The COVID-19 pandemic has played a critical role in boosting digital adoption in India. According to a report, 61% of households used the internet in 2021 compared to 17% in 2017. PPC (Pay-Per-Click) ads can be an effective way for brands to present themselves in front of the rising internet population and improve brand awareness, visibility, and conversions.
But just like any other digital initiative, brands and marketers should keep themselves updated with the latest strategies to make the most of their investment. 6 PPC marketing strategies that can help improve your ROI in 2022 are discussed below-
1. Leverage First-Party Data
Amid the rising demand for improved digital privacy and security, Google has decided to phase out 3rd party cookies on Chrome browser by 2023. Apple has already rolled out improved privacy protection for iOS, and Meta is also testing a new privacy control centre across apps. This has brought first-party data to the centre stage in 2022.
To be precise, brands and marketers should work on strategies that can help them gather, organize, and leverage first-party data. For example, data from marketing activities such as email subscriptions, resource downloads, events, purchases, etc., can be proactively pursued as an alternative to 3rd party data. Professional analytics services can help brands gain valuable insights from such first-party data.
2. Mobile-Friendly PPC Ads
According to the Global Payments Report 2021 by Worldpay FIS, the e-commerce market in India will be driven by mobile shopping, which is expected to grow at the rate of 21% annually for the next four years. This calls for a PPC strategy that is optimized for the mobile platform. Here are some tips that can help you optimize your PPC ads for mobile-
- Choose the right ad extensions to make the ads more appealing and informative.
- Ensure that the mobile landing page matches the PPC ad.
- Use a strong CTA and rotate a few different ad variations.
3. Ramp-Up Automation with AI and ML
Artificial Intelligence (AI) and Machine Learning (ML) are expected to play a more critical role in PPC automation. With Expanded Text Ads retiring in June 2022, the two technologies can help brands and marketers test the assets and text copies that offer maximum traction in Responsive Search Ads.
Google has also recently launched Performance Max campaigns that can complement keyword-focused search campaigns. The new campaign type utilizes machine learning and automation to help advertisers manage PPC campaigns across Search, Display, Maps, Gmail, Local, and Shopping through a single campaign.
4. Strategize for Voice Search
As voice search is a rising trend on handheld devices, optimizing your ads for the same is another leading PPC strategy for 2022. When optimizing your PPC ads for mobile, ensure that you adjust them for voice search.
Advertisers can view the “Search Terms” or “Search Query” report in the Google ads account to search for voice queries and long-tailed searches. As these are the terms your target audience is already using; your PPC campaigns can be optimized for the same. If you are optimizing your PPC ads for a specific location, focus on high intent phrases such as ‘Local,’ ‘Near Me,’ and ‘Nearby.’
5. SEO Integration in PPC
Search Engine Optimization (SEO) continues to be the leading rank booster in the digital world. The combination of SEO and PPC can significantly improve the chances of your ads ranking on the first page in Google searches. Integrating two of the most popular digital marketing initiatives can help brands better understand keyword intent and target the right keywords.
Advertisers can also improve website traffic by targeting the clicks received by top-performing keywords in organic and paid strategies. The conversion and keyword data from PPC campaigns can also be used in SEO for improved organic rankings.
6. Tap into Alternative PPC Platforms
While Google is the most successful channel for paid ads, it is essential for advertisers to diversify in 2022. Video advertising on YouTube, Facebook Ads, and Bing Ads are some alternatives that brands can consider this year.
Then there are short video sharing platforms such as Josh, Moj, MX TakaTak, and ShareChat that have amassed millions of users within a short span of time. If you can produce videos or already have video assets, paid advertisements on these platforms can deliver excellent results.
Accelerating Your Digital Growth with PPC in 2022
While several PPC strategies can boost your ROI in 2022, it is essential for brands and advertisers to thoroughly analyze their digital presence to select ones that best match their needs and expectations. A reputable PPC and SEO marketing agency can help brands create customized campaigns for maximum reach and growth.
As ad and marketing professionals are well aware of all the latest trends in the industry and have vast experience of working with brands across industries, their expertise can guide businesses to take maximum advantage of their SEO and PPC campaigns.