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State of PPC in 2022: What Google Has Up Its Sleeve

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The Paid Search landscape has changed a lot in the past few years, and it will continue to do so in 2022. There are significant changes Google has made that will affect their platforms, and subsequently, how you need to strategize digital ad campaigns.

Here are four of the most significant changes that you need to be aware of this year:

Responsive Search Ads

Responsive Search Ads allow you to submit multiple headlines and descriptions of your business to Google. The platform then creates the most effective combination of these two elements to show to your audience, taking into account their location, demographic details, interest, etc.

Last June 2022, Google has made modifications so that only Responsive Search Ads will be the sole Search ad type that can be made and changed in Search campaigns. This means saying goodbye to creating or editing expanded text ads.

This shift adapts to the growing importance of automation in the process. Google suggests to pair this type of ad with broad match keywords and smart bidding.

The good news? If you have the right strategy, this will drive as much as 7% more conversions for you. Yay!

Performance Max

Google introduced Performance Max last November 2021. The first thing you should know is it’s a goal-based campaign type. Meaning, you optimize ads better because of clearly specified advertising objectives. Increase in website traffic, sales store visits, and increase in sales, for some examples of these goals.

Just like Responsive Search Ads, this change is due to automation of bidding, “budget optimization, audiences, creatives, attribution.” You can use this change to your advantage. Make sure that the info you input to the platform like customer details (for audience signals), copy, and collaterals such as images and videos are actionable and of high quality.

Google is setting up to replace and upgrade Smart Shopping and Local Campaigns to Performance Max this year.

Third-party Cookies

This has been in the conversation for a while now. Google has once again pushed back phasing out third-party cookies to 2024.

What does this say about the future of marketing and advertising? Well, the discontinuation is inevitable. This extension, however, gives you more time to prepare and ramp up your strategies for maximum reach and effectiveness.

Make sure that the changes you’re implementing are aligned with your overall ad objectives. If not, maybe it’s time to improve them. Check out FLoC and other alternatives that Google is planning.

Google Analytics Version 4

Perhaps the biggest change that all ad professionals are concerned with is Google’s introduction of the 4th version of Google Analytics. Google has given a date when the standard Universal Analytics properties will no longer be able to process data – July 1, 2023.

That’s plenty of time to adjust to this change. Since it’ll be a fresh start for all, it can seem like a walk in the dark in terms of advertising for the coming months.

Not to worry, industry experts are committed to learning and exploring their craft. With them by your side, you can see this as an opportunity to stay ahead of the game.


As technologies like Artificial Intelligence and our modes of communication develop, so too will advertising. You need to be proactive in order to evolve along with these changes, or your risk of being left behind.


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