B2C Shares 10 Biggest PPC Stories of 2021
The year is about to end now. 2021 filled our lives with a variety of experiences. When it comes to marketing, there were several things that we experienced.
Business 2 Community contributor Susie Marino has published an article highlighting the 10 biggest PPC stories of 2021.
She says, “This is your *real* syllabus (read: survival guide) for 2022. Class is now officially in session.
1. Google ruffles our keyword matching feathers
Keywords are the backbone of PPC. So of course Google would throw us some keyword curveballs this year!
What went down in ’21
For keywords, 2021 was a rollercoaster ride. First, we saw the sunset of our beloved modified broad match in February. Google’s reasoning was that broad match is more effective now, and that modified broad and phrase match often serve the same use case.
Saying this ruffled advertisers’ feathers is putting it lightly. Many people used modified broad since it acted as a “happy medium” match type. Between the pressures of the pandemic combined with the ever-rising challenges of PPC advertising, many felt these keyword changes from Google were insensitive, unnecessary, and untimely.”
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