The year 2022 is nearly here and so are the latest PPC trends. We've singled out 5 really important trends to follow to have a successful year for your business.

Trend #1: Automation

PPC automation has been a huge topic in 2021 and it's going to continue to be vitally important for a number of reasons.

Investing in smarter technology is good because it's going to free up resources and thus give your business an advantage. Using automation also takes away the human error factor, helping you to get things just right, without anyone forgetting to launch that ad at the right time. 

Today's content marketing and PPC advertising are all about releasing the right content to the right users at the right time. Automation makes it easy to achieve that.

Trend #2: Targeting and Segmentation

Let's face it - even if you've got the best ad copy, fantastic landing page design, and a brilliant marketing team, all your efforts will go futile if you're not targeting the right audience. Ideally, you'll spend your money on fewer keywords but target the people who'll convert into customers. You should make sure that your brand appears when your target users are online, not only when they are searching.

Trend #3: Diversification

If you want to be more successful, you must encourage the brand on which you work to look beyond ad campaigns. Build up other channels like SEO, social media, outreach, and more.

Diversification also includes thinking outside the box and trying new advertising platforms like Amazon and Microsoft (sorry, Google).

Trend #4: Responsive Search Ads from Google

Google's Expanded Text Ads (ETAs) will be phased out by 2022 when Google transitions all advertisers to Responsive Search Ads (RSAs). If you haven't started using RSAs yet, you should include them today. Otherwise, your business will be missing out. After all, it's all about serving the best ads to your users - not pleasing Google.

Trend #5: Testing

The end of Expanded Text Ads means that advertisers and PPC marketers will need to spend a lot of time testing and tweaking their campaigns for the best results. Test the new Responsive Search Ads as much as you can, adding as many variations as possible to see what works and what doesn't. All this hard work will pay off later on when your ads will start bringing more paid customers.

So, there you have it - the 5 most important PPC trends in 2022. These are just the tip of the iceberg and there are more best practices to consider. Keep on top of things and be flexible to try everything PPC advertising has to offer.