PPC isn’t heading anywhere anytime soon, but what’s most important for advertisers is to create highly targeted campaigns to maximize conversions.
According to Christopher Jones, Founder and CEO of , a digital marketing agency, the most successful PPC marketers will be strategists who would put all their emphasis on targeting the right audience in 2021.
Christopher also mentioned that in the AI and automation space, where advertisers might have less control than before, the main focus is finding out people who are viewing your ads to make sure you’re driving qualified clicks.
As a result, it’s critical to ensure that your buyer journey is aligned with your PPC tactics. For instance, you need to consider at which stage your ad prospect is likely to engage, what items they might be searching for, how long it might take to convert starting from the moment awareness is created and how to measure success at every step.
Moreover, the need to maximize conversions and minimize cost has led to the creation of PPC automation technology, powered by AI and machine learning whose main function is to automate the ad campaign’s efficiency.
With the smarter bidding that increased in the last two years and the of automated bid strategies such as Maximize Conversions, Enhanced CPC and target CPA, it has been an expectation that manual bidding will no longer exist moving forward.
Sponsoring ads on different channels is another trend to consider for 2021. While Facebook and Adwords are still leading the way with their paid ad platforms, channels like LinkedIn, TikTok and Snapchat are starting to carve a more substantial piece of the ad spend pie.
This would increase the reach to your audience on other channels where they might be more active to drive traffic and conversions.
With this expansion, marketers are looking for ways to cross-post ads across channels with less work and smarter spending.
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