If you’re a digital marketer or a brand who wants to capitalize on the vast number of daily Google searches, there is no better way than using Google Ads. It has been proven to be one of the most effective ways to grab the target audience’s attention and improve your bottom line.
But as the pandemic has significantly impacted the search behavior and forced brands to cut their advertising budgets, maximum reach in the most economical way is what most marketers and brands would focus on in 2021.
If you’re expecting Google Ads to play a vital role in your digital goals in 2021, these are three trends you should look out for-
1. Use RSAs
From the recent revolution in how marketers track cookies to limited access to search data by Google Ads, it is not difficult to understand that marketers would no longer have the data they used to make marketing decisions. As manual tracking and analysis will reduce, Responsive Search Ads or RSAs are expected to grow in popularity.
Powered by Google’s AI algorithm, RSAs only require marketers to provide some basic ad content and the ad copy, headlines, and CTAs are automatically optimized based on search terms and audience.
Apart from making the lives of marketers less challenging, RSAs are also known to provide effective results. According to a report by Adzooma, RSAs can provide up to a 53.1% increase in conversion rates.
2. Optimize Google Ad Campaigns for Voice Search
The future of search is voice-based. From Google, Cortana, Siri to Amazon’s Alexa, consumers now use voice-enabled devices and home assistants for the online search. Apart from optimizing your website for voice search from the SEO perspective, it would also help if you optimize your ad campaigns for voice-based search.
One of the most effective ways to do this is to add question-based keywords and long-tail phrases in the ad copies. This is because the majority of our voice searches are questions or simple keywords. Use negative keywords and evaluate the current search terms for the best results.
3. Consider Video Ads
Video content is gaining widespread popularity across the world. When compared to text-based ads, video ads have an inherent capability to engage the audience better. According to a Syndacast report, 52% of the marketing professionals agree that video content has the highest ROI.
The way brands are using YouTube ads, Facebook video ads, Instagram stories, etc., also suggests the increasing reliance on video content. You can consider launching Google Ads video campaigns to show your ads on platforms such as YouTube to further reach and engage with the target audience.
Achieving Digital Goals with Google Ads in 2021
All the 2021 Google Ads trends discussed in this post, be it using RSAs, voice search optimization, or video ads, have a similar theme of understanding your target audience and then meeting their requirements and expectations.
Before you start working on your Google Ads campaign, it is firstly essential to thoroughly define your audience and understand your target market. The expertise of Google Ads professionals can help make your ad campaigns more effective, helping you get closer to your digital objectives.