In the blink of an eye, 2022 is almost over. Both brands and marketers may have had to face a difficult period for a variety of reasons, from the COVID-19 pandemic to the arrival of new technologies that have developed in leaps and bounds, causing consumer behavior to change rapidly. This has inevitably made online marketing harder and more challenging.
However, no matter how much consumer behavior changes, this world still leaves room for digital marketing through PPC (Pay Per Click) campaigns. That is because platforms such as Google Ads and Microsoft Ads are not the only popular platforms for Thai marketers; there are also many other platforms and channels in the online world that help brands achieve the ROI they want most. So in this article, Relevant Audience will take you through the standout changes from various platforms used as online marketing channels for PPC campaigns to see what is good and what hits the mark, and what is suitable to apply to your marketing strategy in the upcoming year of 2023. If you are ready, let's take a look.
1. Google Ads will no longer have ETA ads
Expanded Text Ads (ETA) have long been one of Google Ads' signature ad forms or formats, until early 2022 when Google decided to announce its permanent discontinuation in June 2022, leaving only Responsive Search Ads, which use Machine Learning to help improve the overall quality of ads and make them more effective.
For anyone wondering how these two differ, here is a rough explanation to give you the picture. Both Expanded Text Ads and Responsive Search Ads are a form of Ad Text, but they differ in that Expanded Text Ads allow marketers to enter the Headline, Description, and Path, so the resulting ad that appears will follow exactly that, whereas Responsive Search Ads use Machine Learning to help determine the display positions of the Headline, Description, and Path that have been entered, and place them in the best and most suitable positions. Simply put, these are ads that can adapt to the device that the user opens to search and finds them on.
This is considered another important change that directly affects marketers' working strategies in 2023, because at this moment the debate over which ad format, ETA or RSA, is more effective is still ongoing. In particular, a major issue in some countries where the advertising industry still requires all ad forms to be approved means that using RSA ads still raises a big question of how to solve this problem.
2. Microsoft Ads officially launches Video Ads
Microsoft, one of the world's tech giants, continued its efforts to push into the market share of the advertising industry in 2022. One of the features Microsoft developed to attract more brands and marketers was the expansion of the Microsoft Audience Network with the official launch of advertising in the Video Ads format, available in the following countries:
3. YouTube launches Audio Ads
After being open for Beta Testing for a while, it was time for YouTube to officially launch Audio Ads for all marketers starting in October 2022. This is considered another option for brands and marketers who want to reach users who focus on listening to music or Podcasts on YouTube, with the following campaign Requirements:
- Maximum ad length 15 seconds
- Maximum file size of 128GB
- Resolution 426×240 (240p) to 3840×2160 (2160p)
- Aspect ratio 16:9
4. Facebook Ads, new tools for B2B businesses
Even though over the past year Facebook, or Meta as the parent company, has had plenty of bad news attacking it on various issues, whether about Data Privacy or platform standards whose Performance seems to have significantly worsened, over the past year Facebook itself has also announced new tools specifically for small businesses, such as:
- Ad Form for Messaging and Conversation
- Tools for building Lead Generation and Customer Acquisition
5. Instagram Ads launches Multi-Advertiser Ads
Instagram is another social media platform suitable as a channel for PPC advertising. In 2022, Instagram launched a new Ad Form called "Multi-Advertiser Ads," which helps so that after a user views an ad, the system analyzes and selects a new ad to present that is more relevant. This appears additionally in the "You might like" section, which allows users to click through to view various ads.
6. TikTok Ads updates new Ad Placements
TikTok is another platform that was like a paradise for brands and marketers in 2022. In March 2022, some users found that the platform had launched a new Ad Placement on the top 4 positions of the search results page. However, TikTok has not yet officially announced this new Ad Placement update, as it remains only a Beta version.
7. Twitter Ads launches Dynamic Product and Collection Ads
The Twitter platform also launched features designed for E-Commerce businesses, whether Dynamic Product Ads (DPA), which help you run advertising campaigns through a Product Feed page, and Collection Ads.
8. LinkedIn Ads improves the Campaign Manager interface
The most important thing this year, the Biggest Feature on LinkedIn, may not be the launch of new features, but rather the improvement of the Campaign Manager interface. LinkedIn had always been aware of the calls for an interface improvement, and finally the time came for a major overhaul, with functional pages that are more similar to other platforms such as Google Ads and Microsoft Ads. It can be called a truly "Simple but Elegant" change.
Closing thoughts
So, what do you think about the changes on platforms for PPC advertising campaigns? It has to be said that many platforms have developed new features to attract marketers to use their own channels. It must be said that the trends for 2023 remain interesting and ongoing, because many platforms are still keeping plenty of new features under wraps. We promise that once 2023 arrives, if there is news of new feature updates, Relevant Audience will definitely bring it to update everyone.
Source: SEJ
Get Digital Marketing consultation at Relevant Audience
Relevant Audience is a company that provides Digital Performance Marketing Agency services, with the main goal of providing digital marketing services to help businesses reach target audiences who are looking for products or services at the right time, place, and device, through various online channels. Our services cover both Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), as well as Influencer Marketing, and we are also part of the Google Partners program.
For more information
Tel.: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
