The top three goals of Google Ads for 2022 are automation, measurement, and privacy. Find out how they are approaching these issues.
Google Ads has committed to a better user experience as consumer behavior continues to change throughout the pandemic.
The top three priorities for Google Ads in 2022 are automation, measurement, and privacy.
These aren’t really new priorities; rather, they’re a change in how they’re focused on each one. Let’s look at it more closely.
New Opportunities With Automation Bidding
Jerry Dischler, vice president and general manager of Google Ads, spoke about the potential and difficulties presented by changes in customer behavior.
His discussions with brands have centered on how readiness, speed, and agility are essential for fostering growth. Later on, he says:
“ To save time and boost ad performance, “almost 80% of Google advertisers currently use automated bidding.”
Google is promoting the use of Performance Max and Discovery campaign types under the Automation pillar.
Both types of campaigns emphasize using a single campaign to reach a large number of users. Google highlights the following advantages of these campaigns:
- More simplicity in management
- Multi-channel reach
- Greater ad inventory
- Incremental conversions
Google advises relying on automation for single channel campaign types like Search, Display, and YouTube by using Smart Bidding, responsive search advertising, and broad match keywords.
The Future Of Measurement
It’s no secret that for the majority of advertisers, the subject of measurement has proven difficult. New methods of measurement will be essential for success in light of the release of iOS 14 and other changes, such as the upcoming elimination of third-party cookies.
It will be more difficult to demonstrate the worth of marketing if you don’t have any concrete outcomes and data to support your marketing efforts.
Google is introducing fresh privacy and measurement tools, such as:
- Enhanced conversions
- Consent mode
- Conversion modeling
- Data-driven attribution
The systems implemented will rely on your first-party data and APIs that respect your privacy.
These initiatives prioritize the user by protecting their privacy while simultaneously taking into account the demands of advertisers to monitor the success of their campaigns.
Delivering Expectations For Digital Privacy
These days, it’s challenging to go without learning of a privacy breach of some kind. Google is aware of the growing need for controls and privacy for users.
While you need to develop relationships with your clients, they also need to be certain that their information is secure and kept somewhat anonymous.
In order to address these needs from both the advertiser and user perspectives, Google has changed its privacy playbook. These are the playbook’s three standout features:
- Building direct relationships with customers
- Ensuring measurement remains accurate and actionable
- Keep your ads relevant
You can get first-party data for more 1:1 direct communication, like email marketing or in-app messaging, by developing direct relationships with clients.
How does this affect advertisers?
Although we are all accustomed to using paid advertising to promote the final sale and demonstrate a direct return on investment, the function of paid media may need to shift. Naturally, this depends on your overarching plan.
For instance, you should change the focus of some of your non-branded or awareness campaigns from the final sale to the collection of first-party data.
You would be able to trace a final sale back to the initial touchpoint if you were able to collect that first-party data on the initial contact. Just keep in mind to modify your attribution modeling to account for adjustments to your plan.
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