5 PPC Trend Predictions for 2022

PPC | Strategy

Believe it or not, 2022 is right around the corner, and we need to start planning for our PPC campaigns. Between all of Google’s updates like their eventual removal of expanded text ads, or TikTok taking social media by storm, planning can seem daunting. In this post, we’re going to break down some of the top-predicted trends into bite-size pieces.

1. Artificial Intelligence

With Google pushing their AI more and more, it’s important to stay on top of optimizing for their updates. In June 2022, we will no longer be able to add or edit expanded text ads (ETAs) within Google Ads because they want their AI to take over putting headline and description combinations together based on what it believes will serve best. Make sure your ETAs are optimized for keywords and are written the way you want them to be before this deadline. As responsive search ads become the default, make sure top-performing keywords are included in the headlines, add CTAs like the ones you’re using on your website, and make sure your descriptions include important information, but aren’t repetitive so when Google puts combinations together, each line includes different info.

Removing ETAs is only one of the ways Google is pushing its AI. Some other examples include bid strategies, responsive image ads, dynamic search ads, and more.

2. Marketing Automation

Everything is becoming automated nowadays, so why should marketing be an exception? Experts are predicting a big year for marketing automation in 2022, but it’s something that we’re already seeing. Whether it’s automated emails or ads, this is a trend that isn’t going to go away. Automation can also help with testing aspects such as what call to action works best or what ads perform better.

3. Tik Tok

Tik Tok is not only the fastest-growing social media network in 2020 but also one of the fastest-growing social media networks in history. There are over 800 million users across the globe, so advertising on this platform will be a great opportunity. Tik Tok also entered a partnership with Shopify, allowing marketers to advertise more easily on their platform as well.

4. Becoming More Mobile-Friendly

Almost everyone has a smartphone in their pocket, and a recent study showed 70% of paid impressions are coming from mobile platforms. If you want successful PPC campaigns, start tailoring ads and targeting to mobile devices and platforms. Google Ads has a nice feature that shows you what your ads look like on desktops and mobile devices, so that’s a good place to start. Don’t forget to do your research on what audiences are available to target to make sure they are the best fit.

5. Smart Bidding

Smart bidding is another trend that is predicted to take off even more in 2022. The current use of strategy requires manual tracking and optimizations of campaigns and budget allocation, but smart bidding does all this with machine learning. This process is meant to improve conversion rates through automatic optimizations to ads based on user behavior and trends.

Hopefully, these trends help prepare you for the new year, but if you’d like more information on any of these or additional trends, be sure to join us for our webinar on November 17th or feel free to contact us!