4 PPC trends to look forward in 2021
When it comes to PPC, its rules change so fast, that you need to constantly keep in touch with your PPC agency in Miami to stay ahead in the game. Both Google and Microsoft are constantly updating their advertising policies and algorithm, so you need to know tomorrow’s trends today if you want to keep your edge over your rivals. To help you out, here are trends to look forward to in 2021.
1. PPC automation
The biggest trend in PPC is going to be automation and it has already begun. The labor-intensive tasks that are needed for Google or Bing ads are going to handle by AI (artificial intelligence) and ML (machine learning). What does it mean for businesses that place those ads? It means that controls that PPC marketeers have right now are going to be taken over by AI. This means you need to provide more quality and feedback values for your ads to be displayed as low-quality leads will be automatically managed by the AI. The better data you give, the better result will you have with your PPC.
2. Say goodbye to data
In 2021, you will see Google Ads limiting access to search query data as well as gradual diminishing of tracking cookies. PPC marketing strategy has to more rely on Google Machine learning and data rather than data gathered by the companies. It is good news for small advertisers as they will get a better result with their PPC strategy, but bigger advertisers will have to be flexible with their strategies. The focus will be to write “good” ads and not “bad” ads with the responsive ad assets you have. Another change will be that automated bidding will be preferred over bidding directly. Also, you will have to change from paying attention to individual search terms to paying attention to the patterns in the search queries.
3. Perfecting Ad messages
As said before, in 2021, the main thrust of your PPC experts in Miami should be on writing good ads rather than bad ads. In the coming year, the businesses that can perfect their ad messages will stand out from their compatriots. And to do that, you first need to know your customers better. They are not your data point but living breathing persons and hence you will need to make emotional contact with them at the first chance so that they get engaged with you. In 2021, the thrust should be around writing the ad and executing it perfectly.
4.Keep on Testing
The last point in the above paragraph brings us to the trend that is going to explode in 2021 and that is being never complacent even after executing a perfect ad. In fact, 2020 must have taught you that being prepared for any kind of situation even when things look to be comfortable, is the right thing to do. So always testing your PPC campaigns is going to be the mantra in 2021. You have to put your PPC strategies through all kinds of variables so that you can find the “proven” ones and implement them. The more you test, the better will be your PPC result in 2021.