The world of PPC marketing is always changing and evolving. This allows pay per click advertising to constantly improve, but it is important for digital marketers to keep up with these trends. After all, these trends allow marketers to deliver more effective campaigns.

But what trends can you expect to see this year?

Here are six PPC trends to look out for in 2022.

1. PPC Trends To Look Out For In 2022: First-Party Data

Third party data used to be an essential metric for most digital marketers, but this is starting to change. Google recently announced that they would be phasing out third party cookies (most will be removed in 2023), but that doesn’t mean there won’t be analytics. Instead Google will be prioritising first party cookies, which can be used to create effective PPC campaigns.

2. Better Segmentation

Targeting specific audiences has always been a big part of PPC advertising, but improved segmentation is making this type of advertising even more effective. Audience segmentation is possible through most newsletter services, and it is now becoming a part of social media advertising. This helps marketers to create more effective marketing campaigns across a range of platforms.

3. New Advert Formats

New adverts formats are constantly popping up. Five years ago image advertising was extremely popular and video advertising was very rare online, but now video adverts are equally as popular. So you can expect to see more video advert formats in 2022 – and it is also possible new types of adverts will become more popular. For instance, audio only adverts may become more mainstream.

4. Responsive Search Advert

Do you use responsive search adverts (AKA RSAs) in your PPC marketing campaigns? If you haven’t, now is the time to start. Responsive search adverts combine ad copy and images to create different ads for different target audiences, and this can significantly boost the effectiveness of your marketing campaign.

5. Pulling It Back

Lots of small businesses experienced financial uncertainly over the last two years, and this will likely affect their advertising efforts in 2022. Many businesses will have a stripped back marketing budget, so campaigns may be more basic and simpler. This means that many digital marketers will be creating low-cost campaigns over the next year.

6. Unexpected Trends

It is impossible to predict every PPC trend for 2022, so expect the unexpected. After all, PPC marketing is always changing! The most successful marketers understand this, so they will try to be adaptable, flexible and open minded.