A well-crafted PPC (Pay Per Click) advertising strategy can deliver a bounty of rewards: greater brand awareness, more leads, and a boost in conversions. It can be a real game-changer. 

Knowing what to expect from PPC in 2022 can only strengthen your strategy for next year, giving you valuable insights and helping you prepare ahead of time. 

Here’s the outlook for advertising with PPC in 2022 as we see it. 

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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.

First-Party Data Is a Glaring Reality  

As third-party data inches further away from the shores of PPC in 2022, 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. 

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TikTok Takes the Stage for PPC in 2022

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.

YouTube Ads Connect With TV Watchers  

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. 

Get transformed into an industry-ready paid marketing professional with the Advanced Pay Per Click (PPC) Certification Training. Enroll now!

Getting Ready for PPC in 2022

As you can see, there’s a lot to look forward to — and prepare for — in the coming year. Now is the right time to take these into consideration as you finalize your paid strategies. You can refine your skills even more with Simplilearn’s Advanced PPC Certification Training.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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