If you’ve been working in PPC for any length of time, you’ll know that the market changes constantly. If you’re ever unsure about how to approach your PPC campaign, it’s always worth consulting with an expert to find the best PPC in London.
To stay ahead of the game, it’s important to keep track of all the most recent trends. We’ve gathered our top five trends that you absolutely must be aware of!
1 – Automation of PPC in 2021
Automation is a simple concept which is deceptively complex. PPC automation centres around giving control over your PPC to search engine algorithms. Automation is becoming increasingly common in PPC, as machine-learning technology becomes more complex.
However, it’s not as simple as setting it up and leaving it, human input is required and it’s always worth monitoring your automation as it runs. Not only this, but automation doesn’t have to relate to the entire process, it could be something as simple as running a script to save time on a variety of things, from auditing to reporting.
Automation can save you hundreds of hours of work, streamlining the PPC process and giving you time to work on more pressing concerns.
2 – PPC data limiting in 2021
Julie F. Bacchini of Neptune Moon hypothesises that “Between Google Ads limiting access to search query data to the coming obliteration of tracking cookies as we know it, digital marketers are going to have to adapt in a pretty major way again in 2021”.
PPC marketers are going to have to adjust to not having the data that they’re accustomed to. This emphasises the importance of creative, thought provoking & eye catching PPC content.
3 – PPC on TikTok in 2021
TikTok is, without a doubt, a social phenomenon. Originating in China, the TikTok revolution swept across the world, now having a staggering 800 million active users worldwide, and a total of 2 Billion total downloads! To say that the app has been successful is an understatement.
If you’re unfamiliar, TikTok is video-based app where users can share videos up to 1-minute in length, using built-in editing features to create diverse short-form content. Originally it was widely used for lip-synching and short comedy videos, but its broad userbase has resulted in it featuring videos of all kinds.
So, why is this important for PPC? TikTok allows your brand an opportunity to tap into vast, engaged audiences with full-screen video ads. It’s the perfect platform for reaching younger demographics in 2021.
4 – Why Facebook video ads are so important in 2021
Facebook has been around now for what seems like forever; it’s easy to disregard the social media behemoth, but they are constantly updating their platform and making it more viable for PPC than ever!
More than 4 billion video views happen on Facebook every day! That’s a mind-bogglingly huge number and it’s is only set to grow in 2021.
Facebook has an extremely broad audience, too, so it’s a fantastic platform for any PPC campaigns to run on. Many people use Facebook to keep in touch with friends and to consume content that they share; this creates a captive audience of regular users for targeted ads.
When planning any PPC campaign in 2021, video ads should be a top priority for any business. Video ads are far more engaging than image ads, especially in the high-pace, low-attention world of social media.
How good are video ads?
Video ads are an exceptional option, especially in 2021 where internet usage is looking to skyrocket. According to Steve Day of Whiteboard Animation, ‘The biggest names in online marketplaces, including Amazon and eBay, report that adding a video ad to a product description increases the chances of a shopper buying that item by up to 35%.’
Now that’s a tantalising statistic! Video advertisements are a critical component of PPC in 2021 that you cannot afford to ignore.
5 – PPC on a budget
PPC campaigns can often be costly, but the benefits of running a well-researched, intelligently implemented campaign are indisputable.
You don’t need a big budget to succeed, however, and being savvy with your spending can lead to excellent results on a lower budget.
When looking at efficiency, one of the best value propositions on the market is Google AdWords. If you want to make sure that you’re getting the most bang for your buck, you’ve got to make sure that you’ve done your research and have made the best ad possible.
If we use this graphic from Neil Patel, you can see that you can achieve fantastic results on a significantly lower budget by making sure that your Google quality score is as high as possible. This score is determined by three factors:
- Expected click-through rate
- Ad relevance
- Landing page experience
Google prioritises higher quality ads over ones that pay more as they value user experience (they want people to keep using Google!) Invest in ensuring that your landing page is excellent, your keywords are on point and your ad copy is relevant and you’re sure to save money on ads.
PPC for charities
If you’re working for a charity, budgets might already be tight. Fortunately, there’s a great way to execute your PPC on a budget, as if you’re a registered charity with a high-quality website that meets Google’s eligibility guidelines you can be gifted a monthly ad budget of $10,000; how’s that for value?
Will PPC change in 2021?
With changes to data availability, internet usage at an all-time high and social media being more popular than ever, PPC campaigns will likely change throughout the year to follow trends. Savvy marketers will look for unique and new ways to approach pay per click marketing.