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10 Important PPC Trends to Watch in 2021

Expert Tips For 10 Important PPC Trends to Watch in 2021

 

Pay-per-click advertising is one of the easiest and best ways to promote a product or service. If this is your goal, your strategy for launching your campaign and maintaining conversions for your product or service needs to be a good one. 

You need to know all the new trends that are cropping up that will affect your PPC performance. Many new trends are cropping up, and you need to be aware of them to make your campaigns successful. Here’s a look at some of the major PPC trends of 2021.

Limited Data

Google has put a limit on how much search data you can access. There is also a plan underway that will affect how tracking cookies work. Without data, it can become difficult to know what is working and not working in your campaigns.

Limiting your knowledge will help Google gain more profit, so it is unlikely to change its strategy anytime soon. You will need to learn how to adapt to it.

Buyer Journey Is Important

More than ever, you need to understand the buyer’s journey towards conversion. It would help if you focused on what your target audience wants and needs. This means you need to spend time getting into your buyer’s heads. This will help you to find out how they buy, when they buy, and why they buy. You may have to lean more heavily on social media platforms to find out more about your target audience.

Automation is King

As a PPC marketer, you need to be aware that Ad platforms such as Google are trying to take away a lot of your previous control. As the use of AI becomes more pervasive in the ad industry, you can expect more automation. It would help if you got comfortable with how Google automation systems execute your PPC campaign in 2021 and beyond successfully.

Diversify Your Ad Platforms

You’ve probably heard it said not to put your eggs in one basket. When it comes to PPC, you will need to make sure that you diversify where you spend your money as much as possible.

Other Ad platforms will allow you to collect the necessary data to be properly informed and make wise decisions when paying for your PPC Ads.

Get Data the Right Way

With all the global data privacy laws that have now been put into place, there are greater restrictions on how cookies can be used in browsers. You will need to maintain the privacy of those who browse your website more effectively by informing them how you use cookies and for what purposes you use them.

Since so many marketers have been dependent on cookie-driven targeting, they will need to look in other places to get the information that they need. This means that new solutions that do not rely on cookies will have to be developed. To this end, it will become more important to develop first-party data capturing solutions.

Instagram Will Bring Opportunities

Instagram has recently announced that it will be monetizing videos and reels. They have already rolled it out on some selected accounts. Given the recent announcements by their CEO by the end of 2021 going into 2022, you should see significant opportunities for advertising on Instagram.

Make sure that you are ready for this new advertising opportunity when it lands. 

Know Your Audience Intimately

As discussed previously, you need to know your target market a lot more and understand their preferences and behaviors. You can’t just rely on what you have observed through data. It would help if you focused on getting real human feedback. This will help you to make choices that are in line with your objectives for your PPC campaignsThis will mean you do not just depend on what Google’s recommendations on scores tell you to do.

Ramp Up Your Ad Content

The message you bring across to your audience in your ad campaign needs to be more enticing than ever. You need to ensure that your message connects in an emotional and personal way with your audience. This means that you will have to get more creative when doing your Ad copy.

People buy from people they trust and feel an emotional connection with. The creativity you used to connect with your audience will give them that emotional connection and make them feel as if they can trust you. You need to produce high-quality content that will grab attention.

Do Continuous Testing

Since you will not have as much data as you had in previous years, you will have to do a lot more testing than you ever did before. You may think one way is working great, but you must split test your PPC strategy. You may find that other ways work even better. Always be willing to push the envelope and see if you can do better.

Mobile Is More Important Than Ever

When it comes to your PPC strategy, it is not just about how much you know your audience, how much data you have, or how much money you have to spend. Your users’ mobile experience has with your landing pages, and your content has got to be superior. This is because more than ever, people are browsing on their mobile phones.

Desktops and laptops are not used for browsing websites nearly as often as mobile devices. When you are creating your website landing, you need to ensure that you visit it on mobile. Pages created on desktops and laptops can look great on that device but may not provide the best experience for our users when on mobile. This can severely hurt your PPC campaigns.

Implement the Trends

To ensure you reap all the rewards you can from your PPC campaign, it is best to stay on top of all the latest trends. When you do this and take the time to carefully look at your current strategy and plan how to implement any necessary changes, you will find more success with your campaigns. 

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PPC Strategies for Home Services Companies

Expert Tips For Home Services Companies

The home service industry is ultra-competitive. Whether you are a repair person, plumber, HVAC technician, electrician, or any other expert in the field, the business competition –nationally, regionally, and locally is endless.

In this fight for recognition, the marketing strategy you choose for your business is crucial—the more active the approach you choose, the better.

One of the best, most versatile, and cost-effective strategies you can use for online marketing, especially for home service companies, is pay-per-click or PPC.

In this post, we will discuss some of the most useful PPC strategies for home service companies.

What is PPC?

Pay-per-click is a form of Digital Marketing. You can create ads for your business, bid to display them in search results for specific keywords and encourage people to convert into leads.

The way it works is straightforward. Your listing comes up through chosen keywords before the organic search results on a search engine’s results page or appears on that engine’s vast network. When a user clicks on your listing, you pay the search engine a small fee for advertising.

PPC can be challenging to get started, especially without the help of a specialized PPC Agency. However, once you have begun a well-organized PPC campaign, it will quickly become a vital aspect of your business.

Google ads

Google is the giant, So obviously, it’s an excellent place for your business’s PPC campaign. Google ads bidding system approach to PPC is pretty simple: companies and advertisers bid for keywords when users search those keywords, Google shows relevant ads, the more you play, the higher your ad will appear in search results, and it’s cost-effective because if your ad is not clicked Google does not charge you.

Google’s the more you play, the higher your ad displays approach is appealing because it allows businesses of all sizes to compete for advertising eyeballs. – in the home services sector, this is important.

Say, for instance, you are a plumber; if you plan your campaign strategically enough, you should be able to get your ad placed relatively high in search results. Combine a good PPC campaign with excellent customer service and five-star work, and your business will be off to a great start.

Facebook ads

Facebook ads like Google is another giant. Facebook alone provides tons of users for advertisers to target.

Facebook is well known for offering all of the data it collects on its users. The information includes age, gender, location, job, income, hobbies, and more. Instead of targeting keywords like Google, Facebook ads target interests and demographics.

Not only are Facebook ads affordable, but the platform allows you to choose all of the demographic factors that you want, choose from a variety of ad styles, and fill in the blanks.

If you’re in the home services industry, the ability to have almost limitless ways to target prospective customers is something you should want to take advantage of, and it’s affordable.

Plus, you can use Facebook’s platform for advertising on Instagram since Facebook bought Instagram a few years ago.

PPC is flexible and quantifiable

Advertising in a newspaper at one time was the most cost-effective, efficient, and reliable method of getting your branding across to prospective customers. These days that couldn’t be further from the truth.

Newspapers are not only wildly outdated but placing ads in newspapers has proven to be wildly inefficient in large part because there’s no real way to measure the success or failure of your ad.

Pay-per-click provides you with immediate metrics, is flexible enough to allow you to make changes once the ad has launched, and is adaptable based on your budget and business flow.

If a particular ad isn’t performing, change it.

You can also pause or stop a PPC campaign altogether if the business gets a little hectic or needs time to adjust.

Strategic negative keywords

Including negative keywords – words you don’t want to trigger your ad is a great way to make sure you only bid on the keywords most relevant to your business and to the desired search results you want to yield.

For example, if a person searches for “cheap area plumbers,” they are probably not likely to convert into a well-paying customer.

So, unless part of your marketing strategy is Joe, the plumber who will fix your toilet’s slow flow for very little dough, you might want to include the word cheap as a negative keyword so you can exclude those unintended customers.

Picking Great Keywords

The linchpin to PPC advertising success is selecting the right keywords and targeting your messaging to what people are searching for online.

Be strategic about the keywords you choose. Choosing the first keywords that come to mind may be easy to do. But your keywords are what is going to drive those prospective customers to your website.

Think about what makes you unique, what section apart from your competitors? The phrase “mean what you say, say what you mean” applies here. Think about your business, which you envisioned your business serving when you started it, and speak to those with every keyword you choose to use.

PPC experts are just one call away

At Agency Partner, we understand the ins and outs of PPC. We also understand how vital and beneficial it can be to your home services business. As we discussed earlier, the home services industry is brutally competitive. The competition you are up against nationally, regionally, and locally is not lost on us.

PPC home services advertising is the perfect tool to help you compete with the big companies on the block.

Our team of experts has years of experience getting you the organic search results you want. With our team working for you, you will generate leads and one of the most efficient and cost-effective ways possible.

If your business is in the home services sector and you want more leads, higher and more consistent conversions, and simply smarter digital marketing, give us a call now.

Not big on reading? That’s okay. Watch “PPC Strategies for Home Services Companiesinstead. Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!

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Strategies for Custom Affinity Audience Targeting for PPC

Expert Tips For Audience Targeting for PPC

Pay Per Click (PPC) marketing for display ads is getting smarter and smarter every year. In years past, you used to only be able to enter your desired keywords for your PPC marketing campaigns and hope they resulted in your ads being clicked. However, new technology in PPC marketing is letting you target web browser users who have shown recent Internet search and website viewing history related to the products and services you offer. This is called affinity audience targeting and it’s completely changing the way PPC marketing for display ads works such as Google Ads’ Display Network, YouTube, Facebook, and more.

As a Dallas PPC agency, we know that figuring out how to define custom affinity audiences may be confusing to someone who doesn’t spend all day, every day in PPC marketing tools such as Google Ads like we do. That’s why we put together this blog post to help explain the best strategies for using affinity audience targeting in your pay per click display ad campaigns.

What is Affinity Audience Targeting?

Custom affinity audiences are PPC marketing audiences that you define using browser data that your advertising platform has collected about each person using their browser. It’s essentially creating a TV show advertising audience for the Internet. 

Rather than choosing to have your PPC ads shown to just anyone based on your keywords, with affinity audience targeting, your display ads are shown to a custom selected group of web users based on their recent browning history and the amount of time they’ve spent on each webpage they’ve recently visited.

Based on these factors, PPC marketing platforms such as Google Ads, YouTube, and Facebook determine what a user’s passions and interests are. This makes using affinity audience targeting for PPC marketing options like Google Ads Display Ads very beneficial and a great way to increase display ad clicks while lowering lead acquisition costs, too.

How Do You Create Custom Affinity Audiences?

Each PPC marketing platform is different. To explain how to create custom affinity audiences and take advantage of them for display ad options, we’ll use the world’s largest PPC marketing platform – Google Ads – as an example.

In Google Ads, you can create custom affinity audiences for display ads based on:

  • Interests which Google determines due to the keyword phrases a user has been entering in their Google search queries, of course, looking for related keyword phrases and trends
  • Using recently visited URLs as a proxy for interest bundles
  • Selecting the types of places Google users are interested in, for example, locations as varied as restaurants and shoe stores
  • Mobile apps that your target customer may be interested in downloading and/or purchasing or use and make an in-app purchase

What Are the Best PPC Marketing Strategies for Affinity Audience Targeting on Display Ads?

As a Dallas PPC agency, we’re always researching the best ways to use PPC marketing, including taking advantage of custom affinity audiences to boost display ad results. Based on our findings, here are the top 3 strategies we deploy for our clients’ PPC marketing campaigns that use custom affinity audiences for display ads:

  • Using Only Your Top Performing Ads for Display Ads

PPC marketing is all about paying for clicks. Obviously, while you want to generate clicks, you want your cost per action (CPA) to be as low as possible.

One way we’re using custom affinity audiences strategically is by using our clients’ top-performing ads for display ads. We are:

  • Defining custom affinity audiences with contextual keywords
  • Using our clients’ top-performing ads for display advertising
  • Running regular placement exclusions

As a result, we’re seeing CPA come down for our clients when we use this affinity audience targeting strategy.

  • Targeting People Who Have Looked at Or Use Your Competitors’ Products or Services

Your competitors’ customers are, of course, great leads for you. After all, they’re using products or services very similar to the ones you offer. Why let these leads go to the competition when they could be choosing your brand instead?

When you’re trying to use display ads to win over your competitors’ customers or leads, however, you have to be mindful of your cost per lead (CPL). In a space where all competitors are likely targeting the same keywords, it’s easy for CPLs to skyrocket and get out of control, or for it to become unsustainable to continue bidding on those competition-related keywords, no matter how many qualified leads they provide.

This is where custom affinity audiences come in.

When we combine affinity audience targeting with our competitor-related keywords, we’re seeing incremental increases in leads, with CPL decreasing as much as 30% in some cases.

  • Combining Interest and Custom Affinity Audiences Together

As a Dallas PPC agency, we’ve found that the combination of interest-based targeting and custom affinity audiences can yield great results. This is one area in affinity audience targeting that Google recommends PPC advertisers use.

We Can Help You Create PPC Marketing Campaigns with Custom Affinity Audiences

We know that for many companies, and especially for entrepreneurs, creating and managing PPC campaigns on advertising platforms like Google AdWords is a huge undertaking even when you’re using only the most basic of the features offered to advertisers like you. This means that many brands like yours who can benefit from affinity audience targeting and the strategies we listed above don’t leverage this feature because they simply don’t have the internal resources or expertise to use this functionality.

That’s where we come in. While we’re a Dallas PPC agency, we help companies throughout the United States with their pay per click advertising campaigns. We are PPC experts and know how to best use custom affinity audiences for PPC marketing display ads.

If you need help with your pay per click campaigns, or if you want to take your existing campaigns to the next level through affinity audience targeting on your display ads, we’re here to help. Simply call us today to start a conversation at (214) 295-5845. 

Not big on reading? That’s okay. Watch “Strategies for Custom Affinity Audience Targeting for PPC” instead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!