Written by Cyndie Beauboeuf
PPC (Pay Per Click) has become increasingly useful and important in digital marketing over the years. There are new PPC trends and strategies constantly emerging and of course, reviewing them for the year ahead can be very helpful for marketers to find new opportunities to tap into. Sometimes it can be a bit challenging to keep up with these trends especially with current events like COVID-19 dramatically shaping the digital world. There is now a new normal and changed habits which basically turned everything into a guessing game! But let’s not dwell on the negative side of this and Let’s rather talk about how with more internet users than ever (4.57 billion people – Statista) and more time spent online, per the Wall Street Journal, PPC opportunities are also rising.
To cut through the noise, I’ve narrowed the focus to 3 PPC trends sure to make a big impact in 2021.
Automation has been changing the game for advertisers for quite some time now. The role of automation in PPC is more important than ever and it will continue to dominate in 2021.
I’m going to let you in on a little secret: some experts have predicted that manual bidding will soon completely disappear! All the more reason to focus on automation in the coming year.
Most PPC ad platforms offer some type of automation and we now simply don’t have time for mundane and redundant tasks like setting keyword bids on multiple ad groups and manually reporting on each ad performance day in and day out. Various platforms have heavily invested in automation. For example, Google has made massive improvements to its automated bidding strategies like Maximize Conversions and Target CPA, which can tremendously help with campaign efficiency.
We are currently in the golden era of video. Video is KING! The importance of video online is growing remarkably fast. With advances in mobile devices and streaming services, we are seeing new platforms and features focused on video become extremely widespread. For example, Tik Tok and the new “Reels” feature on Instagram.
Video advertising has definitely taken off and with growing platforms like Youtube, it will become even more prominent in the near future. According to Forbes, Video Ad spending in the U.S. increased from $8.92 billion in 2017 to $10.18 billion in 2019 and that number is expected to grow as high as $12.66 billion by 2024.
By adding Video advertising into your PPC strategy you may get a leg up on your competition in 2021.
More and more people’s searches are voice-based. Talking to Siri, Google, Cortana, or Alexa has become a regular part of our daily lives. This is definitely not a trend that is going to slow down!
Optimizing PPC campaigns for voice search can give businesses the opportunity to appear in voice search results.
Here’s what to mainly pay attention to with voice search in 2021:
Voice search is more conversational. This means that longer-tail keywords or phrasing may be more advantageous.
While available on multiple devices, voice search is mostly used on mobile devices. According to the Global Web Index, in 2018, 27% of the global online population was using voice search on mobile.
Most voice searches start with question-based keywords.
Optimizing PPC campaigns for both traditional and voice search is ideal.
All in all, to have successful PPC campaigns, it is important to leverage these trends in 2021. Automation will only grow from now and we will see more video ads across channels and devices. The growth of Voice search provides huge optimizing opportunities for advertisers.
Here’s a short infographic to sum it up!