Three Critical PPC Trends

Advertisers and marketers will witness a new set of PPC trends that will generate more leads and conversions. 

Here are 3 of them to incorporate.

The world of PPC is constantly changing.

People will focus more on the buyer’s journey and use it to its full potential.

Automation and artificial intelligence will be a key trend in 2021.

Many things have been turned upside down after witnessing a year full of unprecedented situations and multiple coronavirus-induced lockdowns.

Businesses are shifting to a remote-first culture, people prefer shopping online to going to a retail store, and in-person conversations have turned into video conversations.

Much has changed in the past year, including in the realm of advertising and marketing.

Marketers have used automation and artificial intelligence (AI) to create data-driven ads.

Understanding the buyer journey and make the most of it.

Here are three PPC trends that might rock the boat.

1. Google’s advertising data centre will be a goldmine:

Google announced to stop allowing third-party pixel tracking because of security concerns.

It is a personalized analysis that aligns data with specific objectives while maintaining privacy and security.

It offers marketers a comprehensive analysis to measure the effectiveness of ads on different screens.

The ad data centre will prove to be a gold mine for marketers as it provides specific information on

customer behaviour and how they interact with ads.

2. Understanding the buyer’s journey:

A key aspect of a successful PPC campaign is knowing how customers are behaving with ads at each

step of the customer journey.

Understanding each stage of the buyer’s journey can help create a more effective PPC campaign.

Here are the five stages of the customer buyer journey and how to get the most out of it by creating PPC

campaigns for each stage.


Customers learn about the business and the offers. 

People are looking for an answer to their questions and looking for someone to solve their problems.

Therefore, the needs may or may not be well defined.

Help determine your needs and align offers accordingly.

Use branded paid ads to get their attention.

Use the keywords they use to search for in your search queries.

When they saw the ad, it piqued their curiosity and forced them to learn more about the brand.


The client learns more about the answers to their problems.

They are sure of your needs and know different ways to meet them.

They also consider you one of the solution providers and are evaluating whether to solve their


They are checking the company’s PVU, reviews, social proof, and past partnerships.

Interact with clients and build lasting relationships.

Also, use Facebook Lead Ads to address customer issues.

Also write a conversational copy with social proof, case study, and previous work that will instil a sense

of confidence in them and they’ll love exploring the offerings.


The customer compares different offers and finds the one that best fits.

Understand the price points, their reviews and ratings. 

Therefore, PPC remarketing ads can be great. 

Having the customer click on the ad and embed the cookie.

This keeps the brand in front of the customer.


Customers have realized their needs.

They have narrowed down their options and are ready to buy.

A strong call to action in ads to encourage them to buy.

A strong CTA will force the customer to buy. Use remarketing to ensure that potential customers.


The prospect has become a customer.

Strive to keep them.

Segment customers into a new audience list and use remarketing ads to draw their attention

to other products and services.

Understanding each stage of the buyer’s journey will help create a rock-solid PPC campaign.

The more you know your customers, the better you can tailor your campaigns.

3. Automation will play a crucial role:

According to Statista, the size of the global automation market will increase from 

71.5% to 83.2% by 2021.

Therefore, automation is expected to be a revolutionary trend in 2021.

With artificial intelligence and machine learning (ML), advertisers can automate time-consuming tasks

to find the right place to display their ads.

Automation will also play a crucial role in ad testing.

It will optimize ads that include:

Finding the best bidding strategy.

Creation of offers to get maximum conversions.

Improve the cost per click by searching for ad auctions

Monitor performance and stop underperforming ads.

Prioritize the ads that generate the best results.

Dynamically generate ads using user behaviour and website content.

Generate ad performance reports dynamically.

Generate ad data and create ad copies to generate maximum clicks.

As AI learns more about audience behaviour and how it interacts with ads, it can accurately create ads

to improve PPC campaign performance.

As an advertiser, one must incorporate these PPC trends into the marketing strategy 

to get the most out of the campaigns.

Artificial intelligence and automation will take first place.

People will focus on each stage of the buyer’s journey and use voice search to find answers to their inquiries. 

There will be an increase in VR-enabled video ads.

Marketers will also look to alternative PPC campaign platforms such as Quora, Linked In, 

Reddit, and other similar platforms to generate better ROI in 2021.

So it’s true that 2021 has a ton of brand new stuff.


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