PPC advertising is subject to dynamic changes in the digital marketing world. For businesses, it is critical to identify and implement trending topics significantly in the PPC strategy to increase traffic, improve engagement rate, etc. The experts need to keep their ad campaigns updated with the latest marketing trends to make the relevant audience move down the marketing funnel. The best example could be dated back to 2019 where, PPC experts were planning digital marketing strategies during the coronavirus pandemic to increase traffic on their landing page, increase conversion rate, etc. A well-crafted PPC strategy based on the trending searches could prove to be a game-changer in your marketing campaign. By implementing the latest PPC 2022 trends in your ad campaigns, you can get in touch with many potential customers, increase online sales, etc.
Tracking trending searches is critical to determining advertising efforts and the changes needed to improve the ad campaign's performance. With nearly 15 years of the launch of Google trends, PPC experts use the tool to figure out the terms or phrases with high traffic and gain insight into the relevant audience. You can also figure out the latest PPC 2022 trending searches through social listening on your social media marketing pages to discover what topics your target audience finds most valuable. You can perform keyword research on Google Ads, Microsoft Ads, Facebook Ads, LinkedIn Ads, YouTube Ads or any other online platform to have a clear idea of the trending searches and implement it in your advertising strategy to make the most of your PPC 2022 ads.
What is PPC advertising
PPC advertising is a form of search engine marketing in which you pay money to the search engine every time a click is made on your ad. In your PPC plan & strategy, you need to ensure that your PPC ads garner users' attention. and make the relevant audience take the intended action on your landing page finally. When working onPPC management, the main focus is to have a keyword bidding strategy to ensure that your ad budget does not get wasted onirrelevant clicks.
In this technological world, where there are constant changes taking place in the digital marketing world, you need to keep yourself updated with the trending searches so that the target audience finds thead relevant. To make the most of trending searches, you need toupdate content, chooserelevant keywords, etc.
In your PPC 2022 ad strategy, you need to make sure that your ad campaign is in sync with the PPC trend. In PPC management, you need to perform real-time bidding so that the search engine, using its artificial intelligence, determines which ads to show first to the relevant audience. The PPC trends always keep changing. It could be better understood with the example that PPC experts had to make multiple changes in digital marketing during the coronavirus pandemic. So, you need to use the keywords or phrases that match the users' intent with the trending searches, thus increasing your ad rank and position, increasing the conversion rate, etc.
PPC trends to focus in 2022
1. Responsive search ads - One of the essential points to focus on in PPC trends in 2022 is responsive search ads. Google has already announced thatsince 30 June 2022, expanded text ads will be a thing of the past and responsive search ads will be the default type. It means that you need to focus on shifting from expanded text ads to responsive search ads. This would ensure that none of your target audience is missed due to irrelevant ad types. Since PPC advertising involves money to be paid so even minor ad fatigue could lead to draining your ad budget.
With responsive ads, once you have created the ad with all the ad specifications, Google automates all the headlines and descriptions that best match the users' search. In your PPC management strategy, you can also incorporate Broad Match Modifier (BMM) elements to choose the relevant type of keyword in your ad campaign.
This ad format automatically tests different combinations with a maximum of 15 headlines and four descriptions. It then displays the ad that best matches the user’s search query. Your PPC management strategy needs to focus on testing different ad copies for different ad groups to improve quality score, click-through rate, etc. You can even perform a PPC audit with the Google trends tool and then prepare a PPC report to analyze the performance of your ads.
2. Audience targeting - With advantages in the digital realm, you need to include new strategies to target the relevant audience. You need to figure out the trending searches and have them in your PPC planning strategy so that the user finds the ad relevant. It generates a sense of belief in the user that the business is concerned about the users' intent and provides them with the latest products or services.
You need to focus on the relevant audience with high chances of taking the intended action. You need to analyze the user journey and then prepare strategies to display the relevant ads. You need to conduct keyword research and performdemographic targeting to determine where most of your audience is coming from. Some users find video ads interesting; some prefer text ads, etc. So, you need to focus on choosing the relevant ad type and ad format so that the relevant audience can take the intended action on the landing page.
3. Artificial intelligence - Another critical point to focus on is Artificial intelligence in PPC trends. The largest search engine - Google, keeps updating its algorithm and ranking factors. With the increase in the use of artificial intelligence, you need to ensure that you have these implemented in your PPC management strategy. You need to ensure that your ads have relevant keywords.
You need to ensure that you have a great call to action to make the relevant audience reach your landing page. You can consider including chatbots, virtual assistants, etc., on your landing page so that the target audience does not have a feeling that their questions are unheard of. Some of the advantages of including artificial intelligence for your business are:
• Helps to optimize keywords
• Analyze bids to maximize traffic on the landing page.
• Provide an idea above CTR for different ad groups.
4. Voice searches - Since the world of paid advertising evolves with technological advancement, one of the PPC trends to involve in your advertising strategy is including voice searches. Voice searches make it relatively easy for a user to search for the product or services they are looking for in the search engines. Another critical point to have voice searches enabled is that it provides a significant accuracy to display the relevant ads matching the keywords or search terms that the user searches for. It also helps the user avail of the product or services 24/7 at the ease of fingertip.
Amazon’s Alexa, Google’s assistant, Apple’s Siri are prominent examples of users taking voice searches to search for products or services. To match the users' intent for voice searches, you need to include long-tail keywords, include negative keywords, etc. Having voice searches enabled ensures that none of your target audience is left untouched. With Google trends, you can monitor what parameters to include like languages, which result pages to display first, etc.
5. Optimizing for mobile-devices - With nearly 56% of web traffic coming from mobile devices, you cannot miss the opportunity to optimize your ads for mobile devices. There is no doubt that there will be a continuous rise in the number of users searching from mobile devices. In 2019, Google launched mobile-first indexing, so you need tooptimize your ads for mobile devices. To have the best advantage of mobile-first indexing, you can consider optimizing images, product page descriptions, etc. Some of the advantages of optimizing your ads for mobile devices are:
• Personalized user experience.
• Increased download speed.
• A plethora of advertising ads, like running ads on Google Display Network, video ads, etc.
• Improved e-commerce conversion rate.
• Understanding consumer activities.
6. Engaging content - Be it whichever time of the advertising era, the content will always have an important role to play. Whether it is text ads, image ads, etc., your content should be enticing so that the user clicks on the ad. The content on the landing page should also match the one displayed in the ad. You should consider writing content that resonates on the landing page so that the user's interest is engaged to navigate through different sections and take the intended action.
Content is the first part that lets your target audience have an idea of the product or services you are offering. In the digital era, where video ads are gaining popularity, you need to focus more on the content. Not only the video needs to be eye-catching, but the content you are writing should go in relevance with the ad.
7. Utilise Automation - The use of automation is increasingly touching every corner of the digital marketing world. You need to include it in your PPC management strategy and constantly monitor various KPIs to figure out how the ads are performing. Although this reduces your advertising time, if you do not have a proper automation strategy, you may see your ad budget wasted on irrelevant clicks. So if automation results do not yield the desired results, white label PPC services could be of great help. Various ad platforms have rolled out their automation options to simplify ad management. You can use smart bidding strategies to adjust your target CPA, target ROAS, etc. It can be used in defining the ad assets. With white label PPC services you can maximize the benefits of automation.
8. Matching Keywords - Choosing the relevant keywords is the prime focus of PPC advertising or search engine optimization. Google Ads, Microsoft Ads, etc., all keep updating their keyword match types so that you can target a wide range of customers. It also helps target the users based on their location, have better results on demographic targeting and much more.
These changes can be applied to the account structure, thus allowing more flexibility to your ads. These are the best to focus on display ads, banner ads, etc. Grouping keywords by match type or using the same keyword with multiple match types provides you with several advantages listed below.
• Improves the quality score, thus making your ads cheaper.
• Give you better control on PPC messaging - you can consider writing effective ad copies to make the visitor click on the ad.
• Improves your ad rank on the SERPs - it is critical if your competitors are also bidding on the same branded keywords.
• Increase quality traffic on the landing page, thus helping in lead generation which boost online sales. Since Google Ads is considered by a large number of advertisers, you must consider using the various keyword match types available. In Google Ads, there are four keyword match types to consider:
• Broad match
• Modified broad match
• Phrase match
• Exact match
Why is PPC advertising important
PPC advertising drives quick traffic in contrast to search engine optimization and you need to make the most of this using trending searches in your advertising strategy. Since this is the era of digitalization, you need to ensure that you keep updating your product or services with the trending search so that the users find your ad relevant. It helps increase users' trust, builds brand awareness, increases traffic to your landing page, helps in peer-to-peer marketing, etc. Although there are many myths regarding PPC advertising, but with the increase of social media marketing, you need to optimize ads on YouTube, optimize ads on LinkedIn, etc. Implementing this in your PPC management strategy, businesses of all sizes could leverage the power of PPC advertising to have a better return on investment on their ads.
In PPC advertising, you need to perform keyword research and then work on bid adjustment. In the trending searches, the bid amount needs to be adjusted regularly as the traffic on keywords keeps changing with the festive season, holiday ads, etc. It would help you to have an improved cost-per-click,cost-per-acquisition, increase impression, etc. In your PPC 2022 advertising strategy, you may find that you have to bid higher for a prominent ad but if it improves the conversion rate and helps you target niche audience with a certain high traffic relevant keywords, then there is no loss in spending a bit more.
You need to perform a complete PPC audit and prepare reports weekly or monthly to figure out how the ad campaign is performing. It would not only help you to figure out the various PPC metrics that need to be optimized, but you would also get to know what keywords are driving more traffic with respect to the trending searches. It would also help your PPC advertising budget to get wasted on irrelevant clicks. PPC advertising requires a prominent understanding of the multiple KPIs and how they need to be implemented in your marketing strategy.
White label PPC services can help expose your business to the target audience. The PPC experts have relevant experience in running and managing these ad campaigns, implementing the changes, analyzing campaign performance, performing competitor research, etc. The PPC experts have experience running ads on various online platforms, writing engaging content, focusing on building buyer persona, etc., which keeps the user interested in navigating through different sections on the landing page.
Wrap Up
PPC trends keep evolving, so staying up to date is a must. You have new ways to reach your target audience, match user interest and increase conversion rate with Google trends. Each of the PPC trends mentioned above are things that you need to implement in your digital marketing strategy to target your niche audience. Knowing and implementing these PPC trends are two different things. Our white label PPC company would be of great help as you would have new advertising ideas to explore. We have a team of PPC experts proficient in search ads, video ads, mobile ads, lead generation, go to market strategy, etc. We combat new strategies to tackle the dynamic market and provide the best PPC management services.
References
• 7 PPC trends to follow In 2022
• Top 10 PPC trends to jump on in 2019