PPC is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher whenever the ad is clicked.

It is one of the most effective ways to encourage users to a company's website or ecommerce facility to make a purchase. However, to implement a campaign effectively can be a time-consuming process that needs to be carefully thought out from start to finish.

There are several universal strategies out there which can be used to good effect and PPC marketing is made up of a number of important stages. 

With PPC visitors 50% more likely to makea purchase than organic visitors, the urgency to be ahead of the competition in the PPC market is there for all to see. One way we find can be effective in boosting a client's visibility is by monitoring and adopting any trends which could enhance the content value of their PPC ads and indicate how an account should be managed. Some of these trends include:

• PPC Automation: Statistics show that automation is definitely here to stay. More and more marketers are using Google’s responsive ads and the options available from Google Ads can support the efficiency of campaign management. 
• Change of Platforms: There has seen a shift in the location of where ads are being placed by marketers. While Google and Facebook can still provide effective platforms for PPC ad campaigns, there are other options of potential interest which can offer a less competitive environment. For example, using platforms such as Bing and Amazon can be effective for PPC marketing programmes depending on the audiences being targeted. 
• Video: The creation and user consumption of video content has continually been growing, and this makes video an attractive option for PPC ads. Creating informative video ads can really help the user make a purchase decision, which is what PPC marketing is all about.