PPC Outlook

It pays to know the outlook for PPC in 2022 before planning your strategy.

Brand awareness, more leads, and a boost in conversions are all benefits of a well-crafted paid advertising strategy.

Yet, before you create and execute a strategy for the coming year, it’s helpful to know the PPC outlook for 2022.

Here’s where we anticipate the greatest advances in PPC for 2022, in no particular order.

First-Party Data is the New Reality

As third-party data inches further away from the shores of PPC, it will be increasingly important to focus on strategies for gathering, organizing, and leveraging first-party data — such as when someone subscribes to your newsletter, registers for a webinar, or makes a purchase on your website. 

Privacy and security will continue an upward trend next year, following much of what we’ve already seen from Apple’s privacy changes and Google as it pledges to remove all third-party cookies on Chrome browsers by the end of 2023. Therefore, advertisers will need to be proactive in pursuing first-party data and identity resolution as possible alternatives.

Artificial Intelligence and Automation Ramp Up

While artificial intelligence (AI) and automation in pay-per-click advertising aren’t brand-new, in 2022 they will assume a more central role. The two technologies have already been helping advertisers test which ad copy and assets work best in Google’s Responsive Search Ads, which will move front-and-center next year as Expanded Text Ads are retired. 

As a complement to keyword-based search campaigns in Google, advertisers can look forward to using the new Performance Max campaigns — released in early November and set to be in full swing across all Google advertising channels and inventory in 2022. Performance Max is considered the ultimate smart campaign as it extends automation and machine learning across ads in YouTube, Display, Search, Discover, Gmail, Maps, Shopping, and Local – all from a single campaign.  

Of course, Google isn’t the only platform offering automated features for advertisers. Microsoft Ads, Facebook, Instagram, and other social media networks also continue to beef up their own solutions to help advertisers produce creative content in a matter of minutes.

YouTube Connects with TV Watchers through Paid Ads

The television is quickly becoming the preferred screen for watching YouTube videos. In fact, people are watching more than 450 million hours of YouTube content on TV screens every day. That’s a ton of opportunity to get your YouTube video ads in front of your audience, as television gains traction as a mode of delivery for PPC campaigns. 

What’s more, YouTube Masthead – a digital billboard on the YouTube homepage — is set to gather momentum as a main driver of PPC in 2022.

TikTok Takes the Stage

As one of the world’s most popular social media apps, TikTok is set to surpass 1.5 billion users worldwide over the next 12 months. Paired with its incredibly effective algorithm matching, TikTok is a hot space for getting paid video content into the hands (or, eyes) of the target audience – as long as that audience is Gen Z.  

If you have video assets to use, or can produce them quickly, then paid advertising on TikTok could be a valuable growth strategy in the next year — especially as the number of active users continues its upward trend.

Preparing for PPC in 2022

As you can see, the outlook for PPC in 2022 is anything but static. The world of paid advertising is experiencing a dramatic shift, but you don’t have to go it alone. Our PPC management team is here to help with strategy, creative, and day-to-day management.