Did you know? Google drives 95% of your paid search ad clicks on mobile.
The widely used search engine gravitates towards mobile like a mouse to cheese, which is why, as a company, it’s not a luxury to have a responsive website that is mobile-optimized, it’s a necessity.
If this is news to you, keep on reading. We’ve got more facts up our “sleeve.”
If you’re a digital marketer, or if you’re a company whose marketing strategy comprises mainly of digital marketing, then you’ll be familiar with the ever-evolving digital world and the agility it takes to implement successful digital campaigns; a non-negotiable survival mechanism.
The feeling is somewhat synonymous with coming home after a long day of work, and just as you sink yourself into your fat sack, the geyser bursts and you’re back to extinguishing problems (or strategizing about how you can go off the grid).
Essentially, what we’re trying to say is, there’s no “sleeping” when it comes to digital, or else, you will miss the mark.
Now that we have established that you never want to miss opportunities in this rapidly evolving market, let’s take a look at the most important PPC and digital marketing trends for 2022 – which will help you maintain being ahead of the game:
· Shift Audience to a Buyer’s Journey
Long gone are the days when you would monopolize every bid and ad based on words alone. Successful PPC campaigns will require advertisers to understand their audience and focus more on the buyer’s journey above all else. You will soon be required to look at the bigger picture, and strategize your PPC campaigns with regards to your audience and their intended needs.
· Mobile-First Approach
According to Truelist, 70% of paid search impressions occur on mobile platforms. The large majority of people accessing the internet on their mobile devices is a clear indication that you should tailor your user journey and PPC campaigns towards a mobile experience to gain market share.
· YouTube and TV to Merge
As the smart TV finds its way to more homes, it’s quickly gaining traction as the preferred screen for watching YouTube videos. In fact, the cumulative amount of people watching YouTube on the TV screen accounts for more than 250 million hours a day, turning the smart TV screen into a fertile ground for PPC campaigns.
YouTube on TV is set to gather even further momentum in 2022, courtesy of the YouTube Masthead, a digital billboard on the YouTube homepage. You will be able to reach a wider audience if you place your ads on YouTube.
· Dual tagging with Google Analytics 4
GA4 will eventually replace the current version of Google Analytics called Universal Analytics (UA). There is no definitive date as to when Universal Analytics will be discontinued, however, our recommendation is to set up GA4 as soon as possible.
By dual tagging, you can keep your Universal Analytics implementation in place while building out your data for your Google Analytics 4 implementation until you are ready to switch over.
Are you ready for 2022?
To say that we are all racing 2021 to the finish line would probably be putting it lightly, but that doesn’t mean we can’t look at 2022 with excitement and anticipation, and enter the new year stronger, more resilient, and more prepared as people and as an economy.
As statistics have shown, it’s clear that PPC has been a successful advertising model since its very development. However, with changes in the digital platforms and the economic world, adapting to new ways and agile strategies is the only way to survive and tackle the dynamic market.
At Conversion Science, our main aim as a company is to build stronger, more powerful businesses by implementing and improving Paid Media Strategies, Campaign Management, Data & Analytics, Data Collection, and Dashboard Services (both for websites and mobile apps).
Find out how we can help you achieve your business objectives and goals for 2022.