Last year was a very challenging one for PPC Marketers. Advertisers were hit with curveballs and had to adapt to the many marketing changes. Many of us had to come up with strategies to combat the coronavirus. Automation, audience targeting, and privacy were hot topics in 2020.
In preparation for this year, we will discuss 2021 trends that your business should focus on to be successful.
Embrace PPC Automation
Since 2019, Google has been actively encouraging advertisers to use automated bidding strategies to manage their ad campaigns. In 2020, we saw this push from Google come into effect as automation became a huge PPC trend as advertisings saw how it boosted their PPC performance. In 2021, automation will continue to be a big trend to follow throughout the year.
If you are not familiar with automation, it uses artificial intelligence or machine Learning to decrease the guesswork. Automating will do all the tasks in your account that are time-consuming, letting you focus on the most crucial task in your account.
Below are the tasks that PPC automation can handle for your campaign:
- Watch account performance
- Provide you the best ads
- Generate conversions
- Provide you the best strategy for bidding on keywords
As mentioned, automation gained a lot of traction in 2020 for campaign success. Let us discuss an example of automation below.
Responsive Search Ads
A popular automation trend of 2020 was Responsive Search Ads. Responsive Search Ads let you create an ad that adapts to show more text to your customers. After you make headlines and descriptions, Google Ad combines the ad into multiple combinations. It shuffles the ad combination and displays an ad version that aligns with a user’s search inquiry. If you think about it, that is 40,000 combinations of ads that will show.
It is more important than ever to understand your audience and the buying journey. The most successful PPC marketers will focus their marketing efforts on their target audience. Marketers that concentrate on the buying journey will come out on top. Put yourself in the customer’s shoes and think about how your customer decided to interact with your brand.
Below are some questions to consider when looking through the eyes of your consumer as they interact with your brand.
- How long will the process take?
- Where and how do they interact?
- What information is essential that you provide?
- What are they searching for?
Expand to Other Marketing Platforms
If you want to be successful in 2021, you need to use alternative platforms. PPC is not limited to just Google or Bing but other platforms such as Quora, Nextdoor, and LinkedIn. You can use these platforms to centralize your targeting to your ideal customer easily.
Below is a list of advertising platforms you should consider using for paid advertising:
Now, this doesn’t mean you need to target every single platform. But check to see where your audience is spending most of its time. It will give you an insight into how you can utilize paid advertising to reach people.
If you are interested in utilizing any of these platforms, I highly suggest looking into TikTok.
TikTok is a new social media platform that has taken over the digital space and shows no signs of slowing down. With over 800 million users around the world, it has become the fastest-growing social media platform.
If you are not familiar with TikTok, it’s a video-based app in which users record and share 15-second videos. Each video has built-in editing tools that enhance a video’s look using filters, effects, and music.
Advertise on TikTok
TikTok offers advanced ad creation features and audience targeting to help businesses reach and engage with their target audience. TikTok has three different features you can utilize:
- Brand Takeovers – Ads appear when a user opens the app
- In-Feed Ads – Ads placed below the video or in the middle of an organic feed when scrolling through a video.
- Hashtag Challenges – Ads where you partner with TikTok’s marketing team to create a challenge. The goal is to influence users to interact and share content with others showcasing the #hashtag.
Facebook Videos Ads
Another social media platform you can utilize is Facebook Video Ads. They still remail the most effective way to reach your target market. Studies have shown that users watch more than 100 million hours of videos a day on the platform. Many more businesses are focusing on Facebook video ads as you can reach a large audience of people.
The Growth of Voice Search
Voice Search became a popular trend in 2020 and opened a market opportunity for Paid Advertisers. Before, voice search’s primary use was to gather information like a Google search. Now, it’s our assistant that helps us manage our life.
How can an advertiser optimize for Voice Search? The use of long-tail keywords. People speak to their smart devices as if they were talking to human beings. In conducting keyword research, you want to use conversational language and long-tail keywords that people would use when talking to their voice assistant.
Another critical aspect that factors into optimizing for voice search is optimizing your website for mobile. Ensure that your site does not have a slow load speed as the voice assistant will be less inclined to tell users about your website.
Video advertising has become essential over the past year to the success of a PPC strategy. Especially during the COVID-19 pandemic. Platforms such as YouTube, Instagram, and Facebook have seen an increase in video ads. The main reason for this increase is display ads are more appealing than simple clickable text ads.
Let’s Get Started
Here at ARYU Advertising, our team of marketing experts will help you start running a local advertisement campaign. As a Google Premier Partner, we know what it takes to drive results. If you want to learn more, contact us today and see how we can help align your business to be on top of the 2021 trends.