Paid Searches and Google Ads:
Few aspects of digital marketing shift as quickly as pay-per-click (PPC) advertising, and the downfall of Google as the industry leader is a trend you won’t see in 2022. Even the most popular competitors like Facebook and Bing will struggle to compete with Google Ads, which remains the dominating PPC platform for marketers and consumers alike. It’s all about getting there.
Whether you outsource your PPC advertising to a Google Ads professional, retain it in-house, or do it yourself, these are the five most essential trends to watch in the next year.
#1: Localised Marketing
As a result of the worldwide pandemic, audiences are shifting from big cities to rural areas, requiring new advertising tactics to adapt to communication and marketing plans. As a result, localisation has monopolised a key real estate trend, as PPC ads must adapt to the new remote work environment.
When executing PPC advertisements in 2022 and beyond, marketers will have to account for the continual transfer of target audiences to less crowded cities. The movement has also highlighted the need for home deliveries, virtual work, internet shopping, and other such services. This changing trend encourages businesses to think about localising Google Ads from now on.
#2: Artificial Intelligence
Artificial Intelligence technology is already progressively increasing in a variety of fields. This trend will surely improve the efficacy of PPC campaigns, such as Google Ads, in the years ahead. This technology helps with ad optimisation for active keywords, diagnostic data for long-tail keywords, and bid automation. Experts expect that AI will improve PPC campaign management in the next years by automatically modifying bids, improving retargeting, accurately anticipating customer behaviour, and more.
#3: Mobile Optimisation
If launching efficient PPC campaigns is a goal for the business, you should examine the trend of optimising your ads for mobile platforms. It is impossible to overstate the importance of mobile optimisation trends in helping advertisers expand the reach of their paid searches in 2022. Mobile phones download roughly half of all internet traffic. People definitely prefer to access the internet via mobile devices, which means that PPC ads should take this into account.
#4: Smart Bidding
In this ever-changing age, manual bidding has given way to computerised bidding. Google now uses smart bidding to assist bid on large inventory on Google Shopping. Machine learning approaches are used in smart bidding to optimise conversions and their prices during auctions. Return on assets, cost per click, and cost per acquisition are some of the approaches.
This trend will be one of the most important tools since it will allow advertisers to concentrate on strategic and analytical aspects of PPC campaigns. Smart bidding allows advertisers to track and optimise their advertising by leveraging user patterns and behaviours and generating actionable insights. Unlike manual bidding, this trend will not require any guesswork to generate a realistic budget to conduct effective Google Ads and other campaigns. This automation allows you to make a low-cost attempt at achieving the highest possible ROI.
#5: Audience Segmentation And Targeting
Google Ads has just added the ability to lock target audiences based on groups or subgroups. Exploring this feature is critical if you want to get the most out of your PPC advertising. This trend involves grouping audiences based on certain criteria such as media consumption, demography, and more. Based on the defined behaviours, this idea excludes some target demographics that you believe your ads do not appeal to.
Rather than focusing solely on words, this trend allows you to include demographic and keyword targeting in your bids and adverts. To increase the effectiveness of PPC advertising, marketers will need to research their target population.
Media Giant Can Help:
Media Giant knows how to build up and manage Google Ads campaigns to get the best results. We make sure you get the most bang for your buck by targeting people who are looking for products and services just like yours. Although the concept of Google Ads is simple, managing a campaign can be time-consuming and difficult if you don’t know what you’re doing. We design and manage high-performing campaigns that provide you with the best return on your investment.
If you’re searching for a competent and experienced team to manage your Google Ads campaign on your behalf, contact the Media Giant team!