2019 is quickly approaching, and with it will come innovative ways to market brands to consumers on the web. The way that we consume and create pay-per-click advertising campaigns is already changing due to new technology, marketing techniques, and emerging demographics. With these 2019 PPC trends, your company can stay ahead of the competition by incorporating new data and best practices into upcoming advertisements, driving web traffic and cash flow.
Know Your Audience
Keyword-driven marketing is quickly becoming a thing of the past thanks to new search engine technology. Search engines are placing a greater emphasis on user experience over keyword matching. While keywords are still an important component of sharing web content and increasing advertisement visibility, experts predict that the intent behind a search will factor into how people find new products more than keywords will.
To get the most out of audience-oriented PPC in 2019, make sure to clearly communicate who your advertisement is for. Then design the PPC campaign to communicate directly to that audience. Unsure who your demographic is? Analytic data from major search engines and social media platforms can help you pinpoint who is engaging with your content – and who to target for PPC content.
Target Mobile Users
Nearly everyone has a smartphone these days. That means that the number of mobile users who visit sites is increasing – and PPC campaigns need to be visible and accessible for smaller screens. Fewer people go to a desktop or laptop computer first; with a smartphone at your fingertips, why should you wait?
Thanks to the rise of mobile devices, the new path to a successful PPC campaign is as follows:
- The user sees your PPC campaign on a mobile app, website, or in search results
- The user visits your website to gain insight into the product or service you’re advertising
- The user compares products with other sites or purchases on the spot OR
- The user visits your website to make a purchase from a computer at a later time
Various risks can come with this new model. The user might visit your website, decide to buy your product, and forget to do so. Your site or advertisement might not be mobile-friendly and cause frustration for the user – and as a result, you lose a potential sale.
To determine if your PPC campaign is mobile-friendly, you can view your analytics for various campaigns and assess how many clicks and conversions come from mobile users. If the number of mobile users engaging in your content is significantly lower than larger screens, you will need to rethink the way you engage with these consumers.
When designing PPC campaigns, consider how the content will look on a smaller screen or on the mobile version of the platform. Create your PPC content for a smartphone screen first and then reorient it to larger screens.
Engage With New Platforms
Every good digital marketer knows that major search engines like Google, Bing, and Yahoo are key places to sponsor PPC campaigns. In addition, the tech-savvy digital marketer knows that major social media platforms like Twitter, Facebook, and Instagram are vital in establishing a human presence and brand personality among their customer base. These platforms are foundational in digital marketing – but everyone uses them. It’s difficult to stand out from the crowd when you’re solely relying on these platforms for PPC campaigns.
Engaging with under-used platforms, such as LinkedIn, Snapchat, and Pinterest can help drive web traffic and brand visibility. Since fewer marketers put PPC campaigns on these sites, you’re entering into a pool with less competition. In addition, these new platforms provide a fresh space to develop key marketing strategies.
- Snapchat is a popular mobile app geared toward young people sharing in-the-moment content. This platform is an ideal space for bright, hip PPC campaigns that appeal to younger demographics. PPC opportunities include sponsored Snaps, geotags, and filters.
- LinkedIn is a space where professionally-minded people come to network. This platform is ideal for companies offering career-oriented goods and services to place PPC advertisements. PPC opportunities include sponsored posts and advertisements throughout the site.
- Pinterest is a wonderful platform for engaging with makers, creators, and planners. This site is popular for wedding planning, recipes, fashion and beauty inspiration, and other types of crafts and creative endeavors. PPC opportunities include sponsored pins.
Invest in Video
Video-based content is increasingly popular. A static photo advertisement is less likely to grab a user’s attention when they’re scrolling through their Instagram or Twitter feed. Movement, eye-catching graphics, or even a celebrity endorsement bring unique benefits to video-based PPC campaigns. YouTube is already a popular source of PPC campaigns, and this trend will continue into 2019.
If you haven’t already, consider developing video-based content for your next PPC campaign. Use smooth graphics, eye-catching colors, and other video best practices when developing these videos. Consider purchasing advertisement space on YouTube – this platform all but guarantees that thousands will see your content if you target the right content creators and demographics.
Focus on Brand Identity
In 2019, consumers are focused on a brand’s personality as well as the products it sells. Brand identity is becoming increasingly important to consumers. Establishing a common aesthetic and marketing tone will help cater to a social media demographic that appreciates this tone. This, in turn, helps establish brand loyalty and a dedicated fanbase.
Having a strong brand identity and brand loyalty will increase the number of long-term customers your brand will retain from a PPC campaign. Instead of trying to make profits from clicks using tired tactics like keyword stuffing, focus on the message your brand is sending.
Consider the following questions when determining how to convey a consistent brand identity:
- What theme or aesthetic should our PPC posts convey?
- What tone or message should our campaigns communicate?
- What audience are we targeting with our PPC content? What designs, colors, tones, and messages does this demographic respond to?
- What are our top dos and don’ts when it comes to PPC campaigns and our brand personality?
PPC campaigns will change significantly, along with search engines and social media platforms. It’s important to keep ahead of the curve to design the most effective digital marketing materials possible.
To learn more about leveraging your PPC prowess in the upcoming year, connect with Vizion Interactive today.