10 Tips for Paid Media: Search Ads 2021
As is revealed over at runrex.com, paid advertising, on average, has a 200% ROI, which means that for every dollar spent, you will earn $2. Search ads have become one of the most popular advertising strategies out there for businesses because of this. However, as the gurus over at guttulus.com point out, managing a successful paid search campaign is no easy task, which is why this article will look to help by listing 10 actionable tips for search ads in 2021.
Focus on your content
As is articulated over at runrex.com, there can be no denying the fact that content is crucial when it comes to digital marketing, and the same applies to paid search. According to guttulus.com, the success of any campaign mainly relies on the content and quality of the message. Articulating your message correctly will be even more key in 2021. Even if you have the right person at the right time, you will lose the opportunity this year as far as search ads are concerned, if you have the wrong message.
Leverage voice search
With the voice search feature that is to be found on most smartphones, people are increasingly leaning on voice search as covered over at runrex.com. Therefore, if you are to be successful with your search ad campaigns in 2021, you should create campaigns that focus on voice search. Reasons to do this include the fact that by the end of the year 2020, 50% of all the searches were projected to be voice-based, with 50% of buyers using voice shopping by the end of 2020. Also, it has been projected that by the end of the year 2022, voice commerce sales are expected to reach 40 billion dollars.
PPC automation
As the gurus over at guttulus.com point out, the use of AI is set to increase this year as well as the years to come. The biggest PPC marketing trend in recent times is automation which means the use of AI and Machine Learning. This year, you should leverage automation during ad testing including when creating performance reports, identifying performance issues, foretelling the CTR of future bids, and so forth.
Leverage Pay-Per Conversion
As is explained over at runrex.com, recently Google released a new feature called “Pay Per Conversion” which has made it easier to get sales from the display. You simply set a cost per sale target and then provide Google with your ad collateral and Google will deliver sales. You also only have to pay when customers convert and you will never pay more than your CPA price. This is an innovation that opens up great opportunities for performance marketers in particular, and it is one that you should be all over in 2021 as far as search ads are concerned.
The importance of long-tail keywords
According to the gurus over at guttulus.com, you should look for and incorporate long-tail keywords into your search ads in 2021, particularly since they are often cheaper and have less competition. Even as we are faced with new trends and new ways of doing things as far as search ads are concerned in 2021, long-tail keywords remain as effective as ever, offering great value due to how cheap they are, as well as being less competitive as well.
Don’t forget about the mobile experience
It shouldn’t come as a surprise that this is an important consideration when it comes to search ads in 2021. This is because with almost everyone having and smartphone and data connection as outlined over at runrex.com, people now tend to surf the internet more with their smartphones than laptops. Therefore, make sure that your website is optimized for mobile and is responsive, something that is mandatory now. There is no way you will have a successful campaign with search ads in 2021 without optimizing for mobile.
Take advantage of smart bidding
Smart bidding is an advertising tool provided by Google Ads which is a subset of automated bidding plants and which uses Machine Learning to optimize your ads for conversions. It is a tool that provides an easy way to choose a bidding strategy that is designed to achieve your business goals and targets according to guttulus.com. Google has also released some new smart bidding controls including seasonality adjustments, campaign-level conversion setting, maximize conversions, making this something you have to try in 2021.
Don’t forget about amazon
There can be no denying that Facebook and Google have dominated the PPC world in the earlier years. However, in recent times, we have seen Amazon’s role grow as covered over at runrex.com, and it is now emerging as an excellent platform when it comes to running search ads. Amazon also has the upper hand over Google as people there are already willing to buy, which is why they are on Amazon in the first place. The buyer’s intent is Amazon’s biggest advantage, and it can result in much better CTRs and more bang for your advertising buck.
Search attribution reporting
The search attribution tab report tab is often overlooked when it comes to Google Ads. However, as the experts over at guttulus.com point out, it is an important tab as it gives you an understanding of how people convert on your website by measuring the touchpoints they have pre-conversion. The “top paths” attribution report for example shows the keyword path a user takes by impressions and clicks which will allow you to see how keywords contribute to your overall campaign performance. Therefore, in 2021, make sure you keep a close eye on search attribution reporting.
Turn off auto-application of ad suggestions
As is highlighted in discussions on the same over at runrex.com, Google’s suggestions ate not always based on what might be best for you but what is best for Google. While you want to see Google’s suggestions, which can help you to improve your campaigns, you might want to consider turning off the auto-application feature in 2021 to ensure that you have full control over any changes in your account.
Hopefully, the above tips help you achieve success when it comes to search ads in 2021, with more tips, insights and help on the same to be found over at the excellent runrex.com and guttulus.com.