Technology is always evolving and advancing, so when it comes to digital marketing for businesses, staying updated with all the latest trends is a must. This 2021, expect PPC marketing to evolve yet again, with some trends continuing their streak and a few new ones making their way in the scene. Have a PPC expert on your team to make sure your strategy is the best it could be–that is, your strategy is maximizing returns and conversions.

2020 was a challenging year, to say the least, but PPC continues to be a significant practice, even more so now that most businesses are moving to the online setting. To stay competitive and outperform other industry players, you must constantly update and refine your strategy. There is always room for improvement, so check out the top PPC trends to watch out for this year.

Understanding the Buyer Journey

More emphasis is being placed on understanding your consumers and the buyer journey, then tailoring PPC efforts to match these data. Back then, PPC was all about choosing the right keywords to reach your audience. Nowadays, keywords are just as important, but on top of that, you also have to know your audience well. This includes who your audience is, what they are searching for, where they interact or make searches, and how long the process takes.

The goal for business owners and marketers now is to engage with the right customers, and the best way to do that is to understand their search intent. Try to learn more about their mindset as they go through each of the buyer journey phases, so you can use these to tailor your campaign appropriately.

Utilizing First-Party Data

One of the biggest changes set to occur in web browsers will be the removal of third-party cookies, which will happen by 2022. This update will be a major step back for marketers as third-party data has always been a valuable information source to learn about customer behavior. In preparation for a cookie-less web, you must start utilizing first-party data more strategically. Working with a PPC expert will be particularly beneficial as they are well-versed with data analytics and can help you implement a sound plan.

Creating Video Ads

Similar to how SEO promotes the use of videos to boost customer engagement, PPC opportunities can be maximized further through videos. YouTube and TikTok, in particular, are two popular social media platforms where you can capitalize on video advertisements. For YouTube, you may have seen ads popping out before, in the middle, or after a video. As for TikTok, you can make creative 15-second clips to catch your audience’s attention.

Facebook video ads are also soaring in popularity, so many businesses have been shifting their attention to mobile videos. A PPC expert can help you determine which channels will be best for your business to ensure you recoup your costs with significant returns.

Optimizing for Mobile

Mobile-friendliness has long been a top consideration in online marketing, and PPC is no exception. Delivering the optimal user experience is key to generating new leads and acquiring new customers, and the first step to doing this is to optimize your site for mobile. This has long been a trend in SEO, PPC, and practically any digital marketing strategy, but many businesses still do not make their site mobile-friendly.

Ignoring this long-term trend will affect your ads, website, and overall profits. If customers cannot view your ad properly on mobile, you are missing out on huge opportunities, given that mobile devices are the most used gadgets.

Getting the Message Right

Capturing your target audience through PPC is one thing, but sending the right message is another thing to remember. Even if you end up getting all your customers to click your ad, they will still not convert if you are sending the wrong message. Again, this year is all about understanding your customers’ needs and buying journey. As such, it is important to incorporate this into your ad messages to show them that you are addressing their pain points.

Continuous Testing

Testing has always been an integral aspect of the PPC advertising process. However, this 2021, it is expected to become the biggest trend, especially with everything that happened last year. Before launching a new campaign, trying out a new platform, or changing up your reporting techniques, do not forget to test! Do not be complacent about anything since you never really know what may happen after making even the smallest changes.