7 Paid Advertising Trends for 2022


Lucky number seven – we’ve identified just as many trends that you can expect to see in paid advertising in 2022. Are you already prepared? We show you what you should definitely have on your radar for the coming year!

Switching to FLOC

Third party cookies Google is doing away with in the future – the end of personalized advertising? Not necessarily: FLOC, the short form of Federated Learning of Cohorts, will still allow you to play out target group-specific advertising in the future. Of course, it is then no concrete and individual user profiles more, but you still have the possibility to target groups. This is accomplished by collecting anonymized data from the cohorts.

Growing need for first party data

First party data is also becoming more and more important. Here you can use various marketing activities to get this information:

The best way to store data you collect about such and similar activities is in a customer relationship management system (CRM). This gives you a full overview, allows you to segment your site’s content and target it to appropriate recipients via ads.

Especially with Google Ads you can use this first party data skillfully. For example, if a user only ever downloads SEO-based content on your site, you can target ads based on that interest. Your campaigns will be more relevant and perform better through triangulation of behavior patterns and information.

Keyword research for ideal advertisements

As direct, individual targeting becomes more difficult, accurate research into how users search is more important than. Keywords are the keyword of the hour here! Focus on understanding the customer and offering information, solutions and products that will help them with their exact search or problem. Accurate keyword research and consumer behavior analysis are therefore essential for your ads.

Tip: You want to know how to approach the topic of keyword research? You get a detailed guide in our eo:magazine!

Focus of advertising: The target audience

Often, algorithm-enabled ads are created. Thus, the focus of the campaign is to please the search engine first and foremost in order to achieve better rankings. The attention that the potential customer pays to these, is virtually the “icing on the cake” and the reward for this. In 2022, however, the whole thing turns. Google always wants to present its users with the most relevant results – be it in the SERPs or in the ads. To make this possible, the target group should be the focus of your ads. The fact is, high-quality, customer-focused content will be more prioritized by Google in the future.

Conversion Rate Optimization

To stay truly competitive, you need to focus on optimizing your conversion rate in the coming year. You can do this by avoiding, as much as possible, any crunch points that make users’ lives difficult. This can occur, for example, when forms, buttons, etc. are not mobile optimized. Another case could be that a user clicks on your ad and the landing page does not match the actual offer. This creates dissatisfaction and consequently worse conversion rates.

Mobile customizations, however, are only one part you can implement to optimize conversion rates. Other ways to improve the ROI of your ad campaign include. Use of:

Also, make sure that the user experience of your campaigns is right. A/B tests can give you information about possible optimizations.

KI for clever ads

There’s no way around machine learning and AI in 2022. But don’t worry: the job of paid ads experts is not in danger! AI-powered advertising is the first step toward smart ads, yet a human is still needed to take the helm.

Google Ads is also switching more and more to machine learning. Thereby, the platform promises itself a better addressing of the target group, automated bids and general automation optimizations. Consequently, click-through rate and conversions are expected to improve.

Google Smart Bidding, for example, supports you with automated bidding strategies, allowing you to reduce advertising costs and reduce your manual effort. This will help you set up an efficient PPC campaign. Additionally, Google 2022 focuses heavily on value-based bidding strategies. Auto Applied Recommendation, or AAR, is designed to reduce manual effort.

In addition, for 2022 Google wants advertisers to switch their ads to “Maximize Conversion Value” or ROAS. This should make it possible for you to increase your valuable conversions and also reduce your manual effort. Optionally, you can still store a target ROAS, which should enable you to meet your fixed goals.

Changes in campaign types

Two big changes are also on the horizon for Google Ads 2022:

  1. Performance Max campaigns move into focus
  2. Text-based ads to be discontinued in June

Performance Max campaigns

Through this ad type, ads can be served across the entire Google Ads network. This allows for variable playout of the campaign and brings several advantages:

By combining the campaign with machine learning, auction data is monitored, and automated bids are created. Also, automated creatives based on your assets are used for this campaign type. Through data-driven attribution in the search network, awareness as well as conversion rate is also increased. This is to get the “maximum performance” out of your ads.

Text-based ads become final RSA campaigns

Responsive Search Ads, or RSA for short, will be the go-to when it comes to text ads starting next year. For this, you create a variety of headlines and descriptions that Google’s artificial intelligence dynamically puts into the right combination. This allows users to be reached and addressed in a more targeted manner, which in turn can increase conversion rates.


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