As a business invested in digital marketing, you don’t need an introduction to Pay-Per-Click marketing. Along with Search Engine Optimization, it is one of the strongest pillars on which your campaign stands. Your PPC campaign must align with the latest marketing trends to deliver the highest ROI. The PPC management agency you partner with shall bring its expertise and manage your campaign successfully. However, you must actively participate in the campaign to ensure your team explores the latest PPC marketing trends. Let us look at the seven PPC management trends you must set your eyes on.
Get Used to First-Party Data
Google Chrome would hit the final nail in the coffin for cookies. Ask your PPC management agency, and they would be sad to bid goodbye to third-party data, which has been the bread and butter for most marketers for over a decade. Your PPC campaign must start leveraging first-party data. You can gather first-party data from various sources, including newsletter sign-ups, website forms, and even business cards shared at trade shows. Tools like Clearbit, Snitcher, and Lusha greatly help collect first-party data. They let you sync your marketing and sales data in one place and analyze them for a targeted campaign.
Adopt Mobile First Mentality
It has been a few years since mobile internet users have surpassed desktop internet users. Surprisingly, we still have businesses that haven’t adopted the mobile-first mentality. If you belong to this group, it’s time you realize the importance of mobile internet usage. We emphasize this as you must adopt different approaches when targeting users on mobile and desktops. Mobile internet usage will grow faster than desktop usage in the coming years, and you must align your campaign in that direction.
Start With A Bang and Roll Back Spending
Usually, brands start with a small campaign and scale it up based on the results. It may seem logical as you’d like to test the waters before going aggressive with the campaign. However, we are seeing a gradual shift from this trend as several brands prefer to start their campaign with a bang before rolling back their budget. This approach is beneficial as it creates a strong impression on the minds of your audience when they see your ads all around. A small-budget test campaign will not likely deliver strong results if you fight in a competitive space.
Keep An Eye Open for AI and Machine Learning
Artificial Intelligence and Machine Learning are making their way into every sphere of technology. PPC marketing is no different, and you should work closely with your PPC management agency to use both these technologies to improve your campaign performance. Using these technologies, you can understand your target audience’s browsing and search habits and accurately predict click-through rates. AI lets you optimize your campaigns based on real-time data, which can put you ahead during the busy sales season.
Localize Your Campaign
We are moving toward a hyper-local era. We have already seen this with Search Engine Optimization. It is one trend you must implement if you are a local business. Your PPC campaign should follow suit as local searches grow in volume and search engines offer results based on location. When you set locational parameters for your ad, people nearby are more likely to discover your ads even if they don’t use the specific keywords you have bid for when setting up the campaign.
Invest in Your Landing Page
Investing in your landing page is important. It is becoming even more important as the PPC market grows in volume. Your PPC ads aren’t likely to convert if they lead people only to your homepage. The user should be able to convert their intentions into action. You must make this conversion hassle-free whether you are targeting a service subscription, a product order, or a software download, leading your users to specific landing pages is the way to move forward.
Keen An Eye on VR
Lastly, Virtual Reality is the future, and you must keep an eye on it. While the mass adoption of VR may still be a few years away, early adopters would create a buzz in the market. We have already seen a few brands use VR in their campaigns, and the experience has mesmerized the audience. They get a better perspective of the products they wish to buy, which can boost conversion rates.
Final Thoughts
In conclusion, we must say that PPC marketing has been on an evolutionary journey over the last decade and a half. Strategies employed to target the audience and increase conversion rates have evolved in this competitive space. It is vital to align your campaign with the latest trends to stay ahead of your competitors. A professional PPC agency keeps track of these shifts in the market, but as a business owner, you should also stay updated with these changes in PPC marketing.
