Over 3.5 billion Google searches are made every day. That means we’re looking at over 1.2 trillion searches annually for nearby gas stations, restaurant recommendations, DIY problem-solving tips, and more. When a search occurs, search results are displayed on page after page. Large or well-known companies with domain authority and trustworthy content will generally rank higher in search results than less influential businesses. But that doesn’t mean that you’ll never crack the top ten! While you’re working on your SEO long game, some smart pay-per-click tactics can put you in front of the right viewers.
Utilizing PPC opens the door for brands to increase clicks and conversions quickly by paying for prime real estate on the search results page. Like many other aspects of digital marketing, PPC is continually evolving, and we’ve got our eye on a few developing trends in 2020. To stay ahead of the game, take advantage of these shifts in pay-per-click advertising.
How Does Pay-Per-Click Work?
PPC ads rely on keywords to provide highly relevant content to searchers. The company utilizing the ad space pays a small fee every time their link is clicked. Since every brand wants to increase its ROI while maintaining its bottom line, PPC advertising is always changing to make ads appear more seamlessly within search result pages. These changes—along with Google’s general algorithm tweaks—have propelled PPC campaigns to the forefront of every marketer’s digital arsenal.
Marketing Benefits of PPC
Well-executed PPC campaigns are a great way to boost ROI while preserving your budget. Ads can be efficiently planned with set budgets. Once that number is reached, the ads can be placed on hold or turned off, making sure that you don’t spend more than planned.
PPC also works in close association with keywords and SEO. The more keyword research you do, and the stronger your SEO strategy, the more highly-targeted and effective your PPC ads should be. If your team is active in these areas of marketing, staying agile and ready to hop on the newest PPC trends should be second nature.
5 Emerging PPC Trends to Watch
The “hottest” PPC trends out there will vary wildly depending on who you ask. Here at Snap, our list of 2020’s emerging trends is based on evolving technology, shifting marketing strategies, and conscientious consumers.
Smarter Automation and AI
Automation and artificial intelligence (AI) are already prevalent in digital marketing strategies, but they’ll become even more critical in the years to come. Not only does automating aspects of your campaign aspects help keep your brand at the forefront of PPC practice, but it can also help you save money by targeting audiences that are likely to see advertising and purchase or recommend products accordingly. Thanks to AI, products like chatbots and interactive features also save your team time and resources by generating questions and offering helpful content once potential customers actually get to your landing page or website.
Increased Voice Search
Some marketing professionals are predicting that 50 percent of all inquiries will be made using voice searches by next year. Accommodating for this increase requires more than voice search optimization; it takes smarter targeting, more detailed keyword and ad research, and fundamental knowledge of your primary consumer base. Incorporating these factors into your PPC strategy ensures that, no matter which device users search on, or how they search, your content will be readily accessible.
More Targeted Remarketing
A concept that involves the tracking and displaying of ads to users once they click out of a website, remarketing can be an incredibly attractive—and subtle—marketing tactic. Ads can be targeted and personalized for any demographic or purpose. Products users have viewed or shopped for in the past will keep reappearing, often prompting higher conversion rates. If remarketing isn’t a tactic your team already utilizes, consider a test to gauge its effectiveness.
Rising Social Alternatives
Until recently, Facebook has been the primary source of social interaction and social media marketing. However, times are changing, and an increasing number of consumers are turning to other platforms like Twitter, Pinterest, and even Tik-Tok for entertainment. If your current social media marketing strategy doesn’t factor in these growing, alternative platforms, you’re missing out on tremendous potential ROI.
Focusing on Brand Loyalty
Having a stellar offer, product, or service is no longer enough to win the support of consumers. Now more than ever, consumers (especially younger generations) care about company values, causes they support, and social stances. Speaking out can be intimidating, but sharing your story can increase clicks, conversions, and help you build a loyal consumer base.
Maximize Your PPC Advertising With Snap
Whether your team is so far ahead of PPC trends that it’s setting them, or you’re brand new to the pay-per-click game, it’s vital to ensure that you’re making the most of your marketing budget. Contact Snap to learn more about our PPC management expertise, and prepare to be amazed by just how far your funds can go.