The challenges of 2020 forced many businesses and industries to adjust marketing strategies. The digital marketing industry has been no exception. However, pay-per-click (PPC) advertising remains a vital part of a businesses overall marketing strategy. Since PPC traffic results in a 50% higher conversion rate than organic traffic, it’s important to be aware of the eight PPC trends below that are here to stay.
1. Artificial Intelligence and Automation
Artificial intelligence, more specifically automation, is ever-changing. In the last few years, it has advanced at an increasingly faster pace. Automation allows for rapid data collection across multiple sources in a way that humans will never be able to match. However, Google’s automated services are not perfect, and the capacity for empathy and insight is still very important in advertising. PPC advertisers should search for the most efficient ways to blend PPC automation and human ingenuity for optimal results.
2. Testing
In 2022, advertisers must place an emphasis on testing their PPC marketing approach. You should never get too comfortable with your strategies and should remain in a constant state of readiness to make adjustments as needed. Emphasizing testing is the best way to combat the diminishing data and insights on certain platforms. For example, testing is particularly important for advertisers on Amazon. On this platform, new ad types and placements are a vital source to anyone attempting to remain competitive on the platform.
3. An Optimized Mobile Experience
The focus on mobile experience should come as a surprise to no one. A key focus for brands needs to remain on perfecting the experience for mobile users, especially considering 70% of all paid search impressions happen through mobile engagement. Mobile web traffic is a vital source of business for every brand, and advertisers should make the effort to check their page speed regularly and make sure the landing page has a pleasing look in its mobile-friendly form.
4. No More Data Tracking
By 2023, data tracking will be significantly more difficult. Data is the driving force that allows targeted advertising, but without it, PPC advertisers will need to rely on instinct mixed with heavy market research to make decisions. They should start by shifting the focus to advertising trends that are working and away from looking for what is wrong with the ads. Success in advertising existed before data tracking, and it will continue to exist without it.
5. Diversifying Ad Channels
Many ad platforms exist, and more appear often. Brands should invest in studying the target market in all available ad channels. Google and Facebook are traditional, but many brands are trying out advertisements on Twitter. The more diverse your marketing campaign is, the more chances you have to successfully deliver your message.
6. Integrate SEO and PPC
Using search engine optimization in tandem with PPC campaigns has been around for a while now, but you should expect that trend to continue into 2022. Trying to rank locally with big commercial keywords requires a major investment of time and money, especially when you attempt to do it organically. You may increase your domain authority by creating PPC ads with keywords inside key phrases. This approach streamlines your sales strategy and promotes customer retention.
7. Focus Heavily on Social Media
As of 2021, roughly 72% of people use at least one form of social media, which is up from 5% in 2005. That kind of social change rocked the advertising world. With this medium, PPC advertisers have better tools to reach a very specific target audience, and social media platforms continue to create ad placements for brands. Most brands already recognize the value in Twitter and Instagram, but some are moving into TikTok as well.
8. Use More Video Ads
The boom of platforms like Tiktok and Youtube proves that video ads are much more effective at grabbing a user’s attention. As many as 84% of businesses use video as a marketing tool, and 92% of those say it is an important part of their marketing strategies. Platforms that offer this feature are expected to help advertisers optimize the value of their video ads even more in 2022.
PPC trends regularly evolve, and it can be a cumbersome task to stay on top of the hottest trends. Finding new and innovative ways to reach your target audience is how you stay competitive.
Contact Sprout Media Lab online or call (800) 617-6975 today to talk with one of our PPC and SEO experts today!
