The world of digital marketing is always changing and the PPC strategies that used to work are now falling flat. However, brands need to formulate new strategies.
Fremont, CA: Advertisers use pay-per-click (PPC) advertising to drive traffic, brand awareness, and especially conversions. However, with changing times, effective PPC strategies are not yielding results. New platforms and technologies are on the rise. For instance, voice search and automation are changing the role of PPC advertising in an overall marketing strategy. Here is what digital marketers and PPC advertisers should know to stay ahead of the competition.
In 2019, Google generated 32.6 billion USD from advertising, which is 16 percent higher than the previous year. The search engine is making substantial revenue with features like Smart Bidding, which leverages machine learning to optimize bids for conversions automatically. Smart bidding consists of four features, such as Target cost per acquisition (CPA), which automatically optimizes the bid for conversions using historical data. Secondly, Target return on ad spend (ROAS) predicts future conversions to improve ROI and max CPC. Thirdly, maximize conversions tailor’s bids for every auction for increased conversion rates. Lastly, enhanced CPC adjusts manual bids automatically for clicks that seem more likely to lead to conversion.
According to T-mobile, they saw a 22 percent increase in conversions by changing to automated bidding. However, experts say that they would be wary of Google’s automation features. Advertisers have to know the strengths and weaknesses of Google’s automation to beat other advertisers. Thus, with Smart Bidding, testing is required.
Landing pages are crucial for a PPC campaign as digital marketers are using them to direct users to category pages and even homepages. Landing pages are relevant because they increase conversions. Brands that use 10 to 15 landing pages in their campaign see an increase in leads by 55 percent. Visitors turn to customers when the landing page is hyper-relevant to what they want. Besides, the more aligned ads and landing pages are, the less the brand has to pay per click. A landing page makes it easier for a visitor to make decisions increasing click-through rates. Despite the effectiveness of the landing pages, 44 percent of all B2B companies use their homepage as a landing page rather than creating an ultra-specific landing page to help visitors convert and increase relevance.
It is expected that 50 percent of consumers will use voice shopping by 2022, and experts call it v-commerce. Brands must focus on long-tail keywords along with standard vital terms. Users tend to pose questions such as ‘Where is the closest restaurant to me?” while using voice searches. Also, visitors use more words while using voice search as compared to typing. Brands must also target natural language for voice searches to optimize their ad campaigns. Brands must also optimize their ads for nearby landmarks such as “restaurants near Millennium Park,” which will result in more successful ads. Reports suggest that 58 percent of consumers use voice search to find a local business which indicates that the searches are intended to buy products. Thus, optimizing the ad campaign for local businesses can result in higher conversion and click-through rates.
Google dominates 90 percent of the search market. However, brands can also focus on other platforms such as Quora, Reddit, and Amazon, which can drive incredibly valuable traffic to the website. Brands must diversify their strategy to grab as much revenue as possible. Some people believe that PPC is slowly dying. However, the rise of automation will fuel that fire. PPC marketing is irreplaceable and will remain invaluable, and the role of PPC marketers is increasing in significance as automation increases. If every brand uses the same tools, then all ads will be similar. Thus, using new PPC marketing strategies will play a crucial role in creating differentiating factors in pay-per-click advertising.