In the ever changing world of digital marketing, pay-per-click (PPC) continues to be a crucial component when it comes to enhancing our online presence. As we move into 2024, we could be preparing for a change in the world of PPC advertising.
Our blog is here to delve into the future of successful PPC campaigns and how we can utilise paid advertising insights moving forward.
The Future Of Digital Marketing: PPC Trends & Tactics
PPC has been a cornerstone of digital marketing, allowing businesses to reach and engage their target audiences directly. As consumer habits change and platforms develop, it’s up to marketers to keep up and adapt PPC strategies to move with the times.
AI’s Evolution In Advertising
AI has been taking the world by storm, and not just the tech world. The capabilities of artificial intelligence and machine learning are revolutionising paid advertising. Automated bidding strategies, keyword research, audience targeting and ad creation can all be improved using AI, allowing PPC campaigns to be more precise and effective.
In 2024, we can only expect AI algorithms to improve, enhancing the accuracy of overall PPC campaigns.
Visual Content
The future of PPC can also expect to see a rise in visual and video content. Platforms such as TikTok have shown us the popularity of short form video content and how engaging this is to target audiences. Even platforms such as Instagram, with their introduction of ‘reels’, are trying to jump on the short video bandwagon, much like YouTube shorts as well.
In the digital marketing space, these short, snappy videos could be the answer to successful campaigns and engaging audiences. It’s become apparent that PPC campaigns should include some form of video content to grab and engage a high number of consumers.
Personalisation
Personalisation has always been a part of PPC advertising, but in 2024, we can expect this to reach new heights. As consumer expectations rise and habits change, it’s crucial to keep up so that marketing strategies can be used effectively. Using tools such as AI, we can use data analytics to personalise PPC campaigns on a much smaller scale. A key strategy for enhancing user engagement is to tailor ad content based on individual habits and preferences.
Voice Search Optimisation
Voice search has been around for a while, from ‘Hey Siri’ to ‘Alexa’ and now ‘Hey Google’, sometimes we’re using voice search without even realising. But, voice search has an important role to play when it comes to PPC and the developing marketing landscape.
Conversational PPC strategies are definitely something to look out for in 2024, as marketers work out ways to craft ads that are voice search friendly. Optimising PPC for voice search is crucial to the success of targeted marketing campaigns.
Campaign Consistency
With multi-channel marketing being so prevalent, the future of PPC campaigns could lie in cross-channel integration. Cohesive campaigns across various platforms can really drive a consistent brand message, which is why PPC efforts need to be seamlessly coordinated across platforms.
Synchronising your efforts and campaigns across Google Ads, Facebook, Instagram and so forth, will allow businesses to look at a range of cross-channel insights, helping them optimise campaigns for maximum success.
Understanding Insights: PPC & ROI
We’ve delved into some of the key 2024 trends to look out for with regards to improving PPC campaigns, and the year ahead is full of great opportunities. For those running PPC campaigns, you need to track and measure the performance of your campaigns, as well as your return on investment (ROI).
The Importance Of Insights
You may look at insights as a page of numbers and data, but insights are much more than that, and they can help us gain a much deeper understanding of user habits, trends and preferences. Gaining a better understanding of what people need and want can help us as marketers, giving us the ability to create better and more effective campaigns.
Types Of Insights & Understanding Them
When it comes to advertising, there are a wide variety of insights that we can look at. This could include our audience, competition, cultural insights, trends and even risk insights. Understanding our audience is often useful to understand consumer habits, and using competitor insights can help businesses identify gaps in their strategy. Cultural insights refer to the differences in culture, which can influence consumer decisions and habits. Trend insights look at current trends, as well as predicting future trends in a particular market.
Understanding these insights lets us put the data to use in a way that can benefit our marketing strategy. We need to understand what it is we want to know, or the problem we want to fix, before gathering any information. Once we’ve understood our problem, we can go and search for data in a range of ways:
- Talking to people
- Looking at insight data
- Watching events
Once we have our data, we can observe patterns, trends and gaps. Hopefully, our problem or question can be answered with our information, and we can use our data to improve our strategies.
Getting The Most Out Of PPC & Making A ROI
When we’re talking about PPC and ROI, regular checks and updates should be carried out. This is so that you can assess campaigns, identify trends and room for optimisation as well as looking at your budget allocation. But, how can we track and measure PPC performance and ROI?
Set Clear Goals & KPIs
Defining your goals before launching your PPC campaign is essential for evaluating how your campaign performs. Your goals and KPIs may vary, but some key objectives to focus on are:
- CTR (click through rate) – The number of clicks your ads receive, divided by the number of times your ad is shown.
- CPC (cost per click) – How much advertisers pay for their ads, based on the number of clicks their ad receives.
- ROAS (return on ad spend) – The amount of revenue earned for every dollar or pound spent on a campaign.
- ROI (return on investment) – The overall return on investment that a campaign delivers.
Make sure you set reasonable goals for your campaign, and that these goals align with your budget, target audience and strategy.
Use Tracking Tools & Platforms
Measuring and tracking your campaign can be done effectively through different tools and platforms. Google Analytics is essential for analysing website traffic and revenue. There are other platforms you can use like Google Ads, Bing Ads, Facebook and Google Data Studio.
Account Structure
Your account structure is the way that you organise your landing pages, keywords, campaigns, ads and so on. A well structured account can help with your PPC campaign and ROI. Well structured accounts will help to segment and target specific audiences more easily, helping your campaign run more successfully. You can test various structures for your account, to find a variation that works in line with your goals and KPIs.
Monitoring Your Results
The final thing you can do to measure your PPC performance is to monitor your results. You should compare your KPIs over time, across campaigns, keywords, ads and landing pages. This way you can clearly identify what is working well, and what isn’t working. Regular monitoring of these results will help you to optimise your campaigns and make informed decisions.
PPC Campaigns & More: How Can Bigg Help?
Bigg is a digital marketing agency based in Bristol, focused on results-driven campaigns and strategies for a wide range of clients. From PPC and SEO to quality content writing, we offer an astute range of digital marketing services to help your business thrive.
If you want to learn more about our services, head to our website for more information. For more information regarding our PPC or Paid-Ad services, feel free to email us at hello@bigg.co.uk or contact us today.
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