PPC Strategies You Should Incorporate into Your 2021 Plan

Bill Murphy

The year 2021 is halfway done, and if you haven’t introduced a new strategy to your PPC plan yet, it is time to explore new ones. PPC (Pay-per-click) is still one of the best ways to advertise online. To people not familiar with it, PPC is how one can drive traffic to a particular landing page based on targeted keyword searches. Also, advertisers need only spend whenever a person clicks on their ad, helping them budget wisely.

To use this effectively, advertisers need to constantly update their PPC strategies and align them with the latest trends. For the rest of 2021, here are some tips you might want to consider:

Tip 1: Prioritize Long-Tail Keywords and Voice Search

If you have been using PPC for years, you might remember how short keywords were the priority back then. However, times have changed, and the internet loves long-tail keywords now more than ever. 

Long-tail keywords are the longer and more specific search terms used by people when online. They usually come in four words or more. These keywords get less search traffic, but they typically get a higher conversion rate since they are more specific. 

Voice search is also a recent highlight in the PPC industry. When using PPC, make sure that you optimize your long-tail keywords for voice search because more people are now conducting online searches through digital voice assistants. 

The long-tail keywords may drive less traffic than the general ones, but they can discard unnecessary competition and prevent unnecessary clicks. This can help small businesses gain a better chance of more targeted results in their PPC strategies.

Pro Tip: Prioritize Long-Tail Keywords

Tip 2: Don’t Invest in Keywords That Do Not Work for You

Many people invest in several keywords for their campaign, and there is nothing wrong with it. However, if you observe that other keywords are not performing well, do not hesitate to take them out of your campaign. People often forget about these poorly performing keywords. 

Remember: you can always reallocate the budget to keywords performing well. If you want to give them another shot, try tweaking your keywords and see if there are improvements later. 

Tip 3: Find the Right Timing

Be picky when it comes to days and hours when to run your campaign. You can always try to tap during the low-traffic periods, but you would be able to spend your money wisely in more active periods. For example, running ads at night, when people are more engaged, would be more strategic than running it in the early morning.  

You might find the perfect time by trial and error. The most important thing is to set the time first and observe its performance. 

Pro Tip: If you want to try your luck in low-traffic periods, you can always try it first with low-performing keywords. Use more expensive keywords when people are more active online. 

Tip 4: Use Negative Keywords

As mentioned, long-tail keywords are specific keywords that could connect you to more targeted searches, but there is another way to make your keywords more accurate than they already are. That is by using negative keywords. These refer to the words you want to exclude in your campaign to focus your budget on those keywords you want to use. 

For example, the keyword “Puma” could mean two things. It could refer to the shoe brand or the large, secretive feline predator. If you want searchers to find the shoe brand, you might want to add the cat puma to your list of negative keywords. Doing this will ensure your ads would not be shown to anyone searching for that term.

Conclusion

These are only a few of the must-implement PPC strategies of 2021. Make sure that you apply these to your campaigns and see if they will improve your reach and sales. And don’t forget to include other channels as well; we recommend you take a look at our guide to B2B social media marketing.

About The Author

Bill Murphy is the founder and chief strategist for Colony Spark.

Follow on Twitter @billmurphy | LinkedIn

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