30 second summary:
- The PPC world is constantly changing. Today’s trends may not be in the picture tomorrow
- People will be more focused on the buyer’s journey and take full advantage of it
- Automation and AI will be a major trend in 2021
Many things have turned on their heads after a year of unprecedented situations and multiple coronavirus-induced bans. Businesses are moving to a remote-first culture, people prefer to shop online rather than a retail store, and face-to-face conversations have turned to video calling. A lot has also changed in the last year in the advertising and marketing sector. Marketers use automation and artificial intelligence (AI) to create data-driven ads. You have begun to understand the buyer’s journey and make the most of it. Here are three PPC trends that could potentially shake the boat in 2021.
1. Google’s advertising data hub will be a gold mine
Early 2020, Google announced that they would stop allowing third-party pixel tracking because Security concerns. Reliance on third-party pixels to check YouTube metrics led Google to invest in them Ads Data Hub.
It’s a custom analytics that aligns data with your specific goals while ensuring privacy and security. It gives marketers a comprehensive analysis to measure the effectiveness of the ads on different screens.
The Ads Data Hub will prove to be a gold mine for marketers as it provides specific insights into customer behavior and interaction with your ads.
2. Understand the buyer’s journey
An important aspect of a successful PPC campaign is knowing how your customers are relating to your ad at every step of your customer journey. Understanding each stage of the buyer’s journey can help create a more effective PPC campaign.
Here are the five stages of the customer’s buyer journey and how you can get the most of it by creating PPC campaigns for each stage.
Level 1: awareness
In this phase, customers get to know your business and your offers. People are looking for an answer to their question – they are looking for someone to solve their problem. So your needs may or may not be well defined.
How can you help
Help them figure out their needs and tailor your offers accordingly. Use paid branded ads to get their attention. Use keywords they search with in their searches. When they see your ad, they get curious and need to learn more about your brand.
Stage 2: exploration
In this phase the customer learns more about the answers to their problems. They are sure of their needs and know different ways to meet them. They also consider you one of the solution providers and see if you can solve their problems. They review your company’s USP, ratings, social evidence, and previous partnerships.
How can you help
This is the phase where you can connect with your customers and build a long-term relationship. You can also use Facebook lead ads to help solve your customers’ problems. You can also write a conversation copy of social evidence, case studies, and previous work. This will make them feel confident and will love exploring your offerings.
Level 3: comparison
In this phase, the customer compares different offers and finds the best fit. He now understands the price points, their ratings and ratings. Hence, PPC remarketing ads can prove to be a great choice here. You can get the customer to click on your ad and embed your “cookie”. So your brand stays in front of your customers.
Stage 4: Conversion
The customers have recognized their needs. You have narrowed your options and are ready to buy. This is a great place to drive your ads to action to encourage them to buy from you. A solid CTA forces your customer to buy from you. Also, you can use remarketing to make sure the prospects only shop from you.
Level 5: reintegration
After all, the prospect has become a customer. So make an effort to keep them. But how are you going to do that? Segment these customers into a new audience list and use remarketing ads to direct their attention to other products and services.
If you understand each stage of the buyer’s journey, you can create a solid body PPC Campaign. The better you know your customers, the better you can customize your campaigns.
3. Automation will play a crucial role
According to Statista, the automation market will decrease worldwide 71.5% to 83.2% by 2021.
Hence, automation is expected to be a breakthrough trend in 2021. With AI and machine learning (ML), advertisers can automate labor-intensive tasks to find the right place to display their ads. Automation will also play a crucial role in ad testing. It is used to optimize ads that include:
- Find the best bid strategy
- Create bids to get maximum conversions
- Increase your cost per click by searching for ad auctions
- Monitor ad performance and stop poorly performing ads
- Prioritize the ads that get top results
- Generate ads dynamically based on user behavior and website content
- Dynamically generate ad performance reports
- Generate ad data and ad copies to generate maximum clicks
When AI learns more about your audience’s behavior and how they interact with the ads, it can create precise ads to improve the performance of your PPC campaign.
As an advertiser, you need to incorporate these PPC trends into your marketing strategy to get the most out of your campaigns. In 2021, AI and automation will take the lead. People will focus on every stage of the buyer’s journey as well Use voice search to find answers to their questions. VR-enabled video ads will soar. Marketers will also be looking for alternative PPC campaign platforms like Quora, LinkedIn, Reddit, and other such platforms for better ROI in 2021. Therefore, 2021 has a whole range of new things in its pocket for you. All the best for implementing your digital marketing strategy!
Aayush Gupta is Sr. Manager, Brand & Marketing at Uplers.