1. The Use of Artificial Intelligence
The economic impact of Artificial Intelligence (AI) will certainly change the nature and effectiveness of PPC campaigns in the coming years. Experts expect AI to help the economy reach a whopping $15.7 trillion by 2030, boosting PPC campaigns in the following ways:
- Help optimize keywords and ads after a certain event, such as your CPC (cost-per-click) falling below a certain amount
- Determine the performance of ads with regards to quality scores
- Analyze the bids likely to achieve maximum traffic
- Predict the CTR (click-through-rate) for future ads, hence, enhancing future PPC campaigns
This trend is already taking shape because you can enhance your Amazon ads campaign using AI technology. This can help you to automate bids, optimize ad campaigns for long-tail keywords, and provide diagnostic data for active keywords.
2. PPC Automation
The concept of marketing automation is fast catching up with the PPC world and will be a major phenomenon in 2022 and beyond. This is because the global automation industry, especially in the process automation segment, continues to grow rapidly. In fact, the market size for process automation has already increased to 83.2% and continues to expand.
PPC automation isn’t exactly a new thing but will play a more important role in 2022. This will be evident in its application in ad testing, which is helpful in identifying and culling losing ads, establishing the best ads through the use of statistics, and determining the best Call To Action.
3. Enter Tik Tok
This fastest-growing social media platform provides an amazing opportunity for marketers to engage their audience throughout the day through emotive full-screen video ads. Tik Tok also went into partnership with Shopify to help marketers advertise on the platform more easily.
With over 800 million active users spread across the globe, Tik Tok will be taking the stage in 2022 and beyond as one of the best platforms for PPC ad campaigns.
4. Shift to the Audience and Buyer’s Journey
Going forward, successful PPC campaigns will require advertisers to understand their audience and focus more on the buyer’s journey than anything else. You will soon be forced to look at the bigger picture, and strategize your PPC campaigns with regards to your audience. Long gone are the days when you would monopolize every bid and ad based on only words.
5. The Growing Importance of Diversification
2022 and beyond may call for more diversification in PPC marketing. This is the result of Google’s latest policies that aim to reduce tracking of web visitors, denying marketers crucial data they need to design and push helpful ads to their prospects.
This would mean that you diversify your marketing platforms to other search engines. For instance, some PPC marketers may consider incorporating alternatives such as Microsoft Ads into their campaigns. You may also need to employ different media to reach as many prospects as possible in 2022.
6. Switching to Mobile-friendly Options
If you’re looking to launch more successful PPC campaigns in 2022 and beyond, you should take mobile platforms seriously. For your information, about 70% of paid search impressions occur on the mobile platform. This is because a majority of people access the internet on their mobile devices, a clear indication that your 2022 PPC campaigns should be tailored for these platforms.
7. Out With the Magic 8 Ball, and in With Smart Bidding
One of the trends to look out for in 2022 is the increasing adoption of smart bidding while cutting down on the reliance on the ubiquitous Magic 8 Ball. Powered by machine learning, smart bidding optimizes your ads and improves your conversion rates. This is because smart bidding provides actionable insights derived from user behavior and trends.
The problem with the Magic 8 Ball is the pain you experience when you track and optimize ads manually, and rely on guesswork to determine the best budget to make for PPC campaigns. Since it requires several attempts to determine the budget that gets you the best ROI, it can become quite costly in the long run.
8. YouTube and TV to Merge
As the smart TV finds its way to more homes, it’s quickly gaining traction as the preferred screen for watching YouTube videos. In fact, people watch YouTube on the TV screen for more than 250 million hours a day, turning the smart TV screen into a fertile ground for PPC campaigns.
YouTube on TV is set to gather momentum in 2022 courtesy of the YouTube Masthead, a digital billboard on the YouTube homepage. You will be able to reach a wider audience if you place your ads on YouTube.
9. Integration of Voice Search in PPC Campaigns
If you haven’t started creating ads that focus on voice search, you will miss out greatly in 2022 and beyond. About 50% of consumers will turn to voice shopping by 2022. The implication here is that campaigns without voice search capability won’t reach 50% of your audience.
Here is what you need to know about voice search and PPC:
- Voice search is available on most devices but works mostly on mobile devices.
- Users apply more natural language when using voice search, so short-tail keywords may not be so beneficial.
- Most of the voice search queries begin with question-oriented keywords.
10. Focus on Virtual Reality to Increase
It’s no secret that more people are spending time in virtual reality, and this opens up new frontiers for PPC campaigns. Virtual reality users can try out the product in the virtual space before they can purchase it. New Balance, for example, has already launched a Display and Video 360 to let users sample its new running shoe before they can actually buy it. This trend will continue in 2022 and beyond.
Faster Solutions Can Help
At Faster Solutions, we can help you achieve more conversions by optimizing your website to perform better at PPC campaigns. Our dedicated, certified marketing team has over 23 years of experience in streamlining marketing campaigns for a higher ROI. Please contact us for an ad campaign review and PPC consultation.