***This post was updated for 2021 on September 4th, 2020***
PPC stands for pay-per-click. It is an advertising model that is based on an advertisement’s effectiveness because advertisers only pay when a user clicks on an online ad. The most common type of PPC (or paid search) is shown alongside search results when a consumer uses an online search engine, with Google being by far the most common.
However, PPC extends beyond search engine tools. PPC advertising can be used as part of other search mechanisms, as well. As 2021 gets closer, now is the perfect time to evaluate your advertising and make changes that can make your marketing even more targeted and effective. Some of 2021's hottest PPC trends are included below.
Segment Your Audiences
There are different types of consumers that will visit a specific page. Their goals are different, and their personas are different. The largest difference is targeting individuals instead of companies or even smaller businesses. Marketing campaigns may not always be one-size-fits-all.
You can segment your audiences and create very targeted campaigns for different audience segments. Segments may involve reaching customers who are at various points in the sales funnel, including:
- Customer match: Uses information from your email or other campaign and pairs it with advertisers like Google and YouTube.
- In-market audiences: Those are actively researching and comparing products.
- Remarketing audiences: Those who have browsed your products and services previously, but did not make a purchase
Review your target personas with an eye toward demographics, behaviors, psychographics, and the goal of each ad campaign. Adjust accordingly. You can home in on the unique opportunities presented within each of these segments, creating a much more effective campaign.
Leverage Smart Bidding
Smart bidding is the term used to describe conversion-based automated bidding across AdWords and DoubleClick Search. It uses artificial intelligence (AI) to optimize PPC campaigns so that each round is targeted to a specific goal, such as maximizing conversions, outranking searches, maximizing clicks, or cost per acquisition (tCPA).
Google is planning to start utilizing smart bidding. It can really focus your campaign so that you target your overall goal. This type of PPC allows the AI to do the work while you can focus on analytics and strategy.
Consider Amazon Advertising
Although PPC focuses on search engine-related advertising, PPC can actually be used virtually anywhere. If you have not already, you may want to consider working with Amazon to advertise. Amazon is home to the third-largest advertising platform, and it is the fastest growing marketing avenue right now. It is ideal if you want to focus on consumers who are ready to purchase, as most of those browsing Amazon are prepared to buy immediately.
Amazon offers everything in terms of PPC via Amazon marketing services. They have display and video, as well as custom ads to programmatic advertising. These apply both on and off Amazon, making them that much more cost-effective and advantageous. You can create sponsored advertising that is similar to anything searched, or you can work at a broader level by offering sponsored branding and displays. You can also create branded stores, as well.
Add Visual Ads
Sometimes search engines will only produce an add with a link and H2 heading. You may want to consider incorporating a photo or video with your ad. Ads with media work well to draw in an audience. However, if you use pictures, be sure to use alt text as well.
Selecting more than one image for your product or service will also give search engines options as well. Video and bumper ads are particularly useful on YouTube and other social media platforms.
Don't Forget About Voice Search
More and more people are using talk to text speech to search. Keep in mind, however, that you may not speak the same way that you would talk. Voice search is more conversational, with longer-tail keywords or phrasing.
Making sure that your keywords are targeted to both traditional searching and voice searching can give you a leg up on the competition.
Harness the Power of Paid Social
Social media is crazy powerful and prevalent in today’s society. It also has unprecedented abilities to target very specific buyer personas in a way that no other advertising mechanism can. Each of these social media platforms offers advertising options:
Once you have developed your target audience, focus your efforts on where you know your target audience is active.
Visual advertising does the best on social media platforms, so take full advantage of this advertising method by using videos, photos, and gifs.
If you have not already, you should include paid social media in your advertising budget. It has too much power to avoid it or simply miss out.
Remember to Remarket
Remarketing is the process of targeting customers who have already viewed something on your site. They will see tailored ads based on products or services that they have already expressed some interest in. By re-engaging customers in this way, they are more likely to explore further and buy than simply allowing the user to leave your site without this additional follow up.
These ads appear on other websites and channels. It keeps your products and services at the forefront of your target audience’s mind. It also increases the likelihood that they will return to your site to make a purchase.
Remarketing is not only effective, but it is also lower cost compared to other options. AdHawk reports that remarketing campaigns are four times lower cost per acquisition compared to other PPC options.
Ready to Rock Your PPC Advertising in 2021?
If you are ready to learn more and get a jump start on your advertising campaign for 2021, Marcel Digital is here to help. We are a Google AdWords Certified Partner, and we specialize in many of the fastest-growing paid search marketing avenues for next year. If you are ready to take your marketing to the next level in 2021, contact our team.