More than 50% of people who click on PPC ads end up calling the advertiser, says one survey. With that, it looks like PPC or Pay-Per-Click advertising is still one of the strongest digital marketing strategies today. The challenge with this type of marketing, however, is its ever-changing trends. The techniques you used in 2016 may no longer be effective this year.
To stay on top of the competition, here are a few trends you should watch out for in 2017:
Video content has made waves in the digital marketing industry in 2016. Now, many websites include a variety of video content — from promotional clips to animated presentations — on their pages. Experts say that this growing popularity of video content is bound to enter the PPC shores, as well. Hence, there is now a challenge for PPC campaign managers to create catchy PPC video ads that can deliver high conversion rates.
Recently, users were introduced to ads displaying real-time data, such as product availability, dates, times, and other varying statistics. According to a number of experts, these innovative ads caught a lot of attention at the time of their release. It seems that live data ads are here to stay so don’t be surprised if they’ve become a huge trend this 2017.
Google has recently expanded the text allowance for advertisements on all devices. This recent development provides a huge opportunity for small businesses to improve their current campaigns. With more ad space, PPC campaigns can be bolder and better. So, watch out for more daring PPC ad designs and prepare to be competitive in this aspect.
According to several PPC management experts in Denver, keyword research is a key step in any campaign. Without the relevant keywords, the ad won’t likely connect to the right audience. But with other websites targeting the same keywords as yours, competitive keywords may no longer work as effectively as they used to.
In the last few months, there had been talks about untapped keywords in community websites like Reddit. Some experts say that this development might affect PPC campaigns, too. It’s even possible that 2017 will be the year new strategies and tools for searching untapped keywords will emerge. It wouldn’t hurt to start looking for untapped keywords related to your products and services as early as now.
Remarketing, the technique of creating an ad that essentially follows target users wherever they may go in the virtual world, has been a go-to strategy for some PPC campaigns. Experts say you should expect more businesses employing this technique in 2017 — and it’s better if you join this bandwagon, too. After all, the more target consumers become familiar with your brand, the higher the chances they’ll buy from you.
Looking for lookalike audiences has become popular in the PPC world during the latter part of 2016. With this strategy, you can find potential clients by searching for users who shared a common interest with the current audience that you market to. Some experts say that this technique has increased the conversion rates of a lot of businesses, and they’ve predicted that it will be a key focus for many PPC campaigns this year.
By following these anticipated PPC trends, you can better prepare your PPC game for this year. But apart from utilizing the techniques mentioned above, remember that PPC ads work effectively if they stay true to the message of the brand. Once you learn to mix a strong brand identity with a trendy strategy, you can definitely expect an increase in the number of new clients for your business.