The Internet has given marketing a convenient space for brands and businesses. One such marketing method is PPC or Pay-Per-Click advertising.
Pay-Per-Click (PPC) advertising is where the advertiser pays a fee to the online site every time a visitor clicks on the banner ad. But, it is hardly as simple as it sounds.
Not everyone can get it correct by themselves, and this is where a PPC agency London can come to the rescue. With more companies going online and advancements in technology, is the future of PPC jobs under threat? Time will tell.
PPC trends that you should be aware of
Data Usage and Application
While the online space already has businesses relying on data for understanding visitors and creating advertising, the information is imperfect and not used optimally.
For instance, take cookies tracking on websites. Although this registers a visit, it does not reveal the user’s intent. A lot of the digital registrations such as this one are speculative and incorrect. Still, at its nascent stage, automation will become more prevalent as we go.
The future from here on will see a greater reliance on Machine Learning or ML. The idea will lead to advancements and sophistication for brands, businesses and advertisers through the following:
- A higher quantity of ‘good’ advertisements will do the rounds across online platforms
- More focus towards reviewing search queries patterns than individual search terms
- Automated bidding will be the beck and call of the times
Understanding the audience and buyer journey
The process is already underway. For instance, the CTA (Call-To-Action) temperature scale reveals the browsing history and visitor journey. Visitors that get converted through display are colder, while the ones through search parameters are warmer.
However, the CTA temperature scale can be broken into four sources – display, video, social and search. But can browsing history or visitor journey count reveal visitor intent? It can offer speculations, but the temperature scale is far from diagnosing concrete insights.
Going further, experts suggest that brands and advertisers divide their audiences into casual visitors, those worth prospecting and the most likely converts. While there is ample information about an online users’ digital history and browsing, there is not much information to go with when it comes to intent. One way of nailing this is to invest time in learning about:
- Who exactly is the audience?
- What are their interests, and what do they care about?
- How do they spend their time (online) and where (platforms and websites)?
- What do they want to hear?
Only upon gathering such insights will companies be able to create personalized and precisely targeted advertisements. These information pieces will allow businesses to gauge how their audiences are searching for information.
Tapping into Instagram
It was sometime in 2020 that Instagram introduced the concept of Reels, a short-form video advertising avenue. This is in addition to the IGTV platform it already had.
The news to note? There is much positive speculation to go with here!
Instagram is likely to hunt for newer avenues and methods to target its community and audiences. The stories format, especially, has garnered considerable acclaim. Given this, the future calls for an advanced advertising approach using visual marketing tactics such as videos and stories.
The rise of machine learning algorithms
Let’s tackle this with an example. The technology company, Mist, has built Marvis (taking from Jarvis), a virtual assistant. Using this, a network administrator can probe questions regarding the efficiency of WiFi connections in a particular region or locality.
Marvis, then can access several data points, and based on this and presents the answer. Plus, the system learns by itself and becomes sophisticated over time.
This is what the present looks like; the future is up for imagination now.
Big Picture Strategy
It has been a few years since online data tracking and monitoring of visitors came to the digital space. Currently, the objectives and goals of PPC campaigns are pretty much short-term.
It’s all about capturing the number of impressions and clicks, among others. However, going ahead, the stakes will be much higher, and advertisers will have to get creative. One approach could be a thematic grouping of the campaigns and then further streamlining by having banner and display ads targeted to specific audiences.
This targeting will cater to behaviors and preferences rather than observed data variances, which is the crux of digital marketing.
Perfecting the Message
The online arena has made communication with audiences incredibly simple. But the perfect touch cannot be automated. The primary aim is to ensure that the right person sees the right message at the right time and in the right place.
Of these, the lattermost aspect is the trickiest of all.
There is nitty-gritty such as design, colour scheme, font and wordplay that go into perfection. Get any of them wrong, and the entire campaign efforts will go bust!
Another factor that businesses often forget is the emotional connection of the message. This connection forms the subjective aspect of your intended message. It is the toughest but also the most effective. The reason is that it is this relativity through emotion that drives engagement at the end of the day.
With the world battling the pandemic, most businesses have already set up shops online. And technology is catching up with the new normal too.
With that said, the future is about all business activities going online. Not only that, but advertising, especially PPC, will get even more sophisticated. There are talks in the digital arena regarding complete automation and robotics. It is, however, going to be a while until these see the daily light of the day.
Hence, the only go-to is upskilling yourself to align with what’s coming tomorrow.