The 5 Trends in PPC For 2021

Trends in PPC

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.

How to start an online business from scratch

Start an online business

Since the coronavirus crisis, more and more people are planning to start an online business and thus get ahead. Some because they have lost their jobs or because they see that their companies will not be able to float, others simply because they aspire to create their own business and not always depend on someone else’s company to get income.


Any of these motivations can be a reason to motivate yourself.


But, How to start an online business without dying in the attempt?

The answer to this question is usually quite simple. That implies that it is worth it to you and that it is worth it to the user who will be your client. If one of these two premises is not met, it is best to find another business idea that is better for you.


If you have an idea that you think is worthwhile, in the sense that you would work on it even if you did not charge for a while and you think it adds value to the user, I will give you the steps that can work for you if they are done correctly, and so on. you can start your business online.


Step by step to start an online business from scratch

The fundamental part of any project to start an online business is to find a profitable business model as soon as possible.


If it takes a long time you run out of money, time, and enthusiasm, that is why it is important to follow a method that allows you to know as soon as possible and without spending all your resources if the idea makes sense or not.


The most recommended method is the Lean startup, which helps you reduce risk when launching a project, focus on a customer segment, find your early adopters, and build a profitable business model as quickly as possible.


Now let’s start with the steps.


# 1: Market analysis and competition

Market analysis is the previous point to know how saturated the market is, against whom you compete, who has something to say in this sector, influencers, strategies, business models, and financial analysis. All this information requires important work from:


Analyze the competition

When starting an online business, the analysis of companies, products, people who are marketing products or services that could attack the same market segment.


Searching for information on the Internet, analyzing social networks, seeing many advertisements and advertisements from other brands … is the way to analyze what they are doing, what type of texts, images and the value proposition they use and thus we can learn a lot before launching our own strategy. ahead.


Analyze business to business and product to product

Likewise, an exhaustive analysis of many brands and products must be done. Analyze the brand structure, image, among others, and all this in detail.


With all this information we have an important starting point of knowledge. It is also very interesting to see if there are people within the team who may be users of the product or service that you are going to offer.


# 2: define the market segment

Once we know how the market is and what solutions are out there, the interesting part of starting an online business arrives; define which market segment you are going to target.


For this, it is advisable to limit the segment as much as possible. That is, choose a segment of customers large enough so that a business can be derived but as small as possible to focus and optimize the marketing budget that we will see later.


# 3: Develop a value proposition to start an online business

Once we are clear about the customer segment we want to target, it is time to develop the value proposition that best fits the problem of our customers.


In this sense, with a defined customer segment, it is much easier to focus on the problem to be solved, to know why it is a problem for them, how they face it and how we can solve it in a better way than what is currently in the market.


The process for designing a value proposition is as follows:

  • Define the target customer (early adopter).
  • Analyze the objectives of that customer segment.
  • Define the actions you take to achieve those goals.
  • Write the main problems.
  • With this, we propose different solutions.
  • We analyze the benefits of those solutions.
  • Finally, we choose the value proposition that solves the most important problems and with which the target customer achieves the greatest benefits.


# 4: Define my launch and branding strategy

Once we have defined the target customer, the value proposition and we know the market, we would enter the part of creating the brand and making the product/service known.

Marketing tools, how can they help you?

Marketing tools

The effectiveness of a marketing team is not only determined by the talent of its components, but also by their productivity, this is achieved using the best marketing tools, some are even essential for the success of a business.


Thus, more and more companies are looking to marketing for an option to generate more business opportunities. For this reason; it is necessary to make the processes carried out more agile, such as content production, lead generation, relationship with potential customers, etc. Using various marketing tools.

In consecuense, this increases the demand for the use of tools: they are included to automate many manual tasks that take time to execute and make it difficult to prioritize more strategic activities.


All in one marketing tools

All-in-one tools within marketing are platforms that allow you to manage and automate various business strategies from the same interface. Thanks to these tools; we have a large part of the information necessary for our business located in the same place and we do not have to go from platform to platform for each situation or strategy.


Also, many of these tools help with tasks such as lead management; email chain scheduling, analytics, content creation, or even social media management. Their main strength is that they allow us to have an overview of how our marketing strategy is working without losing a detailed view of user interactions with our content. Many of these tools incorporate adapted versions of typical sales CRMs, making it easy to track individual users.


Marketing tools for automation

Marketing automation tools involve many functionalities, such as Landing Pages, Email Marketing, and email automation flows. This facilitates and extends the management of leads and drives the creation of sales funnels.


Equally, this means that it becomes an increase in the volume of more prepared leads that will be sent for sales and it also means improvements in the productivity of the marketing team; as the process can be automated through predetermined triggers.


Email marketing tool

Email Marketing is one of the main customer relationship channels. After the visitor has the first contact with your company and becomes Lead, it is through Email Marketing that you communicate with him and offer him more content until he is ready to speak with the sales team.


For this reason, it is important to use a marketing tool to automate emails and everything that has to do with sales via email.


Marketing tool for creating landing pages

First, landing pages are those that are intended to receive visitors and convert them into Leads. After that conversion, the visitor becomes a contact or business opportunity.


Through landing pages; we offer relevant materials or other offers to convince the visitor to register their data; such as name, email, telephone number, and company. In this way, it is possible to establish a relationship with the Lead, get to know them more, and send them content, as required by their needs.


Content Marketing Platform

These tools; can greatly optimize the process since they allow everything from blog management to creating demands for the production of publications, saving time, and increasing efficiency.


Marketing tool for SEO

Marketing tools for SEO (Search Engine Optimization) are intended to help companies improve their position in search engines such as Google. These tools have many functions; such as keyword research, site optimization through plugins and analytics, etc.


Analytics tool

Through the use of analytics platforms; you can measure the results of your online actions so that you can obtain the best data from your business. Among the advantages of using this type of marketing tool; is the evaluation and understanding of the interest of the visitors on the site.


In this way; it is possible to measure the return on investment (ROI) of the actions carried out; and detect which actions and strategies produce more results to attract the attention of the public.


Marketing tool for Social Media

The marketing tools for social media help in the optimization of the actions on the various social platforms. These tools stimulate productivity growth through the pre-scheduling of posts and allow you to track brand mentions; assess interest and reactions to content and fan base.

One Thing Small Businesses can do to Survive Covid-19

One Thing Small Businesses can do to Survive Covid-19

The Covid-19 pandemic has negatively impacted small business in small town America. Larger businesses may have an out in the form of extra resources, more money, and more friends.

Small businesses, on the other hand, have been utterly devastated by the virus. These businesses don’t have many resources. Their customer base is small and fragile. That means any shake up of the market could be detrimental to them. A representative survey by Wallet Hub suggested that 87% of small businesses are struggling as a result of the pandemic. Even if the $2 trillion dollar stimulus bill seeps into the economy in time to prop these businesses up, it may be too late.

That’s why these small businesses must react to the changes brought about by the situation. Notably, there is one thing they can do for themselves to survive, and even come out of the situation with more customers, more business, and stronger community ties.

These business must listen to their customers.

Listening to Customers Amidst the Covid-19 Pandemic

Customer’s needs don’t diminish just because a virus sweeps across the nation. People still have to survive. They still have needs and requirements. They still want to buy things. Some of them even want to support their favorite small businesses and help the community recover.

The worst thing a small business owner can do is throw up their hands and call it quits. Yes, the situation is frustrating. Yes, the bottom line will suffer. But if business owners decide to listen to their customers, they will likely learn that the market is not dead. For instance, in Abilene, Texas…a Facebook group called Support Small Business of Abilene emerged. The group already has nearly 6 thousand followers, which is great, considering Abilene is a medium to small sized town.

If business owners truly react to Covid-19 by listening to their clientele, they may yet survive. Groups like the one in Abilene are emerging on Facebook everywhere. The people in these groups are actively seeking out products, looking for new business, and trying to sustain some semblance of economic activity. If small business owners seek out groups like these, they would quickly get to hear from their customers, who still desire their business. The market only slows; it never comes to a complete stop. 

Pivoting and Changing

Nonetheless, some businesses may have to pivot or change their business model. As a result of Covid-19, many businesses have had to close or cease their operations entirely. It’s a scary thing to happen, but it’s survivable. The situation just demands that business owners get creative.

For instance, if a business was in the beauty industry, they likely had to stop doing business altogether. They can’t work with their clients, because of the nature of the business. As a result,  some in the beauty industry have pivoted to focus on selling products. In Abilene Texas, Illumina Day Spa, started to focus on selling clean beauty products via the internet.

At the end of the day, all pivoting or changing means is a business owner must listen to their customers and follow the market. Their customers still need them. Even during economic downturns and pandemics, markets still live, and not everyone in business keels over.

The 4 Second Rule

[vc_row css=”.vc_custom_1538637735250{padding-top: 0px !important;padding-bottom: 0px !important;}” el_class=”single-post”][vc_column][vc_column_text el_class=”single-post-content” css=”.vc_custom_1551282856635{margin-bottom: 0px !important;}”]Internet searchers are impatient, and if they don’t see what they want in 4 seconds or less, they hit the ‘back’ button. When that happens, you’ve lost them for good

Let’s make your pages meet that 4-second rule…

First, the number one thing people are looking for on a website is contact information.

So, your pages must be easy to scan for the important information people want – what you do, where you do it, a few bullet points about your service, and your phone number or other contact information.

QUICK FIX: Make sure your contact information is in several places, but most importantly – at the top in a prominant position. Create a Click to Call button and place it in your header.

Second, scientific eye-tracking studies have shown that readers can’t, or won’t, read large blocks of text. Your customers want to know how you can help them fix their problem not your entire company history and since they won’t read large blocks of text anyway, reduce that text to bullets if you can.

QUICK FIX: Look at your text and see if it is filled with extraneous words and fluff and take most of it out!  Then, put the benefits of working with you into bullet points and in a prominant position.

Third, Make your pages more focused – about one topic if possible.  This also helps people find your offers easier when they search for you. The search engines rank pages, not web sites. And a focused message makes it easier for the search engines to understand the main point of each page and rank it accordingly.

Each focused (or ‘optimized’) page, concentrating on a single subject, will appear in search results when customers search for that particular product or service. This brings people looking for your solution to their problem directly to the page that solves their problem. Bring the right people to the right page and you will convert more of your visitors into buyers.

QUICK FIX: Create a ‘landing’ page – a page devoted to one product or service – for each service or product you want to promote. Make sure there is one clear message on that page. Create a call to action on each page and focus attention on each specific offer.[/vc_column_text][vc_column_text el_class=”single-post-content” css=”.vc_custom_1551282879297{margin-bottom: 25px !important;}”][/vc_column_text][/vc_column][/vc_row]