The new year – the new Google Ads trends? Of course not. The next set of 365 days doesn’t bring completely fresh and unprecedented revolutions – usually. Many of them will continue some long-term tendencies or put into practice announcements that have been visible for a long time. So what’s worth remembering about? Let's summarize all the Google Ads news that could dominate the lives of advertisers in 2022. Google Ads trends – 2022 – are here. Take it and use it for the best optimization. Fasten your seat belts and off we go.
Slowly start forgetting about expanded text ads
Search campaigns in 2022 will get rid of one of the options available so far in 2022 – launching expanded text ads. From June 30, you will not only be able to create new campaigns of this type, but also edit those that are already running. In the second half of 2022, responsive text ads will take the lead. However, this doesn’t mean that the extended ones will be forgotten and that you'd better remove them now. They'll still be able to be displayed – you won’t just set new ads in this format and edit the existing ones. So if they're working well in your campaigns, make sure you optimize them and edit them – to serve you a little longer – before the end of June.
Less access to data – how to live?
Google Ads new updates regarding EU GDPR mean less data that marketers can use to target their ads accurately. Moreover, in some countries, such as Austria, even Google Analytics is currently considered to be incompatible with European directives on the protection of personal data and therefore – illegal.
In 2023, we’ll say goodbye to third-party cookies. What does it mean to advertisers? If you have not done so before, it’s worth starting to collect your own data – based on the information that your own customers have provided you. It’s also worth being interested in CRM tools that are used to manage customer relationships. They may prove invaluable in case of new Google Ads trends.
Automation, or the watchword of 2022
The global automation market is growing year by year and, as is commonly known, is an integral part of marketing. So, if you've been dealing with manual bidding so far, it's time to change your tactic. Bidding is becoming more and more competitive, and 2022 is expected to see a large increase in advertising spending – across all sectors. So let's give automated bidding strategy a chance – to save your time and nerves.
Hey, Siri – is natural language search more important than traditional typing?
More and more often, instead of typing – we say. And this tendency is not likely to decline any time soon. Natural language search – or NLS – may be one of the most significant Google Ads trends in 2022. Why exactly? Because it greatly changes the way marketers should look at keywords.
According to research conducted by Edison Research, in 2020 as many as 62% of Americans admitted that they had ever used voice assistant technology. Optimization in terms of natural language may become necessary over time to keep your campaign performing well. More long-tail keywords and more conversational ad copy – this is what the future will bring.
The era of smartphones has arrived
Is this some kind of Google Ads news? Well, not really – this is a trend that has been visible for years, but it’s worth emphasizing once again. Mobile phones are nowadays an inseparable attribute of many of us and often the main device through which we search the web. As many as 95% of ad clicks in paid search results on mobile devices come from Google. It is impressive, isn't it? So you better try to make your landing pages impressive as well – without it, you may find yourself far behind the competition.
Optimizing campaigns for mobile devices is not an ordinary proposition these days, but an obligation to remember – always.
These are the 5 things to keep in mind when optimizing your Google Ads campaigns in 2022. Make good use of them.