In 10 years, the landscape of search engine marketing will be radically different from what it is today.
As Google continues to tighten its grip on the advertising industry, advertisers must plan ahead of time and explore new trends if they want to stay competitive in 2021.
Today, search engine marketing is more than just popular keywords and ads. 10 years from now, it will be much more complex as marketers begin to rely on new technologies that are not even invented yet.
The future of PPC lies in the hands of machine learning, artificial intelligence (AI), blockchain technology, and other innovations which have yet to be fully developed.
PPC is a powerful way to advertise and generate leads for your business. It can be difficult to know which 10 PPC trends you should focus on to stay competitive.
That’s why we’ve created this guide that will help you navigate 10 of the most popular PPC trends, as well as 10 important ones!
1. More companies will invest in chatbots
Chatbots are on the rise and will continue to grow in popularity as a marketing tool.
The chatbot trend has been popular for a couple of years now, but its potential is still being realized by many marketers.
As humans are gradually becoming overwhelmed with contact opportunities, it’s only natural that businesses are looking for ways to take care of all their customer service interactions, too.
Chatbots have emerged as a viable solution in recent years to help relieve this burden while generating more sales leads and boosting the bottom line.
10% of brands polled claim they already use them with an expectation that the number will increase over time.
One study by Martech found that retailers who use Chatbots increased sales by an average of 67%, with 26% of all sales starting through a chatbot interaction.
Businesses can also leverage chatbot technology to improve customer engagement by offering clever responses tailored to specific demographics or personality types, delivering personalized discounts at key moments, answering product questions without the need for human intervention, all while generating data on their audience’s needs and buying habits.
2. Voice Search For PPC Campaigns
Voice search is quickly becoming the go-to option for those who want to find what they are looking for.
Almost 50% of search queries will be voice-based by 2021, and it works best on mobile devices!
As almost everyone owns one (or more), this means that your advertising dollars can get closer than ever before with just a few taps away from an audience member straight in their pocketbooks at any given time.
Pursuing such lucrative opportunities should be front-and-center initiatives today if your company wants success tomorrow; after all, nobody knows what goes viral until it’s too late, so waiting around can cost you out of the gate.
The potential market size isn’t small either; PPC marketers are expected to make up about 14% ($60B USD) of total online commerce revenue annually which could increase significantly over coming years.
3. More Targeted Ad Message
In 2021, marketers will be putting more weight on what people think than how they behave.
In the future of advertising, it is important for your ad message to resonate with potential customers so that you can capture their attention and make a sale!
As advancements in technology continue apace – especially Artificial Intelligence (AI) which has already made leaps into our daily lives as consumers without us even noticing.
Experts are saying that in 2021, it will be important to have a renewed focus on understanding who your customers are as people and not just data points.
“The right person – at the right time with the wrong message is a missed opportunity,” said Arianne Donoghue from Tempest Marketing.
In summary: many experts think we should shift away from solely focusing so much attention on our clients’ analytics dashboards where they can see how well their ads performed based on certain key metrics like clicks or cost per click (CPC).
Instead, these professionals believe now would make sense if you were considering what makes someone want to buy something online which ultimately drives sales conversions by capturing more attention.
4. Diversification Will Become More Important
When it comes to PPC, you’ll need a diverse portfolio of campaigns so that your money can be spent wisely.
In 2021, you should expand your range of abilities and go beyond Google promotion.
With greater variety, the sky’s the limit for success!
Diversification is vital if we want to get a winning PPC technique; it gives us agility so we can put ourselves in an extraordinary position with diverse platforms like YouTube or Facebook while rearranging financial plans when necessities change according to trends such as these?
Check out what’s trending on TikTok today before moving on to other areas where they may work better than Twitter.
The range of emotions you can convey on TikTok is immense and the possibilities are endless!
Trends Will Change Every Year In general, you should get used to PPC trends that are constantly changing every year.
In the past couple of years alone there have been many new platforms such as Instagram Ads or Shopping campaigns that were not available before 2017!
The best way is by using other ad platforms for data collection and analysis when deciding which ads work best on Google AdWords or any other advertising network with demographic information about potential clients in their database such as Facebook Ads Manager (FAM).
5. Buyer Journey Is Important
The buyer is your end-user. You want them to convert into a lead, and then turn that lead into a customer. Their journey is important for your business because it keeps you profitable.
In the future, advertisers who understand customer acquisition will be at a competitive advantage.
As a Search Specialist for gyro Melissa Mackey said: “As an advertiser, you need to spend time understanding your customers’ journeys and how they decide on whether or not it’s worth buying from us.”
- How long does the procedure take?
- With whom do they communicate?
- What information do they want?
- What could they be looking for?
- “How do you keep track of how far you’ve come at each stage?”
Every single part of their journey matters: from the first contact with your brand to them making a purchase.
In 2021, it will be more important than ever to make sure that users can easily navigate your site and take the actions you want them to. If they’re not happy with their experience, then conversion numbers won’t show enough growth in 2021 either.
This is why we’re going to see a dramatic increase in user-friendly web design trends; brands need to give their customers everything they could need when browsing the web or purchasing something from one of these sites if they expect business success in 2021 (in fact, I’d say this has already started).
This is a powerful tool that can be used to boost ROI and drive conversions.
The key is using it the right way, which means understanding what your users want from your website and how they behave on it (and not just through Google).
Remarketing doesn’t work for everyone – you need to make sure some actual people would go back to your site if they saw an ad or reminder about what you offer.
It’s not always about what you want from your website and how to make it work for everyone – sometimes using Remarketing the wrong way can backfire on your business.
Using Google Analytics or any other tracking system will help you understand who these people are and use their data later when creating custom audiences which will guarantee success for future campaigns.
Remarketing is a tried-and-true strategy for getting your customers to come back and convert.
- A visitor who encounters remarketing advertising is 70% more likely to convert on a website than someone who does not.
- According to a ComScore and ValueClick Media study, remarketing boosted trademark scores by 1,046 percent, outperforming six targeting techniques tested.
In an eMarketer survey, just 11% of consumers had a negative reaction to remarketing advertising, whereas 30% of purchasers who noticed responded favourably.
7. Video Ads and PPC
With over four million videos being watched on Facebook daily, it’s no wonder why this form of advertising is so popular.
Plus, there have been many studies that show how effective video ads are when it comes to conversions and sales.
It has also become a highly popular choice for marketers everywhere because you can use them alongside other forms of digital marketing like SEO or even social media marketing campaigns too.
By the time 2022 rolls around, videos will be streaming from one side of Earth to another.
That’s why it is a good idea for marketers and advertisers alike to start their campaigns now!
With increasing expenses in keyword bidding wars, you might have trouble maintaining your ROI with PPC ads as they become more expensive over time.
Video gives us less competition but offers an even better target audience because viewers can enjoy content wherever there are internet connections available whereas traditional web pages only work when people load them up themselves.
Video Ads may take various shapes – some may require pay per view while others give off referral links if clicked upon which could lead down either path depending on how much weight each carries individually (ROAS).
8. Artificial Intelligence
(AI) is a hot topic right now, but what does it mean for AdWords?
With Google’s announcement of updates to their AI machine learning capabilities and the new ‘Smart Bidding Strategies” that will revolutionize how we bid on ads, you can bet that more focus on AI in PPC campaigns is coming.
In addition to those two big changes from Google next year, here are some other major trends marketers should keep an eye on as they plan for 2021:
In 2021, advertisers spent over 88 billion dollars with Google Ads, so why wouldn’t they be using all of the tools at their disposal? As always – budgets being equal – direct response advertisers tend to win out because there’s less wasted spend.
Advertisers should also be paying attention to the changes Google will make in 2022, as it is likely that they’ll impact paid search performance and budgets next year (and surely for years after).
Google’s announcements about Smart Bidding Strategies have many advertisers talking – how can you use these new tools? What do machine learning signals mean for your accounts? How are other marketers using bidding strategies with AI? Where does this leave Quality Score? And so on…
While QS-based manual CPCs have been around since 2012, let’s face it – many of us still don’t pay much attention to them. This may give some people a false sense of security or hope that their optimization efforts aren’t needed.
However, Google has been applying machine learning to show search queries and ads that perform well based on the user’s location.
AI can help you craft headlines that stop people in their tracks by blasting the Competition with a hail storm of epic proportions.
How does a machine know what human beings want to hear? Well, it takes into account all sorts of things like time and place in order for them to be more interesting!
Persado’s AI-powered copywriting tool did wonders for Chase Bank because when they input an ad with these tailored headlines designed just right by the company’s algorithm; increased CTR on their ads by as much as 450%.
9. Bye Bye Pixel, Hello Ads Data Hub
For a long time, pixel technology has been dominating the digital marketing world.
However, it’s only meant to work on single screens because of how mobile devices are ruling today and beyond.
But now with Ads Data Hubs becoming more popular than ever before, there is hope for this trend!
Mobile devices are ruling the world these days and pixel technology is not capable of tracking ads when it comes to mobile.
A new term called Ads Data Hub has been created for this reason, which stops digital marketing campaigns in their tracks because they can’t measure how effective an advertiser’s ad was at reaching customers on a small screen like smartphones or tablets with pixels instead!
It seems weird that something so popular would have such limitations but there you have it: as more people browse via cell phones rather than computers (or laptops), those capabilities won’t apply anymore-til someone finds out what needs fixing…
Ads Data Hub allows marketers to understand how their ads are viewed on a variety of screen sizes.
Although Ads Data hub has its limitations, it provides better opportunities for the companies and entrepreneurs who want more information about customer behaviour in order them make decisions regarding future campaigns or product offerings.
You can go directly to Google Ads Data Hub for more information about their program.
10. PPC Automation
In 2019, PPC automation was a big trend. In 2021, it will only become more common as companies seek to increase efficiency and decrease costs.
This year is about testing the waters for those who are new to automated advertising or unsure of how it could work for their business.
By 2022, expect most businesses with a significant online presence to have at least begun considering if they can benefit from adopting some form of digital marketing automation technology.
As businesses grow larger and investments in paid search continue to rise, managing accounts manually becomes an unsustainable approach that leads to overworked teams without enough time left during regular hours to engage customers on social media or answer customer support-related questions.
The following list of PPC automation software tools will help you get the most out of your paid ad strategy.
WordStream PPC Advisor: WordStream is an excellent platform for advertisers looking to extend their reach. With Google Ads, Bing Ads, and Facebook integrations as well as report building data analytics landing page optimization options available on the site it’s no wonder why so many businesses are turning inwards when they need a new marketing strategy!
Optmyzr: With Optmyzr, you can create a fun and exciting PPC campaign that automatically tracks your successes! You’ll be able to automate scripts or alerts with the platform.
Google Ads Editor: The software is easy to use and navigate. You can manage your Google ads from the comfort of one program, making it a great tool for agencies who work with clients on multiple campaigns at once!
Semrush PPC Toolkit: The PPC management software toolkit offered through Semrush is a great asset for campaign planners, keyword researchers, and competitors alike. This nifty little package lets you easily see how your current ads are performing against their targets as well as provide tips that will help them outrank their competition!
Well, that wraps up our 10 important PPC trends to watch in 2021.
If you think we missed any trends for this year or if you just want to chat about what the future holds, leave us a comment below and let us know. We look forward to hearing from you soon!
We love hearing from people with different perspectives and insights about the industry.
As always, thank you for reading!