Sep 20, 2021 12:00 AM
One of the most important aspects of any business is marketing. That's why it can be tough to stay on top of all the latest trends in digital marketing. We compiled a list of 3 PPC Trends you should know about for 2021. These are some new changes that will affect your strategy and how you market your company online.
Data Is Growing Distant
Concealment of data has become a growing trend with Google Ads in recent years, especially in 2021. Google Ads limited access to search query data like the reduced visibility on the search terms report (STR). The visibility window seems to be gradually closing to PPC marketers, and there's a shift to reliance on Google's machine data which can be challenging to use at times. Many marketers see this as a money grab by Google's efforts to shift to auto bids/ads. If you have less control over your PPC campaigns, you could spend more than you should on ads that may not hit their target. As you can imagine, Google's increasing lack of transparency and shift toward more reliance on machine learning has angered many digital marketers.
Adaptation is the name of the game now for digital marketers, especially with all of the talk about doing away with tracking cookies as we knew it. Google's shift from transparency to hoarding and limiting data has caused many PPC marketers to reimagine their marketing strategies and even look to other search engines for advertising opportunities. Savvy marketers learn to use incomplete data and target the audience they do have data about. Try reviewing patterns of queries instead of the search terms themselves. In other words, give your ads more of a boost so you can do more with less.
Making sure that your content is compelling and has a more significant impact on and for your clients is a way to succeed in this less transparent environment. The importance of compelling creative is vital here. Want to learn more about how to make your content more compelling? Read our blog article "3 Ways to Make Your Content Newsworthy."
Remember, precision targeting and persuasive creative can help your business stay afloat in a less navigable PPC sea.
Diversify Where You Buy Ads
In Google's push toward reliance on machine learning, they may be turning marketers and companies to spend PPC dollars at other search engines like Microsoft Ads. Microsoft Ads gives marketers the transparency that Google once offered. This transparency is essential for making sound strategic decisions with PPC ads. After all, insufficient data equals thousands in wasted PPC ad spend. No business, small or large, wants to see ad money wasted. At Viviscape, our team of SEO marketing experts are well-versed in Google's guidelines and advertising requirements. Knowing how to adjust to change is key in today’s digital marketing world, and we do that best here at Viviscape.
Know Your Audience and How to Use the Buyer Journey
The loss of data that marketers are experiencing due to Google's shift to machine learning will drive many marketers to become better marketers and perhaps to move above and beyond search ads or language-driven advertisements. So, the key here is to focus on your target audience to drive qualified clicks. The best way to do that is to know your audience and thoroughly understand the buyer's journey. Focus on who your customer is and how they come to purchase from you. What drives them to buy from you?
When you consider your customer’s journey, ask yourself the following:
What is the main problem that they want to solve?
What do they want to hear?
How long does the buying process take? What are the steps involved?
Where do your customers hang out online? Forums? Where do they interact with one another and your type of product?
How can you measure success at each step?
What information is helpful for them? What do they need information-wise?
What type of product or service are they searching for?
If you align the buyer journey with your company's PPC marketing strategy, you'll have a better chance of succeeding in 2021 and 2022. So, the takeaway here is: Know your audience well and give them what they're searching for in a compelling way. Base your keywords and content on your customer's unique needs and desires.
Which of these tips can you use right now?
If you're looking for a reliable PPC marketing partner, let us know. Our Viviscape marketing team is dedicated to helping companies grow their businesses by increasing qualified leads and sales through Google Ads, Facebook Ads, Bing Ads, and more. Please contact our Viviscape marketing experts today so we can optimize your marketing campaigns to work in this shifting landscape and environment.
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