21 Jan Google Ads Dynamics That Will Reform 2021 Digital Marketing
Let ‘s face it: it is challenging to get organic traffic to your website. There’s a lot of keyword competition, social networking is now a pay-to-play space, and voice search throws a wrench into something relevant to SEO. You’re going to have to do some paid-per-click (PPC) advertisements if you want to get more leads and revenue. And with a whopping 63,000 searches performed every second, the place to do it is Google.
Google is continuously adding and updating its vast suite of items, making it impossible for a traditional advertiser to keep up with what’s available to them. That’s why we have rounded up the six biggest trends in Google Ads for 2021 to help you this year prepare the best marketing plans for your business.
- Trends in Digital Advertising
The figures don’t appear amazing at first blush (see: Airlines). Back in Q2 2020, particularly at the beginning of the lockdown and quarantine, things looked downright bleak. We listed the travel industry in which the paying search ad expenditure on Google fell by 47 per cent. While conventional advertisement investment is going through some things, some people are still predicting increases in 2021 digital advertising budgets. This, amid the relative flow that has influenced so many ad budgets.
- Responsive Search Ads (RSAs)
Reducing manual tinkering should be good news to the ears of every Google Ads practitioner. This is precisely the concept behind responsive search ads (RSAs). Driven by Google AI, RSAs dynamically optimise the headlines, ad copy and CTA updates depending on audience and search keywords. What you need to do is have the content (time to hire some copywriters). RSAs have proved to be very successful since their launch in 2019.
- Google Ads Optimization
More generally, the implementations of artificial intelligence (AI) inside Google Ads are getting even more sophisticated. This should be welcome news for advertisers aiming to squeeze any ounce of return they can out of their 2021 digital ads budgets.
AI has been seen to approach consumers more specifically and hit them when they’re already about to purchase. New automation technology will forecast click-through rate (CTR) and conversions, allowing marketing brass more time to direct strategies and mould messaging. Nowadays, much of the magic is integrated straight into your Google Ads platform, mostly without much fanfare.
Google Smart Bidding is one of the main innovations that many PPC marketers are utilising to make their promotions more successful. Essentially, Smart Bidding is Google’s way of helping advertisers get something out of their ad expenditure by automatic “bid strategies” driven by machine learning.
- Rise of Video Ads
Just like you can target subjects, keywords, and demographics for conventional Google Ads, you can introduce Google Ads video promotions to view timely ads as users consume their favourite YouTube videos. It is also another successful way to enter what has become a huge and deep stream of audiences.
YouTube is the second-largest search engine in the nation. An approximate 60 billion users visit YouTube on a regular basis. In the United States, YouTube achieved a business reach of about 90%, with two billion users logging in as of 2019. Both participation and views are on historical records, with YouTubers getting 20-30% more views.
Video ads are successful for one specific reason: you have a captive audience. Video ads are shown as viewers are still viewing their favourite videos on the screen, inherently driving more views and possibly interacting.
Concluding Remarks
It is inevitable now: PPC advertisers—or all marketers, really—need to roll up their sleeves and perform the hard work of tightly identifying their markets. Knowing who their target demographic is, what their moment of need happens, and what they need to hear in the time of need for action. Looking back at the Google Ads trends and updates we’ve scheduled for 2021, this timeliness and targeting audience appears as a recurring theme throughout.
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