Observed Signal · Jan 25, 2022 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Five Google Ads Trends for 2022
An OnlineMarketing.de article outlines five key Google Ads trends likely to shape campaigns in 2022: (1) Expanded Text Ads will be retired by the end of June 2022, replaced by Responsive Search Ads to drive more conversions. Existing ETAs may continue serving but cannot be edited or created anew, while advertisers can lock specific text passages in RSAs to preserve control. (2) Google intensifies automation, with dynamic ad extensions often on by default and a beta feature to automatically implement recommendations across bids, budgets, keywords, targeting, ads and extensions, offering full or partial automation. (3) Mobile traffic is rising, necessitating mobile-optimized landing pages and potential mobile-first campaign adjustments. (4) Voice Search remains important, requiring longer, locally focused keywords and alignment of text ads with voice-query patterns. (5) Tracking and privacy concerns persist, with regulatory scrutiny in Austria and France and potential US limits on personalized ads, underscoring the need for compliance and alternative analytics approaches.
Major platform changes and automation developments from Google impacting advertiser practices in 2022.
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Key Takeaways & Evidence Grounding
- End of expanded text ads by June 2022, replaced by Responsive Search Ads (RSAs).
- Existing expanded text ads can continue to run but cannot be edited or newly created.
- RSAs can be fixed to preserve exact text passages via a fixation option.
- Google automation expands with dynamic ad extensions always on and a Beta for auto-implementing recommendations (bids/budgets, keywords/ targeting, ads/extensions) with full or partial control.
- Tracking and privacy remain contentious, with regulatory actions in Austria and France and discussions in the US about limits on personalized advertising.
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