{"id":37281,"date":"2023-01-15T21:01:08","date_gmt":"2023-01-15T20:01:08","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=37281"},"modified":"2026-09-29T13:33:37","modified_gmt":"2026-09-29T13:33:37","slug":"top-8-ppc-trendov-ktore-sa-v-roku-2023-rozhodne-neoplati-ignorovat","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/en\/top-8-ppc-trendov-ktore-sa-v-roku-2023-rozhodne-neoplati-ignorovat\/","title":{"rendered":"The Top 8 PPC Trends You Definitely Shouldn't Ignore in 2023"},"content":{"rendered":"<p style=\"font-weight: 400;\"><strong>In 2023, automation looked set to dominate PPC. Here are seven more trends that AI and automation were expected to influence, directly or indirectly. <\/strong><\/p>\n<p style=\"font-weight: 400;\">A new year brings new challenges, budgets, and goals. In particular,\u00a0 <strong>2023 promised to be a busy year for PPC campaigns and SEM strategies<\/strong>. PPC specialists and digital marketers needed to pay attention as new tools rapidly changed online advertising.<\/p>\n<p style=\"font-weight: 400;\">At first glance, one trend seemed set to overshadow the rest in PPC in 2023:\u00a0 <strong>automation<\/strong>. Its importance was expected to keep growing.<\/p>\n<p style=\"font-weight: 400;\">Automation is a broad topic that\u00a0 <strong>affects every part of PPC<\/strong>. That means exploring, learning, and adapting to new\u00a0<\/p>\n<ul>\n<li>tools,<\/li>\n<li>strategies,<\/li>\n<li>and methods.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">We looked at\u00a0 <strong>the biggest PPC trends<\/strong>\u00a0expected to shape marketing strategies in 2023 and the role automation might play in them.<\/p>\n<h3><strong>1. Automation in everyday work<\/strong><\/h3>\n<p style=\"font-weight: 400;\">From buzzword to everyday practice: that is\u00a0 <strong>AI and automation in digital marketing<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">In 2023, automation and AI were expected to reshape PPC planning and management.\u00a0 <strong>The shift from manual work to automation<\/strong> \u00a0was becoming hard to ignore in digital marketing.<\/p>\n<p style=\"font-weight: 400;\">AI and machine learning were already used for\u00a0<\/p>\n<ul>\n<li>forecasting potential conversions,<\/li>\n<li>choosing bids to attract qualified traffic,<\/li>\n<li>and suggesting keywords that support campaign goals.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Smart bidding was already\u00a0 <strong>part of managing many PPC campaigns<\/strong>. Google also organized its automated bidding strategies around maximizing\u00a0<\/p>\n<ul>\n<li>conversions,<\/li>\n<li>clicks,<\/li>\n<li>and conversion value.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Meta was also expanding its automation tools to help advertisers drive sales and growth<strong>. Meta Advantage+\u00a0<\/strong> used AI to simplify ad creation. Advertisers familiar with Ads Manager would recognize much of the workflow, with related tools brought together for easier selection.<\/p>\n<h3><strong>2. Maximizing performance with PMax<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Google was also building on its role in digital advertising with an\u00a0 <strong>automated campaign tool<\/strong> \u00a0called\u00a0 <strong>Performance Max<\/strong>. It was one of the newer additions to the PPC toolkit.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37364 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-1024x676.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"676\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-1024x676.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-300x198.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-768x507.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-1536x1013.png 1536w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/PMAx-2048x1351.png 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/676;\" \/><\/p>\n<p style=\"font-weight: 400;\">Given Google Ads\u2019 reach, the article expected\u00a0 <strong>Performance Max (PMax) adoption to grow<\/strong>. Google had combined Smart Shopping and Local campaigns into PMax. Advertisers could use it to promote products and services across Google channels, including YouTube, Gmail, and Maps. Automation played a central role in the format.<\/p>\n<p style=\"font-weight: 400;\">Google promised\u00a0 <strong>broader reach, faster growth, and more conversions through automation without higher budgets<\/strong>. Those claims made PMax worth exploring and testing against campaign goals.<\/p>\n<h3><strong>3. The overlap between SEO and PPC <\/strong><\/h3>\n<p style=\"font-weight: 400;\">Automatiz\u00e1cia bude v\u00fdznamne prestupova\u0165 aj \u010fal\u0161ie oblasti PPC. Jednou z\u00a0nich je SEO.<\/p>\n<p style=\"font-weight: 400;\">PPC and SEO were already closely connected. Google\u2019s growing use of automation offered a glimpse of how search marketing might evolve. Its systems could\u00a0 <strong>use existing website content to generate text ads<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37365 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/SEO_PPC-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/SEO_PPC-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/SEO_PPC-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/SEO_PPC-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/SEO_PPC.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">The next step was\u00a0 <strong>automatically created assets<\/strong> (ACA). These included more than text: automated ads could draw on other creative assets too. That would strengthen the existing\u00a0 <strong>overlap between PPC <\/strong>and<strong>\u00a0SEO<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Alongside\u00a0<\/p>\n<ul>\n<li>SEO improvements to home and landing pages,<\/li>\n<li>UX and UI testing,<\/li>\n<li>and regular maintenance and tuning,<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">teams also needed to consider\u00a0 <strong>reviews and adjustments to published content and assets<\/strong>. Google\u2019s systems could use these inputs to create relevant PPC ads, reducing the amount of manual ad production.<\/p>\n<h3><strong>4. A new generation of analytics<\/strong><\/h3>\n<p style=\"font-weight: 400;\">For teams that had not yet migrated, July 1, 2023 was an important date: Universal Analytics was being replaced by\u00a0\u00a0<strong>Google Analytics 4 <\/strong>(GA4)\u00a0<strong> as the new standard<\/strong>. Teams needed to adapt to the changes GA4 introduced.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37361 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/analytika-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/analytika-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/analytika-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/analytika-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/analytika.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">At the time, Google planned to\u00a0 <strong>phase out third party cookies<\/strong>. That would change how users were tracked. GA4 also included machine learning features, reports, and cross device insights into the customer journey. These tools were expected to give marketers a clearer view of performance across the funnel.<\/p>\n<p style=\"font-weight: 400;\">There was also interest in\u00a0 <strong>the new event based analytics model<\/strong>. GA4 promised more flexible measurement and a more detailed view of the conversion funnel. Marketers needed to get used to the new data model.<\/p>\n<h3><strong>5. Mobile comes first<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Alongside automation, digital marketers had another priority: mobile.<\/p>\n<p style=\"font-weight: 400;\">\u201c<strong>Mobile-first<\/strong>\u201d was already an essential approach, and mobile usage was expected to keep growing. The article estimated that about two in three Google Ads clicks would come from mobile devices.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37363 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/mobile_first-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/mobile_first-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/mobile_first-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/mobile_first-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/mobile_first.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">First, make sure your website works well on mobile devices.<\/p>\n<p style=\"font-weight: 400;\">If it does not, put that at the top of your list. Google\u00a0 <strong>uses mobile first indexing<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Second, optimize your ads for mobile: review the copy, images, video, and interactive elements, then measure the results.<\/p>\n<p style=\"font-weight: 400;\">Interactive ads were also gaining attention, especially those using\u00a0 <strong>gamification<\/strong>.<\/p>\n<h3><strong>6. PPC specialists and AI<\/strong><\/h3>\n<p style=\"font-weight: 400;\"><strong>Artificial intelligence<\/strong> and <strong>machine learning<\/strong> remained influential tools in PPC campaign management.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37366 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/strojove_ucenie_PPC-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/strojove_ucenie_PPC-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/strojove_ucenie_PPC-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/strojove_ucenie_PPC-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/strojove_ucenie_PPC.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">Machine learning was already supporting PPC teams. In 2023, common uses included:<\/p>\n<ul>\n<li>pausing underperforming keywords<\/li>\n<li>planning and predictive analytics<\/li>\n<li>adjusting bids to increase conversions<\/li>\n<li>personalizing dynamic ads<\/li>\n<li>optimizing campaigns<\/li>\n<\/ul>\n<h3>7. More video content<\/h3>\n<p style=\"font-weight: 400;\">Video advertising and content were expected to keep growing. As demand rose, video became a regular part of PPC campaigns, helping brands present products in a more\u00a0 <strong>visual way<\/strong>\u00a0that people could take in quickly.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37368 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/videoobsah-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/videoobsah-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/videoobsah-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/videoobsah-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/videoobsah.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">Google had introduced tools for creating and managing video ads, including for audiences on YouTube Shorts. Brands could produce useful video without huge budgets or teams.\u00a0<strong> short videos<\/strong> and\u00a0<strong>user generated content<\/strong>\u00a0were expected to attract more attention.<\/p>\n<h3><strong>8. PPC on social platforms<\/strong><\/h3>\n<p style=\"font-weight: 400;\">PPC advertising was also growing on social platforms, where large audiences spend their time.<\/p>\n<p style=\"font-weight: 400;\">In 2023, Facebook, YouTube, Instagram, WhatsApp, and LinkedIn were major platforms for advertisers.\u00a0 <strong>TikTok was growing quickly<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-37367 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/tik_tok_socialne_PPC-1024x576.png\" alt=\"ppc trendy 2023\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/tik_tok_socialne_PPC-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/tik_tok_socialne_PPC-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/tik_tok_socialne_PPC-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/01\/tik_tok_socialne_PPC.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">That growth meant more video content and more video ads. Video was becoming a bigger part of digital marketing, while\u00a0\u00a0<strong>highly personalized targeting<\/strong>\u00a0gave advertisers another reason to invest in social PPC.<\/p>\n<p style=\"font-weight: 400;\">Stihli sa ste sa pripravi\u0165 na nov\u00fa sez\u00f3nu PPC kampan\u00ed a\u00a0trendy, ktor\u00fdm sa treba prisp\u00f4sobi\u0165?\u00a0V\u017edy sa m\u00f4\u017eete spo\u013eahn\u00fa\u0165 na profesion\u00e1lov. <a href=\"https:\/\/monkeymedia.sk\/en\/kontakt\/\" target=\"_blank\" rel=\"noopener\">Contact Us<\/a> \u00a0to learn how our PPC specialists can help you make the most of automation.<\/p>\n<p style=\"font-weight: 400;\">","protected":false},"excerpt":{"rendered":"<p>Najdominantnej\u0161\u00edm trendom roku 2023 bude nesporne automatiz\u00e1cia. Pripravili sme pre v\u00e1s aj \u010fal\u0161\u00edch 7 v\u00fdznamn\u00fdch trendov, ktor\u00e9 bude priamo, \u010di nepriamo umel\u00e1 inteligencia a\u00a0automatiz\u00e1cia ovplyv\u0148ova\u0165. S\u00a0nov\u00fdm rokom prich\u00e1dzaj\u00fa aj nov\u00e9 v\u00fdzvy, rozpo\u010dty a\u00a0ciele.\u00a0Obzvl\u00e1\u0161\u0165 pre PPC kampane a\u00a0SEM strat\u00e9gie bude rok 2023 ru\u0161n\u00fd. PPC \u0161pecialisti ako aj digit\u00e1lni market\u00e9ri sa maj\u00fa na pozore, preto\u017ee prostredie online [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":37360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[406],"tags":[103,104,105],"class_list":["post-37281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-signals","tag-ppc","tag-ppc-2023","tag-ppc-trendy-2023"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 8 PPC trendov, ktor\u00e9 sa v roku 2023 rozhodne neoplat\u00ed ignorova\u0165 - Monkeymedia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/monkeymedia.sk\/en\/top-8-ppc-trendov-ktore-sa-v-roku-2023-rozhodne-neoplati-ignorovat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 8 PPC trendov, ktor\u00e9 sa v roku 2023 rozhodne neoplat\u00ed ignorova\u0165 - Monkeymedia\" \/>\n<meta property=\"og:description\" content=\"Najdominantnej\u0161\u00edm trendom roku 2023 bude nesporne automatiz\u00e1cia. 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