1. Increased use of artificial intelligence and automation
Artificial 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.
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1. Increased use of artificial intelligence and automation
– Use Quality Scores to determine the performance of ads.
– Optimize the Clickthrough Rate, or CTR, for future ads and PPC campaigns.
You can already see this automation trend forming on Amazon Ads and Google Ads. Artificial intelligence will help you optimize your ad campaigns for long-tail keywords,
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1. Increased use of artificial intelligence and automation
automate your ad campaign bids, and offer diagnostic keyword data.
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2. The rise of smart bidding
A 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.
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2. The rise of smart bidding
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
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2. The rise of smart bidding
had the chance to learn what it needs to do for your automated campaign.
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3. A shift in focus to the customer journey
In 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
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3. A shift in focus to the customer journey
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.
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3. A shift in focus to the customer journey
Do keyword research, find the search terms your target audience is using, and adjust accordingly.
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4. A need for first-party data
Within 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:
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4. A need for first-party data
– 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.
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4. A need for first-party data
You can find first-party data through many of your marketing activities and channel it into your CRM.
Lead generation forms are most common, but you can also use Google Ads and email signup lists.
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5. Voice search integration in PPC marketing campaigns
Digital advertising will look different in 2022: it’s predicted that nearly half of shoppers will turn to voice searches during their purchase experience.
This means that shoppers will use the voice search function available on search engines to find what they are looking for without typing.
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5. Voice search integration in PPC marketing campaigns
If you haven’t started creating ads for voice search, you may find your Google Shopping campaign floundering.
Voice search is available on most mobile devices. Since users apply natural language when utilizing voice search, short-tail keywords won’t benefit your strategy.
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5. Voice search integration in PPC marketing campaigns
Remember that search queries using the voice search feature will depend on question-centric keywords, so be sure to also optimize your SEO to stay relevant.
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