Stay on top of the ever-evolving PPC world with these tipsThe 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 automationArtificial 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.
2. The rise of smart biddingA 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 journeyIn 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 dataWithin 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.