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PPC campaigns are becoming more and more popular as the years go on. This is mainly due to how easy it is to set up for an organization of any size, with any budget. It may be easy to set up but it’s not always easy to be successful. One of the key ways to be successful is to keep up with the latest trends in the PPC industry. So what will PPC look like in 2022? Well, we took a look at some trends from 2021 and predictions for 2022 so you can be prepared!
Artificial Intelligence
The first trend we examined was the rise of AI and machine learning leading to lower costs. According to Salesforce, 84% of marketers reported they use AI somewhere in their acquisition and retention engines in 2021, up almost three times from over just two years ago. This is a clear sign that businesses are looking at ways to cut costs by using this technology. As more and more companies adopt this strategy, the cost of AI will continue to go down, making it more accessible for businesses of all sizes.
According to the McKinsey Global Institute, it’s predicted that A.I. and machine learning will collectively generate up to $2.6 trillion in value by helping to solve problems related to sales and marketing in the coming years. In 2022, we predict that AI will become the norm for most PPC campaigns. This means that businesses will need to find ways to incorporate AI into their campaigns in order to stay competitive. Luckily, there are plenty of platforms out there that can help with this (such as Google Ads).
Smart Bidding
Another trend we saw in 2021 was the rise of smart bidding. As AI has become more advanced, businesses have begun using it to optimize their budgets and bids across platforms. This means that they can constantly adjust their campaigns based on what works and cut out ads and keywords that don’t perform well.
In 2022, we expect to see even more businesses using smart bidding to optimize their campaigns. This will likely result in even better performance for those who adopt it. However, we still feel there will be a lot of value in optimized bidding strategies from experts in the PPC field.
Voice Search
We also looked at voice search. In 2021, 20% of all searches were done through voice assistants like Amazon Echo and Google Home. This number is only going to grow in 2022 as people get more used to using their voice to search for information.
As more and more people use voice search, it’s important that your PPC campaigns are optimized for this type of interaction. This means using long-tail keywords and making sure your ads are front and center when someone uses a voice assistant.
Video Advertising
Another trend we looked at was the growth of video advertising. By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.
In 2022, we predict that more businesses will turn to video campaigns as an alternative or supplement to PPC ads. This means businesses will need to create high-quality videos that capture the attention of their target audience. You’ll also need to make sure your video ads are properly optimized for different platforms (such as Facebook and YouTube).
Audience-Focused Content
We also noticed the trend of audience-focused content over content geared primarily for “the algorithm”. In 2022, businesses are going to need to focus even more on creating content that resonates with their target audience. This means using data to understand what type of content your audience wants and then delivering it in a way that is both engaging and informative.
In 2022, we predict this trend will continue to grow. This means businesses will need to be even more diligent in understanding their target audience and what they want from their content. If you can do this, you’ll be well on your way to creating successful PPC campaigns!
Mobile-Friendly Campaigns
Last but not least, we looked at the trend of mobile-friendly campaigns. 53% of paid clicks are made on mobile devices. This number is only going to grow in 2022 as more and more people switch to using their phones for everything from online shopping to banking.
In order to stay competitive in 2022, businesses will need to make sure their campaigns are optimized for mobile devices. This means using shorter headlines, smaller images, and making sure your website is easy to navigate on a phone or tablet.
So, what does this mean for your PPC campaigns?
Well, it means you’ll need to be prepared for a lot of new changes in 2022. For example, you may use more AI in your bidding and targeting, be prepared for new types of keywords with voice search, and optimize your video ads on Facebook or YouTube!
While this may sound daunting at first glance, it also means that it will become easier over time as the technology improves. Plus, we here at EYStudios can help. Learn more about our PPC services and how we can make the process easier and more effective for you.