At the end of 2019, Google enjoyed nearly 93% of the global search engine market share. It’s no wonder why Google Ads is the most popular PPC advertising system in the world.
More recently, in 2020, consumers made more than 160 billion searches per month on Google alone. However, with the global upheaval of 2020 and 2021, it is more dangerous than ever to leave your PPC campaigns stagnant.
If you haven’t done so already, it’s time to revisit and refresh your PPC campaigns on Google and other platforms, keeping in mind dependable best practices as well as new trends and updates for the new year.
Re-evaluate your audience in the new year
The global Covid-19 pandemic, lockdown, and other restrictions have put more people in front of screens and devices than ever before. Due to the pandemic, different people have surfaced online for very different reasons.
Certain sectors have struggled (hospitality, tourism, events, and live entertainment), while others have blossomed (business management, non-profits, medicine, beauty, entertainment, etc.) These dynamics have translated directly to PPC campaigns.
All businesses need to re-evaluate their audience to identify additional traffic opportunities. It’s not enough to just look at metrics, you need to have a renewed focus on who your customers are. It is essential to do a fresh study of your audience and their buying process, asking the following questions:
Use video advertising even more than before
Did you know that YouTube is the second largest search engine? Given this fact, it’s not surprising that by 2022, 82% of all Internet traffic will come from videos.
Although many businesses already use PPC video ads, now more than ever it’s time to adapt your ads to Google video ads, YouTube ads, Facebook and Instagram Stories, and TikTok video ads (as you know, video is highly prominent on social media). Trends to watch out for this year include linking to products in video ads and incorporating virtual reality into the video viewing experience.
For Google video campaigns, you’ll reach a targeted and captive audience as they consume videos on YouTube and other video partners sites. Ads can be shown before, during, and after videos and include these 6 different formats:
Hop on the Voice Search bandwagon
Voice search is the latest trend that forward-thinking businesses are experimenting with. It was estimated that by 2020, voice search would account for half of searches, and by 2022, 50% of consumers will use voice shopping.
Siri, Google, Cortana, and Alexa are just a few of the voice tools on the market today. Google is the default search engine for Google and Apple products, Bing being the default search engine for Alexa.
Voice search is more informal and conversational that written search terms. Best practices for developing new keywords and phrases for voice include:
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