It is 2022, and pay-per-click (PPC) remains a powerful strategy for the growth and development of businesses through digital marketing. Search engines have regular changes in their algorithm and hence require the paid ads to be optimized regularly for better results. The same ads and tactics won’t receive the same amount and quality of results always.
Along with changes in the algorithm, many other factors like audience, competitors, and market affect reaching the PPC goals. To stay in sync with search engines and other factors, PPC trends and techniques are continually evolving toward creatively achieving the desired outcome.
- Leveraging first-party data:
Google Chrome has decided to take down the third-party cookies promoting first-party data to be beyond valuable. Brands, businesses, and marketers’ focus is invested in first-party data. They need to collect and analyze this data to aid in developing strategies. First-party data can be acquired from several places, whether offline through shared business cards or online through subscriptions, purchases, surveys, and customer feedback. Analytical services can also aid in providing valuable insights into first-party data.
Google Chrome has decided to take down the third-party cookies promoting first-party data to be beyond valuable. Brands, businesses, and marketers’ focus is invested in first-party data. They need to collect and analyze this data to aid in developing strategies. First-party data can be acquired from several places, whether offline through shared business cards or online through subscriptions, purchases, surveys, and customer feedback. Analytical services can also aid in providing valuable insights into first-party data. - Automation with AI:
AI has proven it is indispensable for PPC, and hence it has been predicted to be used often for the improvement of ad campaigns. With the launch of performance max campaigns by Google, AI use will be essential for brands and marketers. This campaign type complements keyword-focused search campaigns that can be improvised by automation for keywords optimization, analyzing bids, and predicting the CTR rate. - SEO Integration:
It is no news that SEO and PPC work well in sync. Integration of SEO with PPC will only lead to exceeding performance as they increase the chances for the ads to show on top of the search pages. Working the two essential search strategies together, allow marketers to understand the keyword intent better. It is of essential understanding as it not only aids in boosting result rankings but also understanding the paid search bidding strategies and allows target better. - Video Integration:
The trend of video ads has taken over the audience’s attention by a large margin and impacted businesses. While 93% of businesses have attracted new customers by posting a video on social media, 90% of consumers have said that video ads help them make a purchase decision. The attention span of the consumers has been reduced to almost 6 seconds which demands that brands and advertisers be creative to grab the audience’s attention through bumper ads. The impressions received by these ads are beneficial for brand awareness. - Voice search Integration:
As per research, voice searches have increased in 2022, and their growth won’t cease. The near future is predicted to witness voice-driven shopping. To be benefitted from the same, businesses need to take advantage of the trend. They need to integrate conversational languages, voice queries, and long-tailed searches in their PPC ads.
Voice search also has a high potential to interest local searches, and hence, it is recommended to involve local languages and natural languages and question-oriented keywords to optimize the text for voice and target the local audience. - Alternative PPC Channels:
Even though Google and Facebook are the most dominating channels for PPC, it is necessary to diversify platforms to diversify the brand audience. Users’ activity is often high on platforms like Youtube, LinkedIn, Quora, and Bing, which are great PPC channel alternatives to be considered by brands.
PPC results can be bettered and boosted through regular optimization of ad campaigns, analyzing data, and utilizing new tactics, but it is primarily necessary to acknowledge the brand’s objectives of PPC campaigns. It provides an understanding of the following plan of action, utilizing the PPC trends most beneficial for the business and enabling them with optimum results
