As we all are already aware, the year 2020 wasn’t what you call a “normal” year. In this year, many things got impacted by the ongoing coronavirus pandemic – more people started to shop online rather than go to a retail store, companies began to adopt a remote-first culture, and in-person conversations transformed into video conversations. So, one can easily say that the last year brought along a variety of changes. During this time, something similar happened in the advertising and marketing turf as well.
The recent trends in PPC show that marketers have started to use Artificial Intelligence and Automation for creating data-backed ads. Plus, they are focussing on the buyer’s journey now more than ever. Therefore, whether you’re an agency or an advertiser, you need to be abreast with the newest trends and features to take your PPC game to a whole different level.
Let’s discuss the 10 important PPC trends to watch in 2021 to help you with the same:
In 2021, the most successful PPC marketers are concentrating on their target audience. At a time when there is less control because of AI and automation, what matters most are the “people” who are seeing your ads. Doing so helps in driving qualified clicks.
In order to move ahead of the pack this year, advertisers need to think about their customers and how they decide to purchase. Spend time thinking about the following questions:
Tip: It is important to know who has the likelihood to convert versus who is worth prospecting. This knowledge will help you segregate and independently manage both of them.
In 2021, we definitely expect to see remarketing getting the recognition it truly deserves.
Hence, remarketing is a marketing tool that demands all your attention. It is an excellent means of engaging with potential customers that, in your knowledge, are already warm to what you offer. It is also more affordable as compared to other marketing methods.
Let’s know a remarketing fact after which you may end up rethinking PPC:
“Remarketing conversion rates rise over time”
It is found that conversion rates tend to rise as more users look at an ad within remarketing campaigns. The click-through rates may decline with time, but those who click on your ad after seeing it a few times in the past are the ones who become likely to convert.
It is important to remember that people can be busy or involved in one or the other stuff going on in their lives. Keeping this in mind, remarketing acts as a gentle reminder to end what they began on your website, all while reinforcing your messaging and branding to the user when they see you.
Let’s begin to understand the impact of a video with some stats – People remember 95% of a message from a video.
Now, let’s check how the video will impact PPC this year:
Google has added one of the most fascinating video ad features called Bumper Machine. It makes use of machine learning to make 6-second bumper ads from videos (90 seconds or less) in order to display across Youtube.
The full-funnel video strategy helps marketers in managing 6-second bumper ads, non-skippable in-stream ads, and skippable in-stream ads.
If you want to foster positive interactions with your potential customers, take note of the following online video advertising trends for this year and beyond:
50% of consumers could be voice shopping by 2022. Therefore, it is more important than ever to create PPC campaigns for voice search and get featured in voice search results.
The three significant ways in which voice search impacts PPC are:
Here’s how you can optimize your PPC campaigns for voice search:
a. Hey Siri
b. Ok, Google
c. Where do I…
As you have researched long-tail keywords, question phrases, and current search terms, you can create a keywords list to optimize your current campaign or incorporate them in a fresh campaign.
Note: When it comes to platforms, concentrate on Bing and Google. This is because Bing is the default search engine for Alexa. On the other hand, Google is the default search engine for both Apple and Google products.
Loss of control in Google may result in more companies shifting PPC dollars to Microsoft Ads and other search engines.
PPC marketers should diversify their skillset beyond Google Ads. Advertisers must become fully aware of the advertising platforms which provide them more control over their reach, messaging, and spending. One cannot depend heavily on Google Ads like earlier.
Remember, diversification is vital for an effective PPC strategy. It is time to diversify advertising beyond Microsoft Advertising and Google Ads Search and Display. This means testing Facebook, Youtube, Instagram, and Verizon Media’s native ads.
There are many alternative PPC platforms you can use to diversify your ad spend. Here’s a list:
How you articulate your ad message is of paramount importance in 2021. You must, therefore, focus on gaining deep insights into buyer personas. A wrong message is an opportunity missed.
To reach your potential customers, your ads should be alluring, hold relevance, must empower, and be specific. Let’s discuss the best practices for writing excellent text ads and the mistakes you need to avoid:
Are you amazed to see this in a list of PPC trends? You certainly shouldn’t be. If brands want to win this year, they must have an easy-to-operate and accessible mobile site. It may surprise you, but many people have not even checked out their website on a mobile, let alone other devices.
Now, more than ever, it is crucial to have an up and running mobile site. It will only help you get traffic that you can use to your benefit. The importance of a mobile experience that delights visitors and continues to bring them back cannot be emphasized enough.
Tip: There is a high chance that people who see your ads on mobile devices want to call you or know your location. You can show your phone number and location with call extensions and location extensions. Also, think about crafting ads that are specifically aimed at potential customers on mobile devices. For this, use your site’s mobile version as a landing page.
One of the significant trends in PPC advertising to look out for in this year is automation — the use of machine learning and Artificial Intelligence (AI) for automating labor-intensive tasks linked with Google and Bing ads.
Automation in PPC is not something new, but it is important to note that it will start to play a significant role this year.
Automation will be used for the optimization of PPC campaigns and PPC experts will willingly adapt it to:
Tip: DashClicks’ White Label Dashboard helps you to manage your client’s PPC Campaigns. If you are an agency and want a personal white label dashboard for PPC clients and manage things with the help of automation, you can check out DashClicks’ White Label PPC. Sign up for the platform today. It’s free!
As we are all already aware, AI continues to transform the world. When it comes to PPC, it will help marketers to create outstanding ad campaigns and will be specifically useful in:
As AI becomes more aware of your audience’s behavior, it can create targeted ads more accurately. This, in turn, increases the performance of your PPC campaigns as well as Bing, Google, and Amazon ads.
AI can power up Amazon Ads campaigns in the following ways:
The benefits of AI don’t end here!
AI is incredibly useful in creating great reports. Adzooma, a Google partner, can make PPC reports in just a few steps. Here’s is what you need to do:
And you are done! Your report will get created.
Virtual Reality’s growing popularity has given rise to new opportunities for advertisers. The goal of virtual reality ads is simple – to help viewers try out the product before they purchase it.
The significant ways in which VR can change PPC ads are:
To make the most out of your PPC advertising campaigns, you need to know and leverage these latest PPC trends. This year, there will be an increase in video ads (which also includes 360-degree videos). AI and automation will transform the way businesses make and run ads. Also, marketers who will optimize their ads for voice search are going to see improved results.