The most mentionable three PPC trends in 2023 are as follows: Keyword Variation: Google is using RSA or Responsive Search Ads as their default structure or model. It’s not the same as standard expanded texts that you might have already seen. Still, you can apply expended text, but if you want an optimized strategy for PPC that needs to use the RSA structure. Responsive ads for search consist of assets and focus keywords that are matched and mixed by the AI algorithm of Google to show the most compelling ad to the viewers. If you want to become successful using this model, create many headlines so that you can easily interchange. When you don’t have sufficient follow-through, there is the possibility that the algorithm can generate ads that are odd-sounding and don’t convert. Mobile-Optimized Ads: People nowadays mostly access the internet with mobile devices, so, you should have mobile-optimized ads. A mobile-friendly PPC ad can apply various words to enable things such as Google Shopping or voice search. Consider the scrolling ways of users through feeds, also the colors, design components, and parameters that can have the highest impact. Video PPC: The use of videos has become tremendously popular since the start of the pandemic in 2020. As per the latest survey, 92 percent of marketers accepted that video is a crucial aspect of their overall strategy. Again, 85 percent told that video advertisements were helpful in generating leads. You will need video when you want to grow the presence of your brand online. It’s worth mentioning that PPCs also work fine with video formats. Google lets you run YouTube ads, PPV or pay-per-view, or PPC or pay-per-click ads.