Search Engine Journal collected comments from 23 Western PPC advertising experts and identified 10 top trends to be aware of in 2022.
Based on the comments received, the following trends will mainly affect the further development of the industry:
1. Automation.
Automation remains a hot topic in PPC, and its importance is growing. This factor was noted by almost 50% of the surveyed specialists.
2. Own data (first-party data).
Another major trend driven by the continued efforts of regulators and privacy advocates is the need for first-party data.
3. Audience targeting and segmentation.
According to Brooke Osmundson, senior director of customer strategy at NordicClick Interactive, you need to make sure your brands appear when their target users are online, not just searching.
4. Testing.
With the upcoming blackout for expanded text ads, Amy Bishop, owner and digital marketing consultant at Cultivative, is encouraging customers to test, test, and test.
5. Diversification.
Duane Brown, CEO and Head of Strategy at Take Some Risk:
“If PPC marketers want to be more successful, they need to help the brands they work on to move beyond paid advertising. Making sure the brand has built other marketing channels like PR, SEO, affiliate marketing, and even email marketing is more important than ever. Paid advertising doesn’t work in isolation like other marketing channels, and the more ways you can grow your brand through channel diversification, the more stable your business and brand will be. “
6. Responsive search ads.
In 2022, rich text ads on Google will be a thing of the past as the company wants advertisers to use Responsive Search Ads (RSA).
7. Tracking conversions.
Johnston notes that there is increasing focus now on the Facebook Conversions API, as well as tracking offline conversions from other platforms to Google, as marketers look for ways to maintain high tracking quality in a pixel-free environment.
8. Teaching small businesses.
If you are working with small advertisers, keep in mind that they will continue to have tough times in 2022. This was pointed out by Amalia Fowler, instructor and consultant at Good AF Consulting:
9. Back to basics.
Even if you’re a power user, Mark Irwin, director of paid media at SearchLab Digital, suggests going back to the basics again—keywords, match types, ads, bids—but with the latest changes.
10. Be prepared for anything.
Frederick Walleys recommends that marketers be prepared for anything. Why? Because we still live in unpredictable times.