PPC Campaigns – Exceed Your Marketing Goals
Majorly PPC Campaigns or Pay-per-click Ads are related to Google Ads. In the year 2019 alone, Google published more than 15 updates related to Google Ads, and every year it keeps releasing updates. Around the same time, Bing released around four. Some of the latest in Google Ads are Smart Advertising campaigns, YouTube Lead Ads, etc. They are coming up with many AI-enabled recommendations in their Ads which will help to add new keywords, bidding strategies, fixing ad groups, etc.
Whether you are a digital marketing agency or a marketer or advertiser, you need to be aware of the newest features and trends that are taking place in PPC campaigns every year. We will discuss 10 PPC trends you need to be aware of in 2022 and beyond:
PPC Automation – The usage of AI (Artificial Intelligence) and ML (Machine Learning) to automate the time-taking tasks concerning Ads management in Google Ads and Bing Ads. This is due to the rapidly increasing automation industry globally involving process automation. Automation in PPC is not new but has a major role in the coming days.
Automated Ad Testing – This is used to optimize PPC campaigns.
• Calculating the optimal bidding strategy for various objectives
• Setting bids to get more conversions
• Enhancing CPC to get more conversions
• Pause low-performing ads, look for the Ads that are generating the good results
• Dynamic Ads generation based on user behavior
• Create and optimize ad copies
• Performance reports generation automatically
Artificial Intelligence (AI) – This will help marketers to create more effective Ads and campaigns for:
• Predicting the CTR of future ads
• Calculating the Ads’ impact on quality score
• Finding conversion(s) from a particular customer
• Bids analysis to get maximum traffic
AI can create targeted ads for better performance of the campaigns. Not just Google Ads or Bing Ads, it can also impact Amazon Ads AI integrated as below:
• Automate bidding
• Bid rate changes as per revenue per click assumption
• Optimize Ad campaigns
Video Ads – This is how Video Ads will work in PPC in 2022:
• Organizations need to adapt to Google’s vertical video ads
• Linking products in video ads
• Virtual Reality (VR) experience
• Instagram Stories dominate as usual
Pixel to Ads Data Hub – Due to more Ads are being seen on mobiles these days, and as Pixel technology can’t track the effectiveness of the ads on mobile devices, Google introduced Ads Data Hub. This will show comprehensive reporting and measuring of the effectiveness of Ads though there are certain limitations still.
Smart Bidding – This refers to a subsect of automated bidding strategies that use ML for Ads optimization when more conversion-based goals are set in Google and automatically its AI system optimizes for conversions. Smart bidding automates the optimization of each ad campaign for better ad performance.
Smart Bidding works for several PPC goals like:
• Generating new leads and customers as per your CPA
• Getting the returns as per your spending
• Enhance the conversion rate
• Setting conversion goals at the campaign level
• Getting the conversions by spending your entire daily budget:
YouTube Masthead on TV Screens – These days YouTube on TV screens is driving more than 10% more ads than normal TV and marketers are loving this as they have got a much wider audience wherever they are watching YouTube Masthead.
Few points about Masthead on TV screens:
• CTA to a Masthead ad on TV screens not allowed
• Only a CPM basis is allowed
Google AdMob – This was launched in 2019. Smart segmentation employs ML (machine learning) to distinguish users based on their money spent on an app. Ads are shown to those who don’t make an in-app purchase. AdMob (Advertising on Mobile) provides better analytics and reporting features to improve your app. Google introduced new features like:
• User Engagement Card: Provides user analytics like sessions/user, ad exposure/ session, and average session duration
• Rewarded Ads Report: Feature that tells how users are interacting with rewarded ads
• AdMob API: Allows advertisers to retrieve publisher reports programmatically
• Easy Comparison Reporting: Compare two analytics information in the same chart for correlation in their data
Voice Search for PPC Campaigns – This refers to creating campaigns based on voice search. Hence organizations need to utilize voice search in their digital campaigns to compete.
• Mobile-first: This is used mostly on mobiles.
• Natural language: Natural and conversational style of voice search without short-tail keywords.
• Question-oriented: Majorly question-based keywords.
How to optimize your PPC campaigns for voice search?
• Lookout for current search terms
• Focusing on long-tail keywords and questions
• Add or remove negative keywords
• Status of the person who is searching
• Build a list of keywords to use in the campaigns
Virtual Reality Ads – Great opportunities for marketers or advertisers as people spend time in the VR world. VR can transform as below:
• Eye-tracking technology: When the user gazes at the Ad for a couple of moments, the Ad gets activated.
• Provide analytics of where on the screen the users are looking at and interacting.
• Targeting the age groups of Millennials and Gen Z users in the future.
• 360-degree videos.
Alternative PPC Platforms – Though Google and Facebook are dominating the PPC Campaigns market share, there are other platforms like LinkedIn, Amazon, etc are providing space for marketers or advertisers to utilize the PPC Ads.
• Quora: Having 300 million+ monthly active users. Based on user behavior and their activity, marketers can influence the users with their Ads.
• AdRoll: Used for retargeting and multi-device display ads.
• LinkedIn: For B2B Ads with targeting options like job title, industry, education, designation, interests, etc.
• Amazon: As an e-commerce retailer, ads on Amazon can target users to visit your website with a CTA.
• Bing: With 36.2% of desktop queries and 11.2 billion monthly searches connect you with 49.4 million searchers.
Conclusion
SEAL Infotech provides the best PPC Campaigns in Dubai, UAE, to boost your website traffic and also provides digital marketing services in Dubai including website audit, social media optimization, social media marketing, SEO services, content marketing, blog writing, email marketing, SMS marketing, online ads campaigns, and strategies, reporting, etc. Get more information about SEAL Infotech’s PPC Services either by calling us at +971-4-3670377 or by mail to info@sealinfotech.ae.
