The PPC trends to watch out for in 2022 are as follows. They will assist you in your marketing strategies. Let’s take a look at them
Table of contents
- Artificial Intelligence
- PPC Automation
- Audience Targeting
- Social Media
- Mobile Friendly
- Smart Bidding
- Bumper Ads
- Amazon will still impact paid ads
AI and machine learning will be more important than ever. Automation will handle your mundane daily tasks. But AI can predict future campaign click-through rates based on historical data and trends. However, AI cannot mimic human intelligence, especially in language processing, nuance recognition, and reasoning. But AI’s ability to parse and make sense of big data is unmatched. In short, neither method should be mutually exclusive.
Using PPC automation for intelligence gathering is expected by Google and other search engines. The sooner you incorporate this into your marketing strategy, the better equipped you will be to adapt. Automation is meant to make your life easier so you can focus on your business. But be careful not to become too reliant on machines.
You can target your ads to people based on their interests, buying habits, profiles, and interactions with your business. With audience targeting, you can reach customers at the exact moment they are ready to buy. Another tool is audience matching. Google will automatically identify customers who are similar to your existing audience and show them your ads.
Even though Facebook was founded in 2004, it seems like it has been around forever. It’s time to improve your relationship marketing strategy. But social media goes beyond Facebook. In the first quarter of last year, 76 million people downloaded TikTok, making 2020 the year of the app. Instagram followed suit with Reels, a 15-second video app. As long as people are stuck at home, social media usage will skyrocket in 2022.
It’s not exactly a new trend, as marketers have long emphasized the importance of a mobile-friendly website. About 50% of US e-commerce sales are mobile. Surprisingly, many websites are still not mobile-friendly. It means they are losing potential sales because the customer experience is lacking. Visit your website occasionally with your smartphone to assess the user experience.
Smart bidding uses machine learning to maximize auction conversion value. Enhanced CPC, Target CPA, and Target ROAS are all examples of automated bidding strategies (Return-on-Ad-Spend). By parsing large amounts of data, machine learning can improve market predictions and online customer behavior. Your PPC performance will improve without blowing your digital marketing budget. You can also add more signals (defined as customer attributes + time-bound context) to your parameters to improve results accuracy. Moreover, the results’ transparency allows you to identify gaps quickly and address them before they worsen.
Bumper ads are short videos that help you increase brand awareness and reach new customers. Create bumper videos in Google Ads’ “Video” campaign. You’ve probably seen those five-second YouTube ads you can’t skip. Those are bumper ads. CPM means you only pay if your ad appears 1,000 times. Google claims bumper ads help increase brand recall.
Amazon will still impact paid ads
You should continue to monitor Amazon’s paid advertising efforts. Advertisers can buy a prominent position on Amazon’s SERP. This study shows Amazon’s influence extends beyond its walls. Buyer intent distinguishes Amazon from Google and other search engines. People visit Amazon to shop, affecting smaller retailers’ websites that can’t compete with Amazon. You must consider Amazon’s evolution in search to benefit from it. For starters, stop thinking of Amazon as just an online store.