Companies all over the world have to adjust to the new reality — which could mean rethinking current search engine marketing (SEM) strategies.
Here you’ll learn:
- What Google has in store for search in 2021
- Which new tools could enhance your SEM
- The latest standout SEM trends
- Tips for adjusting your campaigns in the new year
For most businesses, 2020 was a doozy. Between unpredictable sales and changes in customer behavior, many are still working on getting back to normal — the “new normal,” that is.
Meanwhile, the SEM landscape continues changing faster than you can flip calendar pages. Whether you’ve already finalized your marketing plans for 2021 or are scrambling to make it happen now, this is a great time to make sure your paid search plans are set up for success in the new year.
Below, we offer some ways to do just that.
1. Keep Google’s novelties in mind
Despite pandemic news and a holiday season unlike any other, Google continued updating its algorithms and policies. (Case in point: Their December 2020 core update.)
Here are three planned Google updates that could have a significant impact on your marketing tactics and budget in 2021:
In March 2021, Google will fully switch to mobile-first indexing. This means that the search engine will look primarily at the information from the mobile version of your website when determining ranking. If you haven’t taken the steps to ensure your site is as mobile-friendly as possible, let this be the push you need to do so.
Core Web Vitals
In May 2021, Google will put new emphasis on page experience through the implementation of Core Web Vitals. With this rollout, some parameters will become significant ranking signals, such as:
- Page loading time – loading time must be under 2.5 seconds.
- Interactivity – the website should respond to the user’s actions in under 100 milliseconds.
- Visual stability – the website should maintain a cumulative layout shift of less than 0.1.
Core Web Vitals means marketers will need to pay special attention to improving user experience (UX) on websites to match Google’s requirements. (However, because UX is already a priority for most brands, this shouldn’t be too big of a change-up.)
Third-party cookie phase-out
In January 2020, Google announced its plans to phase out third-party cookies (which have been used in marketing to track, monitor and analyze a site visitor’s behavior) on Chrome by 2022. It’s a move to quell growing online privacy concerns, with cookies slated to be replaced by “browser-based tools and techniques aimed at balancing personalization and privacy,” according to Marketing Land.
This could affect your marketing strategies if you leverage advanced retargeting or remarketing tactics. The good news is that you have an entire year to learn how to pivot from relying on third-party cookies.
2. Get familiar with Google Analytics 4
Google is constantly perfecting its tools. One prime example of this is its new and improved analysis platform, Google Analytics 4. Launched in October 2020, this machine learning-driven program can help you get more nuanced insights into customers’ behavior.
New features also include the ability to track users across different platforms, improve audience segmentation in Google Ads, and much more. Exploring this new opportunity as soon as possible can help you gain a competitive edge and streamline your 2021 SEM campaign.
3. Beef up your educational content
As far as content types go, you can’t get much better than articles and other materials that aim to educate your audience. People love this kind of content because it provides a service and (ideally) helps them solve a problem or glean new information without having to make a purchase.
With millions of people changing up their employment status in 2020, the need for educational content is on the rise. In fact, consumers are 131% more likely to buy a product after reading educational content, according to a recent study.
This content is a great incentive to include on a landing page in exchange for a user’s contact info. The time and money you invest in the educational content right now can bring impressive results in the future.
4. Explore paid social advertising
When the pandemic moved millions of people to fully working, shopping, and seeking entertainment online in 2020, the number of active users across social media platforms increased dramatically.
The proof is in the data. Instagram now has over 1 billion monthly active users (that’s up from 500 million in 2019). Meanwhile, TikTok has more than 650 million monthly active users (up from 500 million in 2019).
Because of this, 2021 could be a great time to invest in paid social strategies. Social media ads are generally more affordable than other digital ad types, making them a smart diversification tactic. Depending on where your target audience is most active, you could explore ads on platforms like Facebook, LinkedIn, Instagram, Twitter, or Pinterest.
5. Reevaluate your SEM campaign budget
Since the demand for products shifted more towards essential goods in 2020, it may be a good idea to reevaluate your PPC campaign budget as things go on the upswing.
A good plan of action: Single out the highest performing ads and keywords, then channel more of your PPC budget to support them. To pace your campaign spend better, you may consider such settings as lifetime spend or monthly spend limits instead of daily budgets.
6. Keep a handle on security
A crisis can create fertile ground for all kinds of fraudulent activity. Criminals across the globe create malware and use names of famous brands to offer fake discounts while phishing for sensitive information.
Almost 200,000 coronavirus-related cyber-attacks occurred every week in 2020. Protect your information (and that of your customer’s) with tactics like:
- Monitoring your log files for crawl errors to reveal if spambots are trying to access your website
- Implementing Single Sign-On (SSO) technology for user authentication
- Checking to see if the website is secured with a Secure Sockets Layer (SSL) certificate
- Reviewing all your SEO add-ons and plugins for security, stability, and updates
There’s no arguing that 2020 was a chaotic year across the globe. But amid a crisis, there are almost always lessons to be learned.
The last year taught many of us new aspects of flexibility, adaptability, and survival. In 2021, the pandemic is still likely to affect some of your marketing efforts. Thankfully, this time, you can be much more prepared. By thoughtfully preparing now, you can streamline your 2021 SEM campaigns for whatever comes next.
This article has been updated and was originally published in June 2020.