PPC Trends making waves in 2022 and beyond

By Raghav Tayal

PPC has a reputation for being constantly changing. Given that social media platforms and search engines are continually updating their PPC strategies to assist marketers in targeting the right consumers, what worked last year might not work this year.

Keeping up with the most recent trends and innovations increases the likelihood of increasing conversions and ROI. We’ve put together a list of the most important PPC trends for 2022 that should be considered when developing a PPC strategy.

Here’s a glimpse into some of the big PPC trends that will help ensure success on any company level.

AI + Automation Is On The Rise

AI and Automation will continue to be hot topics in PPC trends in the coming years.

AI has the potential to revolutionize the way we target and bid on keywords, and automated tools can take a lot of the manual work out of running a PPC campaign.

Google has been rolling out automated bidding strategies for PPC advertising, and in 2019 it actively encouraged advertisers to let automation manage their ad campaigns. 

As a result of this push towards increased efficiency with PPC campaign management, we can expect more automation coming our way!

AI and automation are two of the most talked about topics in the marketing world today – and for a good reason!

How Artificial Intelligence and Automation Help Businesses?

Here are just a few ways AI and automation can help businesses stay competitive in the coming year: 

  • AI is getting better at understanding user intent, which is essential for effective PPC targeting.
  • AI can help businesses process large volumes of data more quickly and efficiently, identify patterns and trends, and make better resource allocation decisions. 
  • AI and automation can help businesses personalize their marketing efforts to reach and engage their target audiences better. 
  • Automation can help businesses automate repetitive tasks, freeing up time and resources that can be better spent on strategic planning and execution. 

AI and automation are on the rise, and there’s no sign of this trend slowing down.

As machine learning algorithms become more accessible, incorporating artificial intelligence into your paid advertising strategies will be easier in 2023!

The best part is; You can create automation processes that perfectly fit the needs and preferences of customers.

The Rise of First-Party Data

It’s time to bid farewell to Third Party Cookies!

Even though Google has delayed its plan to phase out third-party cookies in Chrome, it’s become apparent that third-party cookies will no longer be supported.

Why are third-party cookies going away?

According to Justin Schuh, Google’s Director of Chrome Engineering, Google’s rationale for phasing out third-party cookies is that users are “demanding more privacy, including transparency, choice, and control over how their data is used.”

In recent years, online privacy has become a hot-button issue, and rightly so. 

With companies collecting ever more data on users, it’s important to have some control over how that data is used. That’s where first-party data comes in!

3 considerations as we part with third-party data-tracking

Now that you are aware of the reasoning behind Google’s decision to do away with cookies let’s explore how user data will be tracked in a cookie-less future.

 Increased Importance of First-Party Data – Luckily, Google isn’t planning to eliminate all cookies. So, if you’re worried about not being able to collect any user data for your marketing campaigns, you can relax! 

Google will continue to support first-party data on its ad platforms. First-party data is generally more reliable than third-party data and can be used to create highly personalized customer experiences. 

Google will continue to monitor user activity – Google’s announcement of wanting to create a more private Internet experience does not mean that the company is done tracking user behavior online. Instead of individually monitoring users, the tech giant is investing in alternatives to track data from groups of consumers with their Federated Learning of Cohorts.

As Google removes third-party cookies, new advertising opportunities arise – The innovative and new ways to advertise will allow you more space in your marketing strategy for increased revenue opportunities!

Since Google’s announcement, many brands have started to explore alternatives that can help them create personalized marketing messages that will be more effective with their target audience. It’s important to remember that third-party cookies are gradually fading, giving you plenty of time to research alternatives and find out other ways to help you provide valuable data about our audience.

The Rise of Voice Search

In 2022, 50% of shoppers are expected to use voice shopping.

The rise of voice search has been one of the most significant changes in the digital landscape in recent years. And, with the continued growth of smart homes and personal assistant speakers such as Cortana, Siri, and Alexa, it will only become more important in the years to come.

According to Statista, more than 8 Billion people will be using digital assistants by 2023.

So, in 2023, get ready to create your PPC campaigns by:

Optimizing for Mobile

According to Adobe Analytics, mobile users are 3 times more likely to use voice search!

Google deems the mobile user experience crucial to a successful website and factors it into its rankings. 

To ensure your website is optimized for text and voice search, consider implementing a responsive design and explore other ways to make your website mobile-friendly.

Identify and Use Conversational and Question-based Keywords

You may have heard that short and vague keywords are bad for SEO.

In most cases, it’s advisable to use a mix of mid-tail and long tail keywords. The more specific the keywords are, the more likely they are to reach your target audience.

Even long-tail keywords aren’t enough for voice search!

Instead, it would help if you used complete phrases and questions typically used in conversations with another person.

Luckily, keyword-finding tools can help you identify relevant phrases and questions. 

You can also take inspiration from Google’s autocomplete and “People Also Ask” features.

Brand affinity using audience targeting

In 2023, the best PPC marketers will go above and beyond to create campaigns that raise awareness and builds strong relationships with their audience. 

It’s important to focus on building relationships with your audiences and inspire them to feel good about your brand instead!

To take advantage of this paid search trend in 2023, focus on:

  • Delivering the absolute best customer experience possible
  • Speaking to people in a timely and professional manner
  • Encouraging conversation among your audience

Extending Your Reach with PPC

When it comes to PPC advertising, you aren’t confined to search engines like Google or Bing. You have the option of expanding to other platforms. Alternative platforms must be taken into account if you wish to succeed with PPC in 2023.

Targeting every platform is not the same as expanding to other ad platforms. It entails knowing where your target audience spends their time online and using paid advertising to connect with them. Invest effort into learning where your target audience congregates (and whether they’re likely to migrate to a different platform in 2023). Test your advertising there to evaluate how well they perform and if the platform is a good fit for your business.

Video Ads

By including videos on landing pages, conversion rates increase by 80%. Video advertisements are one of the most important paid search trends to keep an eye on. Google has simplified the process of making adverts using your YouTube material over the past few years. The availability of CTV advertising on other platforms is also increasing, enabling more SMBs to launch video advertisements on streaming services like Hulu. Additionally, be prepared for advertising to arrive on Netflix because the streaming juggernaut unveiled plans for a new ad-supported tier last year. One in three social media users watch brand videos, so don’t forget about videos in social media advertising. 

Conclusion

The only strategy for success in today’s cutthroat global economy is to be flexible enough to respond to immediate changes and advancements. To ensure that your pay-per-click (PPC) ads and strategies continue to be successful in 2023, it is important to keep the trends mentioned above in mind as you develop your PPC plans.