Compared to organic visitors, ad clickers are 50% more likely to purchase products or services. This only shows that your business should stay abreast of the Google Ads and PPC trends in 2022 and integrate them into your digital marketing mix. To help maintain your competitive edge, we’ve provided the top Google advertising and PPC trends you must look out for in the coming year.
-
PPC Automation
Reports indicated a rapid increase in the global automation market. In particular, a market size of over $83 billion has been forecasted for the process automation segment in 2021. As automation continues to be an integral part of marketing, pay-per-click (PPC) is also becoming a popular trend in 2022 and the years to come.
Wondering how PPC automation will become more crucial in 2022? Expect its presence in ad testing, allowing you to quickly determine non-performing ads and make the necessary adjustments. From the data analysis, utilization of stats, to the identification of the most effective calls to action (CTAs), PPC automation will help achieve your business marketing goals.
-
Artificial Intelligence
Artificial intelligence (AI) may not be a new technology or trend. However, it will help shape the PPC world, not only in 2022, but also in the years ahead. For instance, it would allow businesses to learn ad performances based on quality scores.
Then, non-effective keywords will be optimized and active long-tail keywords will be recommended. Bids are also automated and analyzed to gain the most traffic. Even in your upcoming PPC campaigns, the benefit of AI extends to the prediction of click-through rates for future ads. One good example is utilizing AI to boost your Amazon ad campaign and enjoy the benefits we mentioned above.
-
Focus on Buyer’s Journey
In the past, PPC strategies used to concentrate on content that would satisfy algorithms and attract users’ attention in return. Meanwhile, the PPC trend in 2022 will urge your business to understand consumers’ wants and needs. This includes knowing their pain points and how they prefer to keep specific information.
By broadening your view about your audience and following their buyer’s journey, you can build better strategies for your PPC campaign.
-
First-Party Data
While third-party cookies drive several online ads, Google reported that they will only be available until 2023. Marketers have to start looking for alternatives and make sure that they will still be following new rules and regulations when sourcing data. This is where first-party data comes in.
Most of you are probably collecting such data already, including the names and emails of visitors who reach you via your site and those who have created their accounts and bought different products. You can also get this first-party data with the use of CRM tools. Several other options include using Google Ads, surveys, SMS, chatbots, newsletter or mailing list subscriptions, and social media.
-
Emphasis on Effectiveness Over Efficiency
Some marketers may rely on efficiency that involves only low cost — not on effectiveness that helps gain actual paying customers and increase revenue. However, a wise marketer would know that the number of leads is not the only goal of the campaign.
Instead, you have to make consumers the star of your PPC campaign to train algorithms and see the kind of conversion that leads to new customers. When it comes to Google Ads, you can adopt the most common method, which involves direct integration of your CRM to Google Ads.
You can also do it manually in case there’s no option for direct integration. You might have to spend more on higher-quality leads, but the costs will soon decrease, especially if these leads become actual customers and help you gain revenue.
Achieve Business Success With Google Ads and PPC Trends in 2022
As the marketing world keeps changing, you also have to quickly adapt to the latest Google Ads and PPC trends to boost your business. In 2022, get ready to maximize the advantage of PPC automation, AI, first-party data, and other game-changers.
To learn more about PPC within your digital marketing mix, contact us at Connection Model today. We can help you build effective Google Ads and PPC strategies for 2022 and beyond and grow your business!
Written By: David Carpenter
