Google first launched the AdWords program in 2000, giving business owners access to expert digital marketing services at an affordable price. When the program expanded, business owners no longer had to pay Google to manage each AdWords campaign for them. Instead, they could manage their own pay-per-click Google ads, expanding their audiences without a significant increase in marketing costs.
The AdWords program is now called Google Ads, but despite the name change, one thing has stayed the same: Digital marketers have continued using the Google Ads platform to drive up their sales conversions and increase revenue. Google regularly adapts to changing business conditions, so it’s important to understand the most important 2022 Google Ads trends.
Video Ads on YouTube
At the end of 2021, Google announced that it would be changing the name of YouTube’s video discovery ads to “in-feed video ads.” The search engine giant also decided to make product feeds available for additional types of video ad campaigns. As a result, YouTube ads are more important than ever. Video action campaigns can help your business drive conversions without driving up your advertising costs, making them a cost-effective addition to your marketing strategy.
Advances in artificial intelligence are changing the way advertisers connect with their audiences. With responsive search ads, Google uses artificial intelligence to help business owners create Google ads that are highly relevant to a user’s interests. According to Google data, advertisers who experiment with responsive ads see 15% more clicks than advertisers who do everything manually. Google also uses machine learning to help advertisers connect with YouTube users who are most likely to consider specific brands after seeing their advertisements.
Artificial intelligence can also help with the following aspects of Google advertising:
- PPC automation
- Smart bidding
- Automated bidding strategies
One of the most significant PPC trends is the increased demand for data privacy. Consumers want to know their data is safe and secure; as a result, some governments have passed new regulations restricting the use of personal data for business purposes. Even in countries without new data restrictions, private companies are responding to the demand for increased privacy by changing the way they do business. For example, Google has announced that it will stop supporting third-party cookies in the Chrome browser in 2023.
Firms engaged in PPC advertising must respond to the change by looking for other ways to personalize their Google Ads. For example, advertisers may start using more of their first-party data to target specific search engine users. Ben Wood of Search Engine Journal defines first-party data as data that businesses collect from their own audiences. Email marketing campaigns, form submissions and web analytics platforms are all good sources for this type of data.
Better Offers in Ad Campaigns
The point of buying digital ads is to get users to click through to specific pages on your website. Many advertisers accomplish this goal by offering something of value. For example, an assisted living facility might offer a free e-book to help people determine if they need assisted living or skilled nursing care. In 2022, potential customers are savvier than ever when it comes to using search engines. If you want to maximize the performance of your campaigns, be prepared to make better offers. It’s also important to train your customer service team to handle an increased number of inbound inquiries. You can’t keep new customers if you don’t have friendly staff members ready to fulfill their needs.
Keywords are still important, but gone are the days of achieving top search engine rankings just by sprinkling a few long-tail keywords into your content. In 2022, it’s critical to focus on the user’s search intent when deciding which keywords to use in your ads. When people are searching online, they don’t always use complete sentences or formal language. They may type short phrases or submit search queries that have typos in them, making it extremely important that you understand what they’re asking.
Negative keywords should also be part of your campaigns, as they can help narrow down your audience to people who are truly interested in what your business has to offer. Negative keywords are terms that exclude specific phrases that cause your ad to be displayed. If you know that some search results trigger your ad even when the user has no interest in what you’re offering, including negative keywords in your campaign can help you avoid wasting money on clicks that end up tanking your click-through rate.
When it comes to 2022 Google ads trends, automation is all the rage. Automating certain activities can help you reduce your overall ad spend without missing out on opportunities to acquire customers. For example, automation is making it easier to figure out which ads are the least effective, allowing you to adjust your offer before you spend a lot of money for poor business results. Although you shouldn’t rely too heavily on automation, you can use it to get higher-quality leads and persuade more people to click through to your website.
Get Help With Google Ads
If you find Google Ads confusing or just don’t have the time to set up and manage your own campaigns, Lead to Recovery can help. Our team of experienced marketers knows the best PPC strategies for increasing conversion value and total ad revenue without a significant increase in advertising costs (View a drug abuse case study here). Whether you need help with performing competitive analysis or interpreting audience signals, we’re standing by to assist. Call (855) 876-7238 to take advantage of as many 2022 Google ads trends as possible before they pass you by.