Is 2023 as scary as they say for online advertising? Find out what to expect in the new year and how to prepare your strategy for the changes to come.

Budgets slashed, machines taking over, and the cookie apocalypse upon us. While it might sound like the plot of a horror movie, these are all things that have been said about the world of online advertising in 2023.

While there is some truth to these claims, things are not as dire as they seem at first glance if we look at them from a different perspective and recognize the opportunities that come with the territory.
And since being prepared is half the battle, let’s see how we can tackle the three main PPC challenges that this year will bring.

1. The Creative Takes Center Stage
   Increased automation and limited targeting bring the creative into the main focus of the advertiser yet again, coming full circle since the days of early advertising.So prepare to say goodbye to spending hours on refining audiences for narrow targeting and welcome broad targeting. But for broad targeting to work, it needs an outstanding ad to capture the people’s attention and hearts. Before you could get away with having a boring ad if it reached the right audience, now you need to draw in the right audience through the power of your creative.
   That means taking into consideration various aspects such as how to make your ad stand out through its design and which standard banner size would perform better for your campaign. Data gathering and analysis are particularly useful in this sense. For example, we know that in 2022, 64% of display ad designs were animated, whereas 35% were static, which provides a useful hint as to what type of ads are more likely to capture the audience’s attention.
   Advertisers will have to rise to the challenge and collaborate with designers to generate more ads that are also creative, high-quality, and personalized. Here is where automation comes to the rescue, through various ad creation and delivery tools that help you stay ahead of the curve in this ever-evolving world of advertising, which brings me to my next point.

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