8 Predictions for What We Can Expect from This Year in PPC
Monday, October 17th, 2022
The number of businesses using Pay-Per-Click (PPC) advertising has doubled in the last decade. It is predicted that by 2022, PPC will be a $29 billion industry. In fact, it’s been estimated that more than 80% of all internet traffic comes from ads. What does this mean for your organization? Competition is higher than ever before and marketing campaigns need to keep up with changing trends or they may fall behind their competition. To stay ahead of the curve, here are 8 predictions for what we can expect from this year in PPC:
- More advertisers will shift towards Google Adwords as Facebook Ads become less effective
- The use of AI will be an important trend to watch out for
- Voice search will continue to grow in popularity
- Micro-moments will become increasingly important
- There will be a rise in location-based targeting
- Videos will continue to be an effective form of advertising
- Automation will play a larger role in campaigns
- Estimated CPCs will become more accurate
More advertisers will shift towards Google Adwords as Facebook Ads become less effective
Since the beginning of PPC, Facebook has been one of the main platforms for advertisers to take advantage of. However, changes in their algorithm may impact how well your company can do on there. Although you can still expect reasonable reach and clicks, it’s predicted that ad engagement will decrease while costs will continue to rise. Advertisers are predicted to shift towards Google Adwords as a result, where they can expect more bang for their buck.
The use of AI will be an important trend to watch out for
Artificial intelligence (AI) has already made waves in the digital marketing world and is only going to become more influential in the years to come. It can be used in a variety of ways, whether it be for paid search traffic optimization by suggesting keywords or analyzing paid search data to determine which campaigns are most successful. AI plays an important role in reaching your target audience and drawing them in with compelling ads.
Voice Search will continue to grow in popularity
Voice search is definitely one of the most popular consumer trends that continues to grow in popularity, especially among millennials. In fact, it’s been predicted that 25% of all searches will be done by voice by 2020, and 50% of all searches will be from mobile devices. Because consumers are using their voices more often when searching for a product or service online, it’s important for brands to optimize paid search ads to appeal to this growing market. Additionally, Google Trends shows a steady increase in terms of monthly searches for “voice search.”
Micro-moments will become increasingly important
As more users look for information on their phones while they’re on the go, micro-moments have become increasingly popular as unique opportunities marketers should capitalize on. There are four types of micro-moments: I-want-to-know, I-want-to-do, I-want-to-buy, and I-want-to-go. Each type represents a different stage that a consumer may be in when they’re looking for information. Advertisers should align their marketing messages with the relevant micro-moment to increase the chances of conversion.
There will be a rise in location-based targeting
With the increased use of mobile devices, there has been a corresponding rise in location-based targeting. Advertisers can target potential customers by their current location or by their past browsing history. This allows for more relevant and targeted ads, increasing the chances of conversions.
Videos will continue to be an effective form of advertising
It’s no secret that video marketing is on the rise, and now over 70% of consumers are more likely to buy a product after watching a related video. YouTube has become increasingly popular as well, with 60% of marketers using the platform in 2017 due to its effectiveness. With video ads being more engaging for users, there has been an increase in conversion rates which has led more advertisers turning towards this medium.
Automation will play a larger role in campaigns
Automation does not necessarily mean AI or machine learning algorithms running campaigns, but rather leveraging technologies that can manage tasks with little human involvement. Examples are robotic process automation (RPA), cloud computing, and business process management (BPM). These methodologies can automate and improve some tasks such as reporting, bidding, and campaign optimization.
Estimated CPCs will become more accurate
There has been a rise in research dedicated to estimating cost-per-click (CPC) with the rise of mobile search volume. As a result, advertisers will be able to save on ad spend by optimizing bids for keywords which don’t actually convert or increase conversions by increasing bids for relevant terms that do generate sales.
PPC trends are always changing to keep up with the ever-changing industry. Organizations need to stay on the ball and pay attention or they may miss out on one of these crucial trends that lead to success in 2022! In this article, we’ve discussed 8 predictions for what we can expect from PPC this year. Voice search is definitely one of the most popular consumer trends that continues to grow in popularity, especially among millennials. With video ads being more engaging for users, there has been an increase in conversion rates which has led more advertisers turning towards this medium. As a result, advertisers will be able to save on ad spend by optimizing bids for keywords which don’t actually convert or increase conversions by increasing bids for relevant terms that do generate sales.
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