significantly lower than Google ads.

Google Adwords’ CPCs are necessarily expensive, but Amazon has far cheaper rates. Not only that but Amazon rivals Google in company size and potential visibility, especially for e-commerce brands. 

If you operate in the retail industry, leveraging Amazon ads maybe your best option for putting your resources to better use. 

4. A Universal Shift from Keywords to Audiences Will Take Place

Many marketers and business leaders carry out marketing campaigns with a broader emphasis on its technical aspects rather than its value. For example, some SEOs tend to focus more on accumulating visibility for keywords instead of creating content their audience will enjoy.

Google has stated it time and time again that user experience is significantly important to them and their rankings. In the same way, marketers should shift their focus on their ad quality score instead of worrying too heavily about the keyword usage. 

5. Text Ads Are Still Here to Stay

With new technologies changing the way PPC ads are developed, some think that text ads are going out of style. In reality, text ads are the most productive types of ads.


Therefore, while voice, video, and other ad formats are becoming increasingly popular, text-based ads still reign supreme. This is good news for a lot of marketers, mainly since text-based ads are simple to create.

What are the chances that the most convenient form of paid advertising is also the most effective?

6. Video Ad Usage Will Continue to Grow

It’s nothing new that video marketing is a growing trend of 2020. Just last year, video marketing accounted for 80% of all internet traffic. You could say the video is taking over the internet. 

With that said, video advertising is also increasing. It now makes up 25% of digital ad spending in the United States. It’s not a surprise that video usage is increasing in this vein.

Video ads can easily be engaged with and provide a unique opportunity to show off the unique selling proposition (USP) of your brand without much effort.

7. Mobile Use is Thriving

If there was any safe and obvious prediction on this list, this entry would be it. With a majority of internet traffic being derived from mobile devices, it’s a no-brainer that this trend is taking place. 

This proves that a larger emphasis on mobile-friendliness needs to be addressed by marketers. Therefore, the question here is will you optimize for it? Luckily, optimizing mobile-friendly ads isn’t difficult if you have a qualified PPC agency on your side. 

8. Voice Search is Thriving

20% of mobile searches were conducted on a smart speaker or via voice search. Therefore, it’s not like you have to get ready for a voice search to affect your campaigns. It already has begun to affect your campaigns. 

Now, voice search has not been monetized yet but there are a lot of ways to get this done. voice search has not been monetized yet but there are a lot of ways to get this done

9. Facebook and Google Will Automate Their Ads

Facebook and Google house two of the most preeminent advertising platforms in the world. Both platforms have already introduced dynamic ads that make ad creation almost effortless. 

In the near future, these companies could make it possible for their algorithms to completely customize ads for users.

This isn’t a stretch considering that Facebook and Google are billion-dollar companies with unlimited resources at their disposal. 

10. Facebook, Google, and Others Will Master Attribution

Attribution has been something like a Rubix cube for several years. Even seasoned marketers have difficulty leveraging attribution to impact their campaigns. Fortunately, machine learning and AI were designed to perform complex tasks like this.

To make advertising easier and boost their own agenda, look for Facebook, Google, and other companies to use technology and master attribution. 

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Do you want to improve the performance of your PPC ads? If so, give us a call at (214) 295-5845 or click here to receive a free quote. 

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Your Guide to Google Ads for Real Estate Investors

Expert Tips on Google Ads For Real Estate Investors

Real estate investors often find it difficult to capture qualified leads. This is because real estate is one of the hardest propositions to sell, mainly with leads backing out of deals arbitrarily. 

This often negates all of the hard work you put into converting each lead, but it’s never the end of the world if a promising lead rejects you. There are certain marketing initiatives that will guarantee diverse incoming leads to your website every month.

One of them is pay-per-click (PPC), the lifeline for millions of small and large businesses throughout the world. Many businesses use PPC to create a continual flow of leads, but every campaign is different.

Do you want to know how to set up a successful campaign for your real estate business? This guide will break down all of the tips to help you succeed in that regard?

1. Set Up a Plan

Regardless if you’re a new or veteran real estate investor, you may not be all too familiar with the aspects of setting up and configuring a successful Google Ads campaign. This is why you should take a step back and create a plan. 

Just like starting a business, creating a PPC plan is the first natural step of building a campaign. Ideally, the details of your preliminary plan to answer the following questions:

  • What type of campaign are you seeking to build? Will it target buyers or sellers?
  • What is your ideal customer acquisition cost?
  • What is your maximum cost per click (CPC)?

The last question is especially important because it will base the affordability of your campaign and determine how much you can spend. Therefore, you can use this helpful formula to calculate your maximum CPC.

(revenue per customer) x (conversion rate) x (1 – profit margin) = Max CPC 

Now that you have got the preliminary planning out of the way, it’s time to execute the last steps of the planning process. This entails:

  • Estimating your Google AdWords budget.
  • Determining your keyword test budget.

Google ads campaigns are not plug-in-play. A great deal of experimentation goes into setting up your campaign correctly. For this reason, determining your keyword test budget is key.

Here is a formula you can use to get the job done. 

Keyword test budget = (100 clicks) x (Calculated CPC)


You’ve now completed the first step and can now move forward to the next one – keyword research.

2. Perform Keyword Research

Once your plan is in place, keyword research becomes the next logical step. Keyword research is a comprehensive phase that includes finding intent keywords, competition, and researching your market. 

  • Identify Your Target Audience: Experienced real estate investors likely know who they’re dealing with, while rookie investors are still searching. If your business is already up and running, your target audience should be clearly identified to begin making a profit and capturing leads from your Google ads.
  • Identify Your Target Locations: You should also determine the locations where your target audience commonly abides. These locations need to be specific down to the zip codes. 
  • Collect Keywords: You can find and collect keywords from popular resources such as Ubersuggest and the Adwords Keyword Planner.
  • Define Negative Keywords: These are commonly called negative keywords, meaning that you don’t want your business to show up when these are typed into a search engine. 
  • Sort Your Keywords: There are different types of keywords. In regards to real estate, there are research and customer intent keywords. Sorting your keyword list will help you monitor the progress of your campaign and see if you’re overspending on particular keyword usage.
  • Spy on Your Competitors: If your competitors are successful, you take a look at their formula by using tools like SpyFu or SEMRush.

3. Determine Your USP

Your USP, or unique selling proposition, is a distinct advantage you have over your competitors. This keeps your business and offerings unique in a competitive marketplace such as real estate.

Essentially, you should ask yourself:
“Why should my target audience choose me instead of my competitors?”

Whether your USP is your massive level of insider experience in the USP or a level of credibility, this will need to be added to your ads. You only get one first impression when it comes to how your ads are presented. Hit your prospects hard with an irresistible ad that they will be hard-pressed to refuse. 

4. Create the Perfect Offer

There are three main factors that will impact the success of your Google ads campaign: your copy, your audience, and your ad copy. 

Just take a look at how these successful ads look.

Ad Example #1

Ad Example #2

There are a variety of enticing offers that you could use to reinforce your ads. For example:

  • No agents
  • Close in less than 14 days
  • No extra fees
  • Cash in as less than 7 days
  • Cash offer in 24 hours

Do you see the different types of offers presented here? These are:

  • Guarantees
  • No commissions
  • Free quotes

Based on your target audience, you should craft an attractive offer. Don’t worry if your offer doesn’t result in a high close rate immediately. If you don’t receive the results you’re looking for, you can always experiment and modify your offers accordingly.

5. Keep Experimenting

Setting up your Google ads campaign is only half the battle. Experimenting is the rest, and you could quickly lose sight if you don’t regularly perform tests. To save money and optimize your ads, it’s essential to steadily figure out what’s working and what’s not.

This, unfortunately, can take a lot of time that most people don’t have. By hiring a qualified PPC agency, you can have professionals continually work on your campaign so you don’t have to.

This will ensure that you are maximizing the performance of your Google ads without sacrificing the projection of your ROI.

Hire Agency Partner Interactive Today!

Do you want to learn more about how you hire an experienced marketing agency? If so, give us a call today at (214) 295-5845 to learn more about how we can help you. 

Not big on reading? That’s okay. Watch “Your Guide to Google Ads for Real Estate Investorsinstead.

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Google Ad Strategies for 2019

Tips From Digital Marketing Experts

In 2018, 1.3 million businesses, nonprofits, and website publishers in the United States used Google’s search and advertising tools to generate $335 billion USD of Economic Growth. There is no doubt that Google is the most used search engine and its digital marketing platform houses effective tools for any business. To keep up with the ever-changing digital landscape, try implementing these Google ad strategies to keep your business flourishing.

Mobile-Specific Google Ads

With 72 Percent of the World predicted to be using only a smartphone to access the internet by 2025, if your business isn’t implementing mobile-specific ads, you’re missing out on a substantial amount of traffic. You must make sure that your website is mobile friendly and that both load time and site speed are performing at maximum capacity. Depending on your campaign type, it is possible to format mobile-specific Google ads as images, texts, calls-only or digital content. 

Google Ad Extension

Google ad extensions add value to your Google ads and Digital Marketing Campaigns, by including extra information for customers such as location, call buttons and links to particular parts of your website. Ad extensions supplement your ads with a broader scope of immediate information for customers, meaning more exposure and click-through rates for your company. Google Ads choose the extensions used for each individual Google search, but you need to determine which extensions best support your business’ goals and utilize the  options from there. 

Revisit Conversion and Call to Action

Customers on your Website are at different stages in their purchasing journey and shouldn’t be subject to the same Conversion Action. Chart out the different buying stages and work out which conversion action belongs to each stage. Target your customers’ specific needs, to  provide better overall customer experiences, and you’ll likely convert them into repeat customers. Additionally, place your calls to action into your ad campaigns where they make more sense. Then you better understand what and who you are missing and can take action to fill the gaps.

Use Date Ranges to Organize Re-targeting Lists

Ensure your Ad Campaigns work smarter, not harder, by creating ads specific to your re-targeting audiences. Remember that not all visitors should be placed in the same group when creating re-targeting campaigns. Date ranges are a helpful tool when grouping your users into audiences–the user who visited your page two days ago is going to be much different than the one who visited two months ago. The time-frame of when a user last visited, along with how likely they are to convert, should be considered when creating your re-targeting Google Ad, Pay Per Click (PPC), and Digital Marketing Campaigns. 

Implement Test Automation Software

Automation is a powerful way to optimize your advertising strategies. Google Ads has a built-in draft and experiment tool that helps you determine if changes implemented to assist in growing your business. It is a powerful, easy way to test a variety of strategies and provides quality data that enables you to analyze results and make informed decisions for future campaigns.

As you can see, there are many tools and simple, practical steps to take to ensure you are optimizing Google Ads, Pay-Per-Click (PPC), and your digital marketing campaigns. However, if you would like to speak to a professional, Contact Agency Partner Interactive to discuss strategies and see where you could add value, create efficiency, and drive growth in your business.

Not big on reading? That’s okay. Watch “Google Ad Strategies for 2019” instead.

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