By Annabel Thomas
PPC advertising is a popular marketing tool in today’s market. Infact, 65% of small to medium sized businesses ran PPC campaigns as part of their digital marketing strategy in 2020. It is important to stay competitive and up to date with the latest PPC trends to ensure your business is being seen by the right people, and your ads are generating optimal conversions. So, what do you need to look out for in the world of PPC this year?
Using automation as part of your ad campaignsallows the search engine algorithms and artificial intelligence to make decisions based on the data it collects. This is done in-line with the campaign objectives that you set at the start of the campaign. Most platforms allow you to predict performance from the start based on your budget, keywords and location. Using automation saves time, optimises performance and helps your campaign achieve the best possible results.
In 2021, we can expect to see responsive search ads come to the forefront of PPC advertising. Responsive search ads (RSAs), involve creating a number of headlines and descriptions that Google rotates. The algorithm aims to show the best performing combinations of text, to deliver the highest CTR, conversions and impressions. Using RSAs is a great way to achieve excellent results as automation has become extremely advanced.
TikTok has stormed into the world of social media; with 1.9 billion users worldwide it is not set to go away anytime soon! Covid-19 has only increased TikTok’s popularity; lockdowns and restrictions have driven users to the app. The younger, tech-savvy demographic that TikTok caters to, has meant it has recently become a growing platform for advertisers. Big names such as Bumble, Fenty Beauty and EE have run extensive ad campaigns on the platform.
At a time where consumers are bombarded with advertising on social media, it is more difficult than ever to get your brand seen. TikTok allows businesses to tap into an engaged and switched on audience, via quirky and emotive video content. If you need any help getting started on the app, take a look at our post on marketing through TikTok.
Amazon’s advertising platform has advanced and grown in sophistication since first launching. Their advertising platform works a lot like Google’s PPC services, with users being able to set up search and display campaigns. Amazon’s hugely successful 2020 saw a rise in the number of its mobile app users following an increased demand for online shopping due to covid restrictions.
2021 is set to be another big year for the shopping giant, and advertising on the platform is a surefire way to put your businesses in front of a huge audience. Have a look at our tips for Amazon advertising, it is certainly not one to miss in 2021! Also keep an eye out for similar advertising advances from Quora and LinkedIn.
Video, especially when watched via mobile, has become one of the main ways users consume social media content; 75% of video is now consumed via mobile. In light of this shift, many businesses have reallocated budget from traditional TV advertising to social media. Video ads are more engaging, generate better interaction in the form of comments, tags, shares and likes and tend to create a longer lasting impact. Social media posts with video have 48% more views. With better bandwidth and 5G, video content is easier to consume and in high demand when people are stuck at home spending more time online.
Facebook, in particular, is a great place for video advertising. It is a hugely popular advertising platform due to its relatively low costs, great segmentation capabilities and its large user base that covers a wide demographic. Video ads are shown on news feeds, stories and in-stream and generate better results than traditional ads.
If you need any help with all things PPC then get in touch with us today!