You’ve invested the necessary time, money, and resources to make a great and engaging business website. But how do you drive traffic to it?
If you want to effectively generate traffic, lean on PPC advertising. You pay the publisher when an ad is clicked. As prices are set by bidding, you can organize your spending and attain your financial goals.
Put simply, you pay a budget to run ads on platforms such as Google’s search engine. Just to be clear, AdWords isn’t the only advertising service that uses PPC. Alternatives include AdRoll, Facebook Ads, Outbrain, just to name a few.
Paid search advertising is one of the most valuable digital marketing solutions you can leverage to grow your business.
In the past year, entrepreneurs have sought to embrace digital transformation so as to redefine current business models and adapt to the constantly changing landscape during the coronavirus pandemic. Keeping up with the changes isn’t easy, but it’s necessary.
Keeping on top of PPC advertising trends is paramount if you want to stay ahead of the competition. If you’ve invested time and energy into building a successful online platform, you might as well make an effort to keep on top of PPC trends.
If you’d like to take your PPC advertising game to the next level, these are the trends to watch out for in 2022.
Use Of Technology, AI, And Machine Learning to Optimize SEM Efforts
Marketing automation is slowly but surely catching up with the world of PPC and will be a major event in 2022.
There’s no point in bidding for ads manually when you can control your ad campaigns via machine learning. You don’t have to spend hours at an end updating scope, timing, or targeting.
You can maintain full control of your account while automating mundane tasks like running reports, researching keywords, account maintenance, analyzing ad copy, and so on.
What automation does is streamline ad management. For small businesses, it’s crucial, as it leads to more traffic and conversions.
Leveraging PPC automation can be advantageous, but human managers still need to guide and monitor the process.
PPC doesn’t yield positive results unless it’s professionally managed. You can expand your brand locally with PPC management services. Leading digital marketing agencies such as Eurisko Fremantle can get prime visibility for searches that are most relevant to the business.
At any rate, it’s necessary to determine what components of your account can be automated and which ones require manual handling.
You should have priority KPIs to focus on, above and beyond anything else. The know for sure if your marketing campaign is driving business growth is to track and monitor your results.
Combining Social Media And PPC
Social media sites have billions of users worldwide. Therefore, you can run campaigns on Facebook or promoted posts on Instagram. Nonetheless, you might want to keep your eyes on TikTok in 2022.
It’s expected that the video-sharing platform will surpass 1.5 billion users the following year. The ever-growing audience offers opportunities for PPC advertising.
Various types of ads can be run on TikTok, including brand takeovers, in-feed ads, and hashtag challenges. The social media platform has announced a collaboration with Shopify. The aim is to simplify the process of advertising. Creators, as well as merchants, can deepen their relationships with consumers.
Keywords are the foundation for everything in digital marketing, as they create a more discoverable site. Keywords allow search engine bots to scan the World Wide Web for sites that contain these words so that the right landing pages can be discovered.
The challenging part is to find keywords that lead to more conversions on a lower budget. With PPC platforms, there’s a keyword matching option that makes it possible to target specific keywords that match user queries.
Attention needs to be paid to the fact that there have been important changes in the keyword type technical functioning.
The changes apply to phrase match and broad match category. The outcome is that it’s easier to implement dynamic search ad campaigns, which in turn enables business expansion and growth.
It might be necessary to sketch out exactly how the keywords match and determine if structural changes are needed.
When bidding on a keyword in your PPC campaigns, select a keyword match type, which informs search engines like Google how firmly you want to match the ads to the keyword searches. You spend a lot of money on the best tools, so the last thing you want is to finish the campaign unsuccessfully.
Mobile PPC Ads to Appear in Front of People
How mobile-friendly is your PPC presence? Chances are that you haven’t given too much thought to this aspect. With so many Internet users leveraging mobile devices, there’s a high chance that your ads will be seen on mobile phones or tablets.
Don’t ignore mobile platforms; on the contrary; you should take them seriously. Provide users with mobile-friendly ad copy. Make small adjustments and let the user know that your service is mobile-friendly.
Target messages to mobile shoppers, display mobile URLs to encourage clicks and include a phone number. The message is the critical selling point, so it shouldn’t be boring. Include features, benefits, testimonials, and so forth.
Even if you have limited resources, you should take the time to optimize for mobile traffic. While it may take some time, you’ll definitely reap the rewards.
Make sure to include interactive content to grab readers’ attention, keep the copy short, and do A/B testing regardless of what type of ad you’re creating. Tell Google AdWords that your ads need more visibility on mobile devices.
If your PPC ads performance isn’t brilliant, it’s a good idea to exclude ads from appearing on mobile devices by making a mobile bid adjustment. It’s a coefficient that you apply to bids when they’re aimed at mobile shopping impressions or clicks.
All in all, you can be sure that your competitors are staying on top of the latest trends and making changes, as necessary.
If you’re not sure that a PPC trend will catch on, see what the competition is doing. You can extract information that will help you develop digital marketing strategies that can create a competitive advantage.