At SWSofttech Marketing Solutions, we realize that it’s not enough just to know the latest PPC trends to have an amazing advertising strategy and PPC management. But it is also essential to share and stay abreast of these latest trends. So, with this article, we’d like to share our research with you, hoping that it’ll help you be successful in your own business endeavors in the future. 

Stay with us, and know about the top 5 latest PPC trends that you can adapt for better future PPC strategies:

Keyword Matching Strategies

This year there have been significant changes by Google Ads and Microsoft Ads in the keyword match type technical functioning, and these need a slight shift in strategy. As you have seen, the Broad Match Modifier has been discontinued and made profound changes in other match types too. 

But still, there are ad accounts out there that still work on the “old” keyword organization version. So they have to understand that they need to renew their keyword strategy reboot.

Some of the changes will allow you to explore different themes within the account, adding more flexibility. In addition, crafting an outline where the keywords will reside and planning structural changes will help in making necessary preparations for what comes next.

Responsive Display Ads

In PPC platforms, advertisers use display ads as an integral part of their strategy, maybe because they desire brand messaging control or out of habit. In comparison, responsive display ads give better reach by simplifying the creation process and reverting the branding messages advertisers want.

Responsive display ads build more inventory opportunities on the display network by dynamically combining descriptions, images, and headlines into any space where your niche audience is present. It also gives advertisers the ability to use Google Ads performance feedback to optimize the ad assets.

Customer Match

Connect to the Right Audience at the Right Time! Is the Strategy PPC ad platforms used for many years, long before ad platforms improved targeting? So for the 2022 PPC strategy, you just need to dive back into these audiences.

Due to strict scrutiny of data-tracking mechanisms like cookies, first-party data is paramount to advertisers. Enter the old targeting strategy: customer match. You have to use your own data to target them and similar ones with your ads. 

You can use this concept of customer match with almost all platforms to continue with your strategies. Also, Google Ads recent improvements made it more accessible on platforms.


The automation capabilities of ad platforms are so seamless that switching to automation is not as easy as flipping a switch. However, it’s still essential to employ a human manager to steer and monitor automation. 

For example, a smart bidding campaign needs to be monitored and adjusted timely to maintain Target CPA or Target ROAS. 

The “Smart Creatives” like responsive search ads and responsive display ads – should be examined separately, which we will cover later in this post. 

So as a part of your PPC strategy, select a component of your account that you can automate from bidding to creative and possibly using scripts, and then monitor and evaluate the results. 

Goodbye Data

Brand-led PPC campaigns often involve advertising to audiences through Facebook, Twitter, LinkedIn, etc., and Google has recently been a pain to advertisers who rely on data tracking. 


Expected in 2023, advertisers will no longer be able to use Google Chrome and associated ad networks to track user activity through third-party cookies. They will, however, be able to use them to track other browsers and ad networks. 

PPC experts will need to inspect search terms in greater detail rather than just keywords. As machine learning by Google advances, synonyms or closely related terms can activate your ads and help you manipulate your keyword targeting and potentially lower your CPA or CPC. 

To improve digital advertising in the future, digital advertisers will need to be content with making decisions based on a very limited amount of data. As a result, marketers should focus on the parts of PPC ads succeeding and growing them instead of fixating on what’s wrong with PPC ads.

Wrap up 

Marketers must understand that if their business is based on (PPC) Pay Per Click services, there will be changes with new strategies and other emerging trends. The most important things to know include an optimization strategy that allows companies to better adapt to changes in data privacy regulations and understand new research tools. 

So what does it mean for businesses today? 

It’s about focusing on adapting in a way that provides value and convenience at scale.