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Chances are every marketer has told you in one way or another that online marketing is the way to go. It’s trackable, measurable, and provides crucial insight into user behaviour. The world was already shifting in this direction as businesses and services shut down amidst the global pandemic. As more dollars are being pushed to online marketing, businesses are realizing the value behind PPC and other forms of digital marketing. But how are they supposed to stay on top of it when they need to stay on top of day-to-day operational changes as well? As PPC continues to evolve, it is our job as a marketing agency in Vancouver to support these businesses and help them adapt to this new normal.
PPC stands for pay-per-click advertising and is a form of internet marketing where advertisers pay a fee each time one of their ads are clicked on. This comes in a variety of formslike a text ad on Google Search or a display ad on Facebook. PPC is an excellent way to customize and optimize your marketing efforts, all while having full editorial and financial control. It’s easy to run ads and put money behind it, but the challenge comes from continuously managing, analyzing,and optimizing strategically.
That’s where a marketing agency comes in. It is our job to stay on top of these trends, concerns, and opportunities while business owners and marketing managers spend their time and energy on growing the business. But how do we ensure businesses continue to thrive in this new world? How do we adapt to the change in buying behaviour? What did we learn from 2020 and need to be aware of heading into 2021?
Display Advertising
After announcing the first lockdown, businesses were scaling back their marketing budgets and people were tight on their finances. Although internet usage was up by 50% during the lockdown, Google Search and Shopping saw a sharp decline. This meant advertisers needed to take action and get their messaging across if customers weren’t searching the product for themselves.
Whether users are watching informative news on COVID-19 or hilarious cat videos, viewership on streaming sites like YouTube skyrocketed. And while Google searches are slowly rebounding heading into the new year, it goes to show how critical proactive forms of marketing like display advertising is for being visible and maintaining brand awareness.
Google Search Terms Report
In September 2020, Google announced that it will no longer be showing queries that triggered search ads when there is no significant data. In other words, fewer search terms will appear in the Google Ads report and as a result, advertisers will be struggling even more to make decisions. The reason this is a concern is because advertisers pay when their ad is clicked on. Losing this data could result in financial implications for businesses as advertisers cannot help reduce costs and shape website traffic if they don’t know what people are searching.
This is why it’s imperative that you have a strong understanding of how to use PPC to make strategic and informed decisions in your marketing. If you haven’t been doing so already, this is a perfect reminder to be watching your campaigns’ performance.
More Automation
As more and more digital marketers are seeing, platforms are slowly taking control away from advertisers. PPC automation is designed to make optimizations faster and easier for businesses by letting AI and machine learning do the work. The manual labour involved with managing campaigns is significantly reduced, but the marketer is able to customize and personalize ads. As much as PPC marketers love to be in control, like it or not, automation is here to stay. The question that all marketers will need to figure out is, how do we create and ensure we have an effective automated strategy?
Pay-Per-Click (PPC) Advertising With Our Vancouver Marketing Agency
Looking to get more leads and try pay-per-click advertising? As a full-service digital marketing agency that provides SEO, search engine marketing, social media marketing, and more, we would be happy to help! Contact our marketing agency in Vancouver for a fresh marketing strategy that can bring your company into the spotlight.