PPC Trends You Need to Know in 2022

PPC marketing has become a very effective marketing strategy which can significantly boost sales when applied successfully. The great thing about PPC is that even if you are not a PPC expert, you can still utilise it to your advantage, but it will help to know which PPC trends to focus on and invest time and money into.

These are the top PPC trends for 2022:


Increase in PPC automation and use of AI 

 The opportunities presented by AI and machine learning will be further explored in 2022 and PPC will be strengthened by the option of automation to create PPC campaigns that are faster to create and more effective in their results. AI will help to perform ad testing and automated bidding will also prove to be very beneficial to marketers.

Increase in video ads

It is no secret that video marketing is one of the most successful ways to generate leads and in 2022, we will be seeing a higher amount of PPC video ads. Google ad features such as Bumper Machine (which compresses a longer video into a 6 second one) will be valuable in driving more sales through PPC.

Voice search will be more prominent

With more services like Alexa and Siri being used for voice searches on a more frequent basis, PPC ads need to be optimised for voice searches. This means that campaigns will be using techniques like question form searches rather than the standard keyword format.


TikTok becomes a more key platform

Since the pandemic started, the TikTik user base has grown rapidly, reaching 1 billion monthly active users. Therefore, this social media platform will be very important for video marketing in general but also for PPC video ads. Facebook and Instagram have been leading the way with leveraging video ads but TikTok will rise to prominence in 2022. 

Increased importance in responsive ads

More marketers will be investing in responsive ads to benefit from the higher conversion rates that are achievable through these types of PPC ads. With responsive search ads, the content is mixed and matched to produce the most suitable format, using multiple headlines and descriptions where relevant. This helps to make the content more engaging in whichever ad space it is being displayed in.

Growing privacy concerns

There has been a growing concern amongst internet users around how Google and Facebook use customer data for their gain. Providing a high level of data protection should be a top priority in 2022 and privacy protections and compliance with regulations such as the GDPR will be even more important to consumers. Experts recommend that marketers diversify their paid strategy channels to try and reduce the impact of future privacy interventions.

This should give you a good idea of what you should be prioritising in your paid marketing strategy and which PPC trends to focus on to drive more sales. 

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