July 24, 2023

2022 PPC Trends

Read this article to find the best trends in PPC.

An ad can raise the possibility of sales compared to solely depending on organic viewers. No matter your brand's popularity, you will not get the same reach if you rely on your usual followers. After all, you should be persuading both those who don’t know your brand and those who need a little more push. This is why many companies and individuals make use of Pay-Per-Click (PPC) ads to promote their brands. But how can you fully make the most of these ads? Here are some of the best trends as of writing:

Automated PPC Ads

With its generated income reaching $214 billion worldwide, the automation market jumped from 71.5% to 83.2%. This increase shows growing confidence in its ability to deliver what is needed.

It does very well because it makes things a lot easier to understand and do. The user has to specify his goals, and automation will find the best bidding strategies. Bids are set according to what could provide the most conversions.

If you have several ads, automation will focus on the ones that will likely do well. The automated PPC ad strategy will search for ad auctions where your product or brand will fit. It will create ads based on user behavior. There is no need for you to do the research here, though sometimes, you must research the appropriate keywords for your selling.

Artificial Intelligence (AI)

Since automation has been mentioned, why not jump to a related strategy? AI is predicted to reach a $15.7 trillion income by 2030. It is not surprising because technology is now being used more often and more efficiently.

AI is believed to affect various ads, including those generated by Amazon, Bing, and Google. AI is believed to use quality scores when calculating ad impact and predicting your future ads’ CTR. It can also check bids to see which will bring you the most traffic. It will then optimize the keywords and campaigns you use.

The end game here is to connect you to customers who will buy something from you.  

Use of Smart Bidding

Since we are still on the topic of automated bids, you can check out the smart bidding strategy, too. It is basically a type of automated bidding that optimizes ads with the use of machine learning. Because it is a typical automated bidding strategy, you just need to clarify your goals.

Smart bidding intends to provide you with the best possible Return on Investment (ROI) and gives way to new customers and leads every time your ad shows up. So, you can create goals to help you convert even at the campaign level.

You can even take advantage of one-time promos by using seasonality adjustments. The strategy will also help you create more impressions daily by making the most of your set budget.

Smart Segmentation with Google AdMob

As you are now getting a feel for, there are many smart and automated ways of boosting your PPC ads. You can, for example, use Google AdMob. It has better analytics and reporting features to help you evaluate your ads. It will warn you if there are some abnormal changes in your key metrics, including your CPM or impressions.

Google AdMob is an efficient 2022 PPC strategy because it provides insight into your users and their engagement. It gives you an idea of how much each user spends time per session, session durations, and even each session’s ad exposure. You can better understand how your users behave and prepare a more effective strategy.

Through this strategy, you can get hold of a rewarded ads report. This report shows the analysis of how users interact with your ads. You may also receive a comparison report comparing two metrics belonging to the same chart.

You can also work with one of this year's best trends: smart segmentation. This strategy allows you to earn even more from non-spending players if you are a gaming developer. It uses machine learning to distinguish between users based on their different spending habits.

Ads will only pop up for users who don’t make a purchase. Those who purchase on your app don’t need to see the ads.

Video Ads

Now let’s move on to video ads. Videos are undoubtedly engaging with their use of moving visuals and exciting sounds. So, it is unsurprising that 82% of internet traffic comes from videos.

According to statistics, your website will be more than 50 times more likely to appear on Google’s first results page if you have at least one video. If your landing page has a video, your conversation rate amps up by 80%.

If you’re going to make the most of this trend, go for Google’s vertical video ads. You may also use virtual reality (VR) to make the viewers engage in the experience more.

Another option you may consider is Google’s Bumper Machine. It extracts from longer videos to create bumper ads that may last only six seconds.

YouTube Masthead

Do you want to feature your ads on TV screens? It sounds like a good idea with people collectively watching 250 million hours of TV daily. TV has also become an excellent medium for YouTube, not just its usual delivery of television shows.

Because TV provides a more comfortable setup, it has a 10% higher lift compared to ads that are shown on linear TV. For those who don’t know, linear TV is television that is traditionally used as a non-streaming medium and delivers scheduled programming. Ads are paid for usually by big companies and are shown during commercial breaks.

Meanwhile, a YouTube masthead is the popular video streaming channel’s digital billboard. YouTube’s homepage houses this billboard. It auto plays on compatible devices.

However, note that you cannot add a call to action (CTA) to this type of ad. The masthead ad can only be analyzed on a CPM basis.

Ads Data Hub

Since we were just looking at a hub of sorts, YouTube for streaming videos, let us take a look at the ads data hub strategy.

Google Ads Data Hub (ADH) is a data clean room environment. Developers came up with it to provide a replacement for DoubleClick, with an emphasis on being private and secure.

Based on statistics, mobile devices are responsible for more than half of website traffic worldwide. More than 70% of the time spent on YouTube is also done via mobile devices. It makes sense, given how comfortable it is to view videos via your device.

Google launched the Ads Data Hub to take advantage of this statistic while no longer using the third-party Pixel to do its job. ADH provides marketers with a more comprehensive analysis and report. You will, as a marketer, better understand how your ads have been effective across various types of screens.

Use of VR ads

Virtual reality (VR) was mentioned earlier. More marketers are incorporating technology into their strategies.

VR ads enable viewers to try out the products or services being marketed to them. These potential buyers can interact with the brands through their 360-degree video ads.

VR uses an eye-tracking technology that measures how long you are staring at the thumbnail. When you have been looking at it for longer, it means that you are interested. So, the ad will play.

Not only do these ads target the ones who may be initially interested, but they will also detect what parts of the screen users will be more likely looking at. The technology also identifies the screen parts that users will likely interact with. This way, marketers will know where to place their ads in the future.

Because VR is more popular with the younger crowd, you may want to use this technology if you target a younger audience. See how much it works for them. Of course, this does not prevent you from trying it on older potential buyers.

Voice Search

Do you know that 50% of searches are now voice-based? Half of your potential buyers will likely use voice search when doing their online shopping.

Because of the convenient no-hands approach, voice commerce sales have reached $50 billion. As with many other PPC strategies, you must know the best search key phrases and keywords to help you connect with the most compatible buyers for your products and services.

Visual Search

You may want to start with a visual search before you get your mind focused on VR. Popular search engines such as Google now allow you to use a picture instead of text.

Aside from the reverse image search, Google also has Google Lens. When you choose a picture with this tool, you will find other similar images. It helps provide potential buyers the links to products they may be interested in.

So, a visual search solves the problem of, “I know what it looks like, but I forgot what it’s called.” The users are then led to the page where they can click.

Audience Targeting

No matter what you do, you must know whom you are doing it for. PPC campaigns are successful when you are not blindly striking. You should know who you are creating the brand for. Whose problem are you trying to solve?

Because of this, you should focus on keywords and key phrases. However, you shouldn’t stop there, either. You should also study the typical traits of your target audience.

Who would most likely buy your products? Think about the demographics.

Engage with TikTok

Yeah, TikTok seems like it was designed for the younger crowd. However, you cannot deny that the app has a billion monthly active users globally.

According to statistics, every minute, 160 million hours worth of videos are being watched. So, you can just imagine how many people are simultaneously using the app.

With its popularity, TikTok provides an excellent platform for various marketing teams to work with and connect with their potential customers. It’s also great working with a platform that does not give space to the highest bidder. Instead, it focuses on the ad quality.

You may want to assemble a team that can deliver engaging and fun short-form content. You can take advantage of its video creation tools if you can’t afford your own production and marketing team.

Take note, though, that TikTok also offers biddable ads with a minimum campaign budget of $500. So, think about what is best for your brand.

Social Media Ads

Sure, you’ll meet people who are satisfied with paid advertising on social media platforms, such as Facebook, and you will also meet those who are not.

However, it does get your brand out there to an extensive network of people. You can also use demographic targeting when setting up your Facebook ad—or any other social media platform ad. Of course, you should expect advice on not relying on just one type of social media for your advertising.


Search Engine Optimization (SEO) has been hanging around for a long time. It does not mean that it is no longer relevant today.

You can make your PPC campaign perform better by using your best-ranked and best-performing content. To give your content a boost, you may have to use SEO tactics. You do have to consider keywords and key phrases according to newer technology.

For example, you may need to pick more natural and conversational phrasing for your voice searches.

Do You Need to Continue Using These Strategies Past 2022?

Currently, we have a list of the most effective 2022 PPC trends. They are hot right now. However, it does not mean that they will always be. Some will stay. Some will go. You need to keep updated on what is best to use in your PPC Ad campaigns.

For now, though, we can assure you that using the above combinations will get you the best bang for your buck in your ad campaigns.


Now that you know the top PPC trends for the year, it is time to take action. If you need more information before you begin, you can also explore Get Quicker Leads.

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