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Date added: 14 October 2022

Update: 29 January 2023

5 2022 Google Ads news & trends you can’t ignore.

What are the Google Ads trends for 2022? Read our blog post to find out more!


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  1. No more expanded text ads
  2. Less access to data – a great challenge for marketers
  3. Automation is trendy
  4. NLS – Natural Language Search
  5. Mobile devices run the market

The new year – the new Google Ads trends? Of course not. We usually don't expect the next 365 days to bring about complete and unprecedented change. Many of those trends will continue to follow some tendencies that have been visible for a long time. So what's worth remembering? Let's summarize all the Google Ads news that could dominate advertisers' lives in 2022. Google Ads trends – 2022 – are here. Take it and use it for the best optimization. Fasten your seatbelts, and let's get started. 

No more expanded text ads

Launching expanded text ads in search campaigns in 2022 will no longer be possible. As of June 30th, you will NOT be able to create any new campaigns of this type nor edit those 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 displayed – you just won't be able to 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 just a little longer – before the end of June.

Less access to data – a great challenge for marketers

Google Ads new updates regarding EU GDPR mean less data that marketers can use to target their ads accurately. What’s more, in some countries, such as Austria, even Google Analytics is currently considered incompatible with European directives on protecting personal data and, therefore, illegal.

In 2023, we'll say goodbye to third-party cookies. What does it mean to advertisers? If you haven’t done so before, it's worth starting to collect your own data based on your customers' information. It's also worth being interested in CRM tools used to manage customer relationships. They may prove invaluable in case of new Google Ads trends.

Automation is trendy

The global automation market, which is an integral part of marketing, is growing year by year. So, if you've been dealing with manual bidding so far, it's time to change your tactic. Bidding is becoming increasingly competitive, and 2022 is expected to see a significant increase in advertising spending – across all sectors. So let's give the automated bidding strategy a chance – to save your time and nerves.

NLS – Natural Language Search

More and more often, instead of typing – we vocalize. 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 dramatically changes the way marketers should look at keywords.

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According to 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. This is what the future will bring more long-tail keywords and more conversational ad copy.

Mobile devices run the market

Is this some kind of Google Ads news? Well, not really – this trend has been around for years, but it's worth emphasizing once again. Mobile phones are nowadays an inseparable attribute of many of us and often the primary device through which we search the web. As many as 95% of ad clicks in paid search results on mobile devices come from Google. That’s a lot, isn't it? In terms of marketing tools, Google is your best friend – without it, you may find yourself far behind the competition. 

Optimizing campaigns for mobile devices isn’t an ordinary proposition in this day and age but an obligation to remember – always.

These are the 5 things to keep in mind when optimizing your Google Ads campaigns in 2022. Put them to good use!

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