Top PPC trends in 2021
Even though gaining most or even all of the website traffic from organic sources sounds ideal – no matter how much effort is poured into reaching this goal, sometimes it just can’t be done. And because SEO takes effort, but most importantly – time, PPC marketing has managed to become a vital part of digital marketing strategies due to the immediate results it provides. Brands that invest in an optimized PPC campaign are able to see almost immediate results. However, no matter how simple it may sound, creating a PPC campaign that will show actual and immediate results is not a simple action. It is, in fact, considered to be one of the most complex advertising tactics. Since Google is constantly introducing new updates when it comes to Google Ads, it is virtually impossible to witness any meaningful results without being aware of the top PPC trends in 2021.
Whether you are searching for a way to launch a pay-per-click marketing campaign or simply upgrade the existing one, here are some of the most important PPC practices to implement this year.
PPC marketing explained
Pay-per-click is a digital marketing model which requires a payment for every time a visitor clicks on a specific ad. An outstanding feature of PPC is basically there is no “money down the drain” risk. You pay only if someone actually clicks on your ad. PPC means getting confirmed leads and there are numerous businesses that experience great benefits from this marketing tool. There are various types of PPC ads, but paid search ads remain the most popular kind. After the user types in a key phrase or a keyword to search for a service or a product online, the PPC ad will show up on search results.
The exact placement of your PPC ad depends on your PPC budget. Basically, the more money you are willing to spend, the better the ad placement you are going to get. Marketers bid on target keywords through Ad Auction, a bidding system used by search engines to analyze how relevant your ad content is.
Since you are expected to pay every time a user clicks on your ad, you want to bid on specific keywords that prove to be relevant to your business and what you have to offer. Finding out the most effective target keywords that have the best chances of converting leads is done using various keyword research tools.
Improving your PPC efforts in 2021
Both 2020 and 2021 have been marked as some of the most challenging times of the marketing industry. Marketers around the world had to change their way of thinking and steer the wheel of creativeness away from the traditional – toward the digital. Before the Covid-19 breakout, PPC was revolving around issues such as improving automation and getting on board with Google analytics tools changes. And although these issues remain relevant today, there are other PPC trends in 2021 to look out for.
AI and ML are the types of technologies that will help shape the future of digital marketing. The reason is quite simple – these features help marketing experts to complete tasks with more efficiency. With machine learning and artificial intelligence continuously on the rise, automation is one of the main trends in 2021. And this trend is certainly bound to affect PPC marketing, as well. Marketers are now able to automate tasks such as getting a hold of the perfect place to display ads; automation in PPC also helps with testing ads, and also enhance the effectiveness of:
- Building successful bidding strategies.
- Measuring the success of your PPC campaigns.
- Creating performance reports.
- Identifying performance issues.
- Using online consumer behavior data to create dynamic ads.
- Predicting the click-through rate of future ads.
Using video ads
As YouTube is one of the largest search engines after Google, it is no surprise that so much of the online traffic comes from videos. Videos tend to help brands build trust and improve their online image. They are also known to boost conversion rates and the number of social shares. There are numerous businesses out there that already use PPC video ads – and this trend continues throughout 2021.
You may choose to invest in YouTube ads or Facebook or Instagram stories ads. More recently, TikTok has grown to be a highly relevant platform that should not be neglected.
If you choose to use the benefits of Google video campaigns, you can spread awareness of your brand before, during, or after videos they watch. There are also several different formats of ads to choose from:
- Skippable and non-skippable in-stream ads
- 6-second bumper ads
- Video discovery ads
- Outstream ads
In this day and age, visual ads are far more consumer-friendly and appealing than text ads. Users are captivated more effectively, as video content leaves a longer-lasting impression. Videos attract more audiences and create better engagement; ultimately, they lead to a higher level of conversions.
Voice search as a part of PPC trends in 2021
Ever since mobile devices began to overtake the realm of search engines, voice searches have been on the rise. Naturally, as this trend continues in 2021, businesses have started experimenting with ads that take voice searches into account. It is, however, crucial to keep in mind that there are certain differences between written and voice searches. First and foremost, voice search is mainly considered more informal. This means that your target keywords should be slightly altered in order to respond to the type of searches people make using their voice. Pay attention to the following:
- Voice searches are commonly simple questions, starting with where, when, how, what, etc.
- Avoid using single words; focus on long-tail keywords and phrases.
- Mobile optimization and voice search are inseparable. As people mostly use their smartphones for voice searches, it is necessary to optimize your ads for mobile devices. Additionally, your website should be mobile-optimized as well – not just your PPC ads.
Creating a successful PPC campaign in accordance with the latest PPC trends in 2021 could prove to be a complex endeavor. PPC marketing can be a mighty tool for your brand, and this tool works best in the hands of professionals. Schedule your PPC consultation today and help your business grow and develop in the most efficient manner.