5 PPC Growth Strategies for 2020

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By Boris Dzhingarov

For any modern business, establishing their online presence is key. That doesn’t just mean building a professional website; it also means reaching out to your audience and engaging with them meaningfully. PPC marketing is one of the most important avenues through which you will acquire new customers and build your audience. Below are five growth strategies that any business can employ to evolve their PPC marketing.

PPC Automation

When automation is implemented in an intelligent and thoughtful way, it can make a significant difference to the efficiency with which a department or even an entire business operates. However, this is dependent upon businesses being smart in the ways that they implement automation. Automation just for the sake of automation is often more of a hindrance than anything else.

Google has released a large number of tools over the years that are designed to enable businesses to automate more of their PPC marketing. But if you want to use these tools to their full effectiveness, you will need to set them up correctly. In order to do this, you will need to have a clear idea of what your campaign goals are.

By combining the enormous amount of data that they hold with the advanced machine learning capabilities, Google has been able to develop systems that at present personalized and relevant ads to users without any effort on your part. However, if you want to take advantage of this extremely precise audience targeting, you need to have a correspondingly clear definition of who your audience is.

If you are not currently using any automation to assist you with your PPC marketing, make 2020 the year that you finally catch up to the rest of the industry. Make no mistake, if you are not taking advantage of the possibilities on offer here then your competitors will be.

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Embrace Video Content

Research conducted by Forbes Magazine recently has verified what has until now been considered conventional wisdom. Namely, users spend much more time on websites with video content than those without. In fact, according to the Forbes research, users spend as much as 88% more time on websites that include video.

Just about every PPC marketer today has had their employer tell them at some point or another that content is king. In other words, the content that audiences are consuming is the content that you need to be targeting with your marketing. Right now, that means going in heavy on video and easing off on other less fruitful forms of content.

When they are done right, video adverts have a unique power to impart a lot of information in a short amount of time. If you want your video marketing to be as effective as possible you will need to find the right balance between being informative and being entertaining. The best marketing combines both elements in equal measure.

Take Advantage Of Responsive Search Ads

For better or worse, Google loves to make regular updates to its search engine and associated infrastructure. While they have developed a reputation for or rushing out algorithm updates with little or no warning, they do also so continuously by adding new features and functionality to their search engine, often with game-changing results.

One of the standout stars from Google’s updates throughout 2019 has to be the responsive search ads function. Responsive search ads are able to adapt to the device that they are being viewed on, ensuring that they always display correctly. They also utilize Google’s machine learning by testing different headlines and description combinations in order to find the one that works best for the chosen target audience.

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Getting to grips with responsive search ads, which have replaced the extended search ads feature, will give your PPC a real leg up during 2020. As Google’s machine learning algorithms become more sophisticated, the capabilities of features like responsive search ads that are dependent on it will also increase correspondingly.

Embrace Efficiency

Efficiency is always a good thing in business; there is never a situation where you would want your business to be less efficient and using its resources less wisely. However, while any good entrepreneur understands the importance of using resources efficiently when it comes to marketing, many people allow this thinking to go right out the window.

A common misconception is that more expensive marketing is automatically better and more effective. In actual fact, the amount of money that a marketing campaign costs is only one factor to consider when evaluating its success. The best marketing enables a business to get their message out to the audience as efficiently as possible. The less money you can spend achieving this, the better it is for your business.

If you want to grow your PPC marketing throughout 2020, then try to develop good habits when it comes to using resources effectively. That means not spending money just for the sake of it, and not dismissing an option just because it seems cheap. Remember, your audience, the ones whose opinions ultimately matter the most, have no idea exactly what went into your campaign; nor will they particularly care. The only thing that matters is the end results, so the more efficiently you can achieve those, the better.

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Optimize For Mobile

The majority of internet browsing today is done on mobile devices and has been for some years now. It is therefore essential that your digital marketing is cognizant of this new reality. When it comes to your PPC marketing, you always need to give priority to mobile users. That means that you should base your campaign around adverts that are going to work the best for mobile users.

Google Ads includes a feature that enables you to breakdown your PPC performance by device, making it simple to compare the effectiveness of your advertising across mobile, tablet, and desktop platforms. If you want to grow your PPC marketing as efficiently as possible in 2020, make sure that mobile is at the forefront of your efforts.

When it is backed up by a solid strategy, PPC marketing is one of the most powerful tools in a business’s marketing arsenal. It also has the potential to be one of the most cost-effective methods there is for drawing new customers to your business. By integrating the strategies above with your existing PPC marketing plans, you can turbocharge your efforts for 2020.