03 Dec 2017
Pay Per Click or PPC is the most sought after topic in the world of digital marketing. Whether you are a big brand or a small business, the power of digital marketing lies in the success of PPC campaigns. Having said this, digital marketing experts are always striving hard to make effective PPC campaigns in terms of generating leads, traffic, and sales of businesses.
After going through expert talks and tips, we were able to shortlist these hot PPC trends in Dubai for you to watch out in 2018:
Personalized Audience Targeting
When it comes to the success of PPC campaign, personalized audience targeting plays a crucial role even today. This space will become more prominent with time as several businesses emerge to launch and market products. Considering the diversity of audience, products, geographies, and genders, use of personalized audience targeting helps to achieve better results. For effective use of the same, experts recommend using various initial party knowledge tools such as Google’s Client Match, RLSA, or CRM Databases.
Targeting a particular audience does increase the reach of the PPC Campaign, but what if you want to approach audience that are not directly linked to your services or products? This is where the concept of lookalike audience steps in. Digital Experts say that in order to increase the audience base, it is advisable to tap into this segment. Lookalike audience have common interests, which they share with your target audience. When you target your ads to both core and lookalike audience, you will be able to generate more clicks, and thereby improve business.
Nowadays, people use their smartphones to search for almost anything on the internet. The mobile market is growing fast, and so you must have entered into mobile PPC campaigns already. However, targeting mobile keywords is not the only way for an effective campaign. With Siri, Alexa, and Google Assistant coming into the picture, voice search is soon overtaking text-based search, and so you need to adapt your strategy accordingly.
Google has always been making changes to the ads, and creating waves of awe and wonder among the digital marketing experts. One such innovation is the expanded text ads. These ads give you twice the space of the regular ad, allowing you to make the copy descriptive. As a result, the CTR is expected to increase. But, if you leverage this feature, you will be getting higher conversion. The only thing to remain cautious of is the budget of ad-spend.
Click-to-Message Google Ads
Google introduced this feature in October 2016, and they have worked wonders in the world of search. In this ads, you are allowed to setup message extension with the copy. This gives users a mode to initiate conversation directly from the search, and continue it back whenever they wish to. This innovation is the best and the fastest way to connect with users on mobile. Over the time, it has increased conversion rates significantly.