PPC Trends

PPC is the fastest way to obtain high-quality leads which is why it is considered a fundamental pillar for every digital marketing plan. Unlike SEO and content marketing which needs consistent work for a long time to bring in your visitors, PPC can quickly hit the ground running to provide quick and quality traffic and conversions.

However, PPC also tends to be in constant flux when compared to other marketing channels. What worked last year may not work this year as search engines and social media platforms constantly make changes to their PPC methodologies to help brands target the right consumers.

5 Important PPC Trends You Need To Know in 2022:

Staying updated with all the latest trends and developments gives a better chance for a PPC agency in Hyderabad to maximize the conversions and improve the ROI. So with the help of our PPC marketers at Samskriti Business Solutions, we have prepared the list of 5 key PPC trends that needs to be considered while crafting a PC strategy in 2022.

If you are a PPC marketer or a business stakeholder who wish to drive better PPC conversions then you need to keep an eye on these PPC trends:

Change in search ad formats: 

Sun’s setting on the good old Expanded Text Ads as Google has decided to pull the plug on them post 30th June 2022. So Responsive Search Ads will be the default ad type moving forward as Google feels they are best suited to help marketers reach the right customers with the right message. The ETAs will continue running and are removable /pausable post this June 2022.

Having been working around both ad types at our PPC agency in Hyderabad, we found RSAs with multiple descriptions and headlines help compete in more auctions and match more queries. They are far better suited for leveraging Google’s testing capabilities, work well with smart bidding, and need less time to create tailored for each keyword.

The surge in video advertising: 

More Than 86% of the businesses today leverage video advertising as compared to 30% in 2016. The last few years witnessed a massive surge in video advertising, all thanks to Tiktok and YouTube Shorts.

Customers are primed for engaging and vivid video content and this explains the effectiveness of bumper ads on YouTube for boosting awareness. According to Animoto, 93% of the businesses have captured a new customer through video ads and if you are a PPC marketer you need to focus on video advertising in 2022. (Tip:  Check out YouTube’s bumper machine for quick video production.)

Look out for voice search:

Voice search had been in its infancy forever but with the advanced voice capabilities of Siri, Bixby and Google Voice Search 2022 should be its year especially in voice-driven shopping. Even the volume of on-the-go searches have rapidly picked up in the last two years and it helps to optimize by:

  1. Using query modifiers like ‘open now’ or ‘near me.
  2. Leveraging conversation language and keywords in at least an ad group.
  3. Updating ‘Google My Business Page’, local listing and mapping information.

Privacy concerns and the need for diversification: 

With growing concerns over privacy in 2022, digital marketing will be in for a massive shift in operations. Google’s decision to phase out the cookies data and the iOS 14 update are the signs of the impending storm. However digital marketers can prepare for this change by diversifying the paid channels by experimenting with unused marketing channels – Reddit, LinkedIn, Yandex or Bing. Also, it serves to focus efforts on harnessing the first-party data to prepare for privacy restrictions in the future.


An article on PPC trends is never complete with ‘Automation’ which for years wants to be the answer to the age-old question – how to optimize PPC campaigns’. However with the first party and third party automation systems, 2022 could be finally the year, PPC automation tools could finally help marketers optimize their PPC campaigns.

Common applications of automaton include ad testing, call-to-action analysis, data dive-in and diagnostics for optimizing PPC campaigns. At Samskriti we have been already leveraging automation of tedious and time-consuming tasks to focus more on strategy and insights.

“Finding the right balance between automation and manual tweaking is the way ahead for us at Samskriti”, says one of our PPC Executives at our PPC agency in Hyderabad. That said if you are a business that is looking to leverage PPC advertising to maximize conversions improve your PPC ad performance, Samskriti Business Solutions offers the best PPC services in Hyderabad and you can find us here.

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