PPC and Online Advertising in 2025
Season: 2 | Episode: 12
Published: April 7, 2025
By: Byer Co
In 2025, AI is everywhere, cookies are crumbling, and ad budgets are tighter than ever. It’s like the Wild West out there for digital marketers, but don’t worry—PPC (Pay-Per-Click) advertising remains your trusty sidekick. Whether you’re trying to get your first sale or dominate your industry, PPC offers the fast-track to connecting with your target audience and turning clicks into cash.
Link: PPC and Online Advertising in 2025
Keywords: Marketing,seo,digital marketing,web design,PPC Advertising,paid advertising,search advertising
Episode Transcript
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Welcome back to the all new digital rage. I am Jeff the producer here at Byer
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Company and today we are featuring another article by our advertiser in
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Chief Miria Mikati talking about paper click and online advertising. This one is
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full of gems so here we go. Welcome to the deep dive. Today we're stepping into
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the world of 2025. A world where ads might be served up by your refrigerator.
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Not as far fetched as it sounds. We're diving into an article from a digital
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marketing company titled clicks, cash and clever ads. The ultimate guide to
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PPC and online advertising in 2025. The article claims to be the ultimate guide
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to navigating the fast paced world of online advertising in 2025. Let's break it
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down starting with what's changed and what stayed the same. The core principle of
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PPC remains the same. It's still about paying for each click. However capturing
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that attention while that's evolving. The article highlights the end of cookies
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and the increased focus on user privacy. What does that mean for marketers
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used to relying on those digital trails? Mercators can't just spray and
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pray anymore. The death of third party cookies requires a smarter approach. It's
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about moving from that wide net to predictive models and really targeted
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marketing. So it's about understanding your audience better. Much better. Exactly.
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Contextual targeting is back but with a modern spin. AI is being used to
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analyze user's behavior and predict their needs and first party data is more
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valuable than ever. The article calls PPC the "beyond say" of online advertising.
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Why is that? Because it delivers in three crucial areas. Speed, measurable return
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on investment and that super precise targeting ability. Whether you're a new
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company or a big brand, those advantages are huge. It sounds like PPC in 2025 is
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about working smarter, not harder. The article talks about tighter budgets as a
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challenge in 2025. What strategies are marketers using to deal with that? One
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thing that stands out is starting small and scaling up strategically. Don't just
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throw your whole budget at a campaign immediately. Test the waters first with a
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smaller budget, look at the data and then scale based on how it's doing. A more
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data-driven budget approach. Yes, exactly. Another key tip is to go after those high
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intent keywords. The ones that show the user is ready to buy, not just window
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shopping. Instead of just running shoes, you target something like best marathon
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running shoes for women. So, subtle, but I get it. AI and automation seem to be
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playing a bigger role in managing those tighter budgets, especially when it comes
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to deciding where to spend those dollars across all the different platforms.
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Absolutely. AI-driven platforms can look at tons of data and figure out the best
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way to divide your budget across Google, Meta and other platforms and makes every
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dollar count. Let's start about the 2025 PPC toolkit. The article mentions some
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really futuristic tools, especially the ones using AI. What are your thoughts on
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those? AI is definitely the star of the show in the 2025 PPC world. Platforms like
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Google's performance max and Meta Advantage plus use AI to optimize everything.
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Targeting, bidding, even developing the creatives. Marketers can automate tasks,
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analyze performance data and make decisions based on that data. So AI is doing
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the heavy lifting, but the article emphasizes human creativity, particularly when
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it comes to writing those ads. How do you write an ad that gets clicks when AI is
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doing so much? It's a tricky balance. AI can help with variations and drafts, but
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that human touch is still super important to make sure it resonates with real
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people. To stand out, you need authenticity, personality, and a deep understanding
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of your audience. The article suggests using those catchy headlines that address
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a pain point. What does that look like in the real world? Imagine a headline like,
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"Tired of wasting time on tedious tasks, automate your workflow today. It
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grabs you because it highlights a problem, then offers a solution." And of course
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every ad needs a strong call to action to make people act now. Right. Things like
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get started now or a limited time offer really encourage that immediate action.
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But even with great copy, you need to track how it's performing, which brings us
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to the question, "How do we measure success in this world without cookies?" Good
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point. The article talks about a shift from traditional metrics like click-through
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rates. So in 2025, what are those new KPIs? What should marketers focus on? We're
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looking beyond just the click and focusing more on engagement. How long are
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people watching those video ads? Are they clicking links within the ad, sharing it?
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Those interactions give you a much clearer picture of how your ad is really
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performing. The article also mentions something called attribution metrics
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across platforms. What does that involve? Attribution is about connecting all the
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dots. It helps you map the customer's journey even if it starts on social media
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and follows it through to the final purchase, even if it happens weeks later.
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By understanding that path, the conversion, you can really optimize your
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campaigns for maximum impact. So let's say someone clicks an ad on Instagram,
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then visits your website a few days later and finally buys something two weeks
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after that. Attribution tools help you track that whole process. Exactly. It shows
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you which channels are really driving those conversions, even if the purchase
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doesn't happen right away. Attributing conversions is just one piece.
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Predictive Analytics is another tool that's becoming really popular in 2025.
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Can you tell us more about how that works in TPC? Predictive Analytics is like
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looking into a crystal ball, but it's based on actual data. By analyzing past data,
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you can predict which campaigns are likely to do well, which segments of your
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audience are most likely to convert even what the best budget should be. It's a
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game changer for making data-driven decisions. It seems like PPC in 2025 is all
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about using data and AI to work smarter and get better results. One of the
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hottest trends the article mentions is AI generated ads. It sounds like we're
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close to having robots write our ads. What are your thoughts on that? While the
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idea of robots writing ads might seem crazy, the reality is AI is already being
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used to create headlines, visuals, and even entire ad copies. The possibilities
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are huge. Imagine making hundreds of very targeted ad variations in just
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minutes. Each one made for a specific audience segment. That's incredible, but
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also a little bit scary, to be honest. Yeah. What about voice search advertising?
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The article says that's a big opportunity in 2025. Can you give us an example of
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what that might look like? Imagine this. You're out of milk. Instead of grabbing
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your phone to order groceries, you just tell your smart fridge, "Hey, add milk to
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my shopping list." That's where voice search advertising comes in. Brands can
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target those voice searches and make sure their products are the first ones
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people think of when they're making those buying decisions. That line between
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the physical and digital worlds is definitely getting blurry. And speaking of
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blurring lines, the article talks about hyper personalized ads that feel like
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they were made just for you. Can you explain how that works without invading
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people's privacy? Hyperpersonalization uses AI and all that data we talked about
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earlier to create ads that are incredibly relevant to your interests, your
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needs, and even your current situation. For example, if you've been looking at
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hiking boots online, you might start seeing ads for hiking trails in your area
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or for those specific brands you were looking at. This level of personalization
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is possible without sacrificing privacy by focusing on grouped data and what
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users prefer rather than tracking every single person across the web. So it's
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about making it feel personal without being creepy. Exactly. People want ads that
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are relevant to them, not ads that make them feel like they're being followed.
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We've covered a lot in this first part of our deep dive. It's clear that BPC is
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changing quickly. With AI leading the charge and the whole world shifting to a
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focus on privacy. But before we go to the next part, what are your thoughts on the
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ethical implications of all this? As AI gets smarter and hyper personalization
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becomes the norm, what are the potential downsides? What should we be watching out
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for? That's a great question and one that deserves its own deep dive. Join us in
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part two as we explore the ethics, the potential pitfalls, and what marketers can
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do to make sure they're using these powerful tools responsibly and
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ethically. So picking up where we left off, let's dive into those ethical considerations.
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Yeah, it's important to talk about AI and targeting, but what about the potential
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for misuse or those unintended consequences? That's where responsible marketing
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comes in. It's about using these tools ethically and being transparent. It's finding
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that balance, you know, between personalization and respecting user privacy.
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The article stresses transparency and user control, but how does that actually
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work? What does that look like? Well, first off, you've got to be up front about what
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data you're collecting and what you're doing with it. Clear privacy policies are
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Q and give users a way to opt out of data collection and personalize ads if they
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want to. It's like shifting from wool track everything to we only track what
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you're okay with. Yeah, exactly. It's about empowering users and building that
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trust. But let's move on for a second from the ethics and talk about the
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landing page. That's changing a lot too, right? Right. The landing page. It's
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where all those clicks end up. What's new in the world of landing page design in 2025?
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The landing page is where the magic happens or doesn't. Even with the best ads, if
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your landing page is bad, you're going to lose those leads. So it's not just getting
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them there. It's about getting them to actually convert. Exactly. And there are a
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few things that are shaping landing page design in 2025. Mobile optimization is
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huge. Most people are browsing on their phones. So your page has to be responsive,
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look good and be easy to use on a small screen. It's like that saying the best place
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to hide a dead body is on page two of Google. If your landing page is slow, you're
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dead. People will just leave. You got it. Page speed is critical. No one wants to
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wait, especially on mobile. And Google knows that. So it affects your ranking too.
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So it's not just about user experience. It's about SEO too. Exactly. And speaking
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of SEO, it's another area that's closely tied to PPC and it's changing fast.
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Let's talk about those SEO changes. The article mentions that it's not just about
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keywords and backlinks anymore. So what's SEO in 2025 all about? SEO is becoming
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more holistic. It's about understanding what users really want, creating content
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that answers their questions and solves their problems and making sure your
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website is just a really good experience. So less tricks, more actual value. You got it.
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And with voice search becoming so popular, SEO is also becoming more conversational.
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You need to optimize for how people actually talk using natural language and
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long tail keywords. So instead of just best coffee, you'd optimize for something
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like where can I find the best cup of coffee near me? Exactly. It's all about
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adapting to how people are actually searching. But SEO is just one piece of the
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puzzle. There's also the issue of competition. It's getting tougher, right?
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The PPC world is definitely getting more crowded. How do you stand out when
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everyone's fighting for attention? It's a tough battle, but differentiation is key.
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What makes your brand unique? That's what you have to showcase in your ads and
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your landing pages. Understand your audience better than your competitors and give
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them a message that truly resonates. So it's not just about spending more. It's
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about being smarter. You nailed it. You need to really know your industry, your
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audience and the tools you have. Speaking of tools, we've talked about AI and
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automation. How can those give you an edge in PPC? AI and automation can help you
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analyze data better, spot trends and optimize those campaigns in real time. You
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can also use them to personalize your ads, create engaging content and automate
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all those boring tasks. It frees you up to focus on strategy and creativity. A
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powerful combination. Human ingenuity plus tech. But we can't forget about the
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human side at all, right? With algorithms everywhere, how do you keep it personal?
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It's a great point. AI can boost our efforts, but it shouldn't replace the human
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element. It should make us more creative, not less. The article mentioned social
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responsibility and brand values. Consumers are becoming more conscious, wanting to
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support brands that align with their values. How does that work in PPC? It's not
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enough to just sell stuff anymore. People want to know what your brand stands for.
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Do you make a positive impact? So it's about showing those values in your
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campaigns. Exactly. And it has to be genuine. People can spot fake stuff a mile away.
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You have to walk the walk, not just talk the talk. Authenticity and transparency.
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More importantly than ever. Absolutely. Which brings us back to data privacy. We
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touched on it earlier, but it's a big deal. How are marketers handling the end of
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cookies and all the new privacy rules? Yeah, it's a huge shift. How do you do PPC
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while respecting privacy? It's a total mindset change. You have to move away from
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exploiting data and move toward respecting it. Seeing data as a privilege, not
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something you just take. Yeah, you got it. You have to be transparent about what
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you collect, how you use it and give people the option topped out. So it's good
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for everyone, right? Consumers get more control and marketers build trust.
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That's the goal. But data privacy is just one part of the changing
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landscape. We also have the metaverse. The metaverse. It's everywhere these days.
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How does that even fit in with PPC advertising? The metaverse is still pretty new, but it
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has the potential to completely change how we interact with brands and
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consume content and PPC will be a big part of that. What would PPC in the metaverse
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look like? Can you give us an example? Imagine sponsoring a virtual event in the
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metaverse and using ads to get people to your virtual booth or create ads that
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let users actually experience your product in a virtual world before they buy it.
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Sounds like a whole new world of possibilities, but also a lot to wrap your head
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around. It is. But being open to new ideas, experimenting and thinking outside the
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box is key. Those who explore this new frontier are the ones who will benefit.
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Embracing change and being comfortable with not knowing everything seems to be a
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crucial skill for any marketer in 2025. But we still need to focus on the
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present. Are those campaigns working? That brings us back to ROI. How do you even
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measure that with so many metrics to track?
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Measuring ROI is crucial and it's not just about those vanity metrics like clicks.
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It's about looking at the metrics tied to your business goals. Things like
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leads generated sales conversions, customer lifetime value.
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So connecting the dots between your PPC work and the bottom line.
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Exactly. With all the advancements and data analytics, we have so many tools to
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track those metrics and make decisions based on what the numbers tell us.
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And AB testing is still a big part of optimization right?
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Absolutely. AB testing is essential. Test different versions of your ads, your
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landing pages, your targeting, everything. That's how you figure out what works best.
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A constant cycle of tests, learn, refine. But that's so you get better at PPC.
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Now let's talk about customer relationship management, CRM. It seems like a
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separate thing, but it's all connected, right? CRM is all about building and
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nurturing those relationships with your customers. And in 2025, PPC is becoming a
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bigger part of that whole CRM system.
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How so? Those who always felt separate to me.
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With personalized marketing and all these customer data platforms, we can
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actually use PPC data to segment our audience, personalize our message, and
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create campaigns that really nurture leads and drive those conversions.
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So you're saying you can use PPC to figure out who your most valuable customers are,
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and talk to them in a way that resonates with them.
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Exactly. You can also use it to get those customers who have been
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interacted with your brand in a while back on board, or even win back those who have left.
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It's like PPC isn't just about getting new customers.
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It's a tool for the entire customer journey.
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You got it. It's about using PPC to build those long-term relationships and make
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the most of each customer.
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I like that. But let's not forget about creativity. With all this automation and data,
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where does creativity fit in?
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Creativity is more important now than ever. AI and automation can help with certain tasks,
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but they can't replicate human ingenuity and imagination.
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So we use them to boost our creativity, not replace it.
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Exactly. We need to keep experimenting, embrace new ideas, and find ways to
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stand out from the crowd.
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Speaking of standing out, what about influencer marketing?
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How can you use that effectively with PPC?
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Influencer marketing is all about tapping into the trust and authenticity that influencers
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have built with their followers. By partnering with the right influencers, you can reach a wider
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audience and leverage their credibility.
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So finding influencers whose values align with yours and whose audience matches your target
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market.
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Exactly. It's about genuine relationships, not just transactional ones.
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We want those campaigns to feel authentic, not forced or overly promotional.
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So influencer marketing is about finding the right partners and making it a win-win for
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everyone.
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Exactly. When done right, it can really boost brand awareness, drive traffic, and generate
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leads.
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We've covered a lot of ground in this part too, from the ethics of AI to the evolving
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role of SEO and even the metaverse. It's clear that the world of PPC is constantly changing.
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But before we move on to our final thoughts, I want to touch on something that's really
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important to the digital age. Video.
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Video has become the dominant form of content online. It's engaging, immersive, and really
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allows you to connect with your audience on a deeper level.
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So how can marketers use video effectively in their PPC campaigns in 2025?
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It's about creating high quality video content that's tailored to your audience and the platform
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you're using. Tell stories, show your brand personality, and deliver your message in a
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way that's captivating and resonates.
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The article talks a lot about storytelling. How can you use video to tell those compelling
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stories that connect with people and get them to take action?
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Stories can evoke emotions, create empathy, and inspire action. You can use video to highlight
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the benefits of your products or services, show the human side of your brand, and connect
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with your audience in a way that feels real and relatable.
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So it's about building deeper connections and moving people with your message.
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Exactly. And with those short form video platforms like TikTok and Instagram Reels, there
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are more opportunities than ever to tell your stories in creative and engaging ways.
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It sounds like video is a must have for any marketer in 2025.
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It definitely is. And it's constantly changing with new platforms and formats popping up all
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the time.
00:18:06 - 00:18:11
Speaking of evolving, let's talk about something that's often overlooked with PPC, customer
00:18:11 - 00:18:16
service. How can you use PPC to actually improve your customer service?
00:18:16 - 00:18:21
Customer service is the backbone of any successful business. And PPC can help you create
00:18:21 - 00:18:23
really great customer experiences.
00:18:23 - 00:18:25
Can you give an example? How would that work?
00:18:25 - 00:18:30
Imagine promoting a self-service knowledge base or a chatbot with PPC ads, something that
00:18:30 - 00:18:34
can answer common questions instantly, or using retargeting to offer a discount to a
00:18:34 - 00:18:39
customer who had a negative experience, a way to apologize and get them back.
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Using PTC to solve problems before they escalate.
00:18:41 - 00:18:45
Exactly. It's about building trust and loyalty not just making sales.
00:18:45 - 00:18:48
When seeing each interaction as a chance to strengthen that relationship.
00:18:48 - 00:18:52
Absolutely. Customer loyalty is crucial these days. Now, let's talk analytics.
00:18:52 - 00:18:53
You can't escape though.
00:18:53 - 00:18:58
Yes, analytics. The data that tells us what's working and what's not. But it can be overwhelming
00:18:58 - 00:19:02
right? Where do you even start? What are the key metrics to focus on?
00:19:02 - 00:19:06
The most important metrics will depend on your specific goals. But some of the key ones
00:19:06 - 00:19:13
are click through rate, CTR, conversion rate, cost-pracquisition, CPA, and return-on ad
00:19:13 - 00:19:14
spend, ROAS.
00:19:14 - 00:19:19
But it's not just about looking at them individually, right? It's about understanding how they all
00:19:19 - 00:19:22
connect and how they relate to your overall business goals.
00:19:22 - 00:19:28
You got it. A high CTR doesn't mean much if it doesn't lead to conversions. And a low
00:19:28 - 00:19:32
CPA is great, but not if it means you're losing money overall.
00:19:32 - 00:19:35
It's about the bigger picture and using data to make smart decisions.
00:19:35 - 00:19:40
Exactly. And with AI and machine learning getting better, we have even more tools to help
00:19:40 - 00:19:44
us analyze data, find trends, and optimize those campaigns.
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A powerful combination of human expertise and tech.
00:19:47 - 00:19:50
For sure. It's what makes marketing in 2025 so exciting.
00:19:50 - 00:19:52
Speaking of exciting, let's talk personalization.
00:19:52 - 00:19:58
Personalization is key to creating those amazing brand experiences. In 2025, it's not just
00:19:58 - 00:20:01
a nice extra, it's essential.
00:20:01 - 00:20:05
Customers want brands to know them, understand their needs, and give them that personalized
00:20:05 - 00:20:08
experience. But how do you do that without being creepy?
00:20:08 - 00:20:13
It starts with data. You need as much info as possible about your audience. Demographics,
00:20:13 - 00:20:17
interests, what they're browsing, what they're buying. The more you know, the better.
00:20:17 - 00:20:22
And then use that data responsibly to deliver those tailored experiences.
00:20:22 - 00:20:26
Exactly. You can use things like dynamic creative optimization to personalize the ad copy
00:20:26 - 00:20:30
and visuals based on the user's situation and what they like.
00:20:30 - 00:20:34
You can also use retargeting to bring back those website visitors who didn't buy anything
00:20:34 - 00:20:38
and show them personalized ads reminding them of what they were looking at.
00:20:38 - 00:20:42
It's all about using data and technology to make things more relevant and engaging for
00:20:42 - 00:20:46
your customers. Exactly. But personalization is only one part of the
00:20:46 - 00:20:51
equation. You also need to test and refine those campaigns to make sure they're performing
00:20:51 - 00:20:52
as well as they can be.
00:20:52 - 00:20:58
Which brings us back to A/B testing. What should PPC marketers be testing in 2025?
00:20:58 - 00:21:03
Test everything. But some of the most important things are headlines, ad copy, those calls
00:21:03 - 00:21:07
to action, landing page design, and your targeting options.
00:21:07 - 00:21:10
And it's important to test one thing at a time so you know what's working and what's not.
00:21:10 - 00:21:15
Exactly. A/B testing is all about continuous improvement. It's how you still ahead and
00:21:15 - 00:21:19
make sure your PPC campaigns are always working at their best.
00:21:19 - 00:21:24
We've covered a lot in the second part of our deep dive from data privacy to personalization
00:21:24 - 00:21:29
to the metaverse. The world of PPC is constantly evolving. But before we wrap up this episode,
00:21:29 - 00:21:32
we need to talk about the rise of mobile.
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Mobile has changed everything about how we live, work, and experience the world. And for
00:21:37 - 00:21:41
marketers, it's become the main battleground for getting attention and driving those conversions.
00:21:41 - 00:21:46
With most internet traffic coming from mobile devices, it's more important than ever to make
00:21:46 - 00:21:51
sure your campaigns are optimized for that small screen. How do you adapt your PPC strategies
00:21:51 - 00:21:53
for the mobile world?
00:21:53 - 00:21:57
It starts with mobile first design. Your websites and landing pages need to be optimized
00:21:57 - 00:22:01
for mobile devices, responsive layouts, big fonts, easy to use navigation.
00:22:01 - 00:22:06
And your ad copy and calls to action need to be short and sweet, right? Mobile users don't
00:22:06 - 00:22:10
have a lot of patience. You got it. You also need to use those mobile specific targeting options,
00:22:10 - 00:22:13
like location targeting and device targeting.
00:22:13 - 00:22:16
So mobile first and everything you do from your website to your campaigns.
00:22:16 - 00:22:20
Exactly. Mobile isn't just an extra thing anymore. It's the main way people are experiencing
00:22:20 - 00:22:23
the digital world. Marketers need to adapt.
00:22:23 - 00:22:28
Mobile first makes sense with smartphones everywhere. But let's talk about another technology
00:22:28 - 00:22:34
that's changing the future of PPC. Artificial intelligence. It feels like AI is everywhere
00:22:34 - 00:22:40
and marketing is no exception. How is the AI affecting the world of PPC in 2025?
00:22:40 - 00:22:47
AI is revolutionizing PPC in so many ways. Automating tasks, optimizing campaigns, personalizing
00:22:47 - 00:22:52
experiences, even predicting how consumers will behave. It's letting marketers work smarter
00:22:52 - 00:22:55
and get results that weren't possible before.
00:22:55 - 00:22:59
Can you give us some specific examples of how AI is being used in PPC?
00:22:59 - 00:23:04
One example is bid management. AI powered tools can analyze tons of data to figure out
00:23:04 - 00:23:07
the best bid for each keyword so you're getting the most out of your budget.
00:23:07 - 00:23:12
Another example is ad creation. AI can actually generate the copy and visuals, which frees
00:23:12 - 00:23:16
up marketers to focus on strategy and the creative side of things.
00:23:16 - 00:23:20
So it sounds like AI is doing a lot of the heavy lifting, but humans are still in charge.
00:23:20 - 00:23:26
Absolutely. AI is powerful, but marketers still need to use it responsibly and ethically.
00:23:26 - 00:23:29
It should enhance our skills, not replace them.
00:23:29 - 00:23:33
That human AI partnership seems to be a recurring theme in our conversation.
00:23:33 - 00:23:38
And let's not forget about the most important element in all of this, the customer.
00:23:38 - 00:23:43
That brings us to the concept of customer lifetime value or CLTV.
00:23:43 - 00:23:49
How can marketers use PPC to increase CLTV and build those lasting relationships with
00:23:49 - 00:23:50
their customers?
00:23:50 - 00:23:54
CLTV is a really important metric. It measures the total value of a customer relationship
00:23:54 - 00:23:59
over its entire lifespan. And PPC can help you increase that value by targeting the right
00:23:59 - 00:24:02
customers, nurturing leads, and building loyalty.
00:24:02 - 00:24:05
Can you tell us more about how PPC can help you do that?
00:24:05 - 00:24:08
It starts with targeting. You need to figure out who those customers are who are most likely
00:24:08 - 00:24:12
to stick around and spend money, and then you can tailor your campaigns to them.
00:24:12 - 00:24:16
So using data to find those ideal customers and personalize your message.
00:24:16 - 00:24:22
Exactly. You can also use PPC to nurture leads, provide valuable content, and offer personalized
00:24:22 - 00:24:28
experiences that build trust and loyalty. And you can use retargeting to bring back customers
00:24:28 - 00:24:30
who have maybe stopped engaging with your brand.
00:24:30 - 00:24:34
So it's about building those long-term relationships, not just getting that one-time sale.
00:24:34 - 00:24:39
Exactly. Customer loyalty is more important than ever these days, and PPC can really help
00:24:39 - 00:24:41
you build it.
00:24:41 - 00:24:45
It seems like PPC isn't just about acquiring new customers anymore. It's a tool you can
00:24:45 - 00:24:50
use throughout the entire customer journey. But let's not forget about another important
00:24:50 - 00:24:56
channel. Social media. How can marketers combine social media and PPC effectively?
00:24:56 - 00:25:00
Social media is a crucial part of any marketing strategy these days, and PPC can really
00:25:00 - 00:25:02
amp up your social media efforts.
00:25:02 - 00:25:03
But you give us a few examples.
00:25:03 - 00:25:08
Sure. You can use social media ads to promote your PPC campaigns, driving traffic to your
00:25:08 - 00:25:12
landing pages and getting those leads. You can also use retargeting to reach people who've
00:25:12 - 00:25:16
interacted with you on social media and get them back to your website.
00:25:16 - 00:25:20
So using PPC and social media together to create a more complete marketing strategy.
00:25:20 - 00:25:25
Exactly. And using both channels to tell stories, connect with your audience, and build
00:25:25 - 00:25:27
those relationships.
00:25:27 - 00:25:32
Speaking of stories, let's talk about something that's often overlooked in PPC. The power of
00:25:32 - 00:25:39
storytelling. How can marketers use stories to create more compelling PPC campaigns?
00:25:39 - 00:25:44
Storytelling is such a great way to connect with people on an emotional level. By creating
00:25:44 - 00:25:48
narratives that connect with their needs and aspirations, you can create a much deeper
00:25:48 - 00:25:49
connection with your brand.
00:25:49 - 00:25:54
So using storytelling to build an emotional connection that goes beyond just selling something.
00:25:54 - 00:26:00
Exactly. Stories have this power to evoke emotions, create empathy, and inspire action.
00:26:00 - 00:26:03
And in the world of PPC, that's incredibly powerful.
00:26:03 - 00:26:07
It sounds like storytelling is about bringing the human element into the world of data and
00:26:07 - 00:26:11
algorithms. But let's shift gears for a moment and talk about data privacy again. With
00:26:11 - 00:26:15
the end of third party cookies and all the new regulations, how are marketers adapting
00:26:15 - 00:26:19
their PPC strategies to make sure they're respecting user privacy?
00:26:19 - 00:26:23
Data privacy is a fundamental right. And it's up to marketers to use data ethically
00:26:23 - 00:26:24
and responsibly.
00:26:24 - 00:26:28
But how can you make sure you're following the rules and respecting people's privacy
00:26:28 - 00:26:30
while still running effective campaigns?
00:26:30 - 00:26:34
It starts with transparency. You have to be upfront with users about the data you're
00:26:34 - 00:26:38
collecting and how you're using it. And you need to give them the option to opt out.
00:26:38 - 00:26:40
So building trust with your audience.
00:26:40 - 00:26:45
Exactly. You also need to be careful about what you're collecting, only gather what you
00:26:45 - 00:26:50
need, and make sure you have strong security measures in place to protect that data.
00:26:50 - 00:26:54
But data privacy isn't just about following the law. It's about doing the right thing.
00:26:54 - 00:26:57
Exactly. It's something we all need to take seriously.
00:26:57 - 00:27:01
We've covered a lot of ground in this second part of our deep dive. From storytelling to
00:27:01 - 00:27:07
data privacy to the metaverse, PPC is definitely in a constant state of change. But before we
00:27:07 - 00:27:12
wrap up this episode, we need to talk about one more thing. Search.
00:27:12 - 00:27:15
How are the changes in search affecting PPC?
00:27:15 - 00:27:19
Search is how people find things online. And it's changing as new technologies emerge
00:27:19 - 00:27:21
and people change how they search.
00:27:21 - 00:27:27
The article talks about a shift from traditional keyword-based search to a more conversational approach.
00:27:27 - 00:27:30
What does that mean for PPC marketers?
00:27:30 - 00:27:35
With voice search and AI-powered algorithms, we need to go beyond just keywords. We need
00:27:35 - 00:27:40
to understand what the user is really looking for and deliver personalized results.
00:27:40 - 00:27:44
So it's less about specific words and more about figuring out the need behind those searches.
00:27:44 - 00:27:48
You got it. We need to optimize our content for the way people talk, using natural
00:27:48 - 00:27:52
language, long-tail keywords, and those conversational phrases.
00:27:52 - 00:27:56
So instead of just targeting running shoes, you might target something like,
00:27:56 - 00:27:59
what are the best running shoes for marathon training?
00:27:59 - 00:28:04
Exactly. Anticipate the questions people are asking and provide those helpful answers.
00:28:04 - 00:28:09
So search is becoming more human, which makes sense with voice search and AI assistance
00:28:09 - 00:28:10
becoming so popular.
00:28:10 - 00:28:13
It is. And that trend is only going to continue.
00:28:13 - 00:28:15
We've covered so much in this deep dive.
00:28:15 - 00:28:19
AI, data privacy, the metaverse, and the changes in search.
00:28:19 - 00:28:22
The world of PPC is constantly in motion.
00:28:22 - 00:28:27
But before we move on to our final thoughts, I want to talk about staying ahead of the curve.
00:28:27 - 00:28:34
With technology changing so quickly, how can marketers keep up and make sure they're not left behind?
00:28:34 - 00:28:39
That's a great question. It takes continuous learning, curiosity, and being open to change.
00:28:39 - 00:28:42
Marketing is always evolving, so we need to be lifelong learners.
00:28:42 - 00:28:46
So it's not enough to just know the tools and strategies that work today. We have to be looking ahead.
00:28:46 - 00:28:52
Exactly. That means reading industry blogs, attending conferences, taking online courses,
00:28:52 - 00:28:54
and networking with other marketers to share ideas.
00:28:54 - 00:28:56
A never-ending journey of learning and growth.
00:28:56 - 00:29:00
It is. But it's also what makes marketing so exciting and rewarding.
00:29:00 - 00:29:03
There's always something new to learn, a new challenge, and a new opportunity.
00:29:03 - 00:29:06
And that brings us to the final part of our deep dive.
00:29:06 - 00:29:12
We've looked at PPC advertising in 2025, covering everything from AI-powered personalization,
00:29:12 - 00:29:15
to ethical marketing and data privacy.
00:29:15 - 00:29:19
Now it's time to reflect on what we've learned and what it all means for the future of marketing.
00:29:19 - 00:29:23
It's been quite a journey. The future of PPC is definitely exciting,
00:29:23 - 00:29:25
but it comes with its own set of challenges.
00:29:25 - 00:29:28
It does. But I think the biggest takeaway is this.
00:29:28 - 00:29:34
Don't be afraid of change. Embrace it. Be curious, adapt, and always keep learning.
00:29:34 - 00:29:40
That's great advice. The future of marketing belongs to those who are willing to evolve and try new things.
00:29:40 - 00:29:43
With that in mind, let's move on to the final part of our deep dive
00:29:43 - 00:29:48
and explore the key takeaways and what our listeners can actually do with this information.
00:29:48 - 00:29:52
So we've really explored the future of PPC advertising in 2025,
00:29:52 - 00:29:57
a world full of AI, hyper-personalization, and new frontiers like the Metaverse.
00:29:57 - 00:30:01
Lots to adapt to. It is. It is. So as marketers try to navigate this new world,
00:30:01 - 00:30:04
what are the most important things to remember?
00:30:04 - 00:30:05
Let's break down those key takeaways.
00:30:06 - 00:30:10
First, with the end of third-party cookies, we need to shift from that broad targeting
00:30:10 - 00:30:16
to a much more focused approach. Projective models, AI figuring out what users want,
00:30:16 - 00:30:19
and really focusing on that first-party data.
00:30:19 - 00:30:22
It's not about reaching everyone anymore. It's about reaching the right people.
00:30:22 - 00:30:25
No more casting that wide net and just hoping for the best.
00:30:25 - 00:30:29
Second, AI is like the marketer's new best friend.
00:30:29 - 00:30:33
It helps with everything. Bids, creating those different ad versions,
00:30:33 - 00:30:39
analyzing data, even predicting future trends. AI tools are making everything more efficient
00:30:39 - 00:30:41
and helping us make smarter decisions.
00:30:41 - 00:30:44
But like we've talked about, the human touch is still so important.
00:30:44 - 00:30:48
AI should make us better, not replace us. It's about finding that balance.
00:30:48 - 00:30:52
Absolutely. And third, the way we measure success is changing too.
00:30:52 - 00:30:54
It's not just about clicks and impressions anymore.
00:30:54 - 00:30:59
We're talking about engagement, attribution models that show us the whole customer journey,
00:30:59 - 00:31:00
and predictive analytics.
00:31:00 - 00:31:03
That deeper understanding of the customer journey lets us
00:31:03 - 00:31:08
optimize campaigns for the long term and focus on those metrics that really impact the bottom line.
00:31:08 - 00:31:14
And finally, that conversation about ethics and data privacy is more important than ever.
00:31:14 - 00:31:19
Transparency, giving users control and building trust, those aren't just nice to have.
00:31:19 - 00:31:20
They're essential.
00:31:20 - 00:31:23
Consumers want control over their data, plain and simple.
00:31:23 - 00:31:27
Brands that do things the right way, ethically, are the ones that will build stronger
00:31:27 - 00:31:30
relationships with their customers, relationships that last.
00:31:30 - 00:31:37
So in this crazy world of PBC in 2025, what's the one piece of advice you'd give to marketers
00:31:37 - 00:31:38
to help them really succeed?
00:31:38 - 00:31:41
Embrace change and never stop learning.
00:31:41 - 00:31:45
The minute you think you know it all is the minute you start falling behind.
00:31:45 - 00:31:49
Stay curious, experiment, try new things, and keep learning.
00:31:49 - 00:31:49
Always.
00:31:49 - 00:31:53
It's all about that growth mindset being flexible and always being hungry for knowledge.
00:31:53 - 00:31:54
Exactly.
00:31:54 - 00:31:59
And even though AI and automation are everywhere, that human element is still at the heart of it all.
00:31:59 - 00:32:05
Make those real connections, tell stories that resonate, and do things the right way, ethically.
00:32:05 - 00:32:07
That's how you win in PPC and in life.
00:32:07 - 00:32:08
Well said.
00:32:08 - 00:32:12
This deep dive has given us all the glimpse into the exciting,
00:32:12 - 00:32:15
always changing world of PPC advertising in 2025.
00:32:15 - 00:32:19
The trends, the challenges, and the incredible opportunities.
00:32:19 - 00:32:24
As we wrap up this episode, keep exploring, stay curious, and embrace the power of technology,
00:32:24 - 00:32:26
but never forget the human element at the heart of it all.
00:32:26 - 00:32:29
Until next time, keep those marketing wheels turning.
00:32:29 - 00:32:33
Reach out to us at jbuyer.com for comments and questions.
00:32:33 - 00:32:37
Follow us at buyer company on social media, and if you'd be so kind, please
00:32:37 - 00:32:41
rate and review us in your podcast app.