Are PPC Ads Worth It in 2022?

While PPC ads can be an effective way to reach new customers and generate leads, they can also be costly if you don't know how to properly manage a campaign.
So is PPC worth it in 2022? We believe so! But here's what you need to know about the PPC landscape and why it's worth checking out.

Changes to the PPC Landscape in 2022

It's no secret that the pay-per-click landscape is always changing.
As new platforms and technologies emerge, you've got to stay on top of the latest trends in order to stay ahead of the competition.

According to Search Engine Journal’s PPC Trends for 2022 ebook, the following PPC trends will change the landscape of pay-per-click advertising this year and beyond:

  • Conversion Tracking
  • Responsive Search Ads
  • Automation
  • TikTok Advertising

Let’s break down some of these top trends.
After all, you want to understand how they affect your PPC management strategies.
And you obviously need to learn how you can capitalize on the trends to ensure you’re getting the most out of PPC services.

Continued Complications From iOS 14 Tracking Updates

In April 2021, Apple announced changes to its app tracking framework. This was called App Tracking Transparency (ATT) and it required mobile apps on iOS to automatically ask users for their permission to track their activity.

You've probably noticed this change if you're an iPhone user, right?

While this was a win for safety, it definitely affected the ability of advertisers to deliver relevant ads.
When it comes to PPC tracking and attribution, companies like Facebook and Google rely a lot on data tracking.
This means that if Google and Facebook can no longer track user activity in other apps, all of their tracking technology will be affected.
As an end user of the PPC platform, this decreases your ability to build out great remarketing campaigns.
While that doesn't spell the end of your PPC marketing efforts, it simply means you need to be more creative about how you remarket!

Google’s Switch to Only Responsive Search Ads

Google's been up to a few things as well. Namely, as of July 1st, 2022, they've made it to where responsive search ads are the only ad type available for campaigns on Google Ads.
Responsive search ads are ones that allow you to create an ad that adapts to show more relevant messages to your customers.
You enter multiple versions of headlines and descriptions so that Google can test different combinations for you to see which performs best.
This is ultimately helpful for beginners working on their own ad accounts but makes life slightly harder for PPC experts.

If this change has affected you then there are a few things you can do.
Considering that responsive search ads are more qualified to participate in auctions, you'll need to pay attention to conversions at the campaign and ad group levels.
Likewise, each asset in a responsive search ad has a performance indicator.
These go from “Low” to “Good” to “Best.” Simply review each asset to identify which type of message resonates the most with your customers.

Artificial Intelligence Automation

In terms of online advertising, AI automation is slowly but surely changing the PPC landscape. As a team, we've been able to identify three main ways in which AI is expected to impact PPC in 2022 and beyond.

First, this allows for smarter campaign management. As a business owner, it’s becoming easier to automate repetitive and mundane tasks such as keyword research and ad creation. You can even get AI platforms to create your ad text for you these days.
This can free up time so that they can focus on more strategic tasks, such as optimization and bid management.
However, these types of AI-powered tools can help you gather data from a variety of sources and combine it to create more detailed profiles of target audiences.
This will result in more accurate targeting, which will lead to improved campaign performance.

Overall, AI is expected to have a positive impact on the PPC landscape. It will make campaign management easier and more effective for beginner users or busy business owners.
However, that doesn’t mean you should entrust your campaigns to artificial intelligence and call it a day.
Seriously, please don't do that!

There is an art and a science to successful PPC marketing, and PPC experts who have worked in the field for years will be able to better understand your campaign goals and adjust keywords, bidding strategies, and more to help you reach them.

TikTok for Business is Exploding

If you still think TikTok is just for kids, you’re way behind.
That doesn't mean TikTok advertising is suited for every business but you have to be at least thinking about it.
The price to attention received, ratio, is currently unmatched on the platform.
The CPM you could be getting on TikTok, if you are not there already is going to be 4 times lower compared to Facebook.

The quality of the traffic? 
At least on the same level on Facebook, and if your product or services caters to a younger audience then TikTok is a no brainer.

What you need to consider however is the fact that you are starting off on anew platform. Expecting the same results you are getting on Facebook from day 1 is not advisable. 
You will need too feed the algorithm the data it needs to learn and get you in front of the right people.
This can take a few of your budget dollars and a lot of patience and trust.
If you stick with it however, the reward will come.

How is this changing the landscape?
More and more business are flocking to the platform and everyone that will ignore TikTok in 2022 will be late to the party.

Pros and Cons of PPC Ads vs. Other Digital Platforms

Honestly, PPC ads are great for all types of businesses. However, we know that there are many different digital marketing options to choose from.

So what are the pros and cons of investing in pay-per-click ads versus other digital platforms and marketing strategies?

Pros of Using PPC Ads

PPC ads are an effective way to reach consumers online and they offer several advantages over other digital marketing platforms.

The two biggest advantages of using PPC versus other types of digital marketing are that:

  • PPC ads are targeted
  • PPC ads are cost-effective

The fact that PPC ads are highly-targeted means that you can target really niche or local audiences with this type of marketing campaign. This isn’t the case when you invest in broader SEO campaigns or social media content, for example.
They’re also cost-effective in that you only pay when someone clicks on your ad.
Additionally, PPC ads are immediate, which means that they can generate leads and sales quickly. Not only that, but they start to generate data immediately as well.
Exact real-time data allows you to make well-informed decisions and budget properly, whereas other marketing efforts are more difficult to quantify and determine if they are successful.

Cons of Using PPC Ads

Despite all of the advantages, there are certain drawbacks to using PPC ads (but hey, that's true with anything in life). For example, if you’re not careful, you can lose a lot of money very quickly if you don’t know what you’re doing.
Even if you do know what you’re doing, PPC ads can be very expensive, especially if you’re in a competitive industry.
Note that when we say this, it doesn’t negate the fact that they’re cost-effective. We’re simply stating the fact that, like other digital marketing services and tactics, PPC advertising can get expensive depending on your industry.
There is also a steep learning curve and it can take a lot of time to become an expert at running PPC campaigns. This makes it a difficult marketing strategy to DIY as a small business. In most cases, you really need to be working with a dedicated PPC expert.

Is PPC Right for Your Business?

In the context of whether or not PPC is worth it, it makes sense to consider whether it’s even right for your business.

There are a few factors to consider when determining if PPC is right for your business.  

First, consider what kind of marketing budget you have. PPC can be expensive, especially if you're bidding on popular keywords in hot markets. While it’s more cost-effective than other forms of marketing, that doesn’t mean it’s not costly if you want to see successful campaigns.
Then, consider your marketing goals. Why is it that you think you should be investing in PPC? We get this a lot.
Small business owners come in looking for PPC services simply because someone told them they should be investing in pay-per-click ads. Think about whether you’re interested in increasing brand awareness or really need to drive traffic to your website.

Finally, consider what your competition is doing. If all of your competitors use PPC, you may need to too to stay competitive.

Is PPC Worth It? The Verdict

Maybe by now, you're thinking, "Yep, PPC sounds right for my business." If that's the case, then let's answer the question we set out to answer: Is PPC worth it in 2022?
Absolutely. While there are changes to the PPC landscape, that's nothing new. The right team of PPC experts should be up-to-date on those changes so you don't have to be!
All in all, when compared to other forms of marketing, PPC is an extremely effective way to reach new customers. Not only that, but it's an effective way to target niche audiences with specific services or offers.
And finally, as a lead generation technique, PPC can be an excellent, cost-effective way to generate leads and sales.
Because you only pay when someone clicks on an ad, you can be confident that you're getting a good return on your investment for every click that you receive.

So, yes, PPC is worth it in 2022. If you work with the right team, that is...

Work With a PPC Agency

In the world of digital marketing, it's an undeniable fact that things move pretty fast. The PPC marketing landscape changes constantly, and you shouldn't have to work hard to keep up with it.
That's what we're here for.
If you need help with PPC ads or are interested in seeing whether or not they're right for your business, book your free strategy call.