Digital Marketing has been the prime component of marketing in recent years. If you have a website, getting as much traffic on it, as possible will be your most important goal. Simple as that. One of the best approaches to generate optimum traffic for your website is the implementation of the pay-per-click model. So, let’s dive right into it.
What is PPC?
Pay-per-click (PPC) advertising is a form of advertising where if you are an advertiser, you pay for each click to your website. So, every single click that drives traffic to your website via an ad on the host website, you are paying for each one of them. It is imperative to be aware of the top PPC trends to watch for and use if you expect your business to flourish. Let’s take a look at them.
- Continued growth of shopping and product ads
Shopping and product ads have been there for a while but you are really going to see it across every single network. The fastest-growing PPC advertising network is Amazon and if we look at a simple search of “toys”, you will see that the top section is sponsored. If you scroll down, you will see sponsored products within the search results as well.
Looking at Google shopping ads, if you have an e-commerce website, you have to be running Google sponsored ads. So, there are Google shopping campaigns where you will see all the different products which will take you directly to a page.
Started in 2017, Pinterest has really grown over the years. There are traffic ads where if you see someone wearing a cool outfit and you click on different areas on the pin and it’s going to pull up the actual stuff he/she is donning. This is really going to help people find what they are looking for.
So, make sure your ads are running on different channels and measure how they are performing.
- Automated Bidding and testing
When you look at Google, they have smart bidding strategies like target cost per acquisition, target return on ad spend, maximize conversions and enhanced CPC.
When you look at Facebook, they have a lot of the best bidding strategies. Some of them include “highest value” which basically says “return me the highest value you can within the budget”, minimum ROAS (return on spends) which means “at least give me a particular amount according to my spends”, among others.
These strategies are really what you need to be using so your campaigns will give you a positive return in ad spend.
- Audience targeting
When you look at audience targeting, you look at targeting keywords as well and adjust your bids accordingly for both. Now, if you were to make a video about people graduating this year or people moving into new homes, you are targeting people by different life events, you are going to continue to see the rise of audience targeting along with keywords.
- Attribution modeling + Cross-channel Tracking
This really helps you understand where your conversions are coming from. For example, someone finds your website through organic search, they end up following you on Facebook, they search something related to your website, they click through your ads and they are already familiar with your brand. Now they buy something from you. So, how do you attribute that conversion? Is it the organic search? Facebook? What made that person make a purchase? You have to understand the path people are taking throughout a period of time and how that path drives you the most value.
- Visual and Map ads
Let’s face it, text ads after a certain point can be annoying. When you make a search, you find yourself scrolling to the visual and map ads more right? It is important to have them because these are what people are clicking on.
Bottom line
Do your market research, implement the latest trends and be patient as these things take time.
