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10 Important PPC Trends to Watch in 2021

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10 Important PPC Trends to Watch in 2021
In a normal year, PPC marketing is fairly unpredictable.

But 2020 was anything but a normal year.

Last year, nobody could have or would have predicted we’d be dealing with the impact of the ongoing coronavirus pandemic throughout 2020.

Instead, our PPC experts were busy talking about trends like automation, audience targeting, and privacy.

Hopefully, 2021 won’t throw quite as many curveballs at those of you doing PPC reklam- and paid social.

So what will be the most important PPC trends in 2021?

As part of my fourth annual look at PPC Trends here on Search Engine Journal, I asked some of the top PPC experts for their insights.

Here are the top 10 PPC trends you need to know for 2021 – from paid search, to paid social, to remarketing, and beyond – according to 32 experts.

Want all the trends now? Download our new ebook: PPC Trends 2021.

1. Goodbye, Data

Obfuscation of data, unfortunately, will be a continuing trend in 2021, according to Julie F. Bacchini, President & Founder, Neptune Moon.

“Between Google Ads limiting access to search query data to the coming obliteration of tracking cookies as we know it, digital marketers are going to have to adapt in a pretty major way again in 2021,” Bacchini said. “The bottom line for 2021: be ready to be flexible.”

Amy Hebdon, Founder, Paid Search Magic, said similar.

“It’s been a slow burn for years, but this is Google Ads’ worst year on record for shifting away from transparency and limiting the data we have to make the best decisions for our accounts,” Hebdon said. “Barring any regulatory interference, we can expect Google to continue on this path indefinitely as it maximizes its own revenue and earnings.”

Brad Geddes, Co-Founder, AdAlysis, also expects Google to continue hiding data as it relies more on machine learning.

“I expect that trend to continue where Google forces advertisers to rely more on Google’s machine learning and data than on their own expertise,” Geddes said. “While this trend may help the small advertiser, Google will continue to hurt the larger and more sophisticated advertisers with these changes.”

So what can PPC marketers do to succeed in this environment?

“Imperfect data is no one’s favorite, but wise marketers will need to use incomplete data to see the signal from the noise,” said Mark Irvine, Director of Paid Media, SearchLab. “Rather than focus on the loss, wise marketers will still need to see what’s working best with the 80% of information they have and learn how to guide their campaigns to target more of that audience.”

According to Irvine, that means:

  • Writing more “good” ads than “bad” ads with responsive ad assets.
  • Reviewing patterns of search queries, rather than individual search terms.
  • Guiding automated bidding, rather than controlling bidding directly.

And, according to Michelle Morgan, Director of Client Services, Clix Marketing, it also means doing more with less.

“Companies are going to rely on PPC to drive larger portions of their revenue, while at the same time the channels are taking away functionality and data transparency,” Morgan said. “So we literally need to have a bigger impact for our clients with less control and insights into performance.”

Ben Wood, Strategy Director, Hallam, added that the erosion of hyper-specific user-level targeting will push more advertisers back to contextual targeting methods and raise the importance of compelling creative.

“The importance of effective persuasion techniques to sit alongside the precision targeting most of us PPC marketers have become more familiar with will be emphasized,” Wood said.

2. Understand Your Audience & the Buyer Journey

Som Aaron Levy, Group Director, SEM, Tinuiti, puts it: the days of PPC marketers controlling every ad and every bid based on words alone.

What’s this mean?

“We’ll be forced to look at the whole picture of the audience we’re aiming for,” Levy said. “While I mourn the loss of data we were so used to from our friends at Google and Microsoft, I for one welcome the opportunity to be a better marketer, moving beyond just language-driven ads.”

In 2021, the most successful PPC marketers will be strategists focused on their target audience, said Kristopher Jones, Founder & CEO, LSEO.com.

“In an era where there is less control due to automation and AI, what matters is who sees your ads to ensure you’re driving qualified clicks,” Jones said.

Therefore, advertisers who align PPC marketing efforts with the buyer journey will come out ahead of the pack in 2021, according to Melissa Mackey, Search Supervisor, gyro.

“As an advertiser, expect to spend time thinking about your customer and how they decide to buy from you.

  • How long does the process take?
  • Where do they interact?
  • What information do they need?
  • What might they be searching for?
  • How do you measure success at each step?”

And many other PPC experts agreed, including Jonathan A. Kagan, VP of Search, 9RoofTops.

“The number one thing for everyone to do is get control of your audiences,” Kagan said. “Know who your target audience is. Know who is worth prospecting versus who is most likely to convert. Separate them, and manage them independently.”

With less information being available related to the intent of a potential customer, marketers will need to evolve their approach and think more about engaging the right audiences, said Justin Freid, Chief Growth and Innovation Officer, CMI/Compas.

“A tactical example of this is how we have seen high adoption of Bing’s ability to integrate LinkedIn data into their targeting,” Freid said. “Yes, intent is important, but knowing you are targeting a qualified lead/customer is of equal value. This will also help us begin to look at the LTV (Lifetime Value) of customer vs. a single sale driven through paid search.”

Purna Virji, Senior Manager, Global Engagement, Microsoft Advertising, believes that in 2021, PPC will go back to basics, which means putting customers and communities first and marketing with purpose.

She highlighted two areas that are important for reaching your customers:

  • Keywords: The goal here is to target potential customers based on their unique needs that map to the keywords they use to satisfy their unique dimension of diversity.
  • Images: Choosing imagery is an important part of the process of constructing a meaningful and inclusive customer experience.

What does it all mean?

Här är hur Kirk Williams, Owner, ZATO, put it:

“The business that invests well into learning:

  • Who their audience is.
  • What they care about.
  • Where they spend their time.
  • What they want to hear.

…can then build a PPC campaign strategy targeting those audiences (social) and how they are searching (search).

This will inform:

  • Landing page creation and content.
  • Ad creative.
  • Various Google Ads targeting metrics such as audiences, keywords, location, devices, and more.”

3. Even More Automation

Like it or not, ad platforms are taking away more control from PPC marketers.

Steve Hammer, President, RankHammer, believes this trend is going to accelerate in 2021.

“This will force us to rely on feeding better data back into the platforms,,” Hammer said. “That better data will need to factor much more than just binary metrics, even where we used to use them. Leads will need to consider quality and feed values back based upon this, or the platform will automate for those easy low quality leads.”

Robert Brady, Founder, Righteous Marketing, also believes we will continue to see the proliferation of more automation in PPC.

“So if you want greater success in your PPC efforts, get familiar with how the automation works,” Brady said. “Humans are still needed, but the platforms want their algorithms to have more leash.”

As pointed out by Pauline Jakober, Founder & CEO, Group Twenty Seven, results are the ultimate goal – regardless of whether they’re achieved by automated, manual, or a mix of both managed strategies.

“For areas of automation where we have lost control, PPC pros will likely have to accept, adapt, and move on,” Jakober said. “However, the positive side of this forced adaptation is that it will give PPC pros more cycles to focus on strategies that build brand awareness and brand affinity.”

Under tiden, Frederick Vallaeys, Co-Founder, Optmyzr, said one of the big lessons learned in 2020 was that automation, when used wisely, can actually save the day when all else falls apart.

He believes advertisers will use automation to save time while finding ways to use human intelligence to manipulate these systems to gain an edge over competitors.

“For example, advertisers will spend more time building checks-and-balances for the machines rather than doing account maintenance with automations like Smart Bidding and Responsive Search Ads handling tasks previously done by hand,” Vallaeys said. “Advertisers will look for ways to get notified when these systems deviate from expectations, either due to shortcomings of the tools themselves, or because unplanned events in the world are messing up the best-laid plans.”

4. Diversification Will Become More Important

One unintended consequence of the loss of control in Google will likely lead to more companies shifting PPC dollars to other search engines such as Microsoft Ads, according to Brooke Osmundson, Director of Paid Media, NordicClick Interactive.

“This platform still gives marketers the robust data it needs to make sound strategic decisions,” Osmundson said.

Christine Zirnheld, Digital Marketer, Cypress North, said one of the most important things PPC marketers can do in 2021 to set themselves up for success is diversifying their skillset beyond Google Ads.

“As Google continues to move away from actionable data and more toward machine learning, it will be vital for advertisers to be well-versed in other advertising platforms that allow them more control over their spending, reach, and messaging,” Zirnheld said. “In order to do the best work we can for our clients, we simply can’t rely on Google Ads as heavily as we once did.”

Put simply: Diversification is key for a winning PPC strategy, according to Amy Bishop, Owner & Digital Marketing Consultant, Cultivative.

“The more diverse your media mix, the more nimble you can be,” Bishop said. “A diverse strategy puts you in a good place to capitalize on opportunities to scale and/or redistribute budget as needed in the wake of an unforeseen shake-up.”

Nikki Kuhlman, Senior Account Director, JumpFly, agreed.

“Test other platforms that help drive overall business,” Kuhlman said. “I’m starting to see this with clients more and more.

“I’m very much a ‘traditional’ PPC account manager, but have been talking with clients about diversifying their advertising beyond Google Ads Search and Display, and Microsoft Advertising. I’m also talking about testing YouTube, Verizon Media’s native ads, Facebook, Instagram, Twitter, even TikTok if the audience fits,” Kuhlman added.

5. Harness the Power of First-Party Data

How data is sourced is about to be disrupted, as noted by Christi Olson, Global Media SEM Lead, Microsoft. This is due to changes in global privacy policies and restrictions to third-party cookies across browsers.

“Search marketers will need to focus on data in 2021 and work with their companies and agencies to develop a data strategy to maintain privacy compliance and usability of data in this new landscape,” Olson said.

“With how dependent marketers have been on cookie-driven targeting technologies, I believe that developing new solutions not reliant on cookies is the key 2021 priority for marketers,” said Ilya Cherepakhin, Head of Performance Marketing, Milestone Inc.

“Businesses are able to get greater accuracy because they can segment first-party data with great customization – as closely as needed to manage business goals and align with wider organizational needs, and brand objectives,” Cherepakhin added. “While daunting, creating first-party, data-driven solutions are well worth the investment since they benefit multiple digital channels.”

Ed Leake, Managing Director, AdEvolver & Midas Media, said search engines don’t want you to track anything meaningful anymore. So being in a position to recover a good chunk of your traffic data is a big deal.

“With server-side analytics, you greatly increase tracking accuracy and for the most part, the web browsers can do nothing to stop it,” Leake said. “Improving your first-party data, much like last year, should be a priority”.

6. New Instagram Opportunities

Akvile DeFazio, President, AKvertise, advises keeping an eye on Instagram.

“It is only a matter of time before they open up more ad placements for additional inventory through IGTV and Reels as they continue to quickly gain organic popularity,” DeFazio said.

Susan Wenograd, Director of Paid Acquisition, Nextiva (and Search Engine Journal’s Paid Media Writer) echoed this, noting that ad formats like Stories have done exceedingly well, and they’ve gone after TikTok formats by launching Reels.

“They are going to continue to find ways to monetize the real estate on the platform,” Wenograd said. “They also need to entice creators – something they haven’t historically done a great job of. …We will likely see continued experimentation here.”

7. Big Picture Strategy Will Become More Valuable

The industry changes fast. Knowing where to push, where to pull, and when is an important skill set, according to Bishop.

“As digital media geeks, most of us love to get lost in the data. But having a creative mindset and the ability to go big picture is important,” Bishop said. “As the cost of inventory rises, you have to determine how to make your investment work smarter.”

Amy Hebdon, Founder, Paid Search Magic, added that in 2021, the best defense will be a good offense.

“The better your campaigns are structured, the less important negative ‘whack-a-mole’ is to the success of the campaign,” Hebdon said. “Group your campaigns thematically, and have ads and offers that specifically appeal to your audience.”

“Target your market based on their preferences and behaviors, not just observed variance in the data,” Hebdon added. “And, of course, make choices that align with your objectives, not Google’s scores and recommendations.”

8. Perfect the Ad Message

How well you articulate your message will be super important in 2021.

As Irvine noted earlier, it will be more important than ever to write more good ads than bad ads.

Many other PPC experts echoed this, including Arianne Donoghue, Founder, Tempest Marketing.

Donoghue noted that in 2021 it will be important to have a renewed focus on understanding who your customers are as people, rather than as data points.

“The right person – at the right time, in the right place – but with the wrong message, is a missed opportunity,” Donoghue said. “The creative is what drives that emotional connection and ultimately gets someone to engage. We often forget that.”

That’s why John Lee, Learning Strategist, Microsoft Advertising said skills around ad writing and execution have never been more important – or necessary.

Varför?

“Complex, dynamic, and responsive ad units. Think RSAs, DSAs, and native/responsive display ads. These ad types are amazing and are driving growth in our industry,” Lee said. “And success requires developing new skills around planning, creative writing, and testing.”

9. Always Be Testing

Speaking of testing – Navah Hopkins, Director of Paid Media, Hennessey Digital, provided probably my favorite quote in PPC Trends this year, and it is this: “get comfortable inte being comfortable.”

If 2020 prepared us for nothing else, hopefully it prepared us for that!

Hopkins said the biggest trend for 2021 is to always be testing, and never get comfortable with what you think you know.

“We need to treat our campaigns as a kid with a new allergy – put each variable up to scrutiny and only allow newly ‘proven’ tactics to be part of your marketing mix,” Hopkins said. “If there’s one mantra we digital marketers need to have engraved in our hearts – it’s to test!”

10. A Great Mobile Experience

Surprised to see this in a list of PPC trends for 2021? Don’t be.

If brands want to win in 2021, they need to have an accessible site. This is, and will be, a huge area for 2021, according to Duane Brown, Founder & Head of Strategy, Take Some Risk.

“Despite the years of mobile being a thing, many brands still don’t have a website that has a great experience on mobile,” Brown said. “Many people have never visited their own site on a mobile device, let alone multiple devices.”

Discover More PPC Trends & Insights for 2021

We’ve only just gotten started.

There are a lot more trends to discover in the rest of Search Engine Journal’s PPC Trends 2021 ebook.

Ready for more?

Click here to download Search Engine Journal’s PPC Trends 2021.

You’ll get more insights and tips straight from these 32 PPC experts on how to succeed at PPC and paid social in 2021:

  • Julie F. Bacchini, President & Founder, Neptune Moon
  • Amy Bishop, Owner & Digital Marketing Consultant, Cultivative
  • Robert Brady, Founder, Righteous Marketing
  • Duane Brown, Founder & Head of Strategy, Take Some Risk
  • Ilya Cherepakhin, Head of Performance Marketing, Milestone Inc.
  • Akvile DeFazio, President, AKvertise
  • Arianne Donoghue, Founder, Tempest Marketing
  • Justin Freid, Chief Growth and Innovation Officer, CMI/Compas
  • Brad Geddes, Co-Founder, AdAlysis
  • Steve Hammer, President, RankHammer
  • Amy Hebdon, Founder, Paid Search Magic
  • Navah Hopkins, Director of Paid Media, Hennessey Digital
  • Mark Irvine, Director of Paid Media, SearchLab
  • Pauline Jakober, Founder & CEO, Group Twenty Seven
  • Kristopher Jones, Founder & CEO, LSEO.com
  • Jonathan A. Kagan, VP of Search, 9RoofTops
  • Nikki Kuhlman, Senior Account Director, JumpFly
  • Ed Leake, Managing Director, AdEvolver & Midas Media
  • John Lee, Learning Strategist, Microsoft Advertising
  • Aaron Levy, Group Director, SEM, Tinuiti
  • Melissa Mackey, Search Supervisor, gyro
  • Michelle Morgan, Director of Client Services, Clix Marketing
  • Christi Olson, Global Media SEM Lead, Microsoft
  • Brooke Osmundson, Director of Paid Media, NordicClick Interactive
  • Lisa Raehsler, Founder & SEM Strategy Consultant, Big Click Co.
  • Frederick Vallaeys, Co-Founder, Optmyzr
  • Purna Virji, Senior Manager, Global Engagement, Microsoft Advertising
  • Susan Wenograd, Director of Paid Acquisition, Nextiva
  • AJ Wilcox, Founder, B2Linked
  • Kirk Williams, Owner, ZATO
  • Ben Wood, Strategy Director, Hallam
  • Christine Zirnheld, Digital Marketer, Cypress North

Plus, our sponsors:

  • CallRail
  • TrafficGuard

Past Editions of PPC Trends


Featured Image Credit: Paulo Bobita

Author: Danny Goodwin
Danny Goodwin is Executive Editor of Search Engine Journal. In addition to overseeing SEJ’s editorial strategy and managing contributions from … [Read full bio]

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PPC

5 sätt att göra det bästa av de fem senaste Google Ads-funktionerna

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5 Ways to Make the Best of the Five Latest Google Ads Features


With technology’s growing influence over handel, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.

Googles reklam- platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.

What is AdWords?

AdWords was Google’s native reklam- system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.

From Adwords to Google Ads

Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.

This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.

Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.

New Google Ads Features in 2022

Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.

This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.

The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.

This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.

#1 Use Google Ads Local Campaigns to Better Track Conversions

In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to handla online might only be a small portion of their entire shopping behavior.

According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.

With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.

The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.

#2 Use Google Smart Shopping to Acquire New Customers Effectively

All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.

With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.

For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.

The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.

#3 You Can Get Listed on Google Shopping for Free!

To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic det ger. Detta kommer efter introduktionen av Google Shopping-funktionen, och som en del av den kastade Google själv ut andra prisjämförelsewebbplatser från sin SERP.

Det var ett drag som resulterade i att Google bötfälldes runt tre miljarder dollar av EU-kommissionen 2017 för att ha tillhandahållit en orättvis fördel till en annan Google-produkt, tjänsten Comparison Shopping. Även om detta fortfarande är ett pågående problem, bestämde de sig för att göra Google Shopping till en officiell funktion för sina kunder att njuta av.

Det bästa sättet att få ut det mesta av den här funktionen är att optimera varenda en av dina Shopping-annonser och bedöma vilka av produkterna du för närvarande rekommenderar som ger de högsta klick- och omvandlingsfrekvenserna. Om du till exempel använder Google Analyzer kommer du att få denna information och använda den för att göra nödvändiga ändringar för dina produktsidor och framhäva produkterna med de mest betydande vinstmarginalerna.

När du har löst allt detta kan du fortsätta till ditt Google Merchant Center-konto i norra menyn och ändra statusen för dina "Ytor över Google" till "Aktiv".

Detta är en enkel process om du är i USA eller Indien, men funktionen har ännu inte varit tillgänglig i andra länder.

#4 Gratis visning för visning – Betala endast för omvandlingar

När vi pratar om onlineförvärv, visa och videoannonser är vanligtvis inte de första sakerna som erfarna marknadsförare skulle prata om. Mer än konverteringar är dessa två saker vanligtvis kända för sin förmåga att etablera varumärkesmedvetenhet och påverka mål. Men Google, som är den trendsättare det är, har beslutat att det är dags att avvika från denna berättelse.

Med tanke på den gigantiska mängd data som Google har om sina användares profiler och avsikter, kan det nästan anses vara enkelt att förutsäga deras köpbeslut.

Precis som Facebook kan öka sin plattforms marknadsföringsprestanda från användarnas webbhistorik, har Google också en enorm kontroll över sina användares beteenden – från deras musikpreferenser till deras nuvarande och tidigare köp som registrerats via deras Gmail-konton.

På grund av den kontroll som Google har över sina användares data, är de särskilt kapabla att justera algoritmen så att endast relevanta och lämpliga visuella annonser kommer att visas för användarna, vilket i slutändan får dem att göra ett köp.

Denna kraft kommer i form av den nya displayen och Youtube-annonser funktioner. Genom att använda dessa funktioner kommer dina chanser att realisera faktiska omvandlingar att förbättras avsevärt.

För att göra den här funktionen till ett värdefullt verktyg för dig måste du använda "Anpassad avsikt för dina konkurrenter" och "Liknande omvandlare." Dessutom kan du implementera Smart Display med Toras eller en CPA-budstrategi.

#5 Dina nya bästa vänner: Galleriannonser och Shopping-annonser

Om du inte redan vet är det möjligt att testa både Galleri- och Showcase Shopping-annonser på Sök. Baserat på senaste data är det bevisat att ungefär 85% av alla användare ägnar mer uppmärksamhet åt informationen som presenteras visuellt jämfört med ren text. Intent Lab Research har tillhandahållit en kompletterande studie som säger att 50% av kunder i olika kategorier som hushållsartiklar och elektronik föredrar att se visuell information. Så även om du bygger varumärkeslojalitet genom att erbjuda gratis saker för seniorer eller sälja högteknologisk utrustning för grafiska designers, kommer du att dra mer nytta av visuella annonser än av rena textannonser.

Med detta sagt har Google Ads tagit fram en funktion som gör det möjligt att använda nya annonsformat som är unikt utformade för mobilvisning via Googles söknätverk. Det ger dig en möjlighet att vara mer kreativ och personlig med dina annonser, och framför allt kan du placera dessa annonser på flera andra plattformar som Gmail och Youtube, vilket kan vara enormt!

Ett sätt att använda den här nya funktionen effektivt är att utforska din produkts potential att bli mer visuellt tilltalande genom att vara kreativ. Du kan till exempel be din PPC-byrås hjälp att undersöka vad din målmarknad tycker är mest tilltalande baserat på hur annonser placeras på vissa kanaler som Gmail eller Youtube. Detta kommer att innebära en repetitiv process med mycket försök och misstag innan du når den bästa passformen för din målgrupp. Ändå kommer det att vara praktiskt, särskilt när du försöker få ut det mesta av dina kreativa annonser.

Slutlig dom

Genom åren har Google behållit sin position som den största sökningen i världen. Eftersom dess inflytande ökade med tiden tog det också rollen som ett effektivt PPC-marknadsföringsverktyg, först som AdSense och nu som Google Ads. När trenderna förändras kommer Google att fortsätta att lägga till nya funktioner i Google Ads för att marknadsförare och användare kan dra nytta av varandra. Detta säkerställer en stabilare vinst för företag samtidigt som deras kunder får friheten att välja vilken form av annonser de ska presenteras för.

Som sådana måste partnerföretag utnyttja Google Ads nuvarande och kommande funktioner på bästa sätt, särskilt när det är en väg som har stor potential att lyfta ett företag genom perfekt genererade och placerade annonser.

PPC Marketing är fortfarande en av de största trenderna inom marknadsföring idag, och den kommer sannolikt att fortsätta att dominera under de kommande åren, med Google och Google Ads i framkant. Det är därför företagsägare och marknadsförare måste förstå, undersöka och effektivt använda de nya funktionerna som Google Ads lanserar och vara pionjärerna i denna nya marknadsföringsera.





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