Although PPC campaigns are not crucial for every business, but I am not saying that it’s not compulsory. In fact, for most businesses, PPC is just the backbone of the marketing strategy – especially businesses related to e-commerce.
That’s the reason, with continuous rise and advancements, you will see some significant changes in the realm that further help boost your sales, leads, and traffic to your site.
The idea behind the whole campaign is pretty straightforward. You create an ad, bid on primary keywords, create a landing page, and direct your audience to the page to convert them on spot. The moment your audience clicks the ad, you will have to pay the amount you scheduled, which mainly referred to the name pay per click.
Well, it’s not as simple as it sounds. There is an entire procedure behind that which will not discuss today. Because right now, we have to reveal some top PPC trends that nobody should ever risk ignoring if he really wants his campaign to be successful.
Create Video content
Video content has always received huge appreciation from the audience. And why not? 86% of marketers believe that impact of video content has a great effect on audiences than a static image.
Even Instagram has declared that it’s no longer a photo-sharing app and has become more like a video content platform. It gives more weightage to video content in its algorithm. So, Google has also not been left behind on this trend and emphasizes people to create video ads as they engage more people today. When you create video ads, you increase the chances of selling your products or services.
There is also a new addition to the Google Ads wheelhouse called Bumper Machine. The platform has been using machine learning to analyze videos and make six-second bumper ads using the content. Now, these bumper ads are displayed across YouTube. You can simply try the technique and see how it works.
Voice Search is Becoming Popular
People feel that it’s very easy to verbally ask the phone or smartwatch for information than to type a long-form text. For example, it’s difficult to write “how does PPC work?” but it takes only 2 seconds to verbally ask Google using the voice search option. With this instant change, marketers are thinking to include the same strategy in their ads.
Previously, voice search was usually done on smartphones. This means the PPC ads must be optimized for mobile devices too. Secondly, audiences search their phrase as questions and then implement the natural speech patterns, which means you need to include more long-tail keywords. Marketers are now required to use keywords that include terms such as “Hey Siri” and “OK Google”. By using this, marketers can bring more engagement and a relevant audience to the platform.
Collect First-Party Data
Each day, we are continuing to move forwards with several amazing developments in IT & technology, which means there is a greater emphasis on protecting the privacy of your customers and their personal information.
Now due to this, collecting first-party data has become extremely important for businesses trying to connect with both present and future audiences. More and more brands invest in processes that can help them gain necessary information from consumers. However, many strong brands have been following the techniques, including:
- Google Analytics
- Social media and mobile apps
- Customer feedback
- And customers relationship management
Jump on the TikTok Craze
We all know the importance of PPC advertising on several social media channels like Facebook, LinkedIn, and Instagram. However, there is a new obsession in the market that you cannot ignore. TikTok is also growing bigger each day and provides lots of amazing opportunities for PPC marketing.
The platform has doubled its popularity and user base worldwide between 2019 and 2021. Previously the audience count was only 291.4 million and by the end of 2021, it has exceeded 655.9 million. This means, that TikTok will have more than 755.0 million monthly in 2022, and by 2025, it is expected to cross 1 billion users.
This innovative social media platform is much popular among youth. So, the platform has created countless opportunities to engage them by using emotive, full-screen ads. Also, note that after partnership of TikTok with Shopify so they can further streamline the advertising process as well as uncomplicated marketing strategies.
Bing and Yahoo for Expanding Reach
The recent policy changes in Google aim to decrease all the web visitor tracking, which has already intensified the requirement to diversify PPC marketing. But when you incorporate Bing, you can once again utilize all the important data you need so you can push ads in a better way.
Google has long neglected the importance of Bing and Yahoo for PPC, but now Bing is again set to expand its reach and capabilities, particularly in data collection, advertising, and identifying the audience.
According to December 2021, as mentioned by Statista, Market share of Bing holds the 7.2% of leading search engines. If you ignore this re-emergence regarding Google’s privacy changes, it will cost marketers a lot in 2022 and beyond.
Integration of SEO and PPC
The combination of SEO and PPC can be very harmonious. Businesses tend to combine the activities of both of these strategies for exceptional results. With stunning ad copy analysis, PPC campaigns definitely deliver results that exceed customers’ expectations. Implementation of long tail keywords is also an effective strategy in this regard.
The integration of SEO and PPC is highly beneficial and may help with finding a lot of competitive keywords by using comprehensive reports. So, this integration sees a lot of possibilities as both of these practices simply boost the efficiency and impact of your brand.
PPC has become an unavoidable strategy to get leads and profits. If you don’t do it, it will be difficult to reach big milestones. So, it’s better to consider the trends if you are planning to launch PPC campaigns.
So, are you interested to run PPC campaigns for your business? if yes, then don’t wait anymore. And let’s get connected with the professionals of White Links that can help run profitable PPC campaigns by following all the above trends. Give us a call and get started with our team today.