As I reflect on the conversations I've had with paid marketers in different industries, one theme has stayed consistent: we are in a fast-paced and increasingly difficult subsection of marketing, and it will only get harder to improve and maintain the quality of traffic we've come to expect from paid traffic. When it comes to change, 2021 was a landmark year. The good news is this year strengthened our ability to navigate through uncertainty and learn as we go to ultimately face continued challenges.

With 2022 just around the corner, let's reflect on the top PPC trends that I identified throughout the year that will continue to prevail going forward.