10 Important PPC Trends to observe in 2021
Here are the highest 10 PPC trends you would like to understand for 2021 – from paid search to paid social, to remarketing, and beyond.
Obfuscation of knowledge, unfortunately, is going to be an unbroken trend in 2021, consistent with Julie F. Bacchini, President & Founder, Neptune Moon. “Between Google Ads limiting access to look query data to the approaching obliteration of tracking cookies as we all know it, digital marketers are getting to need to adapt during a pretty major way again in 2021,” Bacchini said. “The bottom line for 2021: be able to be flexible.” Amy Hebdon, Founder, Paid Search Magic, said similar.
“It’s been a slow burn for years, but this is often Google Ads’ worst year on record for shifting far away from transparency and limiting the info we’ve to form the simplest decisions for our accounts,” Hebdon said. “Barring any regulatory interference, we expect Google to continue on this path indefinitely because it maximizes its revenue and earnings.”
1.So what can PPC marketers do to achieve this environment?
“Imperfect data is not any one’s favorite, but wise marketers will got to use incomplete data to ascertain the signal from the noise,” said Mark Irvine, Director of Paid Media, SearchLab. “Rather than specialise in the loss, wise marketers will still got to see what’s working best with the 80% of data they need and find out how to guide their campaigns to focus on more of that audience.”
According to Irvine, that means:
-Writing more “good” ads than “bad” ads with responsive ad assets.
-Reviewing patterns of search queries, instead of individual search terms.
-Guiding automated bidding, instead of controlling bidding directly.
Moreover, consistent with Michelle Morgan, Director of Client Services, Clix Marketing, it also means doing more with less.
“Companies are getting to believe PPC to drive larger portions of their revenue, while at an equivalent time the channels are removing functionality and data transparency,” Morgan said. “So we literally got to have a much bigger impact on our clients with less control and insights into performance.”
Ben Wood, Strategy Director, Hallam, added that the erosion of hyper-specific user-level targeting will push more advertisers back to contextual targeting methods and lift the importance of compelling creative.
“The importance of effective persuasion techniques to take a seat alongside the precision targeting most folks PPC marketers became more conversant in are going to be emphasized,” Wood said.
2.Understand Your Audience & the customer Journey
As Aaron Levy, Group Director, SEM, Tinuiti, puts it: the times of PPC marketers controlling every ad and each bid supported words alone.
What’s this mean?
“We’ll be forced to seem at the entire picture of the audience we’re aiming for,” Levy said. “While I mourn the loss of knowledge we were so wont to from our friends at Google and Microsoft, I for one welcome the chance to be a far better marketer, moving beyond just language-driven ads.”
Therefore, advertisers who align PPC marketing efforts with the customer journey will begin before the pack in 2021, consistent with Melissa Mackey, Search Supervisor, gyro.
“As an advertiser, expect to spend time brooding about your customer and the way they plan to buy from you.
-How long does the method take?
-Where do they interact?
-What information do they need?
-What might they be searching for?
-How does one measure success at each step?”
And many other PPC experts agreed, including Jonathan A. Kagan, VP of Search, 9RoofTops.
“The favorite thing for everybody to try to do is get control of your audiences,” Kagan said. “Know who your audience is. Know who is worth prospecting versus who is presumably to convert. Separate them, and manage them independently.”.
She highlighted two areas that are important for reaching your customers:
-Keywords: The goal here is to focus on potential customers supporting their unique needs that map to the keywords they use to satisfy their unique dimension of diversity.
-Images: Choosing imagery is a crucial part of the method of constructing a meaningful and inclusive customer experience.
What does it all mean?
“The business that invests well into learning:
-Who their audience is.
-What they care about.
-Where they spend their time.
-What they need to listen to .
…can then build a PPC campaign strategy targeting those audiences (social) and the way they’re searching (search).
This will inform:
-Landing page creation and content.
-Various Google Ads targeting metrics like audiences, keywords, location, devices, and more.”
3. Even More Automation
Like it or not, ad platforms are removing more control from PPC marketers.
Steve Hammer, President, RankHammer, believes this trend goes to accelerate in 2021.
“This will force us to believe feeding better data back to the platforms,,” Hammer said. “That better data will got to factor far more than simply binary metrics, even where we wont to use them. Robert Brady, Founder, Righteous Marketing, also believes we’ll still see the proliferation of more automation in PPC.
“So if you would like greater success in your PPC efforts, get conversant in how the automation works,” Brady said. “Humans are still needed, but the platforms want their algorithms to possess more leash.”
“For areas of automation where we’ve lost control, PPC pros will likely need to accept, adapt, and advance,” Jakober said. “However, the positive side of this forced adaptation is that it’ll give PPC pros more cycles to specialize in strategies that build brand awareness and brand affinity.”
Meanwhile, Frederick Vallaeys, Co-Founder, Optmyzr, said one among the large lessons learned in 2020 was that automation, when used wisely, can actually save the day when all else falls apart.
He believes advertisers will use automation to save lots of time while finding ways to use human intelligence to control these systems to realize a foothold over competitors.
“For example, advertisers will spend longer building checks-and-balances for the machines instead of doing account maintenance with automations like Smart Bidding and Responsive Search Ads handling tasks previously done by hand,” Vallaeys said. “Advertisers will search for ways to urge notified when these systems deviate from expectations, either thanks to shortcomings of the tools themselves, or because unplanned events within the world are messing up the best-laid plans.”
4. Diversification Will Become More Important
One unintended consequence of the loss of control in Google will likely cause more companies shifting PPC dollars to other search engines like Microsoft Ads, consistent with Brooke Osmundson, Director of Paid Media, NordicClick Interactive.
“This platform still gives marketers the robust data it must make sound strategic decisions,” Osmundson said.
Christine Zirnheld, Digital Marketer, Cypress North, said one among the foremost important things PPC marketers can neutralize 2021 to line themselves up for fulfillment is diversifying their skillset beyond Google Ads.
“As Google continues to maneuver faraway from actionable data and more toward machine learning, it’ll be vital for advertisers to be well-versed in other advertising platforms that allow them more control over their spending, reach, and messaging,” Zirnheld said. “In order to try to to the simplest work we will for our clients, we simply can’t believe Google Ads as heavily as we once did.”
Put simply: Diversification is vital for a winning PPC strategy, consistent with Amy Bishop, Owner & Digital Marketing Consultant, Cultivative.
“The more diverse your media mix, the more nimble you’ll be,” Bishop said. “A diverse strategy puts you during a good place to maximize opportunities to scale and/or redistribute budget as required within the wake of an unforeseen shake-up.”
5.Harness the facility of First-Party Data
How data is sourced is close to be disrupted, as noted by Christi Olson, Global Media SEM Lead, Microsoft. this is often thanks to changes in global privacy policies and restrictions to third-party cookies across browsers.
“Search marketers will got to specialise in data in 2021 and work with their companies and agencies to develop a knowledge strategy to take care of privacy compliance and usefulness of knowledge during this new landscape,” Olson said. “Businesses are ready to get greater accuracy because they will segment first-party data with great customization – as closely as required to manage business goals and align with wider organizational needs, and brand objectives,” Cherepakhin added. “While daunting, creating first-party, data-driven solutions is well worth the investment since they benefit from multiple digital channels.”
Ed Leake, director , AdEvolver & Midas Media, said search engines don’t want you to trace anything meaningful anymore. So being in a position to recover an honest chunk of your traffic data may be a big deal.
“With server-side analytics, you greatly increase tracking accuracy and for the foremost part, the online browsers can do nothing to prevent it,” Leake said. “Improving your first-party data, alike to last year, should be a priority”.
6.New Instagram Opportunities
Akvile DeFazio, President, AKvertise, advises keeping an eye fixed on Instagram.
“It is merely a matter of your time before they open up more ad placements for extra inventory through IGTV and Reels as they still quickly gain organic popularity,” DeFazio said.
Susan Wenograd, Director of Paid Acquisition, Nextiva (and program Journal’s Paid Media Writer) echoed this, noting that ad formats like Stories have done exceedingly well, and they’ve gone after TikTok formats by launching Reels.
“They are getting to still find ways to monetize the important estate on the platform,” Wenograd said. “They also got to entice creators – something they haven’t historically done an excellent job of. …We will likely see continued experimentation here.”
7.Big Picture Strategy Will Become More Valuable
The industry changes fast. Knowing where to push, where to tug , and when is a crucial skill set, consistent with Bishop.
“As digital media geeks, most folks like to stray within the data. However, having an ingenious mindset and therefore the ability to travel in the big picture is vital ,” Bishop said. “As the value of inventory rises, you’ve got to work out a way to make your investment work smarter.”
Amy Hebdon, Founder, Paid Search Magic, added that in 2021, the simplest defense are going to be an honest offense.
“The better your campaigns are structured, the smaller negative ‘whack-a-mole’ is to the success of the campaign,” Hebdon said. “Group your campaigns thematically, and have ads and offers that specifically appeal to your audience.”
“Target your market supported their preferences and behaviors, not just observed variance within the data,” Hebdon added. “And, of course, make choices that align together with your objectives, not Google’s scores and proposals .”
8. Perfect the Ad Message
How well you articulate your message are going to be super important in 2021.
As Irvine noted earlier, it’ll be more important than ever to write down more good ads than bad ads.
Many other PPC experts echoed this, including Arianne Donoghue, Founder, Tempest Marketing.
Donoghue noted that in 2021 it’ll be important to possess a renewed specialise in understanding who your customers are as people, instead of as data points.
“The right person – at the proper time, within the right place – but with the incorrect message, may be a missed opportunity,” Donoghue said. “The creative is what drives that emotional connection and ultimately gets someone to interact . we frequently forget that.”
That’s why John Lee, Learning Strategist, Microsoft Advertising said skills around ad writing and execution haven’t been more important – or necessary.
“Complex, dynamic, and responsive ad units. Think RSAs, DSAs, and native/responsive display ads. These ad types are amazing and are driving growth in our industry,” Lee said. “Moreover, success requires developing new skills around planning, creative writing, and testing.”
9. Always Be Testing
Speaking of testing – Navah Hopkins, Director of Paid Media, Hennessey Digital, provided probably my favorite quote in PPC Trends this year, and it’s this: “get comfortable not being comfortable.”
If 2020 prepared us for nothing else, hopefully it prepared us for that!
Hopkins said the most important trend for 2021 is to always be testing, and never get comfortable with what you think that you recognize .
“We got to treat our campaigns as a child with a replacement allergy – put each variable up to scrutiny and only allow newly ‘proven’ tactics to be a part of your marketing mix,” Hopkins said. “If there’s one mantra we digital marketers got to have engraved in our hearts – it’s to test!”
10. An excellent Mobile Experience
If brands want to win in 2021, they have to possess an accessible site. This is, and can be, an enormous area for 2021, consistent with Duane Brown, Founder & Head of Strategy, Take Some Risk.
“Despite the years of mobile being a thing, many brands still don’t have an internet site that features a great experience on mobile,” Brown said. “Many people haven’t visited their own site on a mobile device, including multiple devices.”