PPC 2022’s review: TikTok’s Defeat, Microsoft’s Rally

As we’re now in 2023, let’s have a look at some of the most noteworthy, controversial, biggest-impacting updates that rocked the PPC world during the year 2022.

TikTok shopping disaster, longer videos, and unsatisfied creators

TikTok’s foray into livestream shopping in the UK and the US was not successful in igniting interest and it is now dropping the idea to expand it in western markets. So what exactly went wrong? TikTok Shop couldn’t attract enough consumers in Western markets that were required to result in financial success and many dropped the scheme after witnessing a lack of engagement and a lack of influencer opportunity to benefit from the model. 

The main reason is;

• Western markets are quite uncomfortable buying from this QVC Livestream style of selling since it is still an unfamiliar environment. Thus, brands and followers have been reluctant to adjust to this form of promotional content.
• On the other hand, TikTok continued to compete against other social media platforms like Facebook and Instagram to gain a competitive advantage over the short-form video market. Consequently, they extended their video length to 10 minutes and changed the description character limit to 2,200. 

However, the longer videos and descriptions weren’t enough to keep creators happy. Also, TikTok’s history of low Creator Fund payouts made some influencers feel compelled to leave the platform for good. Some creators stated that they are paid between $0.02 – $0.03 per one thousand video views.

Shopping confusion

It was astonishing when Meta or more specifically, Instagram announced their plans to cut back on its shopping features, TikTok followed suit with its announcement to drop plans to bring shopping into the US. Although, it made sense after a disastrous launch in the UK.

The reason to introduce the LIVE feature is to improve the experience and provide better brand safety, something that the app didn’t have before. So maybe TikTok was expecting that brands that saw features being cut on Meta would abandon the platform and move to TikTok. 

The platform also launched Photo Mode as well as 7 other photo editing features as a means to further compete with Meta. Let’s see what the future of TikTok holds for shopping and other latest features!

Twitter – where do we even start?

Twitter is not new to PPC. However, after Elon Musk’s Twitter takeover, the platform has become more vulnerable to fraud and privacy violations since he drove away key members of its longtime security staff. 

Moreover, 30+ brands suspended their marketing campaigns after discovering their ads next to child pornography accounts. 

But despite all the ridiculous things, Twitter has launched some new useful tools and features which are as follows:

• Twitter tests 3 new ad formats: Three new ad forms, Interactive Text, Product Explorer , Collection advertising and they have begun pilot tests on the platform. Only a few firms can access them, but all American Twitter users will be able to see the new ad formats. (iOS, Android, and the web).
• Twitter now has podcasts. Twitter launched podcasts in August as a means to provide more opportunities for listeners to connect with podcast Creators.
• The campaign planner and 3 new ad targeting options were also introduced.
• Better privacy, better measurement, and more web functionality are made possible by updated and improved Pixel, Conversion API, and App Purchase Optimizations. 

Microsoft is making a giant comeback

Over the past years, Microsoft has been overtaken by Google, Meta, Twitter, LinkedIn, and even TikTok. However, Microsoft has impressed us by releasing an enormous volume of new, enhanced, and updated features in 2022.

• The acquisition of AT&T’s Xandr was one of the most-impacting announcements this year. Microsoft and Xandr will help shape the digital ad marketplace of the future together. 
• By combining its technology, worldwide advertising clientele, and audience knowledge with Xandr’s expansive, data-driven platforms for advertising, Microsoft is able to quickly deploy digital advertising solutions for the open web.
• Microsoft even announced plans to double its ad business from $10 billion a year to $20 billion in revenue.
• This is a great decision because they also launched in 29 more countries in the continent of Europe and Africa. What could be more interesting to know is that they also won the bid to partner with Netflix for their ad-supported tier.
• Microsoft benefits from this deal by having access to a quality streaming video inventory which they lacked previously.

As a Digital Marketing Agency in Mauritius, we’re looking forward to what this year will bring for social media platforms thoroughly and we’re eager to find out more significantly impactful modifications that PPC will put forward in the future.

Read more: https://spheremedia.mu/pay-per-click-advertising-ppc/

Source: wordtracker, searchengineland