2021 PPC Tips: Digital Marketing New Year’s Resolutions
As digital marketers review 2020 to plan for the new year, the worldwide pandemic was not the only change with lasting effects. Significant changes from key players in the industry have taken place in the digital landscape. These changes will force digital marketers to reset as they alter the way they plan and progress in the year 2021.
Let us look at some of these changes and what will become the digital marketer’s new year resolutions for the year 2021. Let’s dive into it.
Navigating without data
As we all would have already experienced, Google limited search term data available in their popular search query report, closing the doors for many strategies used to optimize search ads performance.
Unhappy PPC managers highlighted how they saved accounts shelling out large budgets on irrelevant click through search term data transparency. However, now it won’t be possible because of the limited data from Google.
In an article, Amy Hebdon, founder of paid search magic agency, conveyed that google reducing their search term transparency has affected their best strategies for their clients. Combine this with Safari, Firefox and Chrome banning third-party cookies; marketers now face more data restrictions, making it harder to reach and retain their target customer.
To resolve the issue, Mark Irvine, SearchLab’s Director of Paid Media, positively points out that to cope with this change marketers need to focus less on the loss and optimize all other tools and information at hand.
Writing good copy for search ads is a starting point. Analyzing search queries collectively can help find patterns. And getting used to automated bidding will all help with surviving the change.
Using first-party data
To protect user privacy, digital marketers now do not have the luxury of using third party data to personalize their retargeting campaigns. To harness powerful remarketing strategies, marketers will need to plan the collection of highly relevant first-party data to accurately reach their target audience.
Moving forward, marketers will need to conceptualize campaigns around lead gen forms, email subscriptions, sign up landing pages, etc. to slowly build their valuable customer database.
Conscious consumer privacy
Continuing the above conversation on the importance of consumer privacy, as a resolution, marketers now must adapt to using audience targeting platforms that comply with standards of consumer privacy. In a Forbes article, VP of product marketing at DISQO alerts Anne Hunter explained that due to the new focus on consumer privacy as a legal requirement, marketers will also need to work ethically to collect and use their consumer data.
Mobile in-app advertising
While it is no unknown fact that time spent on mobiles drastically increased last year during lockdown, it also won’t be surprising that use of apps on mobile devices increased by 70% and will be even more popular in 2021.
Thus, an intriguing area of opportunity for media planners will be to explore more in-app advertising in their media strategies. Abhay Singhal, the CEO of InMobi highlights, many marketers this year will be looking at in-app advertising to diversify their media mix and take advantage of its viewability and scale.
Stories and reels
Through the pandemic, immersive social content formats like stories did very well. With Instagram using Insta Reels, story content is gaining more popularity. Marketers should customize ads for story ad placements to capitalize on this opportunity. The key to being effective is to ensure that ads feel more like content and less like ads as users swipe through. Capture the viewers in the first few seconds to keep them hooked. These immersive ads that connect more with viewers will gain brand favorability.