Three critical PPC trends to watch for in 2021

30-second summary:

The PPC industry is constantly changing. The trends of today may not be the future. People will begin to focus more on the buyer’s journey, and make the most of it. AI and automation will be key trends in 2021.

After witnessing an unprecedented year of situations and multiple coronavirus-induced lockdowns, many things have gone berserk. Companies are moving to a remote-first culture. People prefer to shop online to going to physical stores. In-person conversations have been replaced by video chats. The last year has seen a lot of changes in advertising and marketing. Marketers are now using artificial intelligence (AI), automation, and data-backed advertising. They have begun to understand the buyer’s journey, and make the most of it. These are three PPC trends which could make a big impact in 2021.

1. Google’s Ad Data Hub will be a goldmine

Google had announced earlier in 2020 that they would no longer allow third-party pixels to be tracked due to security concerns. Google invested in Ads Data Hub because of the dependence on third-party pixels for checking YouTube metrics.

This is a customized analysis that aligns data with your objectives, while protecting privacy and security. It provides marketers with a complete analysis that allows them to determine the effectiveness of ads on different screens.

PPC trends - Google's data hub

Marketers will find the Ads Data Hub a goldmine as it provides specific insights into customer behavior and how they interact with your ads.

2. Understanding the journey of the buyer

Knowing how customers react to your ads at each stage of the customer’s journey is key to a successful PPC campaign. A better understanding of each stage in the buyer’s journey will help you create a more successful PPC campaign.

These are the five stages in the buyer’s journey of a customer. Learn how to make the most of them by creating PPC campaigns at each stage.

Stage #1: Awareness

This stage is where customers get to know more about your company and the offerings you offer. Customers are searching for the answer to their questions. Their needs may not be clearly defined.

What can you do to help?

Find out what their needs are and match your offers accordingly. To grab their attention, use branded paid ads. Use the keywords that they use to search for your brand in paid ads. Your ad will inspire curiosity and encourage them to learn more about you.

Stage 2: Exploration

This stage is where the customer gets to know more about their problem. They know what their needs are and can suggest solutions. They view you as a solution provider and want to see if you can solve their problems. They will also check your company’s USP and reviews.

What can you do to help?

This stage is where you can interact with customers and establish a lasting relationship. For addressing customer problems, you can also use Facebook lead advertisements. A conversational copy can be written that includes social proof, case studies, and past work. They will be more open to your suggestions and build trust.

Stage 3: Comparison

This stage is where the customer compares various offerings to find the best match. The customer now has a good understanding of the pricing, reviews, ratings, and ratings. PPC remarketing advertisements can be a good option. It is possible to get the customer to click on your advertisement and embed your “cookie”. This will keep your brand front and center.

Stage 4: Conversion

Customers have realized what they want. Customers have narrowed their choices and are ready to purchase. To encourage them to buy from you, you can use this opportunity to place a strong call-to-action in your ads. Your customer will be more likely to buy from you if your CTA is strong. You can also use Remarketing to make sure that prospects only buy from you.

Stage #5: Re-engagement

The prospect is now a customer. Keep trying to retain them. How can you do this? Segment these customers and use remarketing ads for their attention to other products and services.

A solid PPC campaign will be created if you understand each stage of the buyer’s journey. Your campaigns will be more effective if you have a better understanding of your customers.

3. Automation will play an important role

Statista predicts that automation’s global market will grow from 71.5% today to 83.2% in 2021.

PPC trends - Automation will take charge

Automation is predicted to be a major trend in 2021. Advertisers can automate the labor-intensive task of finding the best place to display their ads using AI and machine learning (ML). Automating the testing of ads will be a key part. Automation will be used to optimize ads which include:

You can find the best bidding strategy. Create bids that get maximum conversions. Monitor ad performance and remove low-performing ads. Prioritize ads that generate top results. Generate dynamic ads using user behavior and site content. Generate dynamic ad performance reports. Generate ad data.

AI can learn more about your audience and how they interact to the ads so it can create ads that will improve your PPC campaign performance.

Wrapping up

These PPC trends are essential for advertisers to incorporate into their marketing strategies in order to maximize the effectiveness of their campaigns. AI and automation will be the dominant trends in 2021. The buyer’s journey will be the focus of buyers. Voice search can be used to find answers. VR-enabled videos ads will increase in popularity. Marketers will look at alternative PPC platforms like Quora and Reddit to increase their ROI in 2021. It’s safe to say that 2021 holds a lot of new opportunities for marketers. We wish you all the best in taking your digital marketing strategy to the next level!

Aayush Gupta, Sr. Uplers’ Manager, Brand & Market

Watch out for these three key PPC trends in 2021 Search Engine Watch.

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