The year 2020 has been unpredictably harsh on businesses. Not only has it cost economic losses but also changed the market scenario.
Several businesses that did not embrace digital changes are now looking forward to creating an online presence for their brand, which can be done by hiring a PPC Company like Adtrain group to help you. Thanks to the imposing lockdowns and strict public movements, digital transformation has flourished.
But, noteworthy is the fact that with the changing privacy policies, will the paid promotions market remain the same as before?
Well, experts opine that 2021 is about a bring a complete overhaul to the paid advertisements. In particular, the experts are referring to PPC marketing across different platforms.
Data Limitations
The data from Google ads is, unfortunately, becoming more and more unclear. And according to industry experts, this trend will continue throughout 2021.
Google Ads has been limiting access to the search query data, as a result of changing privacy policies globally. Several governments are taking up the task to prevent personal data tracking. It includes eradicating third-party trackers and cookies that Google and other platforms use to track data.
Consumer Behavior
2020 not only changed the business behavior but also changed the consumer behavior. Besides, the limitations with the user data access are posing a much more difficult challenge for marketers.
Initially, what could easily have been tracked by traffic and keyword information, now requires more insights. To some relief, the experts at Designmemarketing.com suggest that consumer behavior can be tracked with heat maps. Following up on how the user interacts with the on-page elements of a website can give much-needed insights. And likewise, help design better campaigns for paid promotions.
Social Media Opportunities
It is not only the search advertisements that are changing pace but also social media promotions. According to the experts, Instagram features like IGTV and Reels are already gaining popularity amongst the users.
Considering the improvements in user interests, the Platform may soon add more features to these. And maybe the features to create longer videos or add sponsored posts to the platform with clickable buttons.
Diversifying PPC Investments
Experts have been quoting it before, and they are quoting it once again, “a successful campaign is the one that grabs attention from all sides.” In meaning, it refers to an advertising and promotional campaign that achieves traffic for lead generations, sales conversion, as well as brand awareness.
To put this into perspective, social media can help with brand awareness. Whereas search ads are primarily for lead generation. So, what the experts are suggesting is to diversify the investments. Or in other words, investing in multiple platforms at the same time for better results.
Don’t Forget About Automation
Most importantly, with the inception of machine learning and AI systems, the marketing campaigns also need to adopt automation. Experts believe that more and more automation should be witnessed in 2021.
While marketers may have reduced control over their campaigns, they may still be able to design and target their intended users.
The year 2021 would surely be nothing like 2020, however, there are still growth prospects for every business, alike.