October 3, 2023

Are you able to consider the tip of the yr is already upon us? With so many adjustments to the promoting ecosystem, it’s straightforward for time to fly by.

The yr 2022 can be remembered for welcome (and unwelcome) adjustments to not solely Google Advertisements and Microsoft Advertisements platforms but in addition to new options for up-and-coming channels.

With extra PPC platforms accessible to advertisers, it’s laborious to maintain up with all of the adjustments!

That’s why I’ve damaged down my picks of the highest 10 new PPC options and developments of 2022, encompassing as many PPC platforms and marketing campaign sorts as attainable.

1. Google Advertisements: No Extra Expanded Textual content Advertisements

Whereas different platforms proceed so as to add extra codecs and choices, Google continues to remove Search advert choices slowly.

Whereas it was introduced again in 2021, Google formally sundown Expanded Textual content Advertisements on June 30, 2022. Search advertisements at the moment are dominated by the Responsive Search Advertisements format.

Why is that this an enormous deal?

For advertisers, the dearth of management was an enormous setback – particularly for any regulated trade that wants authorized approval on all copies. Moreover, many advertisers noticed that their ETAs carried out higher than RSAs.

The brilliant aspect of ETAs being sundown is that entrepreneurs have been pressured to rethink their messaging technique.

Due to the breadth of headline and outline choices, Google can combine and match to serve the proper message, on the proper time, for every consumer.

This meant eradicating the redundant copy from RSAs and shifting to a chance of making extra intentional messaging for every key phrase theme.

One other advantage of transferring to RSAs was the elevated visibility of advertisements.

In a examine performed by Optmyzr in Could 2022, it was discovered that RSAs confirmed 2.1x impressions in comparison with ETA-only advert teams.

Impressions per ad group with ETAs vs. RSAs.Screenshot from Optmyzr, December 2022

2. Microsoft Advertisements: Video Advertisements Debut

Microsoft continues to make headway into the promoting advertising and marketing share in 2022.

With the enlargement of the Microsoft Viewers Community, they formally debuted Video Advertisements simply final month. Whereas Video Advertisements have been beta examined in 2021, they’re now typically accessible within the following areas:

  • United States.
  • Canada.
  • United Kingdom.
  • France.
  • Germany.
  • Australia.
  • New Zealand.

From a marketer’s perspective, this lets you attain your viewers the place it’s possible you’ll not have been in a position to attain them earlier than.

In line with Microsoft’s recent stats:

  • 39% of customers watch movies on MSN however not on YouTube.
  • 57% of customers watch movies on MSN however not on Fb.

One other advantage of increasing your video technique to Microsoft Advertisements is that you just don’t have to start out from scratch.

Repurpose your present video advertisements on YouTube or different placements to avoid wasting time and sources. Simply ensure that the viewers intent is analogous if repurposing that content material.

3. YouTube Advertisements: Audio Takes Middle Stage

Formally out of beta testing, Google introduced Audio advertisements accessible to all advertisers in October 2022.

It is a large win for advertisers making an attempt to succeed in their target market differently based mostly on how they use YouTube.

Audio advertisements in Google are served to customers who hearken to music on YouTube particularly.

Entrepreneurs would wish to make the most of audio advertisements as an alternative of video for music listeners as a result of these customers seemingly aren’t truly watching what’s on their YouTube display screen.

One other large transfer for audio comes within the type of podcast placements.

Google rolled out this characteristic in October as nicely.

You could marvel, what does this need to do with YouTube advertisements?

The podcast placement on YouTube is on the market for audio and video advert codecs.

4. Fb Advertisements: New Instruments For B2B And Small Companies

Except you’ve been dwelling below a rock, Fb (now identified formally as Meta) has been within the information a LOT this yr.

Whereas the information round Meta has primarily been round consumer-facing points equivalent to privateness and content material requirements, Fb has launched new options to advertisers this yr.

In Could 2022, Facebook introduced new instruments particularly for B2B and small companies. These instruments embody:

  • Messaging and Dialog Options.
  • Lead Era and Buyer Acquisition Instruments.

Within the messaging and dialog options comes a brand new advert type.

Fb is creating advertisements that may be run on each Fb and Instagram, made immediately from a enterprise’s WhatsApp Enterprise app.

This advert sort helps develop a enterprise and client relationship by encouraging interplay through message.

To assist this characteristic, Fb recognized that over 70% of customers need the choice to speak with companies in a extra conversational approach.

The lead technology and buyer acquisition new options embody:

  • Quote Requests on Instagram.
  • Lead filtering with On the spot Kinds.
  • Inventive flexibility.
  • Gated content material.
  • Companion integrations.

From an advert perspective, essentially the most related come throughout the quote requests and gated content material, in my view.

With the continuing want for first-party knowledge, making a gated content material advert is a good way to seize important consumer data, equivalent to electronic mail, to have the ability to have interaction with them sooner or later.

5. Instagram Advertisements: Introducing AI-Powered Advertisements

A few of Instagram’s most notable PPC options come from new advert codecs.

As this platform has develop into extra shoppable, Instagram launched a brand new AI-powered advert known as “Multi-advertiser advertisements.”

Example of new AI-powered Instagram shoppable ads.Screenshot from Enterprise.Instagram.com, December 2022

This advert format will spotlight totally different companies’ advertisements based mostly on a client’s habits and engagement throughout the app.

Whereas it’s not essentially an advert format that entrepreneurs can arrange, this AI-powered format takes your current advertisements and makes use of its algorithm to get your model in entrance of in-market buyers.

6. TikTok Advertisements: New Advert Placements In Search

In March of 2022, customers first recognized a brand new “Sponsored” advert placement throughout the high 4 outcomes of a consumer’s search:

10 Biggest & Best PPC Features Of The YearScreenshot from TikTok, December 2022

It’s vital to notice that this Sponsored itemizing continues to be inside Beta, and TikTok has not recognized a timeline for basic rollout to all advertisers.

So, why is that this PPC characteristic large information?

TikTok has been a haven for customers to find content material on numerous subjects.

Now with the search characteristic, advertisers will (hopefully quickly) be capable to goal their advertisements extra exactly based mostly on a consumer search.

TikTok is, in a way, changing into its personal sort of search engine. This placement is one more reason to check out this advert platform in case you haven’t already.

7. Pinterest Advertisements: Shoppable Product Pins With WooCommerce Extension

Whereas Shoppable Pins aren’t new to 2022, a brand new characteristic added in July 2022 made it a lot simpler for retailers to create advertisements. Over 3 million merchants, to be precise.

The Pinterest for WooCommerce extension merely makes promoting your merchandise on Pinterest simpler to arrange.

So, how does it work?

This new extension turns your whole product catalog into the Pinterest Shoppable Product Pin format. The catalog listings are routinely uploaded to Pinterest, eradicating the necessity for handbook uploads.

If you happen to use WooCommerce to run your on-line purchasing web site, you don’t wish to miss this characteristic.

8. LinkedIn Advertisements: Enhanced Marketing campaign Supervisor Interface

Despite the fact that LinkedIn has launched new advert codecs and focusing on choices, I believe the largest characteristic is its new Campaign Manager interface.

LinkedIn heard the cries of fellow entrepreneurs on how inefficient it was beforehand to handle campaigns and efficiency reporting.

The brand new interface touts a left-side navigation, mimicking different platforms like Google and Microsoft Advertisements.

The left-side navigation consists of easy-to-find sections, together with:

  • Plan.
  • Promote.
  • Check.
  • Analyze.
  • Belongings.
  • Account Settings.
LinkedIn Campaign ManagerScreenshot from LinkedIn, December 2022

The second largest characteristic enhancement to the interface means that you can change between a number of accounts quite a bit simpler.

Company entrepreneurs alike, rejoice!

9. Twitter Advertisements: Dynamic Product And Assortment Advertisements

One other social platform that’s been within the information countlessly in 2022? Twitter.

Like Meta (Fb), whereas a lot of the hype has been across the administration change and its residual results, let’s not low cost the brand new PPC options it dropped at advertisers in 2022.

If you happen to’re in ecommerce, these are for you.

Twitter launched Dynamic Product Ads (DPA) and Assortment Advertisements earlier this yr.

DPAs for Twitter Advertisements work equally to Fb or different programmatic platforms. Advertisers who use an current product feed administration platform can combine it with Twitter simply.

With DPAs, you’ll be able to both retarget customers based mostly on engagement or prospect new prospects with related product advertisements.

Assortment Advertisements are additionally a type of product advertisements to showcase scrollable product photographs in an advert, accompanying a major static picture.

Twitter Ads: Dynamic Product And Collection AdsScreenshot from Twitter, December 2022

10. Apple Advertisements: Expanded Advert Placement Stock

Final however not least, Apple Advertisements.

It’s no secret that Apple has honed in on user-privacy requirements and necessities over the previous few years.

The restrictions on advertising and marketing measurement have made it tough for advertisers to precisely show campaigns’ success.

Whereas measurement and visibility have been high of thoughts for entrepreneurs, Apple formally introduced its enlargement of obtainable advert placements within the Apple App Retailer in November 2022.

The brand new placements embody stock for:

  • Immediately Tab advertisements.
  • Product Web page advert placements.

The expanded stock in Apple Advertisements is vital as a result of it permits companies to be found by customers as an alternative of being so “search” targeted.

Many manufacturers have been restricted by Apple advert stock previously as a result of consumer searches might solely seize demand.

With Apple doubling its accessible advert stock placements, entrepreneurs can develop consciousness efforts particularly to its pool of iOS customers.

What’s Subsequent?

2022 was fairly a yr, wasn’t it? What does all this imply for the way forward for PPC?

2023 will certainly convey simply as many updates to PPC platforms, some for higher or worse. Hold tuned in all year long for all the newest bulletins and developments.

Have you ever embraced any of those 2022 PPC updates? What are your predictions for the highest PPC options in 2023?

Extra Assets:

Featured Picture: TierneyMJ/Shutterstock