Even in the standard years, it is challenging to draft a PPC marketing strategy by considering last year’s PPC trends. Now 2021 is about to arrive, and you need to plan some outstanding PPC strategies to welcome decent profits in the year 2021 with a bang. It will be relatively more challenging to run a profitable PPC campaign in 2021 because the marketing expert usually drafts these strategies by considering the business’s past performance (the year 2020) and its marketing tactics. No one would ever imagine that we all will be dealing with the Global pandemic (COVID-19) throughout the year 2020. Therefore, it is obfuscating to plan your PPC campaign considering the experience of 2020.
In this particular segment of the discussion, we will discuss some of the PPC trends you can follow in the upcoming year. The following are the ten PPC trends in 2021 that you can try out in the year.
1 – Avoid using data from last year
Unfortunately, last-year PPC campaign performance data is full of obfuscations; therefore, you must avoid considering the data of 2020 while planning any PPC strategy for 2021. While preparing the campaign, the tag line would be “prepare yourself to be flexible.” you may need to change your PPC budget compared to last year. You can consider google machine learning and data instead of relying on your expertise. Though it may provide you some incomplete data, you can still use it to check your targeted audience’s inclination.
2 – Try to understand your targeted audience
The most successful strategy of a PPC ad campaign is to focus on the targeted audience. To stand out in the ad campaign of 2021, you should align all PPC marketing efforts with your potential customer journey. As a seller, you should spend some time thinking about your targeted audience and considering why they will purchase your products. To make your ad campaign the best, you should work on the basics, i.e., putting your customer first and start marketing with a purpose. You can make your PPC campaign more attractive to your audience by adding keywords, suitable images, creative content, etc.
3 – PPC Automation
One of the biggest trends of the PPC advertising strategy for the year 2021 will be automation. The term automation refers to using machine learning and artificial intelligence to automate the tedious and challenging labor-intensive tasks associated with bing ads and google. The seller uses automation to save time while finding ways to use human intelligence to manipulate these systems to gain an edge over competitors and divert that time into some other productive works. Many business houses admit that you can reach the next level of success with the help of automation.
4 – Diversification will be important this year
One of the best things that advertisers can do to make PPC trend 2021 successful is diversifying their skillset beyond google ads. As Google focuses on moving away from actionable data and more towards machine learning and artificial intelligence, it will be essential for advertisers to be well-versed in other advertising platforms. It will allow them to control their spending, reach, etc., more. The consequence of the loss of control in google is that the companies are shifting their PPC dollars to other search engines.
5 – Rely on the first party-data
Business houses can get a greater accuracy level by segmenting the first-party data by customizing it according to their requirement. They can mold the data to manage the business goal and align it with the organizational needs. Market researchers must focus on data in 2021 and work with companies and agencies to develop a data strategy to maintain data privacy compliance and usability in this new landscape.
6 – Snatch new opportunities from the social media platform
It will be best if you do not forget to use social media platforms such as Instagram, Facebook, etc., for a better reach. To reach your audience more efficiently, you can use Instagram, where you can post your ads quickly through IGTV videos, and Instagram reels as both of them tend to gain popularity more quickly. You can share your PPC ads on Instagram via Insta stories as well.
7 – Think big and plan accordingly
The market is changing faster; it knows where to push itself, slow itself down, and where to showcase its skillset. To have a successful PPC campaign, you should start with thinking big, and that’s too with a creative mindset. The better you structure your campaign, the chance of its success is more. You must target your audience based on their behavior and preference, not on the available data. It will help if you decide according to your business’s objective, not according to google’s suggestion and recommendation.
8 – Create an attractive ad for the campaign
How well you articulate your ads as per your customer preference will be important in 2021. While making and scheduling your ads, you should ensure that it is the right ad, at the right place, at the right time, with the right message. If you missed any of the points, you could miss the opportunity. You must not forget to make your ads creative, as a creative ad can help get your audience emotionally attached and make them engage in the campaign.
9 – Try new things
To ensure your ad campaign works better than ever before, you must explore new things that may boost your PPC ad campaigns. The mantra for this year’s PPC campaign will be “try to get comfortable, not being comfortable. While trying new things, you should only opt for those which are perfect for your campaign.
10 – Make PPC campaign mobile-friendly
In a recent market survey, market researchers found that more than 60% of people shop online via their smartphones. They also admitted that they bounce back from the site if it takes more than 3 seconds to load. Therefore, to make your PPC ad campaign more successful and profitable, you should make your site so well that your audience can access it on any device, especially on phones.