Why is this a big deal?<\/p>\n
For advertisers, the lack of control was a huge setback \u2013 especially for any regulated industry that needs legal approval on all copies. Additionally, many advertisers saw that their ETAs performed better than RSAs.<\/p>\n
The bright side of ETAs being sunset is that marketers were forced to rethink their messaging strategy.<\/p>\n
Because of the breadth of headline and description options, Google can mix and match to serve the right message, at the right time, for each user.<\/p>\n
This meant removing the redundant copy from RSAs and shifting to an opportunity of creating more intentional messaging for each keyword theme.<\/p>\n
Another benefit of moving to RSAs was the increased visibility of ads.<\/p>\n
In a study done by Optmyzr<\/a> in May 2022, it was found that RSAs showed 2.1x impressions compared to ETA-only ad groups.<\/p>\n Microsoft continues to make headway into the advertising marketing share in 2022.<\/p>\n With the expansion of the Microsoft Audience Network, they officially debuted Video Ads just last month. While Video Ads were beta tested in 2021, they are now generally available in the following areas:<\/p>\n From a marketer\u2019s perspective, this allows you to reach your audience where you may not have been able to reach them before.<\/p>\n According to Microsoft\u2019s recent stats<\/a>:<\/p>\n Another benefit of expanding your video strategy to Microsoft Ads is that you don\u2019t have to start from scratch.<\/p>\n Repurpose your current video ads on YouTube or other placements to save time and resources. Just be sure that the audience intent is similar if repurposing that content.<\/p>\n Officially out of beta testing, Google announced Audio ads<\/a> available to all advertisers in October 2022.<\/p>\n This is a big win for advertisers trying to reach their target audience in a different way based on how they use YouTube.<\/p>\n Audio ads in Google are served to users who listen to music on YouTube specifically.<\/p>\n Marketers would want to utilize audio ads instead of video for music listeners because those users likely aren\u2019t actually watching what\u2019s on their YouTube screen.<\/p>\n Another big move for audio comes in the form of podcast placements<\/a>.<\/p>\n Google rolled out this feature in October as well.<\/p>\n You may wonder, what does this have to do with YouTube ads?<\/p>\n The podcast placement on YouTube is available for audio and video ad formats.<\/p>\n Unless you\u2019ve been living under a rock, Facebook (now known officially as Meta) has been in the news a LOT this year.<\/p>\n While the news around Meta has mainly been around consumer-facing issues such as privacy and content standards, Facebook has introduced new features to advertisers this year.<\/p>\n In May 2022, Facebook<\/a> announced new tools specifically for B2B and small businesses. These tools include:<\/p>\n In the messaging and conversation features comes a new ad form.<\/p>\n Facebook is creating ads that can be run on both Facebook and Instagram, made directly from a business\u2019s WhatsApp Business app.<\/p>\n This ad type helps expand a business and consumer relationship by encouraging interaction via message.<\/p>\n To support this feature, Facebook identified that over 70% of consumers<\/a> want the option to communicate with businesses in a more conversational way.<\/p>\n The lead generation and customer acquisition new features include:<\/p>\n From an ad perspective, the most relevant come within the quote requests and gated content, in my opinion.<\/p>\n With the ongoing need for first-party data, creating a gated content ad is a great way to capture essential user information, such as email, to be able to engage with them in the future.<\/p>\n Some of Instagram\u2019s most notable PPC features come from new ad formats.<\/p>\n As this platform has become more shoppable, Instagram released a new AI-powered ad called \u201cMulti-advertiser ads.\u201d<\/p>\n This ad format will highlight different businesses\u2019 ads based on a consumer\u2019s behavior and engagement within the app.<\/p>\n While it\u2019s not necessarily an ad format that marketers can set up, this AI-powered format takes your existing ads and uses its algorithm to get your brand in front of in-market shoppers.<\/p>\n In March of 2022, users first identified a new \u201cSponsored\u201d ad placement within the top 4 results of a user\u2019s search:<\/p>\n It\u2019s important to note that this Sponsored listing is still within Beta, and TikTok has not identified a timeline for general rollout to all advertisers.<\/p>\n So, why is this PPC feature big news?<\/p>\n TikTok has been a haven for users to discover content on countless topics.<\/p>\n Now with the search feature, advertisers will (hopefully soon) be able to target their ads more precisely based on a user search.<\/p>\n TikTok is, in a sense, becoming its own type of search engine. This placement is another reason to test out this ad platform if you haven\u2019t already.<\/p>\n While Shoppable Pins aren\u2019t new to 2022, a new feature added in July 2022 made it much easier for merchants to create ads. Over 3 million merchants<\/a>, to be exact.<\/p>\n The Pinterest for WooCommerce extension simply makes selling your products on Pinterest easier to set up.<\/p>\n So, how does it work?<\/p>\n This new extension turns your entire product catalog into the Pinterest Shoppable Product Pin format. The catalog listings are automatically uploaded to Pinterest, removing the need for manual uploads.<\/p>\n If you use WooCommerce to run your online shopping website, you don\u2019t want to miss this feature.<\/p>\n Even though LinkedIn has introduced new ad formats and targeting options, I think the biggest feature is its new Campaign Manager<\/a> interface.<\/p>\n LinkedIn heard the cries of fellow marketers on how inefficient it was previously to manage campaigns and performance reporting.<\/p>\n The new interface touts a left-side navigation, mimicking other platforms like Google and Microsoft Ads.<\/p>\n The left-side navigation includes easy-to-find sections, including:<\/p>\n The second biggest feature enhancement to the interface allows you to switch between multiple accounts a lot easier.<\/p>\n Agency marketers alike, rejoice!<\/p>\n Another social platform that\u2019s been in the news countlessly in 2022<\/a>? Twitter.<\/p>\n Like Meta (Facebook), while most of the hype has been around the management change and its residual effects, let\u2019s not discount the new PPC features it brought to advertisers in 2022.<\/p>\n If you\u2019re in ecommerce, these are for you.<\/p>\n![\"Impressions](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/10-biggest-best-ppc-features-of-the-year-via-sejournal-brookeosmundson.jpg\")
Screenshot from Optmyzr, December 2022<\/span><\/div>\n2. Microsoft Ads: Video Ads Debut<\/h2>\n
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3. YouTube Ads: Audio Takes Center Stage<\/h2>\n
4. Facebook Ads: New Tools For B2B And Small Businesses<\/h2>\n
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5. Instagram Ads: Introducing AI-Powered Ads<\/h2>\n
![\"Example](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/10-biggest-best-ppc-features-of-the-year-via-sejournal-brookeosmundson.png\")
Screenshot from Business.Instagram.com, December 2022<\/span><\/div>\n6. TikTok Ads: New Ad Placements In Search<\/h2>\n
![\"10](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/10-biggest-best-ppc-features-of-the-year-via-sejournal-brookeosmundson-1.png\")
Screenshot from TikTok, December 2022<\/span><\/div>\n7. Pinterest Ads: Shoppable Product Pins With WooCommerce Extension<\/h2>\n
8. LinkedIn Ads: Enhanced Campaign Manager Interface<\/h2>\n
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![\"LinkedIn](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/10-biggest-best-ppc-features-of-the-year-via-sejournal-brookeosmundson-2.png\")
Screenshot from LinkedIn, December 2022<\/span><\/div>\n9. Twitter Ads: Dynamic Product And Collection Ads<\/h2>\n
![\"Twitter](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/10-biggest-best-ppc-features-of-the-year-via-sejournal-brookeosmundson-3.png\")