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how AI is changing digital advertising

By OppGen

How AI is Changing Advertising and Marketing

Have you ever noticed how ads seem to know exactly what you like?  

Well, that’s in part thanks to AI assistance.

First, a quick history of AI in digital advertising…

  • The idea of AI has been around since the 1950s, but it wasn’t until the 1980s that businesses started using simple AI to figure out which groups of people to target with their ads. In the 1990s, when the internet became popular, advertisers got a lot more information to work with. AI helped them understand what customers liked and didn’t like.
  • In 2000, Google launched a service called AdWords (now called Google Ads), which used AI to show ads to people based on what they searched for. This made ads a lot more relevant to what people were interested in. 
  • In the 2010s, AI got even smarter and could guess what people might want to buy. It also started deciding where and when to place ads online super quickly.
  • This decade: AI helps automate almost everything — from creating ads to figuring out who should see them for the best results.


Here’s what we’ll be covering:

1. AI in Advertising is Changing the Game

2. Automation in Digital Advertising

3. Real-World Examples of AI in the Digital Ad Space

4. What AI Can Help With

5. Projections: How Artificial Intelligence Will Keep Impacting Digital Marketing and Advertising

6. AI for Advertising is Personalizing the Customer Experience


AI in Advertising is Changing the Game

Why It’s a Big Deal and How It Supports Marketers…

Well, instead of guessing what people might like, marketers can use AI to look at tons of information about what people actually watch, click on, or buy. 

This helps them understand what’s popular and what’s not. 

AI can analyze all this data quickly and spot trends, like if a lot of people start buying skateboards as summer gets closer. 

It also helps marketers figure out the best times and places to show their ads, making sure they reach the right audience.

For example, imagine you’re looking online for a new backpack. Later, you start seeing ads for backpacks everywhere you go online. 

That’s AI working in the background.

It noticed you were interested in backpacks, and now it’s showing you ads hoping you’ll buy one. Or maybe you’ve talked about a new movie with your friends, and then you see an ad for that movie on your social media feed. That’s also AI at work, picking up on the things you and your friends are excited about.


Automation in Digital Advertising

Another cool way AI is changing the advertising industry is by automating the creation and management of ads. 

This means marketing agencies can set up their ads faster and make sure they’re effective. 

This gives skilled advertisers and marketing agencies the ability to analyze, iterate, and optimize on an accelerated scale. 

At its core, AI augments the existing skills, abilities, and experience of digital advertisers.  


Real-World Examples of AI in the Digital Ad Space

  • Predictive Analytics: Google’s Smart Bidding uses AI to figure out the best amount to bid on ads based on what’s likely to get someone to buy something.
  • Generative AI Content: Pixis’s AI-powered system creates pictures and videos that grab people’s attention and make them more likely to buy things when they see ads on different websites or apps. Pixis also tracks how well these ads do, so you can make even better ones next time, boosting sales even more.
  • Chatbots for Customer Engagement: Stores like Sephora use AI chatbots to talk to customers, help them find products, and give advice, just like a real salesperson would.


What AI Can Help With…

AI has a variety of helpful advertising capabilities. Here’s a handful of examples:

  • Find the Target Audience: AI digs through data to find just the right people to show ads to.
  • Ad Optimization: Automatically changes ads to get the best results.
  • Smarter Budget Management: AI can figure out the best way to optimize ad spend.
    Track Results: Keeps an eye on how well ad campaigns are doing and tells marketers how to improve them.
  • Stop Click Fraud: Catches sneaky fake clicks that waste money.


Projections: How Artificial Intelligence Will Continue to Impact Digital Marketing and Advertising

AI is changing how ads and marketing work online, and it’s going to keep making big changes. Here’s how AI is transforming advertising and will continue to impact digital marketing and what we might see in the future:

  • Increased Personalization: AI is getting better at figuring out what people like to watch, read, or buy. So, in the future, you’ll probably see more relevant ads that feel like they were made just for you.
  • Faster Decisions: AI can think really fast. This means that companies can decide where and when to show their ads super quickly, so the right ads show up at the right time more often, making advertising more efficient.
  • New Ways to Create Ads: AI isn’t just about choosing who sees the ads. It’s also starting to help make them. AI can generate ad messages or design pictures, making the whole process faster and sometimes even more creative.
  • Data-Driven Understanding of What Works and What Doesn’t: AI can look at how well ads are doing and learn from that. It can tell marketers what’s working and what’s not, so they can make even better ads next time.
  • Less Wasted Money: With AI, companies don’t have to guess where to spend their ad money. AI helps them put their money where it works best, so they waste less and make more people happy with their ads.
  • Predicting for the Future: Experts believe that AI will soon be able to predict trends before they happen, allowing businesses to prepare ads that will be popular before a trend even starts. Also, as AI becomes more advanced, we might see it handling more complex marketing tasks.

But even with the expansive scope of AI’s performance capabilities, you need advertisers who understand these tools, how to use them, and are familiar with the competitive landscape of the niches they’re advertising in.


AI is Personalizing the Customer Experience

AI helps make shopping more personal and fun. It can suggest products that make you feel like they were picked just for you, making shopping easier and more satisfying.

As a customer, you might’ve experienced how helpful AI chatbots can be, answering questions instantly and helping you out just like a real person would. This means a better shopping experience and less waiting around.


In Closing

AI is already making a big splash in digital advertising, and it’s only going to create bigger waves. Businesses that embrace AI will find themselves way ahead, making advertising more effective and customer-friendly than ever before. 

If companies want to stay on top in the future, they need to keep up with how AI is changing advertising, invest in new technologies, and always be ready to try new things. This proactive approach will help them discover new opportunities and maintain a competitive edge in the fast-evolving world of digital advertising. 

Speak to the OppGen team today to find the latest happenings in the world of AI advertising and how it might just be the right way to go about your business.

google ads agency questions to ask

By OppGen

10 Must-Ask Questions To Interview A Potential Google Ads Agency in 2024

When venturing into digital marketing, selecting the right Google Ads agency can be a game-changer for your business. Currently, Google Ads has over 246 million unique visitors per month. With the right partner, you can unlock the full potential of Google AdWords, driving targeted traffic and increasing conversions. But with so many agencies out there, how do you choose the best one? By asking the right questions! 

Here are 10 critical questions to help you assess and select the perfect Google Ads agency for your business.


Table of Contents: 

  1. What’s Your Experience with Google Ads?
  2. How Does Your Google Ads Agency Apporach Keyword Research?
  3. Can You Share Case Studies or Success Stories?
  4. How Do You Measure and Report Campaign Success?
  5. What’s Your Approach to Campaign Optimization?
  6. How Do You Handle Budget Management?
  7. What’s Your Communication and Collaboration Process?
  8. How Do You Stay Updated With Google Ads Innovations and Best Practices?
  9. What’s Your Strategy for Targeting and Ad Placement?
  10. Why Should We Choose Your Agency Over Others? 


What’s Your Experience with Google Ads?

Understanding an agency’s experience with Google Ads is pivotal. You’re not just looking for any digital marketing agency; you’re seeking a partner with a track record of success in Google AdWords. Inquire about their years of experience, the industries they’ve served, and the types of campaigns they’ve managed. This insight will give you a clearer picture of whether their expertise aligns with your business needs.


How Does Your Google Ads Agency Approach Keyword Research?

Keyword research is the backbone of effective PPC marketing. It’s essential to understand how an agency identifies and selects keywords for their campaigns. Their approach should align with best practices, focusing on relevance, search volume, and competition. A savvy Google Ads agency will explain how they tailor their keyword strategy to your specific business goals and target audience.


Can You Share Case Studies or Success Stories?

Proof is in the pudding, as they say. Request case studies or success stories that demonstrate the agency’s ability to deliver tangible results. Analyzing these examples will provide insights into their strategy, creativity, and the impact of their campaigns. It’s a great way to gauge their effectiveness and envision what they could achieve for your business.


How Do You Measure and Report Campaign Success?

Measuring success is crucial in PPC marketing. Ask the agency about their key performance indicators (KPIs) and how they align with your business objectives. Understand their reporting frequency and format. A reputable Google Ads agency will offer transparent, comprehensive reporting that allows you to track progress and ROI effectively.


What’s Your Approach to Campaign Optimization?

PPC campaigns require ongoing optimization to maximize performance. Inquire about the Google Ads agency’s process for testing and refining campaigns. This includes their approach to A/B testing, bid adjustments, and creative updates. Their ability to adapt and optimize is vital for staying ahead in the dynamic landscape of PPC marketing.


How Do You Handle Budget Management?

Budget management is a critical aspect of PPC marketing. You need to know how the Google Ads agency plans to allocate your budget across campaigns and keywords. Their strategy should maximize ROI while aligning with your financial constraints. Understanding their approach to budgeting will ensure there are no surprises down the line.


What’s Your Communication and Collaboration Process?

Effective communication is key to any successful partnership. Ask about the agency’s process for keeping you informed and involved in your Google Ads campaigns. This includes their frequency of updates, the main point of contact, and how they handle feedback and revisions. A collaborative approach will ensure that your vision and goals are at the forefront of their efforts.


How Do You Stay Updated with Google Ads Innovations and Best Practices?

The world of Google Ads is ever-evolving. It’s crucial that the Google Ads agency you choose is committed to staying updated with the latest trends, features, and best practices. Their ability to adapt and leverage new opportunities can significantly impact the success of your campaigns.


What’s Your Strategy for Targeting and Ad Placement?

Effective targeting and ad placement are essential for reaching the right audience. Discuss the agency’s strategy for utilizing Google Ads’ targeting options, including demographic, geographic, and behavioral targeting. Understanding their approach to ad placement across the Google Display Network and search results will provide insights into their ability to maximize your campaign’s visibility and relevance.


Why Should We Choose Your Agency Over Others?

Lastly, give the agency a chance to highlight what sets them apart. This question allows them to outline their unique value proposition, showcasing their strengths, culture, and commitment to client success. It’s an opportunity for them to convince you why they are the best choice for your Google Ads campaigns.


Selecting the right Google Ads agency is a critical decision that can significantly impact your PPC marketing outcomes. By asking these 10 essential questions, you’ll gain a deeper understanding of each agency’s capabilities, approach, and alignment with your business goals. 

The answers will equip you with the knowledge to choose an agency that can not only manage your Google AdWords campaigns effectively but also drive meaningful results and contribute to your business’s growth.

Remember, the goal is to establish a partnership that is transparent, collaborative, and focused on achieving your specific marketing objectives. With the right Google Ads agency by your side, you can unlock the full potential of your Google Ads campaigns, reaching your target audience effectively and maximizing your ROI. 

So, take the time to ask these questions, evaluate the responses, and choose an agency that you trust to navigate the complex world of PPC marketing on your behalf.

If you need more info on how to go about choosing the right Google Ads agency for your business, contact OppGen today

A comprehensive guide to PPC agencies, showcasing strategies and insights.

By OppGen

Hiring the Best PPC Agency in 2024 | A Complete Guide

Partnering with the right PPC agency can be a game-changer for businesses that want  to maximize their digital advertising ROI. 

This comprehensive guide covers everything you need to know about how to evaluate, select, and work with a top PPC management partner. 

We’ll explore the key benefits of hiring an agency, their core services, and how to vet candidates during the selection process. 


In addition, you will find out about: 

  • Typical PPC agency pricing models 
  • Interview questions 
  • Telltale signs that it is time to switch 
  • And how to transfer accounts easily to a new agency 


By the end, you’ll have a thorough understanding of what to look for in a PPC agency and how to find the right fit for your business.


Table of Contents: 

  1. What is PPC?
  2. How PPC Campaigns Work
  3. Best PPC Platform to Consider
  4. Pros/Cons of PPC vs Other Digital Marketing Forms
  5. Benefits of Hiring a PPC Agency
  6. PPC Agency Services Explained 
  7. Vetting and Selecting the Right PPC Agency
  8. PPC Pricing Models
  9. When to Switch PPC Agencies
  10. Transitioning to a New PPC Agency


What is PPC?

Pay-Per-Click (PPC) advertising is  a model of digital marketing where advertisers pay a fee each time one of their ads is clicked on. 

Essentially, it’s a way to buy visits to your website, as opposed to earning those visits organically through other means like Search Engine Optimization (SEO). 

Businesses (like yours) can use PPC to show their ads to people who are searching for products and services you offer.  

By tailoring your ads and choosing keywords closely related to your business, you can drive targeted traffic to your site with your PPC campaigns.

PPC is one of the most effective forms of digital marketing, offering businesses unique  benefits like:

  • Immediate exposure 
  • Precise targeting 
  • Measurable results 
  • Flexibility 
  • Increased visibility



PPC is one of the most effective and immediate forms of digital marketing available. This is why businesses across industries invest more in PPC every year.


How PPC Campaigns Work

On the surface, PPC campaigns appear to simply involve setting up some ads and waiting for clicks to roll in. But behind the scenes, there’s a complex and strategic process that makes PPC work to produce profitable ROI and revenue growth. Here are some key aspects of how PPC campaigns function:


Keyword Auctions

Keywords are at the core of PPC… 

As a user searches for a given term, like “email marketing software,” an instant auction takes place for that keyword among advertisers bidding on it. 

Factors like your bid amount and Quality Score determine where your ad will rank and how much you will pay per click.


Quality Score

This metric looks at the overall quality and relevance of your ads, keywords, and landing pages. 

Ads with higher Quality Scores get preferential treatment on PPC platforms. Keeping your score high (on a 1–10 scale) leads to lower costs and better ad positions.


Ad Rank Formula

Your bid multiplied by your Quality Score = Ad Rank. 

This formula determines where your ads appear. To rank higher, focus on bidding higher on keywords that matter and improving the overall Quality Score through optimization.


Landing Pages

Once a user clicks your ad, they should arrive at a landing page that is relevant, easy to navigate, and encourages them to convert. Align your landing pages with ad messaging for a personalized and contextualized experience to boost conversion rates.


Bidding and Budgets

Set daily budgets and use bidding strategies like enhanced CPC to maximize conversions within budget. 

The bids should be adjusted based on the performance data. 

To gain insights, you should set up conversion tracking.


Advanced Features

Take advantage of advanced features like:

  • Location targeting
  • Demographic segmentation
  • Customer match
  • Responsive search ads


These can help refine your targeting.


Best PPC Platforms to Consider



The major players in PPC each offer unique advantages. 

The platforms you choose to use are determined by the goals you have and the audience you intend to reach.


Google Ads 

With a whopping 83.49% search engine market share, Google Ads is the 800-pound gorilla. 

Its massive reach, advanced features, and detailed targeting make it appealing for both B2C and B2B. 

Google Shopping ads are ideal for e-commerce brands looking to get their products in front of people ready to buy. YouTube ads also offer engaging video ad options.


Bing Ads

While smaller than Google, Bing still owns over 9.19% of search traffic

Bing Ads can be a cost-efficient option, with less competition on keywords giving better ad positions and lower costs-per-click (CPCs). 

The Microsoft Audience Network also allows Bing ads to show across additional sites.


Facebook Ads (Meta Ads)

As the top social media platform, Facebook has over 3.65 billion monthly active users—a marketer’s dream. 

Facebook’s detailed user data gives you the ability to serve  highly targeted ads based on demographics, interests, behaviors, and more. From image and video ads to Stories and Messenger ads––you have a variety of options for engaging users.


LinkedIn Ads

For B2B marketers, LinkedIn’s 500+ million professionals make it a prime platform. 

Tailor ads by:

  • Job role
  • Industry
  • Interests
  • Business goals for your targeted audience

Partner with an agency to tap into their LinkedIn campaign management expertise.


Pros/Cons of PPC vs Other Digital Marketing Forms



PPC has unique advantages that make it an essential component of every digital marketing strategy.


Search Engine Optimization (SEO)

SEO has key benefits like long-term organic growth and high-trust content. But it can take months to see results. PPC offers a faster complement for leads. Use both in tandem.


Social Media Marketing

Organic social reaches highly engaged audiences, but paid social (social media ads) expands reach. Combine organic content with paid ads for ideal social media ROI.


Email Marketing

Sending targeted emails to subscribers you already have offers outstanding ROI. 

Yet acquiring new subscribers can be a challenge. PPC can help drive new leads and subscriber sign-ups.


The common thread is that today’s savvy digital marketers use both PPC and organic methods like SEO, social media, and email together for short and long-term success. 

The immediacy and conversion-focused power of PPC, when balanced with organic growth channels, can create a comprehensive strategy that maximizes results.


Benefits of Hiring a PPC Agency

With a solid understanding of what PPC is and how it works in place, engaging the services of a PPC agency can provide immense value. 

These agencies and consultants have the expertise, tools, and experience to ensure your PPC budgets are being used efficiently and effectively.


Access to Advanced Skill Sets and Insights

Don’t underestimate the  skill and effort required to manage successful PPC campaigns.

 The most qualified PPC experts are at agencies that focus exclusively on paid search. 

They live and breathe PPC, staying on top of every new feature, algorithm update, and innovation within the major advertising platforms. 

A PPC marketing agency can identify optimization opportunities that may seem counterintuitive but have data to support them. 

They are experts that can provide insights you might never find on your own. Their strategic vision for structuring campaigns for scale is invaluable.


Proven Methodologies and Best Practices

Agencies develop time-tested processes for managing campaigns. 

With an independent, unbiased approach, they can provide a fresh look at your PPC efforts using proven methodologies. This prevents you from stagnating or relying on ineffective strategies that may have become comfortable.


Tools and Technology

Many agencies leverage proprietary technologies and tools for research, tracking, reporting, and automation that would be costly for an individual business to develop or license. 

This gives them an advantage in efficiently managing large-scale PPC efforts and extracting performance insights.


Added Human Resources

No matter the sophistication of tools, PPC still requires manual management and optimization from experts.

Agencies have teams wholly dedicated to campaign management, allowing more focus than an in-house resource stretched across many marketing channels.


Speed and Scalability

Getting PPC campaigns launched and ramped up quickly can be challenging. Especially if you’re starting from scratch. 

An agency can accelerate results through increased budget and testing velocity. Their experience also allows them to seamlessly scale spend across accounts.


Customer Acquisition Cost (CAC) Reduction

The combination of increased conversions and continuous optimization that agencies bring means your cost to acquire customers (CAC) through PPC will steadily decline.

As scale increases, they leverage experience to further reduce CAC.


With these benefits in mind, partnering with the right PPC agency can transform your paid search campaigns, unlocking significant growth and ROI. 

Identifying an agency that matches your needs takes research. 

The next sections provide tips for choosing the best PPC company.


PPC Agency Services Explained

A successful PPC agency provides a wide suite of services that cover all aspects of campaign management. Understanding these core service offerings will help you assess potential agency candidates.


Campaign Setup and Structuring

The foundational work of establishing accounts, building campaign architecture, configuring tracking, and importing data is necessary to launch campaigns properly.


Keyword Research

Evaluating search behavior to identify high-value keywords and assign them to relevant ad groups. Ongoing analysis provides insights.


Ad Copywriting

Writing  compelling ad text entices clicks and conveys your brand.


Landing Page Optimization

Designing and optimizing landing pages to align with ads and convert visitors into leads and sales.


Bid Management

Setting bids and applying strategies like enhanced CPC and target Return on Advertising Spend (ROAS) bidding to hit KPIs.


Audience Targeting

Leveraging capabilities like customer match and lookalike audiences to reach your best customers.


Performance Analysis

In-depth analysis of metrics and trends to gain actionable insights. 

Tracking conversions and attributing them to PPC is essential.


Reporting and Insights

Providing regular reports and insights to clients that summarize performance and opportunities.



Continuous testing and refinement of ads, keywords, landing pages, bidding strategies, and more to improve campaign efficiency.



Setting up remarketing campaigns to engage visitors after they leave your website. This brings users back into the sales funnel.


A/B Testing

Running split tests of ad copy, landing pages, offers, and other elements to determine which variants perform best.


Asset Creation

Designing compelling ads, banners, and other creative assets that align with campaign goals.


Account Structure

Organizing campaigns, ad groups, and keywords logically to allow for segmentation, testing, and optimization.


Budgeting and Billing

Managing monthly budgets across accounts and providing transparent billing and invoicing.



Clear communication of insights, recommendations, and strategy. Quick responses to questions and concerns.


Pixel Implementation

Installing conversion tracking and remarketing pixels across your website and sales funnels.


Feed Management

Setting up and optimizing product and inventory feeds for shopping campaigns.


Technical Optimization

Ensuring ads are displayed correctly across devices and troubleshooting issues.


 A full-service PPC agency becomes an extension of your marketing team. 

They can provide the expertise and bandwidth to implement and manage campaigns at scale. They save time, accelerate growth, and provide a definitive ROI, but choosing the right agency is critical.


Vetting and Selecting the Right PPC Agency

PPC agencies are not created equal…

Choosing the right partner to steward your paid search campaigns takes thoughtful research and evaluation. Here are key factors to consider:


Proven Success and Case Studies

A reputable agency will have a strong portfolio of client success stories and examples of achieved results. Look for proof of  expertise in your specific industry.


Strategic Experience

Ask candidates to explain their strategic approach. Assess their knowledge of the latest platform capabilities and trends. Make sure they are thinking long-term.


Technical Capabilities

There should be a clear understanding of how to track conversions, optimize landing pages, manage large budgets, and implement other PPC fundamentals.


Communication Skills

Clear, proactive communication is a must. Make sure they’ll provide regular reporting and insights, along with quick responses.


Client Retention and Reviews

High client retention and positive reviews show an agency provides results and value. Watch for red flags like high turnover.


No Cookie-Cutter Solutions

Avoid agencies that push one-size-fits-all programs. Your strategy should align with specific objectives.


Cultural Fit

Make sure your agency aligns culturally with shared values and collaboration models. You want a trusted partner relationship.


Analyze Pricing and Contracts

Compare pricing models and look for flexible contracts rather than rigid, long-term lock-ins.


Trusting your gut during the vetting process goes a long way.


PPC Agency Pricing Models

PPC agencies use several types of pricing models. 

Being aware of the pros and cons of each helps determine the best fit.



Percentage of Ad Spend

PPC agency charges a monthly fee that is a percentage (often 10–20%) of the client’s total ad spend.

  • Pros: Aligns incentives (agency benefits from optimized spend). Easy to budget.
  • Cons: Potentially expensive as spend scales. Does not account for labor time.


Fixed Monthly Fee

A pre-set monthly fee based on the estimated workload and labor time required.

  • Pros: Predictable, consistent pricing. Accounts for labor.
  • Cons: Poor alignment of incentives if spend varies. Can underestimate or overestimate workload.


Hourly Rate Model

PPC agency charges for actual hours worked based on hourly rates for different team members.

  • Pros: Accounts for actual time invested by the agency. Strong incentive alignment.
  • Cons: Unpredictable monthly costs. Need visibility into work logs.


Performance-Based Pricing

Fees tie directly to performance KPIs like conversions, sales revenue, or ROI.

  • Pros: Places focus on results. Aligns agency success with your goals.
  • Cons: KPIs need to be realistic and measurable. Requires transparency.


Hybrid Model

Combines two or more models, like a fixed fee + percentage of spend or performance bonus.

  • Pros: Balances predictability with incentive alignment. Share the upsides of success.
  • Cons: Can be complex to calculate. Needs a clear definition.


The best fee structure provides incentive alignment while accounting for workload and reflecting a fair value exchange. Avoid rigidity; be open to optimizing the model.


When to Switch PPC Agencies

Occasionally, the need arises to switch PPC management to a new agency. 

But how do you know it’s the right time? 


Consistently Missing KPIs

If campaigns are consistently falling short of core metrics and goals with no improvement, it indicates underlying issues.


Lack of Accountability and Communication

Unresponsiveness to questions or concerns, lack of proactive optimization, and sparse reporting point to disengagement.


Churn on Your Account

High turnover of your account manager or team suggests the agency may not be investing properly in talent.


No Value Added

If nothing seems to be evolving except your monthly bill, your needs may be beyond your current partner’s capabilities.


Outdated Strategies

As Google and other platforms add features, strategies need to evolve. 

Stagnant agencies get stuck in their ways. The best ones will try new strategies.


Misalignment on Goals

Ensure your agency understands your business objectives. 

Conflicting priorities breed poor results.


Lack of Transparency

Your agency should provide clear visibility into your accounts and how they optimize ad spend.


Steadily Increasing Costs with No Value

If costs climb higher with no added value, it may be time for a change. Stay aligned on budgets.


If these issues emerge, have an open dialogue with your PPC agency first. Outline concerns and see if alignment can improve. If not, changing partners may be the best path forward.


Transitioning to a New PPC Agency



PPC brings unique advantages that make it an essential component of a complete  digital marketing strategy.

Should you decide to switch PPC marketing agencies, follow these best practices to ensure a smooth transition.


Audit Existing Accounts

Thoroughly review existing campaigns, ad groups, and keywords to gain insights before migrating.


Export Performance Data

Extract analytics and campaign data to provide the new PPC agency complete visibility into past performance.


Set Proper Account Access

Remove old PPC agency access while granting the new agency the proper permissions to manage accounts.


Develop Transition Plan and Timeline

Define all key milestones and dates upfront to prevent gaps or downtime in management.


Communicate Early and Often

Keep both old and new PPC agencies informed during all stages. Clear communication avoids problems.


Execute Parallel Campaigns

Run new agency campaigns alongside old agency efforts for an initial testing period. Learn and refine.


Monitor Campaigns Closely

Observe the new PPC agency’s campaigns daily to ensure proper setup, spending levels, and results during the transition period. Provide feedback.


Reconcile Billing

Confirm the final invoices from the old PPC marketing agency and start with clean billing with the new partner.


Ideally, transitions should allow for an initial ramp-up and testing period where the new PPC agency sets up initial campaigns and gains insights while old efforts continue running. This overlap lets you monitor performance closely. Once ready, the switchover can be made relatively seamlessly.



Managing profitable, scalable PPC campaigns requires expertise and constant optimization. 

While an in-house resource may handle basic PPC tasks, the multifaceted capabilities of an accomplished PPC marketing agency are transformative.

The insights in this guide offer a comprehensive overview of the value professional PPC agencies provide, from illuminating how PPC works to evaluating PPC agency services and tips for choosing a partner poised to deliver success.

With the right PPC agency, paid campaigns can transform from a mere marketing channel into a growth engine, delivering tangible ROI through precision-targeted engagement. Treat your agency search as an investment, undertake due diligence, and the returns will follow.



Contact us today to learn how our expert team can help take your PPC campaigns to new heights!


By OppGen

2024 PPC Trends: Strategies You Cannot Avoid

As we dive deeper into 2024, understanding and executing on the latest PPC trends becomes crucial for PPC marketers aiming for success. Pay-per-click (PPC) advertising is evolving rapidly with the accelerated advancements in digital marketing. This article provides insights into the transformative trends that are reshaping the PPC landscape in 2024.


Table of Contents

  1. Top 2024 PPC Trends Every Digital Marketer Should Follow
  2. How to Adapt 2024 PPC Trends in Your Existing Strategy
  3. Maximizing Your Latest Pay-Per-Click Strategies
  4. Staying Ahead in PPC Campaigns


Top 2024 PPC Trends Every Digital Marketer Should Follow

In digital marketing, where AI is accelerating things, keeping up with trends and updates is hard. But it’s still essential that you’re aware of the changing trends in PPC to stay ahead of your competition. These insights will help you optimize your campaigns and drive more conversions. So, let’s get started.


AI and Automation Are More Popular Than Ever

A Forbes article projects that from 2023 to 2030, the global AI market will grow at a compounded annual rate of 37.3%. In 2024, AI and automation will be central to PPC advertising, leading to a shift from manual to automated bidding strategies.

We’ll soon be diving deeper into the topic of AI in marketing. Keep your eyes open and stay tuned on our blog page!


Embracing First-Party Data: The New Norm

With the gradual decline of third-party cookies, focusing on first-party data is becoming essential for personalized marketing and deeper consumer insights.


Voice Search: A Growing Influence in PPC

Businesses are adapting their PPC strategies to accommodate voice queries, integrating innovative approaches like audio ads and voice-activated smart displays. Younger millennials ages 25–34 are also most likely to use voice to make purchases in the U.S., U.K., and Germany.


AI-Assisted Ad Campaigns: The Game Changer

By combining machine learning and manual performance management for user data analysis and more dynamic ad placement, AI-assisted campaigns are creating more personalized and effective advertisements.


Video Ads: Captivating Audiences Everywhere

Businesses should focus on crafting concise, captivating video content for social media, streaming, and websites to engage their audience effectively.


Privacy-Centric Advertising: Building Consumer Trust

In 2024, respecting user privacy is not just ethical but also crucial for maintaining a positive brand image and complying with privacy laws.


Advanced Audience Targeting: Precision is Key

Targeting precision is vital, and businesses are using data to understand audience behaviors and preferences, creating more targeted ad campaigns.


Automated Bidding Strategies: Scaling Efficiency at Its Best

Once campaigns have been optimized and maximized, scaling growth can be more streamlined through automated bidding strategies,, marking a significant shift towards efficiency in PPC.


Interactive Ads: Engaging Audiences in New Ways

Interactive formats like polls, quizzes, and augmented reality experiences are gaining popularity, offering engaging experiences and revealing user preferences.


Sustainable Advertising: Aligning with Eco-Friendly Practices

Sustainable advertising is resonating with eco-conscious consumers, aligning brands with positive values and making a tangible impact.


Localized Targeting: Embracing Regional Markets

Localized paid ads, considering unique pricing and placement strategies, are becoming crucial for connecting with diverse audiences.


The Shift from Funnel to Flywheel

The transition to the flywheel model emphasizes customer engagement and loyalty, transforming customers into brand advocates.


Machine Learning: A Cornerstone in PPC

Machine learning in Google Ads is instrumental in deal optimization and other AI solutions, aiding at all stages of the customer journey.


Maximizing Ad Effectiveness

Optimizing ads on major platforms like Google and Facebook involves staying up-to-date on platform updates and constantly improving content.


Embracing New Social Networks

Maintaining a presence across various social media networks is crucial for visibility and connecting with customers on their most active platforms.


Navigating the Post-Third-Party Cookie Era

Marketers are finding new ways to target customers specifically while respecting their privacy, using tools like Google’s Privacy Sandbox or FLoC.


The Continual Rise of Video Marketing

The enduring popularity of video marketing emphasizes the power of visual storytelling and its effectiveness in capturing audience attention.


Exploring New Paid Media Venues

Exploring alternative platforms like Amazon and Microsoft Bing is crucial for identifying niche audiences and broadening



How to Adapt 2024 PPC Trends in Your Existing Strategy

Navigating through 2024 PPC trends requires adapting and utilizing them effectively within your current PPC strategy:

  • Current Strategy Evaluation: Examine your existing PPC ads and integrate new trends to enhance the user experience and SEO optimization.
  • Utilizing the Right Tools: Leverage AI-powered PPC management tools, video ad software, and data analytics systems to help assist with manual performance management tactics.
  • Content Enhancement: Update your ads, designs, and webpages according to the latest SEO rules and trends.
  • Continuous Monitoring and Improvement: Regularly track campaign performance and make data-driven adjustments.


Maximizing Your Latest PPC Strategies

To stay competitive:

  • Leverage AI and Machine Learning: Use smart bidding strategies and predictive analytics to assist with PPC management and uncover opportunities.
  • Implement Remarketing: Re-engage previous website or app users.
  • Geotargeting for Customized Messaging: Tailor your ads based on user location.
  • Conduct A/B testing: Test different ad versions.
  • Adopt Data-Driven Attribution: Understand how all marketing efforts contribute to sales.
  • Focus on Conversion Rate Optimization (CRO): Improve landing page user experience.


Staying a Step Ahead in 2024 PPC Campaigns

As we head into 2024, the PPC landscape is constantly evolving. This is due to technological advancements and shifting consumer behaviors. Embracing these trends is crucial for leading in digital advertising. Your PPC campaigns, fueled by AI, video ads, and privacy-focused methods, will keep your brand at the forefront of innovation.


Interested to implement some of these trends into your strategy? Book your call with OppGen today!




How will AI change PPC strategies in 2024?

AI is transforming PPC by helping uncover new bidding strategies, enhanced targeting precision, and providing predictive analytics for better campaign management.


What is the significance of video ads in PPC?

Video ads offer an immersive and engaging experience, making them highly effective in capturing audience attention and enhancing brand engagement across various platforms.


How can businesses adapt to the decline of third-party cookies?

Businesses can shift to first-party data collection and explore new tools like Google’s Privacy Sandbox or FLoC to maintain personalized targeting without compromising user privacy.


What are the benefits of using machine learning in PPC?

Machine learning aids in optimizing campaigns, predicting user behavior, and adjusting ad placements dynamically, leading to improved ROI and user engagement.


Why is localized targeting important in PPC?

Localized targeting allows brands to connect more personally with diverse audiences by tailoring messages to regional nuances, enhancing campaign effectiveness.


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