Pay-Per-Click advertising is still a very useful and efficient strategy for online businesses. However, like with everything else, approaches change over time, and old ways are replaced with new ones. The future of PPC advertising lies in innovations born out of customer experience over many years of using this method. With that in mind, let’s see what the best strategies for 2021 are and how you can use them to improve your business.
Obfuscation of data
When talking about what’s hot in the digital marketing world, it is crucial to keep in mind the obfuscation of data.
When Google announced in 2020 that it will be hiding some data from search query reports depending on the “significance” of the searched terms, that caused an uproar and panic between marketers worldwide. This move raised the difficulty of optimizing accounts, resulting in the lack of control and visibility crucial for the SEO process.
Search term reports used to show how many times people clicked on specific search terms, and you could use that data to understand the needs and requirements of potential clients. However, after the change was made, the report started to “ignore” the terms that were clicked the most and started showing different terms that Google valued more, queries that only had a few clicks.
This loss of data for marketers is still very active in 2021. Since they cannot rely on the information that Google and Microsoft previously provided, they need to focus more on writing better ads and looking for patterns in search queries and not individual terms.
Understand your clients on a higher level
While definitely crippling, the loss of data from Google opened a new window for persistent marketers in 2021. Everyone who wants to stay in business will have to connect with their clients on a higher level to truly understand their needs.
It all comes down to researching a buyer’s journey from start to finish. You need to know how they communicate, what needs they have, and what information they need. The control of the targeted audience needs to reach a higher level.
The future of PPC advertising lies in the automation of processes. With less control over the platforms, it is crucial to feed the right type of information to the system. Even the slightest mistake will cause it to target low-quality leads.
The automation of PPC advertising will eventually bring better results and leave more space to work on branding and raising awareness. However, the road towards this goal will be hard, and it will require a lot of effort.
Researching competitors is still important
With these new trends reshaping the future of PPC advertising, researching PPC competitors’ ads is becoming more important than ever. Those who can adapt the quickest and understand how to grab their clients’ attention will seize the leading role on the market.
Competition is fierce, and there is no room for mistakes.
Work on the big picture, not on the individual advertising campaigns
A big-picture strategy is more valuable than individual projects. Marketers need to develop a creative mindset that will help them plan the future of the company. This approach will also help in making smarter investments and spending money on the right type of advertising.
When creating advertising campaigns, think about their purpose. They need to be structured and thematically grouped. Every campaign needs to be a continuation of the previous one, and they all need to work together towards a common goal.
We can say that the loss of data visibility caused by Google’s actions will now make marketers focus more on aligning goals with customer needs and not with the results of Google’s search term reports.
Know what the message is and how to deliver it to your clients
Every company needs to have a goal, a message they want to deliver to their clients. However, having a message is not enough; you need to understand how to articulate it properly. The emotional connection between the company and its clients is crucial. That’s what will help you engage your customers.
It is imperative to shift the focus on complex, responsive, and dynamic ads. That may be a novelty for some marketers, but that’s exactly what’s needed. It is impossible to move forward without learning new skills, improving creative ad writing, and testing the success rate.
Testing, testing, testing!
Every advertising campaign needs series of testing before it can reach its full potential. With so many different strategies at your disposal, it becomes crucial to use only the most efficient ones. There is no progress without trial and error. Have that in mind when thinking about the future of PPC advertising.
Customers want a mobile experience
It is unbelievable that after so many years of mobile phones proving how popular and necessary they are, we still have companies that do not optimize their websites for mobile use. As a brand leader, the responsibility lies in providing a complete experience to your customers. With that in mind, PPC ad campaigns need to be built with a mobile environment as the primary platform. People do not have time to sit in front of their computers, but they do have plenty of time to use mobile phones every day.
The future of PPC advertising requires a higher understanding of the strategies for 2021
It becomes more evident that Google forces marketers to focus more on getting to know their clients. The future of PPC advertising depends on it. By following these trends for 2021, you have high chances of not only keeping up with your competitors but truly delivering the quality of service to your clients. Focus on connecting with them and understanding their needs, and you cannot make a mistake.
by Joshua Simmons