Unique Retail PPC Strategies For 2021

This 2021, businesses should work closely with top SEO marketing consultants to develop more effective strategies to increase website traffic and get a better return on investment (ROI). Many businesses in retail may find it comfortable to continue using the outdated SEO marketing strategies they have in place. Still, in an ever-evolving industry, it’s always a good idea to branch out. And what better time to do so than a brand new year?

Below are some of the most innovative PPC techniques that one can use to improve their brand visibility this 2021.

1. Smart Shopping Campaigns

Smart Shopping campaigns use both display remarketing and standard shopping campaigns by making good use of ad placement and automated bidding to advertise their products and services.

Smart Shopping campaigns are one of the best and newest strategies that businesses should test right now. It can also be quite beneficial, as Google currently prioritises this shopping campaign over standard ones. SEO marketing consultants can also run this campaign across all networks, allowing their advertisements to appear on YouTube, Gmail, and the Display network.

Some PPC managers do not like to use this tool since they have to give up control. After all, control is important in traditional shopping campaigns, as success here depends on being able to control things at the most granular level.

However, they should know that Smart Shopping is a completely different beast altogether and actually works best if they give up their control. Although this tends to make businesses feel confused, especially if they are already used to analysing data, trying out Smart Shopping can provide a multitude of benefits.

2. Discovery Campaigns

Google launched the Discovery Campaigns in the spring of 2019. These refer to native advertisements that show up in Google feeds like Watch Next and YouTube Home feeds, Gmail social and promotions tabs, and more.

This kind of SEO marketing campaign can be suitable for some retailers as most of the online users search for inspiration and shopping ideas as they browse and explore content. These ads are usually large and visually rich because they focus on getting the user’s attention while they are doing other things online.

However, Google has a few requirements and warnings for businesses who want to put up ads like this. According to the search engine giant, they carefully review each Discovery ad asset and determine if it is compliant with their requirements. For instance, they do not accept images that are distorted, blurry, or poorly cropped.

3. Microsoft Advertising

One thing that many businesses can make good use of is the Microsoft Advertising Network.  While businesses might not get as much results in terms of revenue or sales volume from this compared to Google, the ROI is usually promising, especially for B2C companies.

Businesses who set up their campaigns in Microsoft should also use in-market audiences. This refers to a curated list of users who showed purchase intent signals with a certain category, including page views on Microsoft services, as well as clicks and searches on Bing.

The tool also features seasonal in-markets audiences, which can be a huge boon for your marketing campaign. Advertisers can get really busy during the holidays, such as Black Friday, Christmas, Valentine’s Day, and more as they gain a list of customers who are ready to purchase items relevant to a specific seasonal event.

SEO marketing is essential for businesses that operate online, so it is never too late nor early to strategise. Here at Position1SEO, we can help you with your all of your SEO marketing campaigns, whether in relation to PPC ads, content writing, web optimisation, and more.

We are always up-to-date with the latest Google updates as we want to be ahead of our competitors when it comes to SEO strategies – and we want the same thing for you!

Our team of professional SEOs will conduct an in-depth SEO audit of your website to know which webpages need to be properly optimised and other areas that we can improve on.

For more information about our services, just dial 0141 846 0114 or email us at office@position1seo.co.uk.