Pay-per-click advertising might be challenging to predict in normal circumstances. However, the PPC marketing trends can help us understand how it has evolved in 2021.

Pay-per-click advertisements can be an excellent strategy to expand your reach and attract visitors to your website. With the capacity to develop highly focused PPC ad campaigns, you can also use pay-per-click ads to improve conversion rates and increase sales.

To improve your PPC success rate, you’ll want to make sure you’re using the most up-to-date methods and strategies to improve the performance of your digital marketing campaign.

Continue reading to know how PPC trends have changed and how to be ready for them:

Change in consumer behavior

Formerly, marketers perceived PPC campaigns as a tool to trigger a buyer’s journey, but digital advancements have significantly impacted consumer behavior. Now, we clearly understand that the buyer’s journey begins long before they land on a website through a PPC ad.

This places each ad at the center of the buyer’s experience and highlights the significance of knowing your target audience.

Rather than wondering how your PPC ad campaigns can influence a buyer’s journey, explore how they can change the customer’s mind through your sales campaign. Understand what your target audience is looking for and, as a result, identify what motivates them to act. This will allow you to design engaging ad content that will increase clicks and profits. If you’re a Melbourne-based business wanting to increase leads through your website, consult with these proven SEM strategies from Page potato that can help you attract 2x more leads!

Responsive search ads (RSAs)

Following their introduction in 2019, RSAs have significantly grown in importance. Professional pay-per-click marketers wouldn’t be surprised to know that RSAs are on track to become a prominent PPC trend in digital marketing in 2021.

To a certain extent, the transition towards artificial intelligence (AI) and machine learning allow marketers to take a more care-free approach. It undoubtedly hampers marketers’ ability to oversee their campaigns, mainly as Google retains more and more data.

But AI will only become more prominent over the years, so expect to see more RSAs in use even after 2021, as this PPC trend is expected to continue.

Improvised smart Bidding

For years, Google has provided marketers with the option of using automated Bidding in pay-per-click ads, but the initiation of Smart Bidding marked a new phase of PPC automation. Smart Bidding has grown in popularity since then. You may now employ machine learning-based bid methods to help you manage your budget and maximize revenues. The ability to manually bid on PPC advertising will remain as it is. The opportunity to recognize behavior patterns and trends with Smart Bidding may be too tempting to trade away.

Limited access to data

One of the reasons why digital marketers can run highly targeted ad campaigns is because they have access to extensive search data. However, enhanced data security and processing legislation have limited the amount of data that major corporations are ready to disclose. Google has reduced the amount of data available to PPC marketers since the implementation of the GDPR. Of course, keeping their data private gives them an advantage when it comes to revealing performance figures. Marketers will have to rely more on vast swaths of information released by Google to run their PPC campaigns.

Shopping ads

Lately, businesses were mandated to pay if they wanted their ad to appear on Google through Shopping Ads. On the other hand, the search engine has now confirmed that free Shopping Ads are open to all businesses globally.

This is a significant change and trend that will have a long-term influence on pay-per-click campaigns of eCommerce sites and retail industries. You can effectively increase conversion rates and sales without altering your budget by combining PPC ads with free Shopping Ads.

More Video ads

As we know that Google owns YouTube, it’s not surprising that Google has already made efforts to push video ads in the past. Their approach seems to have been highly successful, as videos are currently the best-performing digital media.

Every day, videos on YouTube receive over a billion views, so it’s no surprise that marketers want to capitalize on this through PPC advertising.

In 2021, PPC advertisers should expect to see an increase in demand for video content from businesses, which will be a significant trend in PPC. Getting excellent results, on the other hand, is entirely dependent on proper ad placements.

Audience segmentation

An all-in-one solution can never result in successful marketing. Instead, it is essential to recognize different demographics and client personalities’ needs, desires, and behaviors. Segregating your audience into small niche-specific groups allows you to tailor your pay-per-click campaign with even more accuracy. Marketers can distinguish between in-market and re-marketing groups to create more profitable ad campaigns as the categorization trend continues.

To further enhance your successful marketing experience, you might want to check out some free marketing tools before investing in a paid one.

The future of PPC marketing

Pay-per-click advertising will prove to be a powerful component of any digital marketing plan in the long run. The industry is evolving, but the low-cost and highly focused nature of PPC advertising ensures that it will be there for a long time.

Data availability will likely alter the way marketers and businesses approach advertising. However, the growing influence of AI and machine learning is set to surpass it. Driving customers to buy a specific product is not as simple to understand, especially if you’re a start-up. If you want to drive quality traffic and attract customers, it is recommended to know a few inbound marketing strategies that are a gamechanger for any business venture!

The growth of technology has already been setting the tone for pay-per-click advertising in 2021 and beyond. However, as long as we stay on top of the current pay-per-click trends and adjust to the changes, pay-per-click marketing will continue expanding your reach and driving quality traffic to your website.

About the Author

Shantanu Biswas

Shantanu is the SEO expert and founder of Page Potato, a digital marketing agency in Melbourne. He also helps small businesses with lead generation solutions tailor-made for their specific business needs. Other than work, Shantanu also loves trying new recipes and spending lazy Sunday afternoons playing with his kitten, Smokey.

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