With a new year comes new opportunities across the PPC landscape. Below are the 5 PPC trends that will stand out in 2022.

1. Artificial Intelligence

Google has gradually increased their push on AI over the last few years as it continues to evolve throughout PPC landscape. AI today will likely look vastly different from the AI in 2023, but currently Google allows us to use it through:

• Smart bidding
• Analyse performance
• Optimise unsuccessful keywords
• Suggest long tail keywords
• Build the strongest responsive search ads (RSAs)
• Create dynamic search ads (DSAs)

It is likely that, as AI is integrated across your PPC platforms, 2022 is the year where you see how it can enhance your marketing.

2. Utilise First Party Data

2021 was the year where Apple, Google and Facebook limited the data available to advertisers but 2022 looks to be the year where we see its affects. As people wise up to data collection and the importance of data privacy, companies will look to focus on ethical and acceptable first party data.

When the transition is made, you will end up with more reliable and effective data that can really influence the customer experience while also making it easier to comply with any future changes to GDPR. While the change from a third party data focus to first cannot be done overnight, it is worthwhile starting the process now with the aim to complete it by the end of the year.

3. Importance of Testing

Inline with the discussed improvements to automation and AI, 2022 appears to be the year for testing and accepting the risks that are associated with it in order to gain competitive edge and utilise new opportunities.

Adapting to changes within the PPC landscape is vital, therefore testing is a must while being rigid to your current methods and believing they will stand the test of time will get you nowhere. Whether this be testing your success across a new ad platform, exploring what social media has to offer or putting new/unsuccessful campaigns in the hands of Google’s automation, enhance your marketing strategy this year.

4. Responsive Search Ads

In June 2022, every business will no longer be able to set up expanded text ads (ETAs). We have known about this one for a while, but the deadline for ETAs is now fast approaching which makes it increasingly important that ads are switched over to responsive text ads (RSAs). Although previously created ETAs will still work and serve, you will no longer be able to create new ones or edit old ones.

This, means that RSAs should be your default type going forward. RSAs work fairly similar to ETAs, however, Google uses multiple headlines & descriptions to create several rotating ads and, depending on your settings, optimises to the stronger performers.

5. Improve your mobile presence

Despite it being more than a decade since the creation of the first smart phone, many companies still do not have a website that is friendly to mobile users. This is a big issue as, no matter how good your PPC management is, if your customer’s website experience is poor then all your efforts will be in vain.

With more and more impressions coming from mobile users, accessibility for users is now a necessity. It is important to make sure that your website is user friendly on mobile which, in turn, will have a positive effect on your overall customer experience and conversion rates.