3 critical PPC lessons from 2020 for a brilliant 2021

For the past ten months, PPC experts have been on a collision course in terms of adaptability, resourcefulness, and marketing ease. Those who thrived in the PPCemic era of PPC deserve some sort of advanced degree of honor in ‘PPC’ology’. In many cases, smart and efficient PPCs literally saved points that would be quickly destroyed.

But let’s face it, PPC professionals have been in a near-constant state of rediscovery since PPC became one thing. Compared to other marketing disciplines such as print and broadcasting, we are at our best and it is really exciting. In the blink of an eye, 2020 has enabled us to think and adapt much more.

The hustle and bustle of recent months can be a blessing in disguise. Experienced PPC professionals are now well-positioned to use the tools at their disposal to help brands find a wave of recovery as they adapt to new standards in the way people want to do business.

PPC Automation: 2020 Lessons for a 2021 Banner

Last year we discussed at length the power and pitfalls of PPC automation. That was the main topic of our search engine article on October 21, 2020, and it was a recurring topic in our PPC Virtual City Hall, launched after the two-week pandemic.

Now we want to discuss how we work on highly automated channels and connect the lessons we have learned in the jungle and the unpredictable months of the recent past. Of course, automation makes it easier to do basic PPC, but it also makes it easier to be lazy. Do not be lazy. Take some tips for 2020 and learn to adapt and be great. Responding quickly to behavioral changes with a smart combination of automated tools and manual controls can help you stay ahead.

Lesson 1: Families keep doing business

At the start of the pandemic, many people feared that there would be no more financial problems and jobs being bought. In many cases, the opposite has happened. The retail pandemic has exploded in many areas. Those who expected the changes won.

• More time at home has increased spending on renovations, office supplies, consumer electronics, garden maintenance, and other things to make quarantine more bearable.

• There is a growing demand for closed bicycle sheds, home care items, kayaks, and online health training.

• Less air travel and more land travel allow people to have a more pleasant journey. Car dealers who understand the drivers of change and use tools like Campaign Automator to prioritize the right profitable stocks in 2020.

Many indicators show that many companies and employees accept more flexibility and separate business agreements. People had wanted to recover for an hour or more since they got stuck in a traffic jam. And of course, as we have seen in previous points, people try to get the best out of their situation. It is this combination of factors that stems from what happened in 2020 that can lead to a permanent change in the way people interact with brands and do business (during and after office hours).

As PPC professionals, we can thrive by focusing more on our strategic functions and machines at the touch of a button. But let’s be clear, people are an important part of the formula for PPC success in 2021 and beyond.

Because consumer behavior changes unexpectedly in response to social and pandemic factors, machines cannot succeed alone:   AI and machine learning using historical data and trends.

While the machine can change its offerings due to external factors affecting conversion rates, it cannot decide whether a company should change its distribution model and rewrite all of its ads to light up a major new trend in 2020: the BOPIS lesson is that rapid location changes can provide dynamics that machines can use to waste advertising spend, but not always to help businesses seize new opportunities.

PPC professionals have the opportunity (and responsibility) to master the tools at their disposal AND apply a deeper strategic vision to ensure machines are doing their best to reach the public with paid surveys.

Relying solely on platform-tools won’t work

Lesson 2: People love the convenience and make e-commerce an all-powerful king

Well, at first glance, the importance of practical use is clear. But in recent months, the desire for security and protection has doubled people’s need for comfort and convenience. PPC marketers view their marketing more holistically. Some things to keep in mind:

• The term “search” goes far beyond Google and Bing. Research is everywhere, including Amazon and Facebook (especially Marketplace).

• People don’t search on just one channel. They can first go to Google to search for a similar used item on the Marketplace and see if they want to buy something from Amazon’s convenience leader.

• The move to remote work gave most people a lot more time on the screen. Some even bought during office hours! (and will likely continue to do so).

• People need to eat. Many people have long avoided closed restaurants, but they may have fallen in love with the food delivered to them at the restaurant.

Being a PPC pony with a trick is no longer enough. The winners appear in PPC marketing across all channels. Effective, unified campaigns managed from a single interface allow PPC marketers to serve customers where they are and how they behave.

Lesson 3: Supply chain disruptions can destroy the sales force

Even in ‘normal times, companies struggle with predictability in their supply chains and delivery channels. Small disruptions can lead to major challenges in meeting customer demand.

From toilet paper and hand contaminants to mountain bikes or ski runs, the supply chain and available supplies can severely limit your sales opportunities. The global pandemic has become a daily “unpredictable” standard in recent months, challenging marketers to seek REAL sales.

Supply chain disruptions can make it almost impossible to predict service capacity, especially if demand suddenly increases.

Translate »