Many business newcomers for every industry are trying to find ways to stand out in a crowded and competitive market. Fortunately, technology is paving the way for start-ups to make an impact and reach their target audience through digital marketing. However, even with the help of digital strategies, getting to their goal likely will still take time. That’s where pay-per-click ads come in.
Pay-per-click (PPC) advertising is a digital marketing strategy wherein businesses pay a small amount to websites publishers and search engines like Google whenever someone clicks on their ads. These are usually placed at the top of search engine results as “Sponsored Links” for specific keywords that are relevant to the product or service.
For instance, if the company sells pieces of wooden furniture, they may use keywords such as “wooden furniture for sale” or “wooden chairs and tables” while optimizing their ad placement. Once users search for these keywords, the PPC ads of the business will show up, providing the much-needed exposure for such potential customers.
In contrast to another strategy that involves search engines results, which is search engine optimization (SEO), paid ads offer immediate results. With SEO, it can take some time for you to get a higher search results ranking and in essence, brand exposure and recognition; though, the benefit here is that SEO can be done without having to spend anything.
This cycle is what makes pay-per-click ads extremely popular these days. In addition, it caters to everyone, whether you own a small-to-medium enterprise or a large business.
There are several reasons PPC ads are helpful:
- It provides fast results and return of investment.
- PPC improves brand awareness and recognition in a saturated market.
- Local searches work well when combined with PPC ads.
- Pay-per-click strategies are generally cheaper than other methods.
On the downside, there are also a few disadvantages when using PPC in your digital marketing campaign. Here are some of them:
- PPC ad placement requires time and attention.
- This particular marketing strategy needs specialized skills.
- Costs can pile up when left unchecked.
- Cost-per-click increases due to competition.
As you can see, most, if not all, of the possible problems of PPC take place when the entire campaign lacks the full attention and commitment of the company paying for the ads. However, if you are able to find ways to check your ad placements 24/7, then you’ll have higher chances of getting better results.
New PPC Trends in 2020
According to a report, paid search is the fastest-growing format for ads, and its potential is limitless. Because of this, you can be sure that PPC is here to stay. In fact, businesses are poised to use PPC more extensively in partnership with other existing marketing strategies and technologies in the coming year. Here are some of them:
1. Moving towards social media
Statistics show that a whopping 70% of consumers open at least one social media channel once a month. This could translate into thousands in your locality and millions on a global scale. This simply means that if you are planning to buy a few PPC ad placements, one of the premier spaces you should look into is social media.
2. The rise of Amazon
While Google and Facebook are still the top two sites to go to when it comes to paid advertising, Amazon is quickly catching up. What makes Amazon so prevalent these days is that there are PPC links outside of Amazon, which increases its online visibility.
Another factor where Amazon is better than both Google and Facebook is buyer intent, which means most people who click its links are more likely to purchase them. In relation to this, expect more from Amazon in the coming year.
3. Prevalence of PPC automation
Automation in paid advertising is one way to handle all of your ad campaigns carefully. This will require a program or software that can automate your search engine marketing strategies so that the keywords associated with your PPC campaigns are updated.
[bctt tweet=”PPC automation will become more prevalent next year as more and more businesses get PPC links to fuel their campaigns.” username=”relevance”]
4. Narrowing down audiences who view PPC ads
Narrowing down the number of people who view your PPC ads can help you focus on particular market groups. For instance, if you want to promote your merchandise to a female target market between the ages of 21 to 30, and with an annual income of $30,000, you can narrow down the people who can see your advertisements.
Google Ads already has this option, allowing advertisers to target a more specific group of audience. Doing this has two key benefits: it reduces your CPC because fewer people are seeing your ads, and it introduces products to a particular group that is more likely to benefit from the product or service.
5. The popularity of visual and voice search
Keyword search has been the norm for the past few years, and it will turn out to be a vital factor in digital marketing. However, improved visual and audio recognition technologies are also paving the way for image and audio searches.
In fact, companies are already rolling out devices that support voice searches and commands, such as Amazon’s Alexa Dot, Google Home, and even Siri through the Apple HomePod. Researchers believe that by the end of 2020, almost 50% of all online purchases will be made through voice commands.
Keep in Step this 2020
These are just a few of the many possibilities when it comes to pay-per-click advertising. As an entrepreneur, it is your job to learn about these innovations and trends and make sure you are at least a step ahead of the competition. Unfortunately, if you have not even started your PPC campaign yet, then the least you can do is keep in step with what’s hot.
Managing one or two PPC links for a particular keyword can be easy, although it still takes time to monitor those links and ensure that they are well-optimized for the market. But what if you are planning to get several dozen pay-per-click links for all of your related keywords? In that scenario, it is definitely wiser to seek expert assistance from an experienced PPC ad agency.