Three major PPC trends to watch out for in 2021

30 second summary:

  • The PPC world is constantly changing. Today's trends may not be in the picture tomorrow
  • People will focus more 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 lockdowns. Businesses are shifting 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. Much has changed in the last year in advertising and marketing as well. Marketers have started using automation and artificial intelligence (AI) to create data-driven ads. You have started 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 no longer allow third-party pixel tracking due to Security concerns. Reliance on third-party pixels to check YouTube metrics led Google to invest in them Ads data hub.

It's a custom analysis that aligns data with your specific goals while ensuring privacy and security. It provides marketers with 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 behaving about 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 find out their needs and tailor your offers accordingly. Use paid branded ads to get their attention. Use the keywords they used to search in their searches. When they see your ad, they'll 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 of responding to 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 proof, 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 with 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.

Understanding each stage of the buyer's journey can provide a solid framework 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.

PPC trends - automation will take responsibility

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 vital 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.

Wrap up

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 each 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 look to alternative PPC campaign platforms like Quora, LinkedIn, Reddit, and other such platforms to get better ROI in 2021. So it is right to say that 2021 has a number of completely new things in the bag for you. All the best for bringing your digital marketing strategy up to date!

Aayush Gupta is Sr. Manager, Brand & Marketing at Uplers.

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