PPC trends to look out for in 2022Author: Jake | Created: 26-01-2022
Now we are in 2022 we have put together a list of the latest PPC trends to keep you and your marketing campaigns one step ahead of the competition.
So what are the most essential PPC trends to watch in 2022 if you want to be more successful?
According to 23 experts, here are the top PPC trends to watch in 2022, ranging from paid search to paid social, remarketing, and beyond.
Keywords and search format ad changes
Expanded Text Ads (ETA) are being phased out of Google's ad network, with advertisers no longer being able to create or amend ETAs after June 30, 2022. Moving future, only Responsive Search Ads (RSAs) will be able to be created and edited.
To find the best performers, this ad style automatically evaluates multiple combinations with a maximum of 15 headlines and four descriptions per ad.
The goal of this change, according to Google, is to present the 'appropriate message for the right query' across a larger range of relevant auctions.
Since February 2021, RSAs have been the default ad type in Google's UI.
A baseline for your PPC strategy is to measure current goals and essential initiatives.
The number and types of actions that advertisers may track are increasing as tracking in ad platforms and analytics systems becomes more sophisticated.
Advertisers typically track many conversion actions per account.
The following are some examples of frequent PPC conversion goals:
- Online contact forms
- Request demo or estimate
- Phone calls: first time/repeat
- Chat conversions
- Local actions: directions
- Offline conversions: matched with an ad click
- Custom goals
Are you measuring everything you could be measuring?
What is the value your company associates with each conversion goal?
Man your automations
While ad platforms continue to provide automation features to make ad administration easier, it isn't as simple as flipping a switch.
To get the most out of automation, human PPC managers must supervise and monitor it.
Smart bidding campaigns, for example, must be watched and altered from time to time to adjust Target CPA or Target ROAS.
Smart Creatives like responsive search advertising and responsive display ads should be tested on individual assets, which we'll go through later in this PPC article.
Determine whatever aspects of your account, from bidding to creative to maybe using scripts, can be automated as part of your PPC plan. Then assess and track the outcomes.
You might wish to look back at earlier "manual" campaigns and compare different data points.
Keyword matching strategies
This year, there have been significant changes in the technical functioning of Google Ads and Microsoft Ads' keyword match types, necessitating a modest shift in strategy.
The broad match modifier is no longer available, and other match types have seen some alterations as well.
Many ad accounts with campaigns that are still using the "old" version of keyword organisation will require a complete keyword strategy overhaul.
Some of the modifications will streamline the account structure, allowing for greater theme flexibility.
For most advertisers, grouping keywords by match type or utilising the same keyword with various match kinds, for example, is probably not a good idea.
A essential exercise in preparing for what comes next will be sketching out how the keywords match and any structural alterations that may be required.
Ad copy review (again)
That's right – again! It's a good idea to revisit your account's ad copy after reviewing your keyword strategy.
This may appear to be an endless effort, but it is because you must test and update ad wording on a frequent basis to ensure the highest possible PPC ad performance.
This will be especially important in 2022, as ad formats are changing so rapidly that old formats like enlarged text advertisements would become obsolete.
The responsive search ads (RSAs) format is increasingly being adopted by Google Ads and Microsoft Ads.
For testing, this format comprises up to 15 headlines and 4 descriptions that are mixed and matched in various configurations.
The asset combination that performs well will benefit from the machine learning component.
You can "pin" two or more ad elements to indicate that a certain asset should be served.
This is a good approach to make sure your preferred call-to-action (or other important messaging) appears.
Do not abuse pins, as Google tends to penalise ads that employ them.
Google will suggest ways to improve headlines or include more keywords.
Meanwhile, Microsoft Ads displays a performance label that indicates whether the responsive ad's assets are performing "poor," "good," or "best."
Review the ratings of the ad components in your PPC programme to replace "poor" or "average" assets with new creative – possibly similar to the "great" components.
Consider increasing the quantity or adding similar assets.
Responsive display ads
Because of habit or the need to control brand messaging, several advertisers have employed display advertising as a major aspect of their PPC strategy.
Responsive display advertisements can increase reach while also simplifying the creative process and ensuring that marketers get the branding messages they seek.
Responsive display advertising simplify the creative process while also increasing the amount of inventory available on the display network.
This is because they "fit" any location on the web where your audience is present by dynamically combining headlines, descriptions, and images.
Static image display advertising, on the other hand, can only be served in the exact ad space dimensions for which they were designed.
Another benefit of responsive display advertising is that they allow you to adjust ad assets using Google Ads performance feedback.
Responsive display advertising can be used in conjunction with any picture display ad, allowing you to test and compare reach and outcomes.
Long before PPC ad platforms enabled targeting on display networks, finding the appropriate audience at the right time was a mantra.
A deep dig back into these audiences should be part of your 2022 PPC plan.
With the current cookie crackdown, advertisers need first-party data more than ever. Customer match is an under appreciated targeting method.
You can reach out to consumers again or target look-alikes with your ads if you use your own in-house data (that customers have shared with you).
If you upload a list of consumers to the ad platform, it will try to match them with known users.
Customer match is a concept that is available on practically all platforms, so your new tactics for slicing and dicing it, as well as target messaging, can be repeated.
Keep in mind that the match rate on the ad platforms will vary, so set reasonable expectations.
This function has recently been improved in Google Ads, making it more accessible.
PPC’s have been allowing business owners access to marketing techniques that can see great results. On the downside, if PPC’s are not managed effectively then you will end up losing money and quite a lot of it.
So the above pointers should guide you in the right direction.