A new year brings new opportunities to seize, new challenges to overcome, and new PPC trends to discover.
So, what trends can you expect to see in 2021? Here of the five of the biggest!
Increased targeting to boost relevance and appeal
Targeted ads have been increasingly important in successful PPC campaigns for a while now, but they’re set to make an even bigger impact in 2021. That’s hardly surprising when 70 percent of consumers believe a company understanding how they use products or services is crucial to winning their business.
Expect to see ads aimed at more clearly-defined audience segments, based on deeper insights into:
- who the buyer is
- customer motivations
- customer values
- audience interests
Delving deep into audience needs, tastes, etc. will empower businesses with the data to build more relevant PPC campaigns.
Video ads will become even more integral
Video is already a major presence in online marketing: Facebook, Instagram, YouTube, and countless websites display video ads to targeted audiences. Amazingly, videos receive 1,200 percent more shares than text and links combined. If your ad grabs viewers, it could be shared again and again, taking your brand visibility to the next level!
But with so much competition, brands will need to keep upping their game when creating video ads. That means:
- making the first three to five seconds as eye-catching and engaging as you can
- telling a story that captures the viewer’s imagination or interest
- producing videos that look and sound professional
- testing videos to identify what works for your audience (and what doesn’t)
Brands will be testing ads more frequently
We all know A/B testing is vital to identify the most effective ad techniques and formats.
But it’s likely that companies will continue to experiment to gain that all-important competitive edge and increase conversions. Tests should become just another element in the ad-creation process, and ongoing refinement based on results can help businesses to construct the ideal ads for their audience in 2021.
Tighter focus on optimizing for voice search
Alexa, Siri, and voice search is driving more hands-free browsing. This will become even bigger in 2021 as consumers choose to speak over typing whenever possible.
Businesses need to optimize their ads to reflect the way in which users speak when trying to find products, services, or information. That includes using simpler keywords and question phrases, even location-based terms if your business serves the local community.
TikTok will become a valuable channel
TikTok has exploded throughout 2020. Even if you’ve never tried it, you’re sure to have heard of it somewhere.
That’s why many well-known brands are using TikTok Ads already, and plenty of others will follow their lead in 2021. There are five types to try, including Brand Takeover and In-Feed Ads, to help businesses reach the right users.
Watch out for these top five PPC trends in the coming year, and make sure you’re taking advantage of the latest opportunities to increase your visibility.
Want help from the professionals? Our Orange County digital marketing experts can create a bespoke PPC strategy for your company in 2021 and beyond!