Marketing: It’s time to reflect on PPC advertising best practices from the past few months and what we can expect to further improve the performance of your paid search campaigns. .
This is not only a good time to review reliable PPC advertising best practices. But also to implement new ones into your PPC advertising strategies for the future to drive your campaigns forward. Whether you use a PPC advertising agency in Morocco or have an in-house team. It is important that you stay on top of the latest trends to ensure that your campaign can achieve the best results possible.
So, what is the future of PPC advertising best practices and what has 2020 taught us?
Unfortunately, advertisers can sometimes get stuck in a rut and forget to reevaluate and review their media budget allocation.
When managing your notices. You need to consider whether low-performing campaigns that have been optimized throughout the year should be eliminated to free up budget for other campaigns.
Competitive metrics need to be examined. In fact, to determine if there is additional traffic that can be captured that will help boost the results of winning campaigns.
TEST NEW PLATFORMS AND FEATURES.
One of the best practices in PPC advertising that you should adopt. Test new paid platforms and go beyond your comfort zones.
Some advertising platforms you may want to consider include Pinterest, Snapchat and LinkedIn. If you haven’t used most of the features available yet. You should take the time to test them as well, as you may find one that will benefit your campaign.
UNDERSTAND YOUR AUDIENCE AND BUYER’S JOURNEY
It’s important that you look at the overall audience you’re targeting. In 2021, the most successful PPC advertisers will focus on their target audience as part of their strategy.
Advertisers who align their PPC marketing efforts with the buyer’s journey will be ahead of the curve in 2021. This can be achieved by thinking about your customer and their method when deciding to buy from you. Consider the following:
What they might be looking for
Where they interact
How long the buying process takes
Marketers need to evolve their approach and think about engaging the right audience; Keywords and images are two important areas to reach your customers.
POWER OF FIRST-PARTY DATA
Industry experts have suggested that the way data is obtained is about to be disrupted. This is due to third-party cookie restrictions in browsers and changes in global privacy policies.
Some experts have even stated that search engines don’t want you to track anything significant for the future. Therefore, it is important that you are able to get some of your traffic data back.
PERFECT ADVERTISING MESSAGES
In 2021, it will be increasingly important to articulate your message and it will be more useful to write good ads rather than bad ones.
2021 will be the year to focus again on who your customers are as people, as opposed to just data! Having the right person at the right time, but with the wrong message is a completely missed opportunity. What drives that emotional connection and gets someone to engage is in the creativity.
Therefore, ad writing and execution skills have never been more important.
THE MOBILE EXPERIENCE IS IMPORTANT
If brands want to succeed in 2021, they need to have an accessible site. This will be a major focus in the coming year.
There are still so many brands that don’t have a website. Offering a good mobile experience and so many people have never visited their own site on a mobile device.
Therefore, test and review the mobile experience. Especially since more and more people are using their mobile devices. As opposed to using desktops, and that will continue into next year.
RE-EVALUATE HOW YOU REPORT.
You may have been using the same performance report for years. Although it may be working well. It’s time to re-evaluate your key PPC advertising metrics and add that data to your reports.
For example, this year, Google actually removed the average position metric. And now suggests you use the highest impression rate in search or the absolute highest impression rate in search. Whether you use Google Ads or Microsoft Ads. Both have presentation pages with handy graphics if you need them quickly.
When re-evaluating your reports. You need to check if you are still using the data. If the information is usable and what new measures could you add. It is only useful to add new data if it is actionable and will be beneficial when making decisions about the account.