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December 2021

SEA trends 2022

The latest developments in Google Ads

The new year is upon us. Time for the latest trends in online advertising: search intent, automated campaigns and smart bidding. Curious? Then read on!

Broad keywords & smart bids

Google is committed to understanding the search query even better. Since the last major algorithm update, Google is increasingly looking at context for specific searches. Broad match keywords combined with smart bidding strategies is the new trend. In this way you not only advertise on a keyword, but also on the intent behind it. The focus for your Google Ads campaigns in 2022 will therefore shift to the use of broad keywords in order to meet the actual customer needs.

Redesign SEA campaigns

Exact keywords are losing ground to broad search terms. In practice, this means that you have to set up your SEA campaigns in Google differently. Think of processing exact and broad match keywords within one ad group, merging campaigns and setting up automatic bidding strategies. This is especially important for campaigns with a lot of search terms and large budgets, as enough data is needed for the algorithm to do its job.

Responsive search ads

In 2022, responsive search ads will play a greater role within Google. As of June, this will even be the only option for creating text ads. Responsive search ads adapt to be more relevant when shown. You enter multiple headlines and descriptions in your campaign yourself and then Google Ads tests the different combinations and uses the combinations that perform the best. With the automations that Google implements, flexible ads are a valuable and effective addition to your campaign.

New privacy proof measurement methods

In a changing privacy landscape, new measurement methods are needed that comply with the applicable laws and regulations. To make measurement methods future-proof, Google has invested in new tools. A critical tool is machine learning that can be used to fill the gaps in observed data and reflect new insights into consumer behavior.

Conversion modeling meets machine learning

Web statistics can be used to determine which advertisement, search engine or website leads to a conversion. You call this conversion attribution, assigning a resource to an online conversion. Many advertisers measure the success of their online ads based on the last click, while conversion often results from multiple interactions across different sources.

By applying conversion modeling, you gain more insight into the total process prior to a conversion. Previous measurements in the conversion process are retained - even without cookies - and the credits for a conversion can be allocated more punctually. Google Ads goes one step further. Advanced machine learning here, while respecting user privacy, accurately shows how each touchpoint contributed to a conversion.

Last click makes way for data-driven attribution

Data-driven attribution is becoming the new standard. While Google Ads has been offering the advanced feature for some time, some advertisers can't take advantage of it because they don't meet the minimum data requirements or because certain conversion types aren't supported. That will change in 2022! Google is making the feature barrier-free and expanding support so that smaller businesses can also benefit from data-driven attribution.

Advertising makes you want

The old saying still holds true. Advertising makes you covet and - if you do it right - also convert. So make sure your campaigns and marketing strategies are prepared for the latest trends. Are you not yet ready for the developments of 2022? We are happy to help you!


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