1. Less Control: Automation, AI & Machine Learning
2. Blurred Lines: PPC & the Bigger Marketing Picture
3. More & Better Audience Targeting
4. Privacy, Tracking, First-Party Data & You
5. PPC Strategy Becomes More Valuable
6. Going Beyond Google & Facebook: Alternative Platforms to Watch
7. A Focus on Brand Affinity, Awareness & Safety
8. More SERP Competition + Search Stagnation = Rising CPCs
9. CRO Is a Must Do
10. The Year of the Technical PPC Marketer!