Paid Search: What to know in 2022
With us well into 2022, you must stay on top of your advertising game using effective and efficient PPC (Pay-Per-Click) strategies. There are a myriad of insignificant strategies in the PPC realm. Luckily, we’ve come up with some critical paid search trends 2022, which are worth keeping on lock in this new year and the years to come.
Here are the top six trends to keep in mind during 2022 to help take your business to the next level - some of which are also qualified as Google Ads trends 2022. Have a great read!
1. PPC Automation
As one of the popular PPC trends in 2022 and subsequent years, automation leverages technology, machine learning, and deep data analysis to support paid search advertisers to focus on business-growing tasks rather than monotonous ones. The performance improvement of PPC automation includes:
- Tuning of the algorithm
- Supporting the machines in their learning
- Cutting of redundancies to match your expectations
Meanwhile, PPC automation is not entirely a hand-off concept as you must identify the target keywords and audiences to reach effective CTAs (Call to Actions). This solution allows marketers to instantly detect underperforming ads and make valuable modifications to achieve business goals.
2. Using Artificial Intelligence
AI (Artificial Intelligence) technology is already gaining ground in many areas to improve activities. This trend is undoubtedly feasible to enhance PPC campaigns’ efficacy, including Google Ads, Amazon Ads, and many more, not only in 2022, but in the years to come. This technology supports optimising ad activities for active keywords, providing diagnostic data for long-tail keywords, and automating bids. In the coming years, experts predict AI will boost the running of PPC campaigns by autonomously adjusting PPC bids, enhancing retargeting, effectively predicting customers’ behaviours, and more.
3. Mobile Optimisation
If launching effective PPC campaigns is a priority for you in 2022 and beyond, you need to consider the trend of optimising your ads to suit mobile platforms. The effect of mobile optimisation trends that will help marketers broaden the reach of their paid searches in 2022 cannot be overemphasised. According to Curvearro, about half of internet traffic is downloaded via mobile phones. Evidently, people prefer accessing the internet via mobile devices, which clearly defines the PPC campaigns in 2022 should factor in this trend.
4. Audience Targeting and Segmentation
Among the recent developments in Google Ads is to lock target audiences based on groups or subgroups. Exploring this feature is essential for achieving the maximum output of your PPC campaigns. This trend encompasses categorising audiences into groups based on specific criteria, including media use, demographics, and more. This concept excludes some target audiences that you think your ads don’t appeal to based on the defined behaviours.
Firefly has a pool of paid search experts to help you take advantage of the trend in 2022 to reach the highest ROAS (Return on Ad Spend). This trend gives you the flexibility of including demographic and keyword targeting rather than monopolising bids and ads on only words. PPC strategies will require marketers to study their audience to improve the productivity of the ads campaigns.
5. Smart Bidding
Manual bidding has become obsolete in this ever-evolving age, paved for automated bidding. Google now runs smart bidding to help bid on Google Shopping for massive inventories. Smart bidding is built on machine learning techniques to optimise conversions and their values during auctioning. Some of the methods include ROAS, CPC, CPA (Cost-Per-Acquisition).
This trend is one of the indispensable tools in 2022 as it allows advertisers to focus on strategic and analytical areas when running PPC campaigns. Smart bidding allows tracking and optimising ads by capitalising on user trends and behaviours and producing actionable insights. From 2022 onwards, unlike manual bidding, this trend doesn’t require any guesswork to calculate the reasonable budget to make effective Google Ads and many more. This automation gives you a relatively cheap attempt to arrive at the maximum achievable ROI (Return on Investment).
6. Local Targeting
Recent advertising techniques require adapting to communication and marketing strategies as audiences tend to move from big cities to second-tier cities as influenced by the global pandemic. Consequently, localisation is monopolising a crucial real estate trend as PPC campaigns need to adapt to the new remote work reality.
This trend has forced marketers to assimilate the constant movement of target audiences to the uncrowded cities when running PPC campaigns in 2022 and beyond. The wave has also exposed the significance of home deliveries, virtual works, online shopping, and many more. This evolving trend pushes advertisers to consider localising Google Ads in 2022 and the years to come.
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At Firefly Digital, we can help you maximally perform PPC campaigns. As a PPC advertising company, our professional, certified advertising team has the experience to achieve a higher ROI. Please get in touch with us for PPC consultation and ad campaign.