PPC (pay-per-click) advertising is a must-use marketing technique for any business in 2024. PPC overshoots organic SEO results immediately, displaying you at the top of search results for your targeted keywords. You can optimize your PPC through your ads, your landing pages, social media presence, and more. It can be the game-changer you need to boost your product, promote your services, and reach new audiences.
The key to successful PPC campaigns is honing your strategies. You need to have accurate keyword research, a refined audience approach, converting landing pages, and eye-catching content and media. In 2024, now more than ever, trends are changing at a rapid pace and altering how consumers want to take in their search results – your PPC ads need to be ready to pivot, respond, and update.
We’ve looked into some of the top trending PPC strategies that are converting consumers this year. Dive into our 9 easy PPC tips so you can implement, update, and see radical changes for better results today.
What is PPC Advertising?
PPC (Pay-Per-Click) advertising is a form of digital marketing where you pay a fee each time your ad is clicked, allowing you to only pay for actual clicks. You bid on specific keywords you want to target and each keyword has a different click rate price based on popularity, demand, and similar metrics. Your goal is to outbid other competitors while keeping the costs overall low. This gives you the flexibility to target only the keywords that are most likely to convert your targeted audience.
Most people compare PPC Advertising vs SEO, since both displays appear in search results, like on Google. PPC is paying for keywords above search results that are marked with an “ad” symbol so consumers know you’ve paid to be there. SEO results, however, are organic and appear in a ranking order based on popularity, reputation, and relevance.
When done properly, an optimized PPC campaign can boost SEO and lend long-term benefits to your company’s online presence. So how do you make PPC work better for you? 👇👇👇
9 Trends in PPC Marketing You Can Do Today
1) Voice Search Optimization
Voice-activated devices and their use are on the rise. This has transformed the way users search for information via their phones, smart assistants, smart homes, in their cars, and more. By incorporating voice search optimization in your PPC strategy you are targeting these users specifically and appealing to their search intent.
To optimize your PPC campaign for voice search, you want to tailor your ad content to match conversational queries. To do so, think instead of how someone asks their phone or smart assistant a question vs the search terms they use when typing on a phone or PC.
By tailoring keywords – both long-form and short – to voice-activated searches, you are jumping ahead of competitors and reaching consumers in a way that complements how they are searching for the information that they want, leading to better familiarity and higher likelihood to convert.
2) Mobile-Focused Results and Landing Pages
Most users are searching on their phones vs their tablets or desktops. When they click through a PPC ad, they expect a result that is enhanced and optimized for their phone. This means responsive formatting on your website, bold text above the fold of their phone, and an easy navigation system without long load times.
If you’re designing your website and landing pages primarily from a desktop, you need to have your mobile view open and create a specific experience for mobile users. Without an optimized mobile landing page, visitors will immediately leave your site, charging for the click without getting the conversion.
Plus, Google’s mobile-first indexing prioritizes mobile-friendly websites, so your landing page has a better chance of earning a reputation optimized for SEO by reducing bounce rates and having better mobile-friendly formatting. By optimizing ad formats, landing pages, and loading speeds for mobile devices you ensure that you capture the attention of users.
3) Video Ads and Media
Video ads have emerged as a dominant force in the PPC landscape. Video ads help with captivating storytelling to showcase product features. With more research available each year, the data shows that video content resonates with audiences.
As attention spans decrease, a well-crafted video ad can convey your message effectively, leaving a lasting impression on potential customers. You can use video ads through a variety of platforms, including Google, Facebook, Tiktok, and Instagram. These video ads will catch the eye, display everything you need right up front, and urge your users to click through.
On your landing page, create cultivating video media that continue to hold their attention and prompt them to complete their purchase or get in touch. The easier it is for consumers, the more conversions you’ll see — video helps get you there.
4) Enhanced Local and Community Connections
For local businesses, you want to optimize your PPC campaign to highlight your local and community roots. Utilizing location-based targeting ensures that your ads reach the right audience in specific geographic areas. Whether you’re a small business or a multinational corporation, connecting with local communities through targeted PPC campaigns strengthens your brand’s local influence.
Be sure to enhance your audience targeting with geographic data and locations, use local jargon, and highlight local connections that build a sense of trust and familiarity. Set up A/B testing to compare your results so you can continue to hone your local digital marketing ads.
5) Leveraging the Right Amount of AI Input
AI is one of the latest trends taking every industry by storm. It’s tempting to roll over your entire campaign to AI software to draft, write, publish, and help analyze. However, you want to use AI smartly to enhance your PPC campaign and cut down on time without sacrificing quality.
Utilize AI algorithms to analyze vast datasets in real time and enable precise targeting and personalized ad experiences. By getting AI to draft rough summaries that you can build on and enhance, you can optimize bidding strategies and craft compelling ad copies with a strong base.
Remember that AI is a tool, not a substitute. Used correctly, you have access to summarized data and more campaign ideas. This combined with your digital marketing team’s personal recommendations or your own touch will give you a boost over competitors.
6) Dynamic Ads To Give Personal Experiences
Don’t get stuck in old marketing habits that tank your reach and audience conversions. Gone are the days of generic advertising and instead consumers expect enhanced and personally targeted results. Dynamic ads adjust content based on user behavior, delivering personalized experiences.
Tailoring ad content to user preferences significantly enhances engagement and conversion rates. Incorporating dynamic ads into your PPC strategy ensures that your audience receives content that resonates with their unique interests.
You can specify a dynamic ad campaign directly within Google and some other PPC campaign software. Within those tools, you can further refine your ad approach to achieve the right level of customization.
Take this one step further by working with your digital marketing consults to see how you can create different landing pages for different users or target audiences that further refine your content to meet people in a more personalized way.
7) Cross-Channel Marketing for Endless Possibilities
A smart approach to digital marketing involves cross-channel marketing, where PPC seamlessly integrates with other channels. Aligning your PPC strategy with social media, email marketing, and content marketing creates a cohesive brand presence. Consistency across channels enhances brand recall and fosters a unified user experience.
When you’re creating content for your PPC campaign, SEO strategy, or social media presence you want to consider how you can adjust and reuse your content and media. This presence of consistent messaging and branding colors will help with company recognition, building trust in consumers.
The more cohesive and consistent you are, the better likelihood that a consumer will convert to buying your product, hiring your service, making a referral, or signing up for newsletters to continue their interactions with you and your company.
8) Remembering to Adapt to Privacy Changes
In the wake of evolving privacy regulations on Google and other platforms, adapting your PPC strategy to privacy changes is paramount. Users are becoming more conscious of data privacy, and platforms are needing to adjust to policies accordingly. Staying abreast of these changes ensures compliance and fosters trust among your audience.
Adapt each campaign to the privacy requirements set forth by Google, Meta, and other entities. You can work with professional digital marketers to take the latest changes into account and plan for future adjustments ahead of the curve.
By showing your consumers you care about their data and came about their info ethically, you are more likely to engage and build trust that leads to loyalty and repeat interactions.
9) Ads Data Hub
Ads Data Hub is the latest trend in collecting and using data to optimize PPC campaigns. You want to partner with the right data hub software to store your data, organize it, and help analyze it to refine your results.
The data hub you choose will serve as a location base for what is working and what isn’t, how ads are performing, and more. Many social media platforms have a basic data hub while you can opt for enhanced data hubs through third-party companies.
Your digital marketing company likely uses a data hub to help break down critical data that influences how to pivot your PPC campaign next. You want to utilize this continuously as you adapt and grow your company through PPC marketing.
Get Professional Consulting on Your PPC Approach
Trends in digital marketing are always moving and adapting. Some of them are based on consumer interactions, like interactive ads and video marketing. However, some of them are out of legal necessity, like privacy changes.
By staying involved in the latest PPC trends, you can ensure you are ethically reaching out to target audiences and displaying ads that speak to them personally and solve their problems. PPC campaigns take your marketing to the next level by introducing endless possibilities to speak to customers.
If you’re overwhelmed, don’t worry – we can handle the workload! Consult with us on your current digital marketing strategy to see how far you can go. Click below to get started and we’ll be in touch.