Top PPC Trends You Can’t Ignore in 2022
Travis DillardMarch 15, 2022
In an increasingly competitive market, companies want to boost their sales and conversion rates as efficiently as possible. This is where PPC (Pay-Per-Click) advertising comes into play.
PPC can drive viable results fast and effectively, provided you use the right strategy and keep an eye on the new trends.
Year after year, PPC marketing continues to evolve, which is why it’s so difficult for companies to keep up. This is especially true for new businesses on the market that want to leverage PPC to its full potential.
Trends that are emerging all the time keep companies wondering which is the right one for their strategy. After all, everyone must focus on their advertising budget so that they can ensure the best return on investment (ROI).
In the end, it all comes down to what you want to achieve. However, that also means you must consider all the trends so that you can determine which ones are worth paying attention to.
With that in mind, here are a few top PPC trends you simply cannot ignore in 2022.
1. Smart PPC
It’s no secret that modern technology shapes marketing strategies. PPC is no exception. For years, advertisers have made an effort to automate most of their tasks so that they can boost the effectiveness of their campaigns.
You can also leverage automation to your advantage, especially since PPC automation has seen some significant improvements over the years.
As a matter of fact, PPC automation is now powered by artificial intelligence (AI), making it more powerful than ever before. Here are some of the things AI-powered automation can do for you.
- Estimate the click rate for future ads.
- Determine the quality level of ads.
- Calculate the odds for specific consumer conversion.
- Analyze and identify bids that will yield more traffic.
Letting the machines take over may seem like science fiction, but we’re almost there. In other words, complete automation isn’t available yet, and you will have to help the machines automate your PPC strategies the best way possible. Simply put, you have to help them learn. Here are a few things you can do.
- Determine the best bidding strategy for different purposes.
- Opt for the bids that get as many conversions as possible.
- Identify your audiences and the right keywords.
- Prioritize the ads with the best results.
- Write great copy.
2. Ready Player Three
So far, the two biggest players in the advertising world were Google and Facebook. Most advertisers focused their efforts on these platforms. However, another giant is ready to make its way through the advertising world and that giant is Amazon.
But what does that mean for PPC? Simply put, Google and Facebook may have access to the largest audience, but Amazon has access to audiences with buyers’ intent.
If you’re looking to boost sales, Facebook and Google may not be your best option. The main reason is that Google and Facebook audiences may not be interested in buying products all the time.
On the other hand, Amazon audience is ready to buy. All they need is encouragement from your ads. That being said, you may want to try these out for your landing pages.
Consumers that are willing and ready to buy must be nurtured the right way so that they don’t lose their interest. Therefore, if your aim is to boost your sales, you might want to consider using Amazon for your PPC campaign in 2022.
Marketers and advertisers alike know that the majority of leads may simply leave the website after clicking through the ad without taking any action. This is completely normal because not every lead is ready to convert straight away.
However, this doesn’t mean that the lead has lost interest completely. Instead, it just means they’re not ready to make a purchase or convert yet. Re-marketing is there to recapture these leads and spark their interest once again.
This is especially important for new businesses in the market because they have to continue targeting leads so that they can keep their products, services or even their brands in people’s minds. Looking up a PPC for beginners guide will tell you all you need to know about PPC, but you have to keep optimizing your campaign to maximize its effectiveness.
Re-marketing is an ongoing trend that has proven to be very effective at boosting conversions.
Just because you didn’t get the necessary results from the start doesn’t mean you’ve failed. Retarget your leads with personalized and customized ads and you’ll get them to convert eventually.
4. Going social
Each year, the number of social media users continues to grow. The fact of the matter is that there are currently around 3.6 billion active social media users worldwide and that number is projected to grow to 4.41 billion by 2025.
Most people check at least one social media network on a monthly basis. Marketers and advertisers alike already know that Facebook is one of the predominant platforms for paid ads.
However, other social media platforms can also prove to be a great opportunity to promote your brand, products or services directly to your target audience.
That’s why you should consider the multi-platform PPC strategy to further boost your exposure, brand awareness and visibility, among other things, of course. Here are some of the social media platforms worth exploring for your PPC strategy aside from Facebook.
Each social media platform has its unique advantages and disadvantages. For example, LinkedIn is B2B oriented while YouTube supports video ads only. This is not a bad thing as it allows you to focus your strategy on specific audience members and their preferences.
Video ads, for instance, are gaining momentum in the PPC world. Many advertisers are encouraged to adapt to trends, such as Google vertical video ads, in order to provide a more seamless experience for mobile users.
5. Integrating PPC with SEO
Many people believe PPC and SEO (Search Engine Optimization) are counterparts where, in fact, they’re quite compatible. You can even safely say that they are two sides of the same coin. In 2022, SEO and PPC are most likely to integrate with each other or, at least, they should.
Although SEO and PPC have different approaches, they do, in fact, have the same purpose. In the pursuit of that purpose, these two seemingly different marketing strategies have a lot of things in common.
For example, both SEO and PPC require quality content and a well-written copy. Moreover, they both rely on relevant keywords, especially long-tail keywords.
That being said, integrating these two together can boost the effectiveness of both. For instance, long-tail keywords are quite efficient at helping you boost your ranking, but they can also prove to be very helpful in paid bidding strategies. That’s why this trend shouldn’t be ignored in 2022.
PPC advertising is becoming more popular every year. The fact of the matter is that this marketing strategy is quite effective at driving desired results, which is why so many companies rely on it.
However, emerging trends tend to confuse companies and leave them wondering what to do next. That’s why it’s vital that you go over all the new trends so that you can easily determine the right trend for your PPC campaign in the upcoming year.
Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.
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