A paradigm shift is being brought into the digital marketing space thanks to Pay-Per-Click or PPC advertising. It is one of the most effective ways to advertise today. Your enterprise needs to have a PPC strategy in place to stay ahead of the other industry players and be ready for future challenges of digital marketing. With the help of a digital marketing agency in Dubai, this is possible.
Below listed are some of the factors you need to keep in mind while drawing up a PPC Advertising strategy.
Privacy Regulations
Privacy regulations are an important aspect when it comes utilization of data for advertising by brands. The key issue here is how the data is collected and is the permission given by the user or not. Strict data laws such as CCPA and GDPR are being implemented which work in favor of consumers and make consent for data collection a key factor. Apart from data collection, other factors such as cookieless data, and context-based advertising also play an important role in privacy regulations.
Optimising Ads with Automation and AI
AI is here, and we have to collaborate with it rather than compete with it. AI-driven tools have a clear influence on Google Ads, and it is only going to further strengthen from here. AI will have impact bidding strategies as well as audience targeting and continuous optimization of the campaign. It is important to utilize these tools to improve campaigns while also having human oversight to ensure that the campaign has creative as well as strategic aspects incorporated with the brand’s voice.
Making Most of the Audio, Visual, and Video Advertisements
Audio and Visual formats for PPC campaigns are a must. With short format content on TikTok, Instagram, and YouTube going viral, these platforms have dominated the captivating content. Long-format Podcasts on Spotify, Audible, and Apple Podcasts have also found their space and made a mark for it. Such content is in high demand and there are different content creators for each format and each of them has a decent audience size too. There is also an Augmented Reality (AR) format which can be combined with visual formats and offer an immersive experience to the users.
PPC Integration Across Multiple Channels and Platforms
There needs to be a seamless integration of PPC campaigns across different platforms. Email marketing, SMS marketing, social media as well as Google Ads – all of it has to be integrated to create a streamlined approach to track and monitor the results of the campaign. This enables ease of tracking of campaigns. Beyond this, integration also means similar messaging across the channels, thus, enabling trust from customers.
PPC Optimisation for Voice Search
As the popularity of Siri and Alexa is increasing, search optimization for voice is also something you should consider for PPC strategy. A Digital marketing company in Dubai will need to ensure that PPC strategies involve matching natural language queries and enable intent search specifically between voice and text searches.
Promoting sustainable and ethical advertising
Consumers today are well aware of social and environmental issues. They are very demanding in terms of where the material has been sourced for a particular product or how was it sourced. Brands need to keep in mind, be transparent, and ensure they do not falsely advertise their product through PPC campaigns. Enterprises must ensure they adhere to advertising policies.
Flexible Budget Allocation
One of the advantages of a PPC campaign is that the budget allocated can be flexible in nature. Based on performance, its budget can be increased or decreased and optimized frequently. This enables the optimization of the budget for campaigns that are working. Experimentation and adjusting strategies are the best way to go about getting the most out of PPC ads in terms of ROI.
Enhanced Targeting using Artificial Intelligence
Artificial Intelligence is everywhere, and it will also impact PPC strategies positively. With AI tools, consumer behavior forecasts will be improved, target audience segments will be more precise, and large-scale customizations will be made possible. The new-age solutions are only going to help expand on current tools and strategies.
Conclusion:
PPC advertising is always evolving and always dynamic. With AI infused in it, it will make further enhancements in its algorithms, providing more options for customizations to enterprises and enhancing their campaign. You can also get help from a digital marketing agency to get started with a PPC campaign and advertise with Google Ads.