7 Important PPC Advertising Trends to Watch in 2022
The world of PPC advertising is constantly changing, so it is important to keep up with the latest trends. Here are 7 of 2022’s biggest PPC advertising trends.
Here’s something that might surprise you. Facebook ads have only been around for 15 years.
Rhianna and Beyoncé were two of the top female artists when Facebook launched their ad platform, just to put that into context. It doesn’t feel that long ago, does it?
Yet how times have changed. Maybe not in the world of pop artists, but certainly when it comes to online advertising. Nowadays, companies worldwide spend a staggering $106 billion a year on pay per click ads.
In other words, things happen fast in the world of online marketing. And if you don’t keep an eye on what’s trending, you could be missing out on some fantastic opportunities.
So we’ve put together this list of the top seven PPC advertising trends you’ll need to know in 2022.
1. Automation as Standard
Not so long ago, many PPC experts would recommend setting up manual campaigns rather than automated ones. At the very least, most advertising gurus would suggest running both side-by-side to check how each performed.
Back then, most PPC algorithms were still a work in progress. They didn’t consistently deliver the right results without a bit of human intervention. They could dramatically eat up your ad budget if left unattended.
Times are changing. Automation has improved dramatically.
PPC platforms are smart enough to figure out who is most likely to buy your product, and the longer you leave your campaign running, the better your results. Now, you can set and forget your campaign.
2. Pay Attention to Privacy
Data privacy is a hot topic. After the scandals of data seeing the likes of Facebook hitting the headlines, 2021 saw the big tech companies take a more proactive approach.
In 2021, ioS updates meant apps had to get permission from users before using their data.
Cookies are central to effective PPC click campaigns, but you can’t avoid data privacy trends.
Review all your interactions with customer leads and how you use their data. Ditch what you don’t need, and start seeking permission for what you do.
That way, you’ll stay ahead of the curve and remain compliant with any further regulations that impact PPC ad campaigns
3. Try TikTok
TikTok’s not the only new social media platform making waves, but it is undoubtedly the biggest. If you haven’t tried PPC via social media platforms, 2022 is the year to experience.
Take a look at the current user demographics across the big social media platforms and find the best fit for you.
And watch how the audiences are changing. Tiktok might have started as a platform for Generation Z, but it’s starting to pick up a broader, older audience.
What’s more, not only does the platform boast a vast (and growing) user base, but those accounts are highly active.
That means that with the right video campaign, you’ll get far better engagement levels than you might on some of the older and more competitive platforms like Facebook.
4. Retarget to Close a Sale
Retargeting shows ads to those people who have recently interacted with your online presence. That might include website visitors or people who clicked on one of your ads previously (but didn’t buy).
Retargeting might be old news in the PPC world. But in 2022, retargeting means knowing and understanding the intricacies of your buyer’s journey.
That requires mapping out your buyer journey (or journeys) from end-to-end and using analytics and data intelligence to see where and how people convert.
You must know how your leads convert to sales before running a retargeting campaign to that audience.
By doing things in that order, you’ll achieve more cost-effective retargeting campaigns that will drive up conversions and boost your return on ad spend.
Admittedly, advising you not to put all your eggs in one basket might not seem groundbreaking advice. And in other areas of marketing, it’s probably not.
But when it comes to PPC advertising, that’s what many businesses are doing, especially if they see success and high-profit margins on one PPC channel.
But experience tells you that things change fast in the world of advertising. It makes sense to offset some of your risks by creating ad campaigns on other platforms, even when you have a set-up that’s working well for you.
There’s another reason this is sound advice. You’ll see a cross-platform boost, also known as cross-pollination. You’ll strengthen your brand image when customers see your ads on Google, Facebook, and Tiktok.
So if you are running PPC on search, try social. If social media is your comfort zone, experiment with search.
Even in your worst-case scenario of a failed ad, you will have still collated plenty of valuable data you might need in the future.
6. Figure Out Voice
If 2021 was the year for voice search, 2022 is the year of voice PPC advertising.
You might know from personal experience how more and more people are using voice to search for products and services. If you don’t, here are some interesting facts.
Few companies focus on voice search optimisation presently, despite its increasing popularity.
That means you have the opportunity to get ahead of the curve. You can create profitable voice PPC campaigns before competition becomes fierce.
One top tip it’s worth noting about business advertising via voice technology. Before running your first PPC voice campaign, make sure you optimise your website first for voice.
7. Test and Optimise
A/B testing is becoming standard on most PPC platforms. But even with the technology there, you might not be testing your campaigns to their fullest.
As competition increases and advertising costs increase, testing and optimisation will be more relevant in 2022 than in the past.
That means you need to go beyond testing different headlines. You want to think about trying various offers, concepts, and new creatives.
Don’t forget, too, to test different audience responses. What works with a warm audience might not fare well with a cold audience.
Figure out how to run custom reports in your PPC ad platforms. That way, you can get the data you need, interpret it, and continue to optimise your ad campaigns.
Seven Advertising Trends to Watch
Perhaps you achieved outstanding results in 2021 with your ads, and you now fear rocking the boat by making changes.
But the truth is, the advertising industry is shifting around you. And you’ll need to understand these advertising trends if you want to get the most from your marketing budget in 2022 and beyond.
The best way for your business to do that is to have a no-obligation phone consultation with one of our ad experts. We can give you our honest, specialist advice in PPC ads to help you scale even greater heights this year.