Google released 18 updates to Google Ads in the last quarter of 2019 alone, while Bing made four changes to Pay Per Click Marketing throughout the year. Probably the most intriguing declarations at Google Marketing Live 2019 – a yearly gathering for advertisers to find out with regards to the most recent items or new highlights for the coming year – were savvy promotion crusades, YouTube’s Lead Ads, and the crowd extension apparatus (like Facebook’s Lookalike Audience).

Microsoft has been testing AI-powered recommendations in its ad editor. This update can give ideas like adding new watchwords, setting assessed lead offers, and fixing advertisement bunches without promotions or catchphrases.

Whether you are an advertiser or an agency, you need to know about the latest features and trends so you can take your Pay Per Click Marketing to the next level in 2022 and beyond.

Trend 1: PPC Automation

One of the biggest trends in pay-per-click (PPC) advertising in 2022 will be automation – the use of artificial intelligence (AI) and machine learning (ML) to automate labor-intensive tasks related to Google and Bing ads. 

By 2021, the global automation industry is expected to grow quite rapidly and generate about $238 billion, with the largest segment being process automation.

Automation is expected to be used to optimize PPC campaigns and is readily adopted by PPC experts to:

• Calculate the best bidding strategy for different targets
• Set bids to drive as many conversions as possible to a given CPA target
• Improve CPC by looking for ad auctions that are more likely to result in conversions
• Stop ads that are performing poorly and prioritize those that are producing the best results
• Identify performance issues within an account
• Dynamic ad creation based on user behavior and site content

Trend 2: Artificial Intelligence

Artificial Intelligence is changing the world in general and its economic impact is expected to reach $15.7 trillion by 2030. When it comes to PPC, AI will allow marketers to create more effective ad campaigns and is especially useful for:

• Predicting the future ads
• Calculating the impact of ads on quality scores
• Determining the likelihood of a conversion for a given customer
• Analyzing the bids that are likely to bring maximum traffic
• Optimize keywords, ads, or campaigns when a specific event occurs (e.g. when your CPC falls below a certain value)
• As AI learns more about your audience’s behavior, it can create targeted ads to improve the performance of your PPC campaigns. And this will not just impact Google or Bing ads; AI has a significant impact on Amazon Ads as well.

Trend 3: Smart Bidding

A smart offering is a subset of computerized offering procedures that utilizes AI to streamline your advertisements for transformation dependent on the objectives you set. It takes the guesswork out of bidding for Google Ads.

Google’s AI system automatically optimizes for conversions every time you bid. You tell Google what your ad goal is, and Smart Bidding figures out how to achieve it within your budget. Smart Bidding works for a range of Pay Per Click Marketing, including:

• CPA goal: Generate new leads and customers at your desired cost per acquisition.
• ROAS Goal: Achieve the best return on investment (ROI) for your spending.
• Maximize Conversions: Increase your conversion rate.

Trend 4: Bye Bye Pixel, Hello Ads Data Hub.

Pixel technology was designed for a single-screen world and can not track ad effectiveness across all mobile devices. And since more than 70% of the time on YouTube is spent on mobile devices, marketers have had to rely on third-party pixels to measure the effectiveness of their YouTube campaigns.

However, Google has announced that it will no longer allow third-party pixel tracking on YouTube starting in early 2022 due to security concerns. This restriction on tracking pixels has been the subject of industry debate over the past few years. As a result, Google has begun investing in Ads Data Hub.

Trend 5: Smart segmentation and Google AdMob

Portable applications are relied upon to produce $581 billion in income in 2022 (and up to $935 billion by 2023!) by means of paid downloads and in-application publicizing.

Introduced in 2019, intelligent segmentation can help game app developers generate revenue from players who do not spend. Intelligent segmentation uses machine learning to segment users based on how likely they are to spend money within an app.

Ads are only shown to players who are unlikely to make an in-app purchase. This protects your buyers’ user experience while increasing your ad revenue. Users who normally make a purchase will not see ads.

Trend 6: Voice Search For PPC Campaigns.

You need to think about creating campaigns that focus on voice search because:

• By 2020, 50% of all searches will be voice-based.
• By 2022, 50% of consumers will shop by voice.
• By 2022, voice commerce revenue will reach $40 billion.
• Businesses that do not create PPC campaigns for voice search are missing out on the opportunity to show up in voice search results.

Here are three important aspects of how voice search affects PPC:

• Mobile-first: although voice search is available on many devices, it is primarily used on mobile devices.
• Natural language: people use a more natural and conversational style in voice search. This means that short-tail keywords may not prove to be very useful.
• Question-situated: most of the voice looks through start with question-arranged watchwords.

Trend 7: Video Ads and PPC

First, let us take a look at video stats:

• By 2022, 82% of all business and consumer internet traffic will be video, up from 75% in 2017.
• In 2019, 78% of people watch videos on the internet every week.
• People remember up to 95% of a message from a video (as opposed to text).
• 92% of mobile users say they share videos with friends.
• 58% of people trust a brand with videos more than a brand without videos.

Here is How the Video Ads Will Impact PPC in 2022:

• Businesses will need to adapt to Google’s vertical video ads.
• More and more marketers will start linking products in video ads.
• Marketers will start incorporating virtual reality (VR) to give viewers “real” experiences.

Trend 8: YouTube Masthead on TV Screens

Television and the Internet are no longer exclusive mediums: “YouTube’s rich audio and visual experience on TV screens means the potential to drive impact at the top of the funnel is greater than ever.”

Television has become the fastest-growing screen for YouTube, with more than 250 million hours of viewing per day. YouTube ads on TV screens result in a 10% higher recall rate compared to ads on linear TV. With the YouTube Masthead – a digital billboard placed on the YouTube homepage for 24 hours – on TV, advertisers can now reach a larger audience no matter where they are watching.

Conclusion

As an advertiser, you need to take advantage of these PPC trends to get the most out of your pay-per-click advertising campaigns. Automation and artificial intelligence will change the way businesses create and serve ads, and there will be a rise in video ads (including 360-degree video ads for VR) across all devices.

Marketers who optimize their ads for voice search will see better results from their PPC campaigns in 2022. For more information on Pay Per Click, Marketing Please visit Zoptal Solutions.