Lionzone’s Guide to PPC Trends in 2022

Are you curious about learning more about using PPC to market your business, but aren’t sure where to start? Well, you’ve come to the right place!

PPC stands for pay-per-click, is the backbone of any marketing strategy. It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site rather than attempting to "earn" those visits organically. Without PPC, you will find it difficult to expand your reach and increase sales. Today, we will look at a few developing PPC trends for 2022 to help you up your game this year!  


Automation can be a HUGE time saver for your marketing department. AI can greatly impact your marketing team's workload by handling everything - from improving your ads to compiling data from multiple channels and platforms. Be sure to remember that AI is hardly a "set it and forget it" operation; while technology has come a long way in a few short years, our human minds and experience are still superior, and it is vital to blend human skills and strategy with AI work power.  

OTT (Over the Top Technology)

Lockdowns over the last year have hastened the death of traditional TV as we knew it, and with the end of conventional TV comes the death of the classic TV commercial. OTT (Over the Top Technology) is streaming media - think Hulu, Netflix, Paramount+, etc. OTT advertising significantly improves targeting and shows impressive increases in ROI. OTT ads also allow you to be more interactive, with options like shoppable ads and audience-specific targeting, making them less intrusive and annoying.  

First-Party Data 

The death of the Cookie has been delayed, but do not let that make you complacent in preparing for its eventual demise. The end of the Cookie is coming, and those that have started building and improving their first-party data now will be in a much better place to weather the storm of the coming change-over. Building up your first-party data insulates you from the coming storm while giving you better data for your automation processes today, improving your ROI tomorrow


You can't just rely on PPC advertising! Your PPC is only as effective as your follow-up across all channels. Ensure that your brand message is optimized across every channel you utilize. Expand your social media presence and advertising to new channels and build or expand your influencer marketing. Don't forget the staples: strong SEO, PR, email marketing, etc. Ensure that your PPC dollars are supported by strong messaging throughout all channels 

In Conclusion 

A lot goes into building a winning PPC campaign:

  • Researching and selecting the right keywords
  • Organizing those keywords into well-organized campaigns and ad groups
  • Setting up PPC landing pages optimized for conversions

On top of all that, navigating the ALWAYS changing digital marketing world can be difficult. The rules, programs, and technology change every time you turn around, and if you blink too fast, you might miss it. Don't waste your valuable and limited time trying to keep up with the changing trends, researching the most effective keywords, and the complicated process of building the perfect campaigns. 

Drum roll, please...   

YES. YOU GUESSED IT — It’s time for the Sales Pitch!  

(I know you have been expecting it, so we won't disappoint). 

I'm sure by now you have discovered that Lionzone Digital Marketing created this blog. Surprise! One of my absolute favorite features of our LZservices is that we don't believe in long-term contracts!  

We believe this  If we don't earn your business every day, we don't deserve to keep you!  

— Let us earn your business & assist your company with its Digital Marketing needs. You won't regret it. — 

Contact the LZ team today,, or (615) 235-3200. 


Let's talk about your project! Contact us for your free consultation. 


Lionzone Digital Media
4525 Harding Pike #200
Nashville, Tennessee, 37205


Sales: (615) 600-4705
Office: (615) 353-0402