PPC Trends 2025: What's Next for Paid Search Campaigns?

In this presentation, I explore the most pivotal trends impacting Pay-Per-Click (PPC) campaigns in 2025 and how marketers can adapt. First, I examine how artificial intelligence is reshaping everything from ad copy creation to bidding strategies—showing how chat-based ad setup saves time and how automated bidding can improve return on ad spend (ROAS). Next, I highlight the growing importance of voice search and the power of long-tail, high-intent keywords in capturing a more targeted audience. I also touch on the rise of visual search, emphasizing the need for high-quality images and detailed meta data to stand out. Finally, I discuss the ever-evolving privacy landscape—covering major regulations (like CCPA and GDPR) and how advertisers can use conversion modeling to fill in the gaps when tracking is limited. I wrap up by underscoring the value of first-party and zero-party data as crucial tools for future-proofing your campaigns in a world where data privacy is paramount.

Transcript

1. EVERYTHING YOU KNOW ABOUT PAID SEARCH IS WRONG (I’M NOT GOING TO SAY)
2. AI AI
3. VOICE & VISUAL VOICE & VISUAL 3
4. PRIVACY PRIVACY 4
5. AI AI 5
6. AI-DRIVEN AD CREATION 6
8. THIS ISN’T NEW! 8
10. THIS IS NEW. AND VERY COOL! 10
11. NOT USING THESE TOOLS? YOUR COMPETITORS ALREADY ARE 11
12. AI-DRIVEN BIDDING 12
13. MACHINE LEARNING NOT NEW BUT BIDDING STRATEGIES IMPROVING 13
15. SO MANY DATA POINTS 15
16. HERE’S A THOUGHT. 16
17. WHAT IF AI WAS ALLOWED TO RUN THE CAMPAIGN ON IT’S OWN... (PMAX UNLEASHED) 17
20. BE INTENTIONAL WITH TARGETING 20
21. BUT DON’T FEEL THE NEED TO OVER DO IT. 21
22. VOICE & VISUAL VOICE & VISUAL 22
23. CONVERSATIONAL QUERIES 23
27. VISUAL SEARCH 27
30. HIGH QUALITY IMAGES 30
31. METADATA 31
32. PRIVACY PRIVACY 32
34. IF YOU DO BUSINESS IN EUROPE... 34
35. LOSS OF TRACKING 35
36. CONVERSION MODELING 36
38. ZERO & FIRST PARTY DATA 38
39. COLLECTED FROM USER EXPLICIT CONSENT ACCURATE DATA NO DATA RISK 39
40. USE A CRM 40
41. COLLECT AND USE DATA EFFICIENTLY 41
42. INTEGRATED CONVERSION TRACKING 42
43. TL;DR TL;DR 43
44. HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. 44
45. HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION 45
46. HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED 46
47. HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED ENSURE EXPLICIT CONSENT WHEN COLLECTING DATA 47
48. HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED ENSURE EXPLICIT CONSENT WHEN COLLECTING DATA STORE SECURELY IN A CRM AND USE DATA TO SEGMENT AND TARGET EFFICIENTLY. 48
49. THANK YOU THANK YOU 49 LINKEDIN.COM/IN/MIKEWISBY MICHAEL WISBY CEO, TWO TREES PPC