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Google owns the most significant market share in the search engine market. And rightly so. For every $1 spent on Google Ads, advertisers earn average revenue of $11. That’s 11 times the initial investment. A rather staggering number if you ask us.  

Plus, sitting within the consortium of Google suite, Google Ads (earlier Google Adwords) change the way your brand is perceived. Micro-targeting your audience, they deliver brand awareness, amplified web traffic, numerous leads and much more. Hence, it is quite acceptable for you to think of Google as soon as the topic of PPC arises. 

Pay-per-click advertising has been creating ripples since its introduction. But, with the evolution of devices and consumer browsing patterns, it has got a bit difficult lately to devise a winning strategy. 

With Google Ads, you can bank on the upcoming trends and create campaigns that give out those glorious ROIs. For this, you can hire a PPC Agency in London who knows their way around the tools and can stay on top of the upcoming trends.

Google AdWords

To keep you in the loop of what most digital marketers are up to, we have compiled a list of truly amazing PPC tips that take your Google Ads performance to the next level.

Use Smart Bidding

 As per Google, Smart Bidding is a creation of automated bid strategies to optimize for conversions or conversion values in each and every auction.

Have we confused you?

In simpler terms, Google takes the guesswork out of PPC bidding with its AI-enabled optimization feature. Just tell the platform your ad goal, and it optimizes your conversions at each auction. Using the power of machine learning, smart bidding features can be set towards the following objectives. 

  • Target CPA: Optimize the number of conversions with your desired cost per acquisition
  • Target ROAS: Improve your ROI with max CPC and a future prediction for your conversions
  • Maximize Conversions: Increase the conversion rate by customizing the bids
  • Enhanced CPC: Adjusts your manual bids automatically for more likely conversions

In a fast-paced industry, utilizing this feature reduces your effort at the account as well as the campaign level. 

Right Time and Right Place

Sometimes it isn’t the message; it’s the timing. Shooting out PPC ads to your audience during their most active hours can be the key to seeing greater conversions on Google Ads. But, figuring out when your consumers look out for you can be a tricky task. Firstly, CPC isn’t equally distributed across the days and times so; you need to keep a check on your budget too. Also, depending upon the specificity of your product or services, only a few hours in the week might give you the 80:20 result. 

The trick is to find out which times work the best for you by using a mix of your buyer personas and hard data from earlier PPC campaigns. Once you have your power timings at hand, optimize the campaigns to fetch the best ROI. 

Google Ads also allows location targeting within a country, the area within a country and radius around a location. Keeping in mind the place your target audience hails from, select a space either from your physical store location, buyer location or the location of the market you want to capture. 

Voice Search is the Future

With the growth of mobile PPC advertising, technologies have evolved to inculcate the hands-free behaviour of most consumers in today’s time. By the time 2020 ends, 50% of all searches across the internet are expected to be voice-based. Additionally, smart speakers like Google Home and Amazon Alexa are disrupting all SEO and PPC efforts. Now, creating a PPC strategy for voice search holds a great deal of importance.

You can begin by focusing on the natural tone of speaking and inculcate a campaign that targets the complete sentence instead of the smaller phrases that are currently used. Relate your ads with local landmarks and businesses to be found by your audience. Lastly, ensure that the local ad extension is activated on Google for the searchers to call you directly. 

Cost Per View Bidding

Video Ads have formed a crucial part of PPC campaigns. With intriguing graphics, visual representation, and an immersive experience, they offer incredible conversion rates and audience build-up. CPV in GoogleAds gives you the power to capitalize on this trend. Plus, video ads reporting is a gateway to accurately measuring consumer engagement. 

The video ads that you pay for are displayed on YouTube. You can set the maximum amount you’re willing to pay for each view or CTA and get the ad running. Remember to modify and adapt to the information that is accumulated over time to increase overall reach. Additionally, Google has also introduced a YouTube Masthead that shall appear at the top of all TV screens, desktops and mobile on a cost per impressions (CPM) basis.

Affinity Audiences and In-Market Audiences

As Google’s answer to Facebook’s Lookalike Audience, the Ads platform came up with two more ways to target your potential consumers and increase the conversions. 

  • Affinity Audiences: It identifies the audiences with similar interests and behaviour as your ideal buyer. For example, camping gear could be pushed to users that are “Outdoor Enthusiasts.”
  • In-Market Audiences: Targets the users that are researching and comparing a line of similar products or services to your catalogue. 

By using these features, you can potentially find a new market for your sales and grow your audience outreach considerably. 

Conclusion

There are going to be a heap of changes, trends, and paradigm shifts in 2021. The PPC market is growing by the day, and Google is doing its best to come out with technologies that offer seamless experiences for the consumers. 

With the tactics mentioned above, you could be prepared for what comes next. Remember to pay close attention to everything Google has to say, and you’ll find a way to get those PPC numbers in. 

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