2022 PPC Predictions

Question. What do Greek philosopher Heraclitus and the PPC industry have in common? Change is constant. In such a fast-moving sector, advertisers and agencies alike do not want to get left behind, so keeping pace with the pack is paramount. Handily, we’ve listed 5 of the top PPC trends that we expect to not just fill article inches in 2022 but are likely to be crucial in any potential success our ad campaigns have over the coming year.

Greater adoption of Broad match

With modified broad match now ceasing to exist, Google made changes to how broad match keywords would work in 2021. Broad match keywords will now use “loose matching” to search queries which either contain the keyword in the search query, or keywords that are related to the search query. This means that the keyword may not always appear in the search query, potentially affecting relevancy between search query / keyword and ad. Broad match has often been approached with caution, with historically higher CPAs than its phrase or exact match counterparts. However, with recent innovations in machine learning, we expect that advertisers will harness the power of smart bidding and improved audience strategy, together with Broad match, to help identify new opportunities in 2022.

ETA Sunset

The latest in a series of updates that demonstrates Google’s intent to push automation through their ad products, Expanded Text Ads (ETAs) will be stopped by June 2022. This leaves Responsive Search Ads (RSAs) as the only ad format that can be used purely for keyword targeting on Google Search. RSAs offer a wider range of headline and description combinations, along with the ability to pin these according to preference – something that ETAs were unable to provide. The main strength of the RSA is Google’s ability to rotate headlines and descriptions in and out of each auction for optimal results. Ad Customizers can now be used in RSAs, as opposed to previously being permitted only in ETAs, further increasing efficiency and accuracy when editing ad content.

Introducing Performance Max

Targeting the entire user journey for a product or service from start to finish typically means setting up, managing and reporting on a plethora of different campaigns. Finding ways to expand, or to reach new users outside of this can be a challenge. Enter Performance Max – a new way of buying Google Ads placements across all its disciplines, from a single campaign. These campaigns will help augment existing keyword-based search campaigns, aiming to find more converting users across the full range of Google channels and inventory. With the ability to specify which conversion goals should be prioritised, Performance Max can allow advertisers a scalable route to reaching new users, while maintaining a cost-effective strategy.

Cookies – 1st Party Data

Perhaps the biggest area of change in 2022, from a digital perspective, lies in not being able to use 3rd party cookie data for advertising purposes. Google has planned to replace third-party cookies with technology developed through the Privacy Sandbox. Essentially Google will still technically be able to deliver targeted ads but will do so in a more anonymous way. While the likes of YouTube and Search are largely un-affected by this change, Display and Programmatic will have to adopt a more 1st party, consent-based approach.


Experience aside, so much has changed within the search landscape in the last two years (campaign types, keywords, match types, ads, bidding) that a test, learn and refine approach should be maintained or adopted. 2022 offers a unique opportunity for search marketers to take advantage of these changes and ensure that they are using a structure that is both flexible enough to support these changes, and more importantly, drives performance.


So, there we have it – our hot take on the most important trends that we expect will dominate the PPC landscape over the next 12 months. If you’re interested in finding out more or partnering with a Growth Marketing agency such as Space & Time to deliver Full Experience for your business, we’d love to hear from you.