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7 PPC Trends To Follow In 2022


The Pay-Per-Click (PPC) realm is one that can significantly boost your business results, especially if you stay in touch with the latest PPC trends and improvements. Any business that wishes to build a successful online platform needs to invest time and energy into keeping on top of PPC trends, from corporate advertisers to individual start-ups.

Here we have listed Seven PPC Trends To Follow In 2022 to help your business succeed!

1. Ever-evolving Artificial Intelligence

As time passes, Artificial Intelligence (AI) continues to evolve and is quickly becoming a prominent player for an effective PPC campaign. AI offers countless advantages to PPC marketing, from optimizing unsuccessful keywords to analyzing reklam- performance.

Artificial Intelligence is not a new trend as such, but considering its ever-evolving life, the AI of today will be vastly different from the AI of 2022. Keeping in the know of the Artificial Intelligence developments and ensuring you use them to benefit your PPC is vital.

Whether it helps automate bids, provides diagnostics data, or suggests active long-tail keywords, AI is a PPC trend to follow closely.

2. PPC Automation help is coming

PPC Automation would seem like a PPC trend that should well and truly be here. However, Pay-Per-Clicks automation support has a lot of catching up to do compared to other marketing automation. The good news is that PPC Automation help is coming in 2022.

As the global automation industry grows, so do advertising automation processes to benefit business marketing objectives online. Using automation across all marketing is not a wise decision but a necessary one, and in 2022 PPC Automation will be one of the most significant marketing trends.

How will PPC Automation improve in 2022, you ask? For starters, we expect far greater support in ad testing, Call-to-Action CTA analysis, and data diagnostics, which is paramount to identifying wasted advertising and making improvements accordingly.


3. Engage with the Tik Tok audience

Social Media has been the optimum platform for Pay-Per-Click advertising for a long time now, with Facebook and Instagram the powers of the social media domains. However, there is a new player in town, Tik Tok.

Tik Tok continues to grow and seems to be here to stay, well for 2022 at least. The engaging social media platform offers incredible opportunities for PPC marketing with the chance to engage with audiences, which may tip over a billion in 2022 through video advertising.

And just to reinforce Tik Tok’s drive into the marketing space, it has recently formed a partnership with Shopify to streamline the advertising process for business marketing strategies.

4. Audience focus content

Here is a 2022 PPC trend that may be an advertising game-changer for marketers. For a long time, PPC advertising strategies have focused on algorithm-pleasing content with the client’s attention as the reward. However, a new approach will be required in 2022.

As algorithms evolve, they are implementing changes to enhance the audience experience by prioritizing quality client-focused content. These changes will force PPC campaigns to readdress their approach and look at the bigger picture of what the audience wants and how they wish to retain information.

In what may seem more work for businesses and marketers, it is a step in the right direction for online content and the audience that uses it, and one that must be taken in all 2022 PPC campaigns.

5. Lead tracking software to boost Google Ads ROI

Many businesses rely on Google Ads alone to deliver the optimum advertising results, trusting that the platform will do enough to provide rewarding conversion rates. Google Ads is one of the most powerful PPC online platforms and a smart investment; however, did you know lead tracking software improves Google Ads Return On Investment (ROI).

Sure, you may have success without lead tracking software, but what if you couldn’t boost your Google Ads ROI by using software that integrates with Google Ads. Software that allows you to see individual lead data and pass quotable leads back to Google Ads.


Collecting individual data and working with Google Ads to obtain solid PPC conversions that may have otherwise been missed is an advantage that will undoubtedly be a PPC trend in 2022. Further to this, the Quality score still deserves your attention in 2022. It was and still continues to be the metric for Google to understand the quality and relevance of your ads. Although Google is embracing automation more and more each day, it can’t do much about your ad’s relevance. So focusing on creating relevant ads will not only improve your PPC performance but also helps you save money.

6. Exploring PPC affiliate marketing

PPC affiliate marketing has its downfalls and may not be as dependable as other PPC campaigns; however, there are still countless advantages and developments that will make it a popular PPC trend in 2022.

The approach of PPC affiliate marketing differs as you need to think outside the square and seek the support of less popular advertising platforms and target new audiences to make a decent revenue. PPC campaigns need to be more transparent to meet the affiliate’s approval, and more effort is required to monitor performances and optimize campaigns.

However, it makes businesses more accountable to produce more organic landing page content, which is definitely a breath of fresh air for consumers and can produce incredible revenue income and business results.

7. SaaS Marketing

The introduction of Software as a Service (SaaS) platforms over the past years has taken the pressure off businesses to select the optimum software to help their chances of success.

As software seems to improve, upgrade and evolve by the minute, it is fair to say a purchased software can seem superfluous the day it is installed, while the constant updates can be irritating. SaaS allows a business to have the most up-to-date and effective software in a pay-as-you-go model, which has been a huge development in marketing.

SaaS Marketing has undoubtedly changed marketing strategies throughout the advertising industry and is a trend that will surely grow in 2022.

Implement the PPC trends of 2022 to get the winning edge

As PPC trends constantly stop, change and evolve, it is vital to keep on top of them, and these Seven PPC Trends To Follow In 2022 will help you do so. Some trends are new concepts, and others are familiar PPC trends that continue to grow and build.


The PPC trends of 2021 may still be relevant and effective in the new year that is upon us but doesn’t get left behind and implement the PPC trends of 2022 today to get the winning edge.



Din guide till att vinna med Performance Max-kampanjer


Your Guide to Winning with Performance Max Campaigns

The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike. 

For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online reklam-. With many options available, it was difficult for many to choose where to start. For those unfamiliar with the Google Ads ecosystem, it became a very expensive lesson, with many chalking it up as an expensive lesson in futility.

Then came a shift in the landscape, with the release of their automated behemoth, Smart Shopping. This new campaign option offered the likes of many amateur shop owners a simplistic way to take their first steps into the online reklam- universe. This made for a simplified process for users to easily showcase all their products, putting most of the decision-making in the hands of Google

Whilst this provided some relief for many, there were still boundaries. For one, the ability to extract pertinent data to review and assess was one of them, as was providing the opportunity to the inexperienced to expand into the other Google reklam- ecosystem (YouTube, Display, etc.) where their products may flourish. This provided a void for advertisers to expand their reach and required something to fill the gap.

That was until now!

With the announcement that Google is sunsetting the Smart Shopping campaign, the talk moved quickly to how this will be handled. There was the mention of a “one-click” solution to transition across to this new kid on the block, which was music to the ears of those still not familiar with the Google reklam- network. Whilst this may sound like the perfect solution for most, not having that understanding of what you’re working with, could be the difference between the success and failure of your efforts.

This is why I want to equip you with a full understanding of what Performance Max is, and how you can go about implementing the moving parts to set it up for success.


Introducing Performance Max

Performance Max is the latest installment from Google’s war chest of reklam- tools. Unlike other automated options of its predecessors, Performance Max harnesses the power of its advertising ecosystem and enables advertisers to serve their ads across YouTube, Gmail, Discover, Search, Shopping & Display networks from a single campaign.

In their own marketing efforts, Google has made it sound simple to get these new campaign types in place, and in some ways, they have. Simply provide your ad copy, upload inspirational product images, add länkar from your YouTube account, and connect to your Google Merchant Center and you’re only a button click away from unleashing its power. From there, Google’s all-powerful machine learning systems will seek out and find the perfect customer and serve your ads to whichever platform they may be using at the time.

So now, instead of having to create multiple ads and assets for specific channels, you get to “throw it all together” and let Google work its magic, managing its potential to full effect across their advertising landscape.

Performance Max campaigns leverage their automated bidding and targeting technology, creating tailored ads and putting them in front of customers, no matter where they are on the Google Ads network. From the average person, this sounds too good to be true, especially those that are happy to let Google have complete control over their funds.

To help you get the most out of Performance Max, let’s break it down into the many parts that go into making it work.

Anatomy of a Performance Max campaign

Unlike other previous campaign types, such as Search which focus on text-based queries, from this single campaign, you can now show ads to other platforms that include Shopping, Search, YouTube, Display, Local, Gmail and Discovery.

As an automated campaign type, all you need to do is add your assets, select your goal and let Google proceed to do the job by showing your ad to the right person, on the right network, to give you the best possible chance of success. It sounds like the holy grail of advertising and whilst you will see results, having a better understanding of how to put it all together will go a long way to its success.

So where to begin.?


Whilst you’ve read this far, let’s presume that you have a good understanding of the basic campaign settings for creating a Google Ads campaign, including your budget, location, language, etc. As these are generally pre-determined when you plan your campaign and the goals you want to achieve, there are some areas to take into consideration when doing so.

With Performance Max campaigns, you have 2 options with the bidding strategy. Maximize Conversion or Maximize Conversion Value. While there are only these options to choose from, your success is based on choosing the right one. Whichever goal aligns with the outcome you are wanting to achieve, we suggest not putting in any limitations such as a target ROAS or CPA when starting out, and allowing Google to “spread its wings” to jump-start the campaign.

There is one caveat within the settings and that is the Final URL Expansion section. If there is a page on your site that Google believes is more relevant than the landing page you want to direct them to, it will send them there. This does take some control out of your hands, but it is based on your historical conversion data combined with the characteristic profile data it has on users. If there are pages that you specifically do not want to be included, you have that option through the Add the URLs you want to exclude option.

Asset Groups

Asset groups can be similarly described as the “new ad groups” of these Google Ad campaigns. Within these asset groups, you have the infrastructure to create themed assets, including imagery, video, shopping products, and text ad copy, that will provide an inventory for Google to showcase across its advertising platform. Keep in mind that if you are not utilizing your own video or YouTube channel, Google will create one as part of the asset group. If this is not an option, you can contact your Google rep to remove the Performance Max campaign from the video network.

Listing Groups

Within each asset group, you can manually select which products you want to be served up across the Google Shopping network. These listing groups can be segmented by Category, Brand, Item ID, Condition, Product Type, Channel, and Custom Labels. While there is no right or wrong way to set these up, I suggest breaking them down so they align with your themed Asset Group. For example, you may have an Asset Group for Nike and it would make the most logical sense to only include the range of Nike products, especially if you’re using keywords as an audience signal to find your customers.

For those a little more advanced, you can take advantage of using custom labels to get granular with the products that you want to include, such as top sellers, on-sale items or even by a price point. Aligning your products is a key element here, so ensure you spend time looking at how you want to segment these out in comparison to the audience that you will be targeting.

Audience Signals

Creating these signals will guide Google’s machine learning models on the way to better optimize your campaign. One caveat with this is that these campaigns may show ads to audiences outside of these signals if Google’s machine learning indicates that there is a likelihood of attaining a conversion that falls within your goals.

When starting out, it’s always good to have a solid foundation of audience signals in place to get things going. This initial information is going to help your campaign ramp up and optimize performance faster. Whilst having all your products and signals in one group is the simplest way to start, ideally, every audience should get its own asset group and intended audience. These audiences should include:

  1. All website visitors
  2. Competitor terms and website
  3. In-Market with a combination of relevant and “outside-the-box”
  4. Affinity
  5. Customer match list or All converters
  6. Converting keywords
  7. Brand

These are not the specific audiences that you’ll be targeting but the characteristics of those audiences Google will use to find the right customer.

*Top tip – If you’re looking to create a large number of asset groups by combining categories and audience signals, Google Ads Editor is going to be your best friend. Whenever you duplicate an asset group from within the Google interface, the Listing Group defaults back to all products and you’ll need to segment it each time. If it is duplicated in the Google Ads editor, it will retain the original segmentation of the products.

All Done, What’s Next?

Absolutely nothing!

Not quite but you do need to understand that these new campaigns take time to work through the learning process, gathering all the data from your assets and signals, to achieve the goals you have in place. While this doesn’t mean you won’t see some early wins, and you should, it just means you’ll have to be a little more patient. Generally speaking, this can take up to 5-6 weeks from the time you hit the GO button for new campaigns, which for some can be a nervous period. 

Now, this doesn’t necessarily mean you can walk away and let it do “its thing” for the next few weeks. As they say, a champion team will always beat a team of champions, and this is no different when talking about your Google Ads account. Relying on a single campaign, as many did with Smart Shopping, can be fraught with danger. Whilst Performance Max campaigns utilize all of the advertising networks that Google has to offer, you want to ensure that you’re not missing any opportunities. 

For starters, a Brand campaign.

I suggest running a branded search campaign alongside to ensure that Performance Max is not taking all the glory in sales and converting the low-hanging fruit of those people looking for your business. Although there is hope that it will eventually become available, you’ll still need to speak to your Google rep about adding your brand name, and its derivations, as negative search terms to Performance Max.

Running a standard shopping campaign can also be beneficial, especially if you have core products that need to be front and center with your audience. There is a lot more control, and data to analyze, which can help with improving the overall account, too. The Performance Max campaign will help with “filling in the gaps”, especially with the additional channels it has to market to.

You should also look to run a Dynamic Remarketing campaign. Unlike the previous Smart Shopping that so many were used to running, the remarketing component was far superior, and a dedicated remarketing campaign will give you far more information to review and make decisions.


We live in a media-rich world, where platforms such as Instagram and TikTok rule. The reason they are the kings, or queens, of the social media world is the use of visual creatives. This is no different when it comes to Performance Max campaigns. Make sure you keep a stock of fresh visual images and videos and implement them into newly created themed asset groups for further testing.

But won’t this reset the learning cycle?

Thankfully, it won’t reset the learning phase for the entire campaign, just the newly created asset group. 

Will Performance Max campaigns take traffic/sales from my other campaigns?

The short: it depends. Whilst they are known to “steal” impressions and clicks from other campaigns, there are reasons why. Part of the reason comes down to your ad ranking across all your campaigns. For Search based campaigns, if there is no exact match term in other Search campaigns, then it will be based on the highest ad ranking in your account. When it comes to competing against other YouTube and Discovery campaigns, it’s different again.

To clear up the confusion, here’s a table to give you an idea of which campaign will show:

Campaign #1 Campaign #2 Campaign entered in the auction
Search campaign that matches user query exactly Prestanda Max Search Campaign
Search campaign that does not match user query exactly Prestanda Max Campaign w/ higher ad rank
Standard Shopping campaigns Prestanda Max Shopping Ads on Search/Shopping: Prestanda MaxShopping Ads on search partners: Prestanda MaxShopping Ads on Gmail & YouTube: Campaign with higher ad rank
Display campaigns (with no feed) Prestanda Max Campaign w/ higher ad rank
Display campaigns (with feed) Prestanda Max Dynamic remarketing: Prestanda MaxAll other display ads: Campaign w/ higher ad rank
Video campaigns Prestanda Max Campaign w/ higher ad rank
Discovery campaigns Prestanda Max Campaign w/ higher ad rank
Local campaigns Prestanda Max Campaign w/ higher ad rank
ACE campaigns Prestanda Max Campaign w/ higher ad rank


As you can see, getting started with a Performance Max campaign isn’t as difficult as it may seem, and for those that are either new to Google Ads or crossing over from Smart Shopping, that journey has been made simpler. 

Whilst the above will get you up and running, there is still much that can be done through review and testing, as well as working on accompanying campaigns to complement the performance of your account.


Om du vill veta hur du får ut det mesta av Google Ads för e-handel kan du kontakta mig på Digital dart.


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