|March 8, 2022||0|
PPC trends have changed a lot in the last few years, and 2022 will be no different. We advertisers must stay updated with the latest trends and apply them in our tasks to be an asset to our company. From refreshing our existing strategies to discovering new tricks to reach our target audience, there are some must-have trends we should keep in our arsenal to boost our PPC returns this year.
Make the most of Automation
Ad platforms are working towards making automation options simple for ad managers. However, we marketers will still need to monitor automation to turn the numbers in our favor. For example, Google’s AI system can optimize your bidding strategies for conversions, but you need to tweak your goals and set budgets to make the best use of the smart bidder. Optimize your keywords, ads, or campaigns around a certain event.
The baseline for a PPC strategy is measuring goals and core initiatives. There are multiple PPC conversion goals that, as marketers, we are supposed to track, such as transactions, online contact forms, first-time and repeated contacts, chat conversations, offline conversations, custom goals, etc. It’s necessary to track as many goals as possible depending on the value our company gives to each conversion goal.
Keyword matching strategies
Two of the major search engines – Google and Bing – made changes in the way keyword match functioned. The changes are forcing the ad managers to update their keyword strategies. Grouping keywords by match type or using the same keywords with multiple match types is no more a rewarding strategy. Rather, making required structural changes can bring better results.
Audience focused content
Not long ago, ad marketers focused highly on algorithm-focused content. But now, since the search engines have evolved, PPC strategies are prioritizing quality content. We advertisers need to change our marketing approach and create something which is for both the browser and the audience.
The key to crafting a great PPC strategy is finding the right audience at the right time. Your strategy this year should include knowing the right audiences. Make the best use of the cookies as the data they fetch you can be critical. Use the data that customers have shared with you to re-target them and a similar audience. You can also upload your customer list on the ad platform and gain a list of similar users.