We’ve looked deep into our crystal ball to predict some of the significant PPC trends set to rock the world of PPC in 2022 and the coming years.
PPC is a constantly evolving beast, and preparing for what’s on the horizon can be invaluable for ensuring you don’t get caught cold when the winds of change start blowing.
So, let’s knuckle down and set sail into the intriguing future of PPC.
1. Things will start to get personal
PPC personalization is nothing new, with Google allowing for a whole host of audience targeting in its ad campaigns. Still, AI is beginning to push the boundaries of what’s possible with ad personalization.
Machine learning enables businesses to create tailored ad content automatically placed in front of the right people, at the right time, for maximum results.
Google claims that shopping campaigns run through this fully automated platform are 3x better at getting your ads seen by the most relevant audiences. This is happening thanks to their groundbreaking AI technology, with the added potential of generating a 20% increase in conversion value across your campaigns.
Google has also invested heavily in revamping its search ad platforms. Responsive Search Ads will be capable of generating over 43,000 ad permutations by combining up to 15 different headlines with four other descriptions.
Offering a 5-15% higher click-through rate than standard search ads, complex machine learning will test combinations before serving optimized and highly personalized adverts to different consumers. The ad combination will be based on the keyword search, device, and even past browsing behaviour.
With Google reporting a massive increase in ‘Near Me’ searches on mobile devices, there will be a drive towards more sophisticated geotargeting campaigns as stores, restaurants, and service providers look for better ways to capture more engaged local audiences.
2. Entering the automation age
Changing consumer habits and increasingly fractured markets means a growing demand for more intelligent campaign tools and time-saving automated solutions.
Businesses will look to the likes of Google to provide a service that can automatically generate relevant ads. These ads should resonate with an increasingly knowledgeable consumer base and can be accurately tracked to give more control over performance measurement.
Advancements in artificial intelligence will make it possible to create automated bid strategies by analyzing large audience data to make more detailed and accurate predictions about what your target audience will respond to best. Google’s
Ads platform allows you to create bespoke bidding strategies depending on your goals. Still, bidding accuracy will improve with time as the inbuilt AI learns and recognizes the audience’s behaviour.
3. Automation and Programmatic Marketing
The bigger and scarier brother of smart bidding, in 2021, the share of programmatic digital display advertising spending in the United States was projected to stand at 86.5%.
According to Statista, in 2019, advertisers in the United States spent nearly 60 million U.S. dollars on programmatic digital display advertising. By 2022, expenditures are expected to increase to almost 95 million U.S. dollars.
It takes the concept of automated bidding and runs it in real-time and on a much more sophisticated scale. As soon as a potential customer clicks through to a web page displaying programmatic ads, an instantaneous auction occurs to run specific content that matches the customer’s profile.
Clever right?
It is already making ad buying much more flexible and relevant, but if this all seems a bit much, give our PPC gurus a call to find out more.
Google will continue to be the lifeblood for smaller businesses looking to grow online. There will be a maintained focus on providing off-the-shelf automation tools to support their burgeoning SME community.
If you’ve been put off by the potential costs and skills needed to build and maintain your SEO and mobile-optimized website, then Google has you covered. You can now automatically generate an optimized landing page in a matter of minutes, with Google pulling data directly from your Google My Business account.
These websites may be simple but will become more sophisticated as Google seeks new and innovative ways to enhance their SME customers’ PPC experience. But if this all seems a bit much, give our PPC specialists a call to find out more.
4. An emphasis on attribution
With many potential channels and ads running across multiple devices and campaigns, attribution quickly becomes a worryingly oversized elephant in the PPC room.
Tracking the effectiveness of PPC campaigns and accurately calculating ROI has been a notoriously tricky process for years. Still, with Google, Attribution businesses might finally get a better insight into the impact of their ad spend.
Google attribution is a big step forward for many reasons, none more so than the seamless automatic feedback of data into Google Ads that will help better inform bidding strategies.
By automating the conversion data into ads, advertisers can identify the impact of specific keywords and ads across multiple channels and refine their bidding tactics accordingly to focus on the areas generating the most conversions.
Too many previous attribution models have focussed on last-click impact, meaning businesses only saw the final touchpoint’s effect on a customer’s journey.
In reality, however, many aspects along the way help customers make up their minds. Future attribution tools such as Google Attribution are looking to take a more holistic approach.
Using machine learning to monitor and assign value to every customer journey touchpoint in a data-driven attribution model gives advertisers greater visibility and context on which ads contribute to overall conversions.
Google will be looking to push this attribution method heavily over the coming years. It provides a far more accurate reflection of each step’s impact on consumers purchasing decisions.
Conclusion
The PPC landscape is evolving rapidly, and ad platforms constantly introduce new tools and formats to streamline campaign management while improving results.
Consumers expect the ads they see to deliver a cohesive and relevant experience that matches their relationships with a brand and customer life-cycle stages.
With the many moving parts, running PPC campaigns in 2022 and beyond definitely isn’t a task you can just “set it and forget it.”.
Today’s marketing agency stays up-to-date on the latest tools and strategies to help you drive quality PPC traffic and leads.
Relevant case studies of Todays.Agency
- How an online medical supply store managed to use Google’s dynamic campaigns to its advantage and get 20 extra leads per month
- Advanced Google Ads – dynamic search ads for Domo
- Discover how a law firm used Google Ads to grow their business by 54%
Check our Google Ads service for more information.
