2020 was an interesting year, and it brought changes to several tried-and-true marketing methods. Pay-per-click advertising is a good example. Although trends are slow to shift, Edkent Media is witnessing small changes in search engines handle content and how people respond to what they see.
Best Practices of Pay Per Click Advertising for 2021
Let’s take a look at the situation of PPC marketing in 2021 and see which practice will yield the best results.
Find The Most Relevant Keyword
When you buy a billboard or make a television commercial, you hope that people will notice your message while they go about their daily lives. When you utilize Google PPC, though, you can ensure that your ad appears when people search for anything your ad offers.
The bidding strategy used by Google Ads implies that the amount you pay for each click is determined by how competitive the keyword you chose is. If you use wide, popular terms in your advertising, you risk wasting a lot of money on traffic that isn’t qualified. You’ll obtain better leads that are more likely to convert while spending less money if you choose more relevant keywords that directly link to the web pages you’re marketing.
As a result, completing keyword research is one of the most crucial aspects of Google PPC to understand better:
- People’s most frequently used buzzwords.
- What is the popularity of various keywords?
- The level of competition for each keyword.
Define Your Targeted Audience
It is an excellent marketing approach in general, but it is especially important when it comes to pay-per-click marketing. You need to know who you’re talking to to make sure you’re speaking their language and producing ads they’ll respond to.
Create a buyer persona if you haven’t already to help you imagine the type of customer you want to attract. When building your campaigns, keep that target consumer in mind – everything from the keywords you use to the graphic style you use to the CTA you create should be tailored to that specific audience. This step is critical for getting the most out of Google Ads’ targeting possibilities, as we’ll explain in more detail later.
Don’t Forget Negative Keywords
It’s just as crucial to finding the appropriate keywords as it is to detect and eliminate the bad ones.
People looking for the Texas Education Agency (TEA) or black tea (which isn’t herbal) are unlikely to find a website selling herbal teas. They may boost their results by adding those terms to their negative keyword list, making them less likely to appear in searches for tea-related terms from people who aren’t seeking what they sell.
Use Call To Action in Your Advertisements
You want people to do more than just look at your ads; you want them to act (specifically, the action of clicking on the link). By directly asking them, you can improve the likelihood of them doing so.
While you may not have a lot of room to work within a Google PPC ad, make the most of it by using calls to action like:
- To learn more, go to this page.
- Find out more.
- Purchase now.
- Sign up now.
- Begin now.
These are just a few instances, but hopefully, they illustrate the point. Instead of simply explaining why people should click (which should also be included in your ad), tell them to do it.
Design Strong Landing Page
It’s critical to get someone to connect, but your work doesn’t stop there. Every web page on your site should have a distinct purpose. Perhaps the purpose is to earn the visitor’s trust by giving useful content, or perhaps it’s to persuade them to buy something or download a guide.
Whatever it is, you want to make sure your landing page is set up to achieve that specific aim. If you’re selling a product, for example, the page should be focused on promoting the virtues of that specific product and have a clear CTA to buy.
Equally important, make sure that each pay-per-click advertising connects to a web page that is relevant to the ad. You don’t want your ad to sell something that the visitor won’t see if they click on it. Make sure the website fulfills any promises you made in the ad.
Prepare for a Lack of Data Visibility
Google’s continued push away from comprehensive data visibility and control is one notable trend.
Google Ads is removing granular settings for user-specific targeting and asking firms to rely more on machine learning instead. It is a move away from open data and toward a system that is more dependent on Google’s algorithms.
Marketers must learn to do more with less as a result of stricter data handling restrictions around the world and the removal of tracking cookies. Other than changing the way marketers approach their tactics, there aren’t many specific solutions to this problem. The general message is that marketers must be willing to make decisions based on incomplete data and work within Google’s framework to achieve success.
Examine the information you have on hand as well as the trends of search queries. Then, to accomplish the heavy lifting, use your automation tools. Because of the lack of user-specific targeting options, PPC advertisers may have to rely more on contextual targeting to persuade readers. Develop a wide range of compelling commercials and increase your testing efforts to see which ones have the greatest impact. As we’ll see later, responsive search advertising is your best friend here.
Prepare a Pay-Per-Click Campaign With Edkent Media
When it comes to PPC, the goal is to maximize your return on investment. The practices outlined above present a unique image of PPC in 2021.
Edkent Media has spent years smoothing our PPC management services to ensure that our clients get the most out of their investment. Given how unpredictable the last few years have been, our knowledge allows us to create healthy pay-per-click campaigns that deliver value while remaining adaptable to change. This kind of resiliency can mean the difference between a successful brand and one that fails.
To discover more about what our inbound marketing services can achieve for your company, contact us today at (647) 361-1074.