The paid search advertising landscape has more options than ever in 2022. New platforms have emerged, such as Google Local Services Ads, and older platforms have added several new features that allow for more experimentation, accuracy and customization.
Paid advertising is the fastest way to get new clients and new traffic to your website. It offers a variety of options and is prized for its transparency in tracking. If you are looking for new referrals, more calls, walk-ins and more purchases, paid advertising is what you need to level up your marketing.
Let’s break down advertising trends within the top digital powerhouses of paid ads in 2022 and explore which goals they can help you, as a business, accomplish.
1. Google Local Services Ads
What Are Google Local Services Ads?
Google Local Services Ads are brand new and they are changing the digital landscape in 2022 for local businesses.
These ads let you display your credibility and trustworthiness, by advertising your Google seal of approval online. All advertisers who get approved for Google Local Services Ads go through an extensive screening process to ensure they are the best of the best.
Once finished, successful businesses get to display a green badge of approval, Google Guaranteed. That’s not the only perk though, you get priority ranking in search results as well, which means your business will show up leading the pack when clients are searching for the local services you offer.
- Boost your visibility on Google's search pages
- Appear trusted and credible
- Attract clients looking for what you offer
Should I use Google Local Services Ads for my business?
Our clients who use Local Services Ads have all seen incredible success with the system. They appear more trustworthy online, they have highly sought after listing placements and they only pay when a lead is qualified.
However, on the other hand, this platform is still quite new. As of January 2022, Google only allows this feature for certain locations and certain types of business, but as advertising trends grow on the platform, that could change.
Advertisers expect this to eventually change in the near future as Google continues to see success with the platform, but for now it is limited to certain sectors. Contact us if you want to know whether or not your business is eligible for local services ads.
2. Google Ads
What Are Google Ads?
It’s only the world's largest advertising platform. Show up at the top of search results with Google Ads. When customers are searching words related to your business, Google Ads lets you bid on those search terms and will show your ads to interested clients who are ready to buy from you.
Google Ads have incredibly accurate targeting and they work with any budget, big or small. They allow you to set your budget and manage ROI easily with reporting software that is native to the system.
- Faster lead-generation
- Targeted results for any budget
- Integrated reports with clear ROI
Should I use Google Ads for my business?
Google ads work well across industries, and there are a variety of different options to choose from. Depending on your marketing goals, there are different strategies you can use as a business.
Google offers shopping ads for those focused on the retail sector. It also offers local search and display ads which can convert leads searching for services that you offer.
Google ads have been around for decades now and time and time again they prove to be powerful and effective for lead generation. Google ads is one of the most valuable tools in digital marketing in 2022.
3. Microsoft Ads
What Are Microsoft Ads?
Sometimes we forget that Google is not the only search engine out there - like everyone else, it has its own competitors. Microsoft ads run on the Bing search engine as well as other platforms such as Yahoo, MSN and AOL, rather than Google.
When you run Microsoft ads, you unlock an entirely new audience of search engine users who aren’t seeing your ads on Google.
Seize these new opportunities and create targeted ads to capture this active audience. When you run ads on Microsoft, you have less competition for ad space, which means it will likely be less expensive for you while increasing your visibility.
- Affluent audience spends 22% more than users on other platforms
- Less competition
- Lower priced leads on average
Should I use Microsoft Ads for my business?
If you’re looking for a platform that is less saturated than Google, Microsoft ads are an excellent fit for your business.
The same advertising logic applies, you bid on key terms related to your business and Microsoft places your ads in front of prospective clients.
However, unlike with google ads, you’ll be paying less on average, for leads that are looking to spend more. Bing is also ideal for businesses that target older demographics, as Bing is one of the most popular platforms used by the notoriously wealthy Baby Boomer generation.
4. E-commerce Marketing
What Are E-commerce Ads?
Shopify and Amazon are two of the most popular e-commerce sites both in North America and globally in 2022. Both have options for businesses to run paid ads and sell their products through the platforms.
One of the best parts about e-commerce ads is that they do not require a physical store. This can save business owners money, while increasing their ROI.
Amazon offers an in-platform advertising feature, whereas Shopify ads are run through Google, but both work in the same way.
Your product is listed along with a product description, and it shows to users who search the relevant terms.
These ads are designed to be measurable. You set your budget, your campaign goals and ideal demographics and watch as your clicks and purchases pour in.
- Sales without a physical storefront
- A safe online buying experience
- Ads that sell your products, even while you sleep
Should I use E-commerce Ads for my business?
E-commerce isn’t for everyone, however, if your company sells a physical product e-commerce could be a good option for you.
It lets you get your products in front of clients who may not be able to visit you at a physical store.
5. Facebook & Instagram Advertising
What Are Facebook and Instagram Ads?
Social media isn’t all fun and games anymore in 2022. You’re looking at a powerful advertising machine that can bring your business in front of millions of users daily.
With comprehensive audience targeting, detained demographic information and clear ROI tracking, you need to be on social media as a business these days.
With Facebook and Instagram recently combining to form Meta, companies can navigate advertising on both platforms easily. It’s important to note that while Facebook and Instagram are popular, there are also other social platforms, such as Pinterest, Snapchat, YouTube and Twitter which have paid search capabilities as well.
- Detailed audience targeting
- Clear ROI on social media
- Qualified leads
Should I use Facebook and Instagram Ads for my business?
If you have a visually appealing product or an exciting service that you want to share, social ads are an excellent place to gain interested followers and turn them into paying customers.
Social media advertising can be effective for a wide variety of different sectors and it is often combined with another method of paid advertising to maximize return on investment.
BONUS: Mix & Match to Customize your Advertising Strategy
Every business is different and there is no one-size-fits-all advertising strategy that will work for everyone. When it comes to the top players in paid search advertising for 2022, one of the best things businesses can do is mix it up.
Try using a combination of platforms and gauge the results. Some companies may only want to run e-commerce ads and do well, whereas others may need a combination of Google and social media ads to see the results they want. Use a combination of the tools available and see which works best for your company.
Meet With the Paid Advertising Experts at ElementIQ
We’ve given you the rundown, but now we want to hear from you. If you have been considering paid advertising in the past, 2022 is your year to seize the opportunity available for you on a variety of different search engines.
Whether it’s selling more on your e-commerce platform, capturing and converting traffic from social media or generating more clients for your business, paid advertising is the key to marketing your business.
Don't worry though, you don’t have to figure this all out on your own. You have a business to run. Talk with our team and tell us more about your needs, we’ll take care of the rest.