4 PPC Trends To Look Out For In 2022

As 2021 comes to a close, we are prepping for drastic changes heading into 2022 for paid advertising. 

The biggest driver of change has been tighter control on privacy which has led to new features and technical enhancements which will force Pay-Per-Click (PPC) experts to find new ways to collect data in order to optimize campaign performance. Tracking changes just means that you need to work on other opportunities to reach audiences.

Boost your PPC returns with these latest trends:

1. First-Party Data

With the current crack-down on cookies, customer match strategies are shifting, first-party data is critical to advertisers, especially for a customer match strategy. This is where brands need to focus on acquiring consensual data for a more effective campaign. Because privacy is a main focus for 2021, and a cookieless web is a reality, a focus on first-party data is critical.  

2. Ad Automation

It’s no secret that Google had a massive automation push in the past several years.  The rollout of new automation features will ensure a more efficient ad management process.   The automation we will see in 2022 will enhance the relations between human decision-making and automation, it’s not just simply a push of the button for success, it requires important decisions by the user, so machine learning is optimized. I believe that human-guided automation is the future. This includes smart bidding enhancements. 

3. Channel Diversification

It’s true that Google has dominated the search engine market, in fact, 92% of market shares according to Statista.  However, it’s important to explore other ad platforms to find new customers and growth.  Many brands we work with have found great Return on Investment (ROI) on LinkedIn, Youtube, and Instagram.

4. Responsive Search Ads (RSA)

As of June 30, 2022, you’ll no longer be able to create or edit expanded text ads. That is why it’s important to start the transition to responsive search ads. The main shift is to improve the campaign’s performance by creating flexible ads that adapt to device widths, giving you more room to share your message with potential customers, providing multiple headlines and description options, allowing Google Ads to show the most relevant combinations to your customers. This is a necessary step forward to accommodate user search needs. 

In 2022, get ready to maximize your PPC campaign performance and keep an eye out for these trends.  As always, wishing you a happy and safe 2022.

About Tewfic Kattan
Tewfic is managing partner and head of Paid Channels at Sandstorm. His 15+ years experience spans both traditional and digital marketing with specialism in PPC, Analytics and E-commerce Conversion Rate Optimization (CRO) working with some of the region's largest brands including Aramex and DAMAC.

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