The 4 Digital Advertising Trends of 2020 You Need to Know

Ad clickers are 50% more likely to buy products than organic visitors. With this stone-cold statistic, we can’t stress enough how important it is for marketers to keep up-to-date with the current PPC trends inhabiting the market in 2020. 

Numerous articles out on the web want to dictate what it is that is trending, but they never really give more insight into how to get there yourself. We wanted to cut through the noise and give actionable insight. Take a look at what we believe to be some of the top PPC trends to pay attention to today and how to implement them.

Post-Click Landing Pages

Post-Click Landing Pages

A post-click landing page is a standalone page that is disconnected from your website that uses persuasive copy and imagery to convince visitors to perform a specific action. Most commonly, post-click landing pages want the user’s name and email by offering some type of downloadable material or service.

In the past few years, landing pages have become more and more popular. This comes as no surprise since according to HubSpot, businesses with 31 to 40 landing pages generated 7 times more leads than businesses with only 1 to 5 landing pages. 

So, how can you begin creating a powerful stockpile of landing pages and potentially reap the benefits of this amazing statistic as well? Start thinking about all the different offers your business is able to bring to the table. Can’t think of many? Here is a list of offers to consider:

  • Ebooks
  • Industry Research Reports 
  • Webinars
  • Checklists
  • Product Demos 
  • Consultations
  • Guides
  • Guided Tutorials 

Whatever you decide to offer your prospective leads, don’t let yourself give time and effort only to what happens before they click on your landing page. Post-click optimization is just as important to keep those warm leads interested in interacting with your business or brand.

Most importantly, make sure your landing page is optimized in the following ways:

Message Matching – Your ad content and landing page experience should let visitors know they are in the right place by matching design and copy. Use the same title or headline on both the ad and landing page or include the same visual elements. 

Commit to One Offer – Ensure you are not confusing visitors with multiple offers. Focus on one offer per landing page to keep the objective clear. Otherwise, your visitors might be torn between offers, negatively affect your conversion rate, and simply bounce from the page.

Add Some Social Proof – If someone already clicked on your ad, your job is to keep them interested in your offer. A great way to do this is by adding social proof on your landing page. This can take the form of customer testimonials, reviews, awards, statistical evidence, etc. The purpose of this element is to demonstrate that others have believed in the offer. The key is to instill a true sense of trust. 

As you can see, you can easily maximize campaign results by optimizing your ad’s post-click experience. As you continue creating more and more landing pages with incredible offers, remember the process doesn’t stop after you press the launch button. Continue optimizing your landing pages until you achieve your desired results.

Outstream Video

Outstream videos are all the rage right now in the ad industry. Why? Because its simple existence is revolutionary for video advertisers around the world. We’ll talk about that later, but first, what is an outstream video? Outstream video is a video advertisement and a video player combined. AppNexus describes it as a:

“…new video advertising unit that auto-plays in a large format player whenever a user navigates to it within text content (typically an article), even if the publisher doesn’t have their own video content. It’s called outstream because the video ad exists outside of online video content – also known as instream video content — where the ad plays either before (pre-roll), during (mid-roll), or after (post-roll) the publisher’s video content.”

There are many benefits tied to utilizing outstream video, which is a big part of why it has become so popular in the last year. For starters, publishers can monetize their video ad, something unheard of in the past. More so than rattling the digital ad space, this innovative move revolutionized the whole digital industry. Why so? Well, in the past, only publishers like YouTube or Vimeo could run this type of ad. Having no other options other than these two obligated advertisers to use a platform with more competition for placement and no opportunity for monetization. Today, advertisers can blast their video ads in a less competitive environment and gain monetary compensation thanks to outstream video.

Outstream videos are not an easy thing to create. However, Teads, the inventor of outstream video, has created a program for advertisers to learn more about how to use this format effectively. 

Omni-Channel Marketing

Omni-channel Marketing

What is omni-channel marketing? An omni-channel retail strategy is an approach to sales and marketing that gives customers a fully-integrated shopping experience. And by “fully-integrated” we mean that customers can shop by visiting brick-and-mortar stores, online through their desktop or mobile device, via phone, or everything in between (and these all connect!). 

Popular retail stores already do this and to great success. Take Target for example. It was just last year, in 2019, that this huge corporation released Target Circle, a data-driven loyalty program that allows you to accumulate reward points, shop items for pick-up or delivery, and access specials and coupons. 

However, that is only a single piece to a bigger puzzle. What makes Target’s retail experience fully-integrated is that the experience of shopping with them is supported by their phone service, website, mobile app, online chat, and their brick-and-mortar locations. All of this to make your experience as a shopper as streamlined as humanly possible. Plus, they offer a fully-customized retail service that fits their customer’s individual needs.

How does this affect PPC? At its core, omni-channel marketing helps businesses align their approach to that of a customer’s path between devices and touchpoints as they complete a transaction. By measuring user behavior across marketing touchpoints successfully, you can provide them with a seamless experience and increase customer satisfaction.

Although this sounds, and truly is, a complex and lengthy process, there are ways you can begin moving your business towards an omni-channel marketing strategy. You can start by:

  • Configuring your website with cookies to track user behavior and interactions. 
  • Having your customers set up an account on your website before completing a purchase.
  • Making use of marketing analytics software tools out there that allow you to monitor customer interactions with your digital touchpoints such as social media, advertisements, email, and more. 

By paying attention to where your customers interact with your business and meeting them there, businesses can begin rounding out their PPC strategies, connecting the convenience of the online experience to the dependable brick-and-mortar one. 

Chatbots

Chatbots

Unless you’ve been living under a digital rock, you have most likely encountered chatbots while exploring the internet. They commonly appear on the right bottom corner of a page with a helpful “ding” to announce their presence. They ask simple questions like “How can I help?” or “Is there anything I can do for you?” They are quite literally robot customer service representatives.

Officially, however, chatbots are rudimentary computer programs that interpret a user’s words or phrases and answer these simple queries with a single-line of response. 

What most people don’t know is that one of the most valuable ways you can use a chatbot is in PPC. What makes this possible is Google AdLingo. Essentially, AdLingo is a conversational marketing platform that connects users to helpful chatbots. However, instead of appearing on a business’s website or Facebook, these chatbots appear on Google’s Display Network. 

This is called conversational advertising. It allows you to connect, converse, and convert consumers in a highly convenient environment by delivering immediate value. 

To create your own AdLingo Ad, there are certain elements to clarify and craft beforehand. Firstly, determine:

  • Goal
  • Time frame
  • Targeted Audience
  • Campaign budget

Then, go ahead and create:

  • Logo
  • Color palette in HEX values
  • Call-to-action messaging
  • Ad background image
  • Redirect URL
  • Privacy Policy

By communicating with your customers right through your ad, you have an incredible opportunity to answer questions and concerns. This can eliminate any possible objections to continuing down your funnel. Thus, AdLingo allows for faster conversions for your business. 

Conclusion

As an advertiser or business owner, you need to understand how the PPC environment is shifting in order to get the most out of your PPC strategy. Those who optimize their advertising campaigns to meet the current standards and that use innovative solutions at hand will most likely see better results. If you are barely starting your PPC journey, feel free to download our free guide “Tracking PPC Marketing Campaigns For Beginners” to build a solid knowledge foundation that leads to effective campaigns. Sign up below:

 

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If you want to learn more about the basics of paid advertisements, read the first installation of our Paid Ads series – Online Advertising 101: How to Get Started.

Need a hand implementing? Contact us at [email protected] for a free 1-hour consultation.

 

Written by Sam Barraza
Sam Barraza is a Copywriter and Editor for Birch River Design Group, she specializes in SEO copywriting for digital assets and content creation, as well as proofreading, editing, and email marketing. Sam enjoys writing and reading fiction in her spare time - always with a strong coffee in hand.
Published on July 27, 2020
Filed Under: Pay-Per-Click