Top 4 PPC Strategies Every Brand Should Deploy by the End of 2020

ByVivek Singh

The year 2020 was an unpredictable time for every industry. Nevertheless, we shouldn’t ignore the dust settling in many ways. Though the latter half of 2020 isn’t projecting a complete return to normal, but a reliable shift to new normal is seen.    

Belonging to a digital marketing industry, we embrace this new normal and help our clients thrive with the increasing demand for digital content.    

It’s time to introduce the 4 PPC practices to help your brand make a comeback.   

 4 PPC strategies to deploy by the end of 2020   

 1. Rely on Video marketing    

Video marketing is trending. It is the right to make the most of it.   

The mandate quarantine has shifted customers’ interest towards the sudden consumption of digital media. Today, people are spending a good number of hours in front of the screen. Video content is grabbing their attention. Talking about YouTube, the platform has seen an excellent lift in Q2. Its index score on Google Trends has reached 100/100. This indicates that the platform is now being used more than ever before.   

Many businesses are converting worthy leads that, too, at a lower cost. Brand-building and awareness channels like YouTube rely on the brands that promote themselves to come over the financial difficulties posed by COVID-19.   

Moreover, it makes sense to find your customers where they love to be.   

2. Invest in ad auctions    

Amid the chaos, shopping remained high in Q2. Google’s online shopping category has seen a tremendous spike in the month of April 2020. Throughout Q2, many eCommerce brands have enjoyed an increase in revenue. The categories that drive the increase in revenue were home goods, hair care, at-home fitness, etc. Shopping and search CPCs were decreased as the impact of COVID-19 hard-hit retail brands and stores. Due to which they weren’t able to advertise on Google Shopping.    

Though things begin to slow down further, the interest in shopping wasn’t hampered. In the present time, demand is increasing, and the competition is less. To make the most of the prevailing scenario, it’s better to invest in ad budgets.   

3. Set smart goals & spend on Google Ads   

There is no denying that the percentage of customers looking for products/services are increased drastically. In this critical time, investing money in Paid Search will come as a double-edged sword. As of now, it is better to invest in a more abundant marketplace. Provided your approach has to be smartly calculated, as you don’t want to waste the money on ad spent. Seeking the help of Google’s machine learning will be a good idea. As Google has heavily invested in its automation technology, it will surely help you examine the more likely signals to converge into leads.   

In 2020, having smart goals for your brand will work great to optimize your Google Ads performance.  

4. Divert your attention towards Purchase-Ready Consumers via Custom Intent Audiences   

Before discussing this point, let’s first know what the custom audience is? It is an advertisement targeting option that allows you to target your existing customers. Hence, it would be a great deal to invest in Custom Audiences as there is a high probability that they will purchase because they already know your product/service. 

  • Custom Intent, a form of custom audience, targets customers based on the recent searches performed by them on Google. This had increased the website conversion rate for many brands out there.   

  • Custom Affinity is another form of the custom intent audience that creates lists of customers to target based on their recently visited sites. Targeting these customers will bring high-intent traffic than other Competitor Paid Search campaigns. 

At present, when almost every business is on a tight budget, the above two alternatives will boost your efficiency on paid search.   

 Wrapping up   

We hope the above points must have helped you develop an entrance plan for the latter half of 2020.    

Before taking your leave, we would like to give you a win-win proposal. Panacea Infotech is a leading company to provide result-oriented PPC services. We have helped many clients in making the most of PPC campaigns. If you are looking forward to joining hands with one of such companies, then look no further.    

Let’s discuss your concern and come up with an excellent strategy. Feel free to contact us.