Keeping in mind the wave of trends in Digital Marketing, Google continues to be the market leader for Pay-Per-Click (PPC) Advertising, in 2022.
Google Ads continues to be the most popular PPC platform for brands in any industry, and even the most well-known competitors such as Facebook and Bing will struggle to compete.
Here are the Top 5 trends to leverage Google & PPC Advertising in 2022:
- Be Prepared to Spend More on Clicks
It is prominent enough that the brands who pay more for a click are the brands whose ads will get the most views. But today, marketers believe in smart-work rather than hard-work, hence, they focus on playing with the bidding strategy.
- Keyword research will be the Key strategy, always!
Today, Artificial Intelligence and Machine Learning have a growing impact on how and where advertisements appear, yet Keyword Research & strategy is very important, as PPC campaigns rely more on keyword research.
Brands must keep a close eye on trends and developments & plan keywords strategically to focus on user search intent. - Modify your Google Ads, with the ‘+Modifier’
Broad Match Modifiers (BMM), a Google Ads feature, is exactly what advertisers have been asking for and can profit a brand tremendously. We have more visibility and control over how we spend the budget thanks to the Broad Match Modifier.
You will also benefit from the segregation of your user search queries from your existing ad groups, making it easier to look for negative keywords. - Businesses must collect their data fairly
Businesses must focus on actively collecting data about present and prospective customers in the year 2022. Most importantly, they must have plans to do it ethically and with the consent of their audiences.
Google Ads has fewer data points to work with when it comes to campaign targeting, this emphasizes the importance of concentrating on internal data collection. As this data can later be leveraged for Retargeting PPC Advertisements.
- Mobile is Still Growing
Creating a PPC campaign mobile-ready requires more than just advertising and relevant targeting. Landing pages, registration forms, and everything else in this marketing mix must operate across all screens and work well. Otherwise, paid clicks will be wasted, and this isn’t a trend, it’s a fact!
In 2022, a projected 70-80% of Google Ads will be served on mobile devices, thus they must perform efficiently.
A brand’s digital footprint is its online reputation, for which Google and PPC Advertising play a major role. Every brand must be proactive in defining and controlling its Digital identity, hence Digital Marketers recommend brands to prioritize this strategy & focus on this practice for qualitative results in addition to other Digital activities.