Take Advantage of Search and Social PPC Trends for 2021

15.07.21 01:18 PM By Aleksandra Dj
SEO PPC trends 2021
The pay-per-click (PPC) world is constantly changing, and new companies are entering this dynamic sector every year. From Google and TikTok, marketing initiatives are continuously developing ways based on innovative technologies like artificial intelligence (IA) and augmented reality (AR) to capture new users and connect with them.


That’s why we have prepared a list of search and social PPC trends you need to know in 2021 for your marketing campaign to stand out from the rest and enhance your ROI.  But first, let’s make some concepts clear.

What Is Search and Social PPC?

Pay-per-click (PPC) is a web marketing technique in which advertisers pay a charge every time their ad is clicked on. It is a technique to increase the influx of site visitors. 


Social PPC is a type of paid digital advertising where such ads are placed exclusively on social media platforms. This publicity might be aimed towards demographic groupings, related interests, or other data collected by the platform. 


On the other hand, a pay-per-click campaign run on selected search engines is what is most commonly used. This allows marketers to put sponsored ads on search engine results relevant to their website, product, or service they want to sell.


Knowing these concepts is the first step to structure your PPC campaign. Nevertheless, it’s necessary to understand how this industry will evolve to make your business take advantage of the new PPC tools and optimized current ones that companies are providing to the sector. 

Ultimate Search and Social PPC Trends for 2021

RACE machine learning 2021
Source: Smart Insights
Artificial intelligence, virtual reality, and machine learning (ML) are all generating dramatic changes in how a pay-per-click campaign is being executed. So much so that your business can’t ignore them if you want to boost your marketing KPIs. 


Likewise, it would be impossible to consider any PPC campaign that was not designed for mobile devices and video platforms, right? 


This year, TikTok and LinkedIn have stood out over the other traditional social media platforms. Let's see more about how all these trends can be implemented in your PPC efforts.

Fully “Smart” PPC Campaigns

Upon reading about AI, VR, and ML, you may have immediately thought about robots and how they can improve production processes to make them more efficient and profitable in a modern factory. 


However, today such technologies are being successfully implemented in pay-per-click ad agencies to save time on manual marketing tasks that can be automated, for example:
  • Automated ads to increase conversions
  • Generate automated reports about ad performance
  • Dynamically generate ads depending on the user
  • Diagnose and report performance issues
  • Automated tracking and optimization of PPC campaigns.

Fitting the World In a Smartphone

Did you know that 98.8% of social media users are accessing those platforms via mobile devices? Moreover, the average adult spends more than three hours each day on a mobile device, and mobile usage has surpassed desktop usage.


Now that people can do almost anything on their smartphones in any part of the world, it’s expected that a pay-per-click campaign is constantly changed to align with how users digitally interact with promoted products/services. 


Therefore, optimizing a PPC campaign for mobile is crucial today — especially if it was originally intended for desktop devices. 


Here’s more you can do to leverage the exposure in a mobile PPC campaign:
  • Include interactive content
  • Use features that work with or without sound
  • Keep the copy and videos short
  • Do A/B testing
  • Use mobile site links
  • Optimize page speed for your mobile site
  • Use clear design.

TikTok and LinkedIn Want to Be the Kings

The growth of social networks has led to an increased interest of those on the pay-per-click advertising social media market. 


As of May of 2021, TikTok has reached 689 million users, and LinkedIn has 722 million users worldwide. That means that more people are spending more time on these platforms organically. 


However, even though these platforms have particular characteristics (60-second-or-shorter videos on TikTok, specialization in the labor sector on LinkedIn), companies have adapted their content to these formats. So if you want to increase exposure in your pay-per-click campaign on these platforms, these are the types of things you need to pay attention to in order to be successful.

It All Starts With a Video

By the end of 2021, it is expected that a person would spend 100 minutes each day watching online videos. Most likely, the first thing that comes to your mind when you want to find a video is to go to YouTube, being the second largest search engine in the world (after Google). 


Therefore, there are some pay-per-click benefits of advertising on YouTube: 
  • Extremely cost-effective: You only pay when someone clicks on your advertisement.
  • Highly targeted: Focusing on the specific audience you wish to reach (demographics, topics, customer match, etc.)
  • Fast results: The more people watch your ad, the better the possibility of getting results fast.
  • Maximum exposure: YouTube has 2 billion users every month, enough said.


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