Broader digital marketing trends that can be expected in the industry as a whole.Smaller tactical strategies that are mainstream and in full swing.
The first strategy is intended for readiness and results in the long term , while the second strategy is for relevance and results in the present.
What are the best PPC marketing strategies for the coming year?
For paid media as a whole, the best strategy is a cross-channel strategy . But these strategies are focused on social and search.
- Get visible on Facebook
Above all, privacy measures are affecting every aspect of marketing, but especially in Facebook advertising, we are seeing a reduction in the number of audience sizes – especially those you can choose within the platform, as well as your remarketing audiences from website traffic.
Want to make sure you’re giving the algorithm enough data to work with? Whether you’re already running campaigns as usual or trying to scale your Facebook ads, always reach the widest audience possible.
You can do this as follows:
- Target prospects based on pages with a large following in your niche.
- Expand your lookalikes from 1% to 5%.
- Make your ads reach relevant customers.
make yourself visible on Facebook, but not in search! Notice how search advertising costs per lead have increased over the past year. There are a number of trends that are responsible for this, but one of them is that broad match is becoming broader than ever. Google is pushing advertisers to use broad match. But they are also showing ads to a wider audience across SERPs that are not commercial in nature.
What’s the strategy? Stick to dentist data phrase and exact match. Stay at the top of your negative word lists.
Try click-to-Messenger ads
According to research, people are posting less and less to their fans and are moving more to smaller groups. Many might think that people would not be as interested in messages with ads. However, other studies point out that social media trends currently largely cover social customer service via chatbots.
What does this mean in practice? It might be worth trying out click-to-Messenger and click-to-WhatsApp ads to see if they are a good way to reach your audience on a channel they often use.
- Lean on automation
Many people don’t appreciate automation. And it’s quite easy to fall into this anti-automation mindset. But the reality is that there are many aspects of automation that can help us significantly. But only when we stay vigilant and don’t rely solely on them. The key is to know which features to use and which not to use.
- Smart campaigns? Don’t do them.
- Free match + smart through ongoing training each member offers? Don’t go near those.
- Automated bidding? Yes, but only when used with the right strategy.
- Responsive search ads? Yes, if you know how to use them.
Let’s not forget that machine learning and automation
Are essential for creating the privacy-friendly reporting and targeting controls that Google is working so hard on as we prepare to end business to consumer reviews support for third-party cookies.
All things considered, machine learning and automation will soon be at the forefront of everything. And it’s important to take the time to understand how and where to ensure compatibility with your business.