Pay-per-click (PPC) advertising is evolving rapidly, and staying ahead of the curve is crucial. As we look towards 2024, several trends and strategies are poised to shape the PPC landscape. Implement the following strategies to see your pay-per-click campaigns thrive in the coming year.
Five PPC Trends and Strategies for 2024
1: Automation and Artificial Intelligence
AI isn’t going anywhere in 2024. In fact, it will be vital for managing effective PPC campaigns. Google offers a variety of AI-driven automation features that can help you save time and money, such as Performance Max and Smart Bidding.
Performance Max is an automated, goal-based campaign that optimizes your ad performance in real time. It uses machine learning to find more ready-to-convert users across Google’s channels, including Search, YouTube, Gmail, Display, and Maps.
Smart Bidding, another machine learning feature, is an automated bidding system. It will optimize conversions such as Target Cost-Per-Acquisition (CPA) and Enhanced Cost-Per-Click (CPC) when bidding in auctions.
However, in order for the automation to be effective, you’ll need to provide the AI algorithms with the right information. Make sure to identify your target audiences and choose relevant keywords for your campaigns.
2: Optimized Landing Pages
Landing page optimization is another increasingly popular pay-per-click trend. Whether you’re running Google Search Ads, Facebook Ads, or other PPC ads, it’s crucial that you provide a seamless user experience. Align your website with your ad messaging by keeping your landing page content concise and ensuring that it only focuses on the information mentioned in your ad copy.
3: Leveraging Social Media
Google is a very popular advertising platform, but many people forget about the power of social media. There are over 4 billion social media users around the world, and many of them are checking several platforms daily. Don’t leave anyone in your target audience out—cast a wider net by advertising on multiple platforms in 2024 to drive more conversions. Just like you would with Google ads, make sure to take advantage of each platform’s advanced targeting options and automated features to get the most out of your campaigns.
Many people who see your ads may not interact with them the first time around. However, that doesn’t mean they aren’t interested in your business. Perhaps they have not needed your product or services yet, or maybe they just need another nudge. Developing a remarketing strategy will help you reach these users again and convert them into customers.
To build an effective remarketing strategy, follow these steps:
- Segment your target audience based on their interests, age, location, and other key demographics.
- Avoid showing your ads too often by setting a frequency cap.
- Run responsive ads that automatically adjust to fit any screen. This ensures users always see your ads in the best format, even when they switch devices.
5: Integrated SEO and PPC
Integrating search engine optimization (SEO) with your PPC strategies will boost your online visibility. SEO helps you improve your organic search rankings, while optimizing PPC search campaigns helps you win bids and appear in more results. Optimizing both organic and paid searches will allow your business to take up more real estate online and rank higher in search results.
To optimize your SEO and PPC strategies, you need to optimize them both for the same keywords. You should also track the same data points, such as Click-Through Rate (CTR) and conversion rates. Use these metrics to understand how users are engaging with your ads and web content, then optimize each accordingly.
No Time for PPC Ads? Let Us Help
It can be difficult for small business owners to stay on top of all the latest PPC advertising strategies, like automation and SEO integration. But pay-per-click ads can bring a huge return on investment for your business. So let the PPC experts at New Wine Digital do the heavy lifting for you. We’ll optimize your ads and your landing pages, remarket your campaigns, and improve your SEO to attract more converting customers to your business. Give us a call at 480-516-1819 today to learn more about our Google, Facebook, and YouTube PPC services.