Top 10 PPC Trends for 2022 - DigiDir

Whether you are an advertiser, digital marketing agency, or startup, you need to stay abreast of the rapidly evolving PPC world. If you can stay on top of the latest trends and features in 2022 and beyond, you will be able to take your PPC advertising game to the next level.


Here are the top 10 PPC advertising trends to watch in 2022 and beyond:

1. Use of artificial intelligence
The economic impact of Artificial Intelligence (AI) will certainly change the nature and effectiveness of PPC campaigns in the years to come. Experts expect AI to help propel the economy to $15.7 trillion by 2030, boosting PPC campaigns in the following ways:
  • Help optimize keywords and ads after a certain event, such as your CPC (cost-per-click) dropping below a certain amount
  • Determine the performance of ads in relation to the Quality Score
  • Analyze the bids most likely to drive traffic
  • Predict CTR (click-through-rate) for future ads, therefore, increasing future PPC campaigns
This trend is already taking shape as you can scale up your Amazon advertising campaign using AI technology. It can help you automate bids, optimize ad campaigns for long-tail keywords, and provide diagnostic data for active keywords.

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2. PPC Automation

The concept of marketing automation is fast catching up with the PPC world and will be a major phenomenon in 2022 and beyond. This is because the global automation industry, especially in the process automation segment, is growing rapidly. In fact, the market size for process automation has already grown to 83.2% and continues to expand.

PPC automation is nothing new but will play a more significant role in 2022. This will be evident in its application to ad testing, which is helpful in establishing the best ad through the use of statistics, identifying and removing missing ads, and determining the best call to action.

 3. Enter Tik Tok

This fastest-growing social media marketing platform provides an amazing opportunity for marketers to engage their audiences through emotional full-screen video ads throughout the day. Tik Tok partnered with Shopify to help marketers more easily advertise on the platform.

With more than 800 million active users spread across the globe, Tik Tok will take the platform in 2022 and as one of the best platforms for PPC advertising campaigns.

4. Change in audience and buyer journey

Going forward, successful PPC campaigns will require advertisers to understand their audience and focus more on the buyer's journey than anything else. You'll soon be forced to look at the bigger picture and strategize your PPC campaigns in relation to your audience. Gone are the days when you used to monopolize every bid and ad on the basis of words alone.

5. Growing importance of diversification

There may be a need for greater diversification in PPC marketing by 2022 and beyond. This is a result of Google's latest policies, which aim to reduce the tracking of web visitors, depriving marketers of the critical data they need to design and advance useful ads to their prospects.

This will mean that you diversify your marketing platform to other search engines. For example, some PPC marketers may consider incorporating alternatives such as Microsoft Ads into their campaigns. You may also need to employ different media to reach as many possibilities as possible in 2022.

6. Switching to mobile-friendly options

If you want to launch more successful PPC campaigns in 2022 and beyond, you must take mobile platforms seriously. For your information, let us tell you that about 70% of the paid search impressions are on the mobile platform. This is because most people access the Internet on their mobile devices, a clear indication that your 2022 PPC campaigns should be geared towards these platforms.

7. Out with the Magic 8 Ball, and with Smart Bidding

One of the trends to watch for in 2022 is the adoption of smart bidding while reducing reliance on the ubiquitous Magic 8 Ball. Powered by machine learning, smart bidding optimizes your ads and improves your conversion rates. This is because smart bidding provides actionable insights derived from user behavior and trends.

The problem with the Magic 8 Ball is the pain you experience when manually tracking and optimizing ads, and relying on guesswork to determine the best budget for PPC campaigns. Since it requires a lot of effort to determine the budget that gives you the best ROI, it can be quite costly in the long run.

8. To merge YouTube and TV

As smart TVs find their way into more homes, it's rapidly gaining traction as the preferred screen for watching YouTube videos. In fact, people watch YouTube on TV screens for over 250 million hours a day, turning smart TV screens into fertile ground for PPC campaigns.

YouTube on TV is set to gain momentum in 2022, courtesy of the YouTube masthead, a digital billboard on the YouTube homepage. If you put your ads on YouTube then you will be able to reach a wider audience.

9. Integration of Voice Search into PPC Campaigns

If you haven't started creating ads that focus on voice search, you'll be missing out on a lot in 2022 and beyond. About 50% of consumers will switch to voice shopping by 2022. This means that campaigns without voice search capability will not reach 50% of your audience.

Here's what you need to know about Voice Search and PPC:

  • Voice search is available on most devices but works on most mobile devices.
  • Users tend to apply more natural language when using voice search, so short-tail keywords may not be so beneficial.
  • Most voice search questions begin with question-oriented keywords.

10. Focus on enhancing virtual reality

It's no secret that more people are spending time in virtual reality, and this opens up new frontiers for PPC campaigns. Virtual reality users can try out the product in a virtual space before purchasing it. For example, New Balance has already launched a Display and Video 360 so users can sample their new running shoe before actually buying it. This trend will continue in 2022 and beyond.

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