Month: January 2021

The 5 Trends in PPC For 2021

Putting your opinion on the table about trends in PPC or another topic for the following year is always a challenge. Even in the case of technology, more so. As has been happening in these months of change and uncertainty, everything points to the fact that by 2021, the evolution of the COVID-19 pandemic will continue to set the social and economic rhythms at the global level.

The same happens in the online environment since it will be essential to be very attentive to adapt to the new needs of users.

Trends in PPC

#1 In 2021 Automation in PPC will take over

Machine Learning systems based on Artificial Intelligence applied to the management of our PPC advertising campaigns will play an even greater role throughout 2021.

It is not a secret that in response to the constant legislative revisions on the Data Privacy Policy, Google has implemented strategies such as the elimination of third-party cookies by 2022, or the constant decrease in the data of Ads that offered us regarding the evolution of our campaigns.

This fully affects the application of a PPC strategy based on this data that gives us an idea of the behavior and interaction of users.

As a consequence of this new scenario in which Google imposes its rules and its control, the logical need arises for advertisers to seek a strategic alternative to put the game chips in the correct box and that this leads to an increase in ROI.

And this is where automation comes in. The use of automation tools for the management of our Ads campaigns is responsible for adjusting and applying the best strategy through audience segmentation, generation, and classification of new keywords, CTR prediction, and the creation of new ads. All fully automatic, thus being the first of the trends in PPC for this new year.

Besides, the use of Long-tail Keywords that can open so many opportunities concerning the scope of our campaigns, but whose classification and manual management is overwhelming, becomes a viable option with the use of automation tools.

# 2 local PPC on the rise

Another of the trends in PPC that have been generated since 2020 is the orientation of campaigns towards local businesses.

While recent years have been defined by global trade at the forefront of online shopping demands, the different mobility restrictions and general fear of products from abroad caused by the coronavirus, have led to searches related to “Available Near Me” products have exploded globally.

This creates an opportunity. Offers that appeal to a secure purchasing process for the customer will play to an advantage in the new terrain of general uncertainty that we do not know when it will change.

Every time we will find more information on the front line about, for example, the stock available according to the user’s location, updating of different purchase or service options, and even different offers for different stores.

# 3 The Buyer Persona experience will lead the way

To determine the success of our campaigns, the buyer persona is a crucial element, so in 2021, the trends in PPC will be based on the diversification and launch of multiple campaigns aimed at different audiences.

Now more than ever, it is essential to work the user experience well. Thus, proof of this is the establishment of Responsive Design as an essential feature in the design of any online experience. And is that currently, most of the user searches come from mobile devices.

But it will not only be important to work on the user experience at a visual level. Let’s not forget that after any purchase process, there is always a user with a need to cover. Need that often responds to a series of emotional issues that we must allude to with our advertisements. Currently, it does not work just to show the offer to the potential customer: you have to connect with them.

Therefore, we will find more and more creativity in the conception and writing of ad copy for Ads, with content that appeals to rational and emotional needs.

# 4 Video Marketing as an Ads format

Considering the importance of user experience, we cannot ignore the way that users consume different types of content and the benefits of each. It is not by chance, therefore, that video is gaining strength within Ads as trends in PPC.

Likewise, it has been shown that the audiovisual format connects better with users and helps them understand better and more quickly the qualities of the products and services offered. Also, the presence of video pieces increases the time that users spend on a web page since it generates trust towards the product.

Not to mention the fact that today, any average user can use their mobile device to create an audiovisual piece of more than worthy quality.

# 5 Diversified PPC strategy

Finally, but not least among the trends in PPC, there are diversified strategies, which have been intensified due to Covid-19.

In other words, the increase in online purchases derived from the quarantine periods and mobility restrictions has ended up breaking down a barrier of mistrust towards the digital environment that still dragged a good sector of the population.

So with this new influx of more technological users, many online platforms have made new avenues to exploit other avenues of monetization. Among them, their own Ads services.

Thus, it opens up the possibilities for advertisers to complement their Google Ads campaigns with other platforms in their PPC strategy.

What you take into consideration when making a web design

Many rules must be followed to create a good web design. The correct development of a web page must always be entrusted to expert hands since it is our business card, it is where our users and potential clients land when they look for us or when they look for our products. Therefore, you must take into account the advice that we give you below.

Tips for a good web design

Consistency

This is probably the most important aspect of web design. Consistency refers to the web design of all pages having a common general structure. This implies, both the ease of navigation, as well as the colors, fonts, styles, and registers.

All this says a lot about the image of a company. A good web design is the first step towards consistency. And careful work is necessary from the start.

Ease of navigation

Navigation and user experience are key pieces to take into account in a web design. The structure of the menus and the categorization of the content should ensure that the steps towards conversion are few and easy. Ideally, this process should never be longer than three steps. And the clearer it is, the better.

Therefore, it is recommended that you put yourself in the user’s shoes and detect those points that may confuse him or make him abandon the process.

The color of the links already visited

Something as simple as highlighting the links that the user has already visited is a good example of how to facilitate navigation. The clarity of a web page depends on the user knowing exactly where he is. What you are looking for, and above all, where you have not found it. Unnecessary repetition annoys.

Another important issue for web design is to distinguish internal links from external ones. The best way is to make external links open in new tabs so that the user is not invited to leave the page they were initially visiting.

Visual hierarchy

When a user lands on a website they do so looking for something specific and whether they find it will depend on the visual presentation of the page (web design). It is recommended that there is not too much text, since the information arrives much clearer when it is concise, well organized, and has visual support.

Alternatively, the grid allows easy organization of content so scrolling is vertical only.

Detect all errors on your page

Errors on a page can confuse the user, make it difficult for them to reach the content that interests them, or directly make them abandon it completely.

So having the page adapted to mobile devices, that there are no broken or expired links, that there are no writing errors, and that the multimedia content loads correctly seem obvious issues, but they are frequent problems in web design. Likewise, the loading time is decisive when it comes to making the user stay and commit to the page and its content.

Scroll

When content is offered vertically, the time the user spends on the page increases, and the depth of scrolling also increases. It’s simple, because the more interest the content arouses, the lower the user will go.

Remember that scroll depth is also a metric used to measure user engagement and interest in the content of a page. Also, if the information is complete, your conversion probability increases.

Responsive

The evolution of the mobile market is indisputable, and more users are browsing from mobile devices than from computers.

For this reason, we cannot stop insisting that web design is adapted and responsive to facilitate navigation. Google Analytics, like many other tools, offers data on the devices from which the page is accessed. With them, you can cover a greater range of users.

Why is it important to have a community manager?

This is one of the big questions that produce a great debate within the work team of every company in these times.

Why is it important to have a Community Manager? Today companies of different sizes are included in their team of Community Managers, who are experts in charge of managing your brand throughout the Internet.

A Community Manager is a highly responsible professional capable of building and managing your online community, as well as managing the identity and image of your brand, establishing and maintaining firm and lasting relationships with your clients and your fans on the internet.

For all of this to happen in perfect harmony, the Community Manager must fully understand your company, your philosophy, your field of business, and establish communication objectives together with some departments.

After having carried out an analysis on the situation of your company, the moment comes when the Community Manager must choose which platforms are the ones that will help your company to generate a greater reputation, so that in this way you can generate more customers, as well as you also get closer to your customers.

Why should you have a Community Manager?

In essence, it is because this way you will be able to obtain the highest possible profitability, which makes this an essential part for your company or business to carry out good administration on your social networks, because it will always be up to date with the latest news, new technologies, creating quality content for your customers or users about your company and your commercial personality.

Likewise, the Community Manager is that digital nexus that unites your company with your clients or potential clients more directly, quickly, and on a day-to-day basis, generating a fluid dialogue and resolving doubts correctly and quickly.

A Community Manager is in charge of producing a bilateral chat with the user, as well as making their experience with your company personalized for each client, creating quality content to make the difference between your brand and that of your competitors.

In the same way, the Community Manager can increase the knowledge of current customers and potential customers, it also can become the ears of your company in the digital world, allowing you to collect feedback from your customers and use it to propose improvements. internal to your company.

What are the main functions that the Community Manager would perform?

The functions of this worker are capable of adapting to the strategies and needs of any company so that in this way you can get the most out of online tools and make your business grow and always remain on the agenda.

All these actions will make the image of your company improve and therefore be more visible, a simple example is when a user searches for a brand and does not find it in a short time, the opinion is usually not good, so it is essential to be Always a few steps from the client, being the Community Manager who is in charge of making the image that he receives about you is positive.

You must take into account that many more people will see you online than physically, therefore, the image that is transmitted must be the best face of your company. This translates into another advantage of having a Community Manager since this is in charge of multiplying your reach and reaching as many users as possible.

Besides, a Community Manager agency will manage the statistics and metrics of your company’s publications, this will allow you to obtain more information about the notoriety and position that your company has in the digital environment, therefore it is possible to act according to the information collected.

Know how to make a successful b2b sale

It’s no secret that selling to other businesses can be tricky. You simply won’t be successful if you don’t take B2B selling for what it is: a high-stakes game that requires a completely different approach than direct-to-consumer sales.

However, before knowing how to make a successful B2B sale, we must start by knowing its concept.

B2B sale, what is it?

In general terms, B2B sales is an acronym that refers to commercial transactions between companies (business to business), not directed to the end customer, but distributors, importers, and partners.

And, contrast, B2C sales refer to the set of commercial transactions and marketing strategies that a company establishes to attract its final consumers (business to consumer).

Strategies to achieve a successful B2B sale

Meet your quality contacts

In B2B sales, we know that not all the contacts of a company have the same possibility of buying from us. It is important to define which functions or jobs are the ones that really decide to purchase our product, as well as the phases of your purchase process.

In addition to this, you can establish other characteristics to complete the profile of your buyer or buyer persona, such as gender, age, marital status, place of residence, and hobbies.

Use inbound marketing

In inbound marketing, you are in charge of identifying your segments and attracting them through quality content, so that they are the ones who look for you. The idea is that they think of you when they are finally ready to make their purchase.

And when we talk about quality content, we are not referring only to texts. You can also attract them with a business event that offers them value and shows them, at the same time, the quality of your product or service, this is one of the most effective strategies of a B2B sale.

Offer a competitive deal

As in B2C commerce, in a B2B sale you must offer a competitive deal, through a positive shopping experience and agility in all your processes; Also, that you comply with the administrative and fiscal standards that your clients ask for.

Thus, it is important to highlight that with an administration or ERP system you will always have an advantage because it allows you:

Accept payments online
Manage your customer catalog
Offer an online self-billing portal
Comply with the addenda

At this point, you should review the platforms that offer specific benefits for marketers. A good management system makes it easy for you to control and continuously monitor your business clients.

Increase your customer satisfaction

To optimize your B2B sales, you need to measure and control the level of satisfaction expressed by your customers. Only then can you know their loyalty and identify where you should improve. Additionally, satisfied customers attract new prospects and opportunities.

Remember that loyalty is key in your sales strategy to companies, so you must contact your customers, at the times and through the means, they prefer: by phone, by chat, via email, personally, or even by social networks.

Focus on selling results

Just as you are not interested in products that do not help you with something, neither are others willing to hear from you if you do not tell them what needs you solve for them.

Therefore, focus on communicating the tangible results and objectives that you will help them achieve.

Use the metrics

To direct your efforts to the segments and channels that do pay off, your sales strategy must be guided by metrics. Some basic indicators are:

Average ticket: it is the value each customer spends on average on their purchases.
CAC or customer acquisition cost: it is the investment that you must make to acquire a customer, in general, and by channel.
Churn: refers to the loss of income or customers.