Google Ads sheds light on the top three priorities for 2022
As the behavior of shoppers continues to change during the pandemic, Google Ads is committed to creating a better user experience.
Over 80% of Google advertisers now use automatic bidding to free up time and improve ad performance.
Under the Automation pillar, Google emphasizes the use of the Performance Max and Discovery campaign types.
Both types of campaigns focus on reaching users in a single campaign. Google is promoting the benefits of these campaigns to include:
- More simplicity in management (fewer campaigns)
- Multichannel coverage
- Larger ad inventory
- Incremental conversions
For single-channel campaign types, such as Display Network, Display Network, and YouTube, Google recommends moving to smart bidding automation, customizable search ads, and broad-matched keywords.
The future of measurement
It’s no secret that measurement has been a challenging topic for most advertisers. With the upgrading of iOS 14, the future removal of third-party cookies, and more – new measurement approaches will be key to success.
Without significant results and data to support your marketing efforts, it will be harder to prove the value of marketing.
Google is launching new privacy and measurement solutions, including
- Improved conversions
- Consent mode
- Conversion modeling
- Data-driven attribution
The solutions implemented will be based on your primary data and the APIs that protect your privacy.
These efforts put the user first, respecting their privacy, but also listening to the needs of advertisers to follow the efforts of the campaign.
Providing expectations for digital privacy
It is difficult nowadays to pass without hearing about any kind of breach of privacy. Google understands the growing need for privacy and user control.
Although you need to build and cultivate relationships with your customers, they need to know that their data is secure and that they maintain a certain level of anonymity.
Google has updated its privacy handbook to address these needs from both the advertiser’s and the user’s perspectives. The three main points of this manual include.
- Building direct relationships with customers
- Ensuring that the measurement remains accurate and workable
- Keep your ads relevant
- In building direct customer relationships, you can capture primary data for multiple 1: 1 direct communication, such as email marketing or in-app messaging.
What does this mean for advertisers?
Although we are all accustomed to relying on paid media to generate the final sale and to show the return on direct investment, the role of paid media may need to change. This depends, of course, on your overall strategy.
For example, the goal of some of your unbranded or awareness-raising efforts should shift to capturing primary data instead of final sales.
If you manage to capture that data from the first part to the first touch, will be able to assign a final sale back to that original contact point. Remember to change your assignment model to reflect changes in strategy.