A lot of people are still unable to fully grasp the concept of pay-per-click advertising. It can be simply labelled as SEO’s more expensive sister, but using it to your business’ advantage is another story. You can get into the basics of PPC, but maintaining results and getting your money’s worth involves a fool-proof strategy—one a PPC campaign service provider can assist you with or one you can set up yourself.

Following trends can be good for your next PPC campaign, especially because you have the edge of adapting. Here are some trends you can adapt in your next campaign:

Audience Targeting

Seems obvious enough, but contrary to belief, this part is commonly overlooked. Audience targeting is your PPC campaign’s new best friend. Though keywords still play a significant role in your campaign, it’s actually shaped by your audience targeting. Google AdWords, as well as Facebook Ads, offers you this option, but it’s not the only platform to do so. More recently, LinkedIn joined the audience targeting tool fiasco.

With audience targeting, you are able to choose relevant audiences for your ads. Create different audience personas, and get specific results from actual users. This includes demographic information like age and gender, platform preferences (such as what devices they prefer to use), personal interests, education, location, and income.

Once you’ve figured out your customer persona, you should be able to form different targeting strategies for each platform you’re on. For instance, your target audience on LinkedIn would likely be different from your target audience on Instagram or Facebook.

Your campaign is more likely to see a good ROI when you let them appear for people who are most likely to convert.

Ads Per Ad Group

You can use a number of ads on an ad group to examine which method may work best for your campaign. According to Google’s tip, “you can create three to four ads for each ad group and use different messages for each to see which does the best”. There are other options for this, like testing two different ads and letting Google optimize the one that performs better.

A way to determine the strength of your ads is by looking at their conversion rates—which has the highest conversion rate, the lowest cost—and the highest click-through rate.

When you test different advertising approaches, you have greater chances of seeing what delivers results for your campaign.

PPC for Mobile Marketing

The move to mobile isn’t new. In 2014, the number of mobile users surpassed the number of desktop users. It’s only going to get bigger.

This means your strategy should, in every way, involve optimizing mobile. Your website and other applications should function just as well on mobile as it does on desktop. This includes using responsive design, enhancing UX/UI for mobile, and making sure load time is fast.

Optimizing PPC for voice search

Siri, what is PPC? Alexa, what are some PPC trends I should be aware of? Cortana, what strategies should I use for PPC? Voice searches are on the rise, and for one, they are much longer than text searches. A key point to remember in voice searches is how sentence usually begin in who, what, when, where, why, and how. This lets Google give more relevant results.

PPC strategies aren’t quite easy as 1-2-3. With enough practice, familiarization, and constant update on trends, you can be more adept at creating your own PPC strategies. But don’t worry about it overwhelming you, because you can always ask a PPC advertising service provider to help you with your PPC campaign.

Katrina Veloso
Katrina Veloso
I am a writer, video editor, and film enthusiast. I love pop culture.

Now, sashay away.