With Pay Per Click defining a colossal dynamic of today’s internet marketing, many of us are still trying to cope with how it works and how to stay relevant to the new PPC trends.

Before we begin with what the PPC Trends of 2021 are, let us start with knowing what PPC is for a better understanding.

“PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.” ~ WordStream.com

PPC comes in different types:

• Search Ads: The text ads, where the beginning of PPC began.
• Social Media Ads: Advertisements on social media platforms like Facebook, Instagram, Twitter, etc.
• Display Ads: Display ads or picture or video ads are the recent developments in the field of PPC.
• Remarketing: To remarket the same information with different keywords.
• Google Shopping: Many e-commerce retailers pay Google to display their products with their website’s link.
• Sequential remarketing: To remarket the product until the consumer searches for it, he/she buys it, for constant remembrance and want generation.

When one is thinking about building a great PPC campaign, they have to focus on things like:

• Choosing the right keywords; Audiences recently have started to adopt spoken keywords and question phrases.
• Optimized landing pages; for conversions
• Look out for negative keywords, as they may mislead the campaign’s objectives
• Work according to your budgetary restrictions
• Creative ad copy; Is a must to attract audiences nowadays
• Relevant call to action; so that necessary action can be taken regarding the services

PPC is linked with search engines like Google Ads, Amazon Advertisement, Microsoft Advertisements, or Bing Ads. Two factors that derive PPC amount are:

• Maximum Bid on the keyword that the advertiser is willing to pay
• Quality of the advertisement

Now, moving on to the PPC trends of 2021, because most of the trends in the context of PPC come and go away, we have selected a few PPC trends that have stayed and have the potential to grow more. The selected new PPC trends are:

Automation of PPC:

Automation in PPC has helped in saving not just our time and energy but a massive amount of savings too! Automation means using AI or Artificial Intelligence and Machine Learning (ML) to help reduce labor when it comes to tasks with Google. With automation tasks like identifying the best ads, finding the right CTA, calculating and suggesting the best bidding strategy, checking the performance of the account, enhancing CPC, and generating conversions. However, it is already going through experiments and learning, which is going to help us in the smooth application of campaigns.

Voice Search Optimization:

By now, most of our searches are voice-based. Our work is dependent on talking to Siri, Google, Cortana, or Alexa more than actual human beings. But how does that affect PPC? Since it’s Adam, voice search is optimized to work best with cellphones, which gives us a relatively greater amount of exposure to the audience as everybody owns a cell. Because the keywords are in spoken language, they are simple keywords or, most of the time, question phrases. It helps us in keeping it simple when it comes to communicating our products or services with the audience.

More platforms are coming in for PPC:

As earlier, only search engines were the leading sites for PPC to work. But now, with the advent of the realms of technology and people being aware of their needs and where to get their products, niche platforms are also using PPC to target specific segmented audiences. The alternative platforms used for PPC are:

1. Amazon: Amazon is one of the most popular and flexible platforms when it comes to e-commerce. It has the third-largest and fastest-growing platform, Amazon ads. With Amazon, you don’t always have to be a seller. You can direct them towards your website through the right Call-To-Action (CTA).
2. Quora: Quora provide the advertisers with a benefit of contextual targeting, which helps them check users’ behaviors and activity to make a lasting impact on them.
3. LinkedIn: The up and coming runner in the new alternate for PPC Platforms is LinkedIn too.

Video Ads:

The video ads took a great flight in 2019, and with the same bandwidth, it has increased for 2021, and it looks one of the promising trends for PPC in 2021. The main reason behind this is display ads are more appealing to get a click than a text ad. The reason why video ads will be the new PPC trend is that soon all the businesses will adapt to video ads, youtube ads, Facebook, and Instagram stories will continue to dominate. Video ads cover most of the portion of social media marketing, which gives them a new level of prominence than ever before.

Audience Targeting:

The oncoming new PPC trend will be targeting audiences. With Google ads and other platforms now, we can easily target audiences. These features allow you to focus on specific information like age, gender, income, etc. We can even set target for audiences that should be excluded from our target market. With Google ads, we can target keywords and demographics together. It helps in reaching the audience directly who are in need of our product/service without wasting resources on those who don’t.