Stay on top of the ever-evolving PPC world with these tips

The ad industry is changing at the speed of light. Whether you are an agency, a small startup, or an advertiser, you need to keep your eye on the fast-moving world of PPC advertising and make sure your search ads meet the mark. From remarketing to paid search, you’ll need to know which ad trends experts are predicting will change the face of your marketing campaign.  The newest Google Ad trends are changing so fast that it’s hard to keep up. They put the focus on making advertising more inviting for users, increasing social media engagement, and optimizing your ads to appeal to a unique set of buyers.  Here are the top five trends on Google Ads you’ll need to watch in order to build up your e-commerce business, guarantee Google Ads success, and increase sales. 

1. Increased use of artificial intelligence and automation

Artificial Intelligence, or AI, has been making an appearance in multiple facets of daily life, so it’s no surprise that it will be impacting your PPC campaigns. The good news is there are many ways that AI can boost your PPC campaigns:

• Analyze bids that are likely to attract the highest traffic. 
• Use Quality Scores to determine the performance of ads. 
• Optimize the Clickthrough Rate, or CTR, for future ads and PPC campaigns.

You can already see this automation trend forming on Amazon Ads and Google Ads. Artificial intelligence will help you optimize your ad campaigns for long-tail keywords, automate your ad campaign bids, and offer diagnostic keyword data. 

2. The rise of smart bidding

A huge trend for 2022 will be the increase in smart bidding as marketers move away from traditional manual bidding. Since it’s powered by machine learning, smart bidding improves conversion rates and optimizes your existing ads.  This bidding strategy provides insights gleaned from consumer trends and user behavior. This will save you time and money in the long run because you’ll no longer have to optimize and track your ads manually.  Remember that you’ll need to give this new strategy time to be effective. The biggest mistake businesses make is ending the automated test before Google has had the chance to learn what it needs to do for your automated campaign. 

3. A shift in focus to the customer journey 

In the future, a successful PPC campaign will need advertisers who genuinely understand their buyer’s journey. You must look at the bigger picture and adjust your marketing strategy accordingly.  Remember, the goal for your Google Ads campaign is to reach real people because they are the ones making the purchase. Instead of trying to monopolize every bid, make your audience the center of your Google Ads campaign.  Focus your team’s efforts on complementary search and SEO campaigns to allow users to find your business through Google Ads or organic searches. Do keyword research, find the search terms your target audience is using, and adjust accordingly.

4. A need for first-party data

Within the last year, Google, Apple, and Facebook began limiting the data available to you as a digital advertiser with a new algorithm. This means you’ll need to look at first-party data to gain the insights and metrics you’re looking for. Your marketing team probably already has access to this data, including: 

• Customer data from people who have created an account or made a purchase. 
• Existing partners or leads generated from shopping campaigns. 
• Email addresses of visitors who fill out your forms or contact you through your site. 

You can find first-party data through many of your marketing activities and channel it into your CRM. Lead generation forms are most common, but you can also use Google Ads and email signup lists.

5. Voice search integration in PPC marketing campaigns

Digital advertising will look different in 2022: it’s predicted that nearly half of shoppers will turn to voice searches during their purchase experience. This means that shoppers will use the voice search function available on search engines to find what they are looking for without typing.  If you haven’t started creating ads for voice search, you may find your Google Shopping campaign floundering. Voice search is available on most mobile devices. Since users apply natural language when utilizing voice search, short-tail keywords won’t benefit your strategy.   Remember that search queries using the voice search feature will depend on question-centric keywords, so be sure to also optimize your SEO to stay relevant. 

Follow these Google Ads trends in 2022 to bring your business into the future

Digital ad strategies are constantly evolving as customers integrate social media and mobile devices into more and more areas of their lives. Remember to keep your target audience and their search interest at the forefront of all your digital marketing efforts.  If you want to build your Google Ads campaign with confidence, partner with Metigy to grow your business with real advertising results. Contact us for more information and to try our service for free. 

How can I write engaging Google Ads copy? 

Write compelling Google Ads copy by creating a sense of urgency, easing fears, and using an effective CTA to drive conversions. 

What are some data points I should be tracking in Google Ads? 

Impressions, click-through rate (CTR), and your quality score are some simple data points to track in your Google Ads metrics.

What are responsive search ads? 

Responsive search ads allow you to create an ad that adapts to display more text, offering more relevant information to your customers.