The year 2016 saw an uptick in pay-per-click (PPC) marketing campaigns as more small businesses leaned towards PPC to generate potential leads, increase traffic to their websites, and improve their sales.
Acquiring an edge over the competition has always been a crucial factor in any form of business, whether it’s a small locally owned company or a multinational conglomerate. But getting one step ahead of your competitors isn’t always easy.
In the past years, PPC has proven to be an effective tool for getting the attention of potential customers, driving traffic to websites, and even increasing sales numbers. And the key to making a successful pay-per-click campaign is to understand what lies ahead, learning to anticipate what’s to come in the world of PPC marketing.
What is PPC or pay-per-click marketing?
Pay-per-click, commonly abbreviated PPC, is basically an Internet marketing model whereby advertisers place ads on other websites. And every time that ad is clicked, the host website receives payment from the advertiser.
If you think about it, with PPC, you are actually buying visits or traffic to your company website, rather than acquiring it organically through other means such as search engine optimization or SEO. Most Internet marketers, however, incorporate PPC into their SEO strategies to maximize results.
When done correctly, PPC and SEO work like peanut butter and jelly. As one, these two methods are highly effective in driving traffic and improving your page rankings on search engine results pages (SERPs).
This is why finding the best PPC management company is crucial. You want the service provider to effectively combine their PPC and SEO efforts to capitalize on the results. Below are some PPC trends you can expect, and what you should expect from PPC services this year.
Pay-Per-Click (PPC) Trends to Look Out for in 2017
1. Video advertising becomes more and more common.
In 2016, we saw a few video advertising campaigns on various websites, especially in the realm of social media. This year will see the rise of cheaper video advertising as the new norm in PPC marketing, providing small businesses a great opportunity to reach and connect with their target audience on a deeper and more personal level, without having to break their advertising budget wide open.
2. Google shopping campaign continues to become a relevant tool for marketers.
In 2016, Google added significant features to their shopping campaign, allowing marketers to provide additional information to target consumers about the company’s products and services. Information such as product ratings, prices, product availability, and even Twitter followers can now be added to shopping campaigns.
That’s not all . . .
In 2017, you can expect to see more and more marketers using such tools to improve the effectiveness of their PPC campaigns.
3. The use of live data in paid ads will continue to become prevalent.
Paid ads that provide data in real-time began to emerge in the past several months. With consumers being able to obtain live information such as local product availability, inventory, and dates and times; the concept continues to gather steam. And there’s no reason for it to slow down in 2017.
4. There will be more emphasis on lookalike audiences in PPC ads.
Lookalike audiences refer to consumers that have a shared or similar interest in a particular subject, topic, or brand. By focusing your PPC ads on a lookalike audience with a shared common interest on topics associated with your brand, you can effectively improve brand awareness in your target market, as well as increase conversion rates.
Why does this matter?
The idea is to automatically target consumers based on their buying behavior and preferences. If you’re trying to sell coffee, for example, you can’t place your ad on a website that caters to tea enthusiasts. What you want is for coffee aficionados to find your ad wherever they go, thus increasing your chances of making a sale.
5. PPC marketing on a more personal level.
If you want to convert potential consumers and get them to trust and support your brand, you have to connect to your audience on a more personal level. You have to make your target audience realize that they’re not dealing with just a company logo.
With all the available consumer data online, it is time for marketers to utilize the information they have to create personalized ads to target specific groups of consumers. Personal targeting will be a significant factor in 2017, especially when it comes to PPC marketing.
6. The steady shift towards experience-based advertising.
If you look at all forms of marketing in the past year, you’ll notice a clear shift towards consumer experience. In 2017, experience-based advertising will continue to be a factor not just in PPC but in other forms of online marketing as well.
Experience-based advertising will be particularly useful to e-commerce companies and service providers, since they will be able to showcase their products and services through interactive ads. This will help increase awareness among target audiences, before an actual inquiry is even conducted by the potential customer.
7. Native advertising will continue to be an important factor in PPC marketing.
Native advertising, also known as sponsored content, is a form of advertising that is hidden within the content or specific platform being produced. It’s basically camouflage advertising where consumers are subconsciously being marketed a product or service through relevant content.
The idea is that through this form of advertising, over time, your target audience will be more inclined to support your brand when a need arises. In 2017, native ads will be more common in PPC marketing.
Now that you are aware of some of the trends that you can expect for 2017, how do you make sure that your pay-per-click marketing campaign is effective and successful? Here are a few PPC marketing tips you can employ in 2017:
Useful Tips for an Effective PPC Marketing Campaign in 2017
1. Find a reputable PPC management service provider.
For most small businesses, it’s not always easy or practical to take on online marketing tasks without professional help. If you want your marketing efforts to be fruitful this year, consider finding a reputable company that offers PPC management services to help you come up with better and more effective marketing strategies.
2. Take advantage of Google Adwords to create ad groups.
Google Adwords has an interesting feature that allows marketers to sort out advertising campaigns into a number of different groups. You can effectively manage each group separately, utilizing varying sets of keywords and phrases. This way, you can efficiently personalize your ads based on the interests of each group.
3. Perform a thorough keyword search.
Keywords and key phrases are an essential element in any PPC marketing campaign, as well as in social media marketing, content marketing, and inbound/outbound marketing. Basically, performing keyword searches and finding the right keywords to use in your content can impact not just your pay-per-click campaign but your entire SEO strategy as well.
By using proper keywords that are relevant to your target consumer, you can increase quality traffic to your website, get better page rankings on the SERP, and improve conversion rates.
4. Try focusing on less used keywords rather than the most common ones.
Investing in less popular keywords for your PPC campaign is actually more effective than you think. Not only is less common keywords cheaper to buy compared to more commonly used keywords and phrases, they can also help ensure better quality traffic and page visits.
Why, you ask?
Although words and phrases that are commonly used on searches can guarantee page visits, granted that your SEO strategy is effective, it doesn’t necessarily mean that you’re attracting the right kind of audience. At times, users will merely visit the website and leave, hurting your bounce rate.
Investing in long tail keywords, on the other hand, is not only less expensive but it can also bring visitors who are serious about your product or service, essentially improving your conversion rate and maximizing your PPC investment.
5. Create better quality landing pages.
Making advertisements and investing in PPC is merely one side of a decagonal dice from Dungeons & Dragons. Another side is the landing page where the searcher is directed upon clicking your ad. It’s important that searchers be directed to the right landing page.
It’s important that your landing pages are simple, easy to navigate, and has high-quality content. You should never forget the value of content, especially when it comes to online marketing.
One thing to remember when it comes to PPC marketing is that whatever strategies or methods you implement in your campaign, they’re not completely separate from your other marketing strategies, whether it’s SEO, content, or even social media marketing.