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5.6 Billion Searches
$406M Spent on Ads
15% of New Queries
This is what is happening on Google Every day!
U.S digital ad spending is estimated to reach nearly $240 Billion in the year 2022! And solely Google is predicted to contribute nearly 30% of that spend, making it second only to Amazon.
In other words, businesses need a strong strategy to succeed in 2022!
A strong Google Ads strategy usually involves 2 key components- regular audits, reporting and most important staying on top of Google updates!
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All SEO practitioners twitch every time Google releases its ranking algorithm. Even a small change could end up causing massive cuts in the traffic and even within a few hours.
Sometimes, Google also alters its advertising platform, not to penalize its users but just to empower them. Google wants to spend more especially on their ad network because, let’s face it, that is how they make money.
So if you are not paying attention to these new Google Ads trends, you would be left behind. In order to stay ahead of the competition, you need to jump on to these new trends as soon as possible.
Here are the top 10 trends on Google Ads you can watch in order to build up your online business, guarantee Google Ads Success, & increase sales.
Let’s review in more detail.
Top 10 Google Ads Trends to watch out for 2022!
Trend-1: Performance Max Campaigns
Every Google Ads campaign you’ve ever run has the same targeting options set by you, the marketer. You can choose a list of keywords that you want to bid on, or a range of placements (such as websites) that you want your ads to show on, and that’s it.
Such a strategy does not have any flaws for experienced advertisers, but not for inexperienced advertisers like small business owners. In recent years, Google has begun to develop new features that allow you to fully automate the work with advertising, which takes care of almost all the actions of advertisers.
They started with smart campaigns that dealt with targeting and optimization. In May 2021, they released an even more ambitious campaign called Performance Max, which allows new campaigns to run with minimal human involvement.
The advertises’ job is just to provide:
- The key objective or campaign goal- CPAs, ROAS
- The ad creatives- ad copies, images, or videos & CTA
- Bidding- e.g. target value or conversion or max CPA
- Budget
- Location, language, & Ad scheduling
Google aims to simplify the optimization process for advertisers by implementing real-time optimization. One way to do this is to use advertiser-provided audience signals, remarketing lists, or custom audiences, which allows Google to show more ads to audiences that are more likely to convert.
As a result, it will be easier for advertisers to achieve their conversion goals (for example, driving more sales at a target CPA) while increasing ad reach and conversion value compared to traditional keyword-based search campaigns.
Another advantage of Performance Max campaigns have over other campaigns is that they allow marketers to promote and advertise on every channel that Google owns, including display search, YouTube, Discover, Gmail or Maps.
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While Google’s goal isn’t to replace human advertisers who want to take care of the substance of their campaigns, it seems to be aimed at business owners who want to run ad campaigns built for you.
Performance Max campaigns are still brand new, so there’s a lot to be said for how they’ll perform compared to people. Undoubtedly, they will forever change the advertising landscape for years to come.
Trend-2: New Ad Campaigns Formats
Google has introduced several new features based on local advertising, including new ad formats and opportunities for future withdrawals for local inventory. And the new campaign formats include:
- Auto suggest ads
- Navigational ads
- Similar places ads
Auto suggest ads
Auto-suggest ads are created to show ads that match the user’s physical location. For example, when a customer searches for your product or service using Google Maps, the auto suggestion feature will display ads from advertisers offering products within that geographic proximity.
Navigational Ads
Google has also introduced the navigation ad format to improve your local ad campaigns. This ad format shows ads to users when they are actively using Google Maps.
With this feature, your business can serve ads that help optimize the user experience. For example, if a shopper goes to a high-end restaurant, the navigation ad might display ads for local flower shops to encourage the shopper.
This feature also allows users to add a florist or any other advertising business so they can stop before they reach their destination.
Similar Places Ads
The “Similar Places” ad format allows users to view ads for similar product or service providers in a given location when the business they’re looking for is closed at the time. In this case, the search engine will show similar activity on the map under the “Similar and Open” tab.
Trend-3: Target ROAS Bidding for Discovery Ads for Video Action Campaigns
Google offers different bidding strategies for different campaign formats.
A particularly useful strategy is target ROI, which allows you to bid based on the expected average conversion value rather than the expected conversion rate.
Target ROAS (also called “tROAS”) is available for most campaign types, with the exception of video action and discovery campaigns. But that’s about to change with Google’s announcement that it will allow tROAS bidding for these campaign formats.
Google also recommends that you spend twice your average daily budget to collect enough data for tROAS recommendations to work.
Trend-4: Product Feeds for Video Action Campaigns
If you use video ads to promote your ecommerce business, you’ll be happy to know that Google recently added product feeds to video mobile campaigns.
Suppose a user sees a video ad promoting one of your products. After a few seconds, YouTube will display a bar below the ad showing your product (note that this only happens when the user’s phone is in portrait mode).
For eCommerce marketers, this new feature will reduce conversion time, improve sales attribution, and most importantly, increase sales.
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Trend-5: Enhanced Conversions
Another way to improve your conversion attribution model is to use enhanced conversions.
Enhanced Conversions collects sensitive data provided by your customers, including email addresses, names, addresses or phone numbers, hashes it using the SHA256 algorithm, and sends it using conversion tags.
Google then compares the conversion data to your signed-in Google Account and associates it with your ad events, such as clicks or views. The company claims it only reports “aggregated and anonymous conversions.”
You can set these enhanced conversion manually using:
- Global site tag or
- Google Tag Manager
Note— If you’re relying too heavily on any third-party data to simulate conversions, it’s a good idea to add advanced conversions before Google switches to native data somewhere around in 2022 or 2023.
Trend-6 : Shopify Integration
In recent years, Shopify has become a giant in the world of eCommerce marketing. Google noticed this fact, so they announced the Shopify integration for their Google Ads platform. Their “shopping chart” will now start collecting data (prices, videos, product information) from Google platforms to inform online shoppers where to find products, how well they were received, which seller has the best price, and more.
Recently that Google has made it free for merchants to advertise or promote their products on its shopping tab, the Shopify integration will allow users to start running ads on all Google channels.
Trend-7: Image Extensions
Until recently, advertisers could only create search ads using text. Compared to Facebook or YouTube, their advertising has become archaic. In July 2020, Google announced the launch of the image extensions beta program for its search ads.
Google allows you to upload up to 20 images related to your suggested keywords, as long as they meet strict format requirements, and must manually approve each image before you can use it in your campaigns.
Trend-8: PPC Automation using AI
Reports indicated a rapid growth in the global automation market. In particular, in 2021, the process automation segment was projected to have a market size of over $83 billion.
Pay-per-click (PPC) will also be a popular trend in 2022 and beyond, as automation continues to be an integral part of marketing.
Wondering how PPC automation will become even more important in 2022?
Expect it to be included in the ad test, which will allow you to quickly identify which ads are underperforming and make the necessary adjustments. From analyzing data using statistics to identifying the most effective calls to action (CTA), contextual advertising automation will help you achieve your business marketing goals.
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Artificial intelligence (AI) cannot be a new technology or trend. However, it will help shape the world of contextual advertising not only in 2022, but for years to come. For example, it will allow companies to study the effectiveness of advertising based on quality metrics. Then, underperforming keywords will be optimized and active long tail keywords will be recommended.
The bids are also automated and analyzed to get maximum traffic. Even in your next PPC campaigns, the benefits of AI extend to CTR prediction for future ads. A good example is using AI to improve the performance of your Amazon ad campaign and reap the benefits we mentioned above.
Trend-9: Voice Search
Growing consumer demand for voice services such as Alexa, Bixby, and Siri, coupled with advances in AI voice technology, has led to strong growth in the voice search industry.
Analysts predict significant market growth ranging from $2.8 billion in 2021 to $11.2 billion by 2026. US$2 billion in 2017.
Search on the go will account for the majority of this search traffic, due in part to the growing availability of voice-enabled mobile devices. Research shows that the main purpose of searching on the go is to get local information about nearby businesses. Thus, we need to consider some steps to optimize for local-voice search questions:
- Regularly & accurately update ‘Google My Business’ and also update local directory & map listings’ information, too.
- Use natural and conversational language to answer spoken questions
- Target query modifiers like ‘open now’ or ‘near me’
- Try to include at least one ad group using conversational keywords.
Trend-10: Focus on Customer’s Journey
In the future, a successful PPC campaign will require advertisers who truly understand their buyer journey. You need to look at the bigger picture and tailor your marketing strategy accordingly.
Remember that the goal of your Google Ads campaign is to reach real people because they make a purchase. Instead of trying to monopolize every offer, make your audience the center of your Google Ads campaign.
Focus your team’s efforts on additional search and SEO campaigns so that users can find your business using Google Ads or organic search. Do your keyword research, find the search terms your target audience is using, and adjust accordingly.
Over the past year, Google, Apple, and Facebook have begun restricting the data available to you as a digital advertiser with a new algorithm. This means that you will need to review your own data to get the information and metrics you are looking for.
You can find proprietary data for many of your marketing efforts and feed it into your CRM. Lead generation forms are the most common, but you can also use Google Ads and email subscription lists.
Some marketers may rely on efficiencies that can only be achieved at low cost rather than efficiencies that help get real paying customers and increase revenue.
However, a marketer should be aware that lead generation is not the only goal of a campaign. Instead, you need to make consumers the protagonists of your PPC campaign in order to train the algorithms and see what type of conversion leads to new customers.
The Takeaway
As you could see, Google Ads or PPC strategies are constantly evolving. If you would like to stay competitive, your online marketing strategies must evolve, too.
Always make sure that you are at the forefront of new technologies & best practices. Just because something worked out for you last time doesn’t mean it will have good results next time.
Like the post? Check out our next blog post for more trends
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Read the previous article: TOP 5 REMARKETING STRATEGIES TO OPTIMIZE YOUR AD CAMPAIGNS & MAXIMIZE SALES!
