The digital marketing landscape has changed drastically in 2020 as COVID-19 broke down traditional marketing practices. We’ve found ourselves needing to quickly adapt, think outside of our everyday box, and develop digital strategies that support new ways consumers shop. The biggest takeaway is the need to focus on and perfect paid search strategies that not only meet consumer activity, but exceeds it. Check out the following points from Sage Digi to understand why paid search is more important than ever in 2021.
Responsive Search Ads
Responsive search ads let you create an ad that adapts to your target audience. How? They show more text and display stronger, relevant messages to your customers. But there are deeper points of optimization for responsive search ads to consider when developing your paid strategies. Here are a few tips from Google:
- Provide at least 5 unique headlines that don’t repeat the same or similar phrases.
- Be sure to include a keyword in 2 headlines.
- Be sure to have at least 3 other headlines that do NOT include your keywords.
Finetune Location Extensions
There used to be a lot of cookie-based advertising (primarily from 2006-2016), but as technology has advanced and users have become more sensitive to online privacy, we’re seeing less cookie use.
Since users are more hesitant to enabling cookies, it’s harder for marketers to remarket ads. Because of this, there’s more audience-based, or interest-based, advertising. What does this mean? Marketers are not able to find specific users and serve them an ad, but can identify those users in a specific interest-based market. Interest-based marketing leverages different types of marketing by using search history, browsing history, and other factors.
Pro Tip: If you don’t want to be followed by cookies, you can turn the targeting off here.
Increase YouTube Ad Investments
Online video ads have become more important for B2B marketers during COVID-19 times. B2B buyers are using online video ads more often to inform purchase decisions.
If you’re having a hard time justifying upping your ad spend for YouTube, think of it this way: since COVID-19 broke out and everyone’s been spending more time at home, on their phones and on the computer in general, there’s a good chance they’ve watched more YouTube videos than ever before. From cooking recipes to at-home workouts and meditation, videos are surrounding us. In fact, in 2020, the average daily views of videos related to guided meditation increased over 40% after March 15. We can help you invest in your YouTube ad budgets to wiggle your way into the spotlight.
Is your paid advertising strategy geared up for 2021? Give us a shout for a free consultation.