Google Ads has granted a glimpse into their three main priorities for 2022: privacy, automation, and measurement. Let’s take a look at how Google Ads plans to tackle these.
These are by no means new priorities, per se. But the way that Google focuses on each is shifting. Here’s how.
Opportunity Creation with Automation
Jerry Dischler, VP and GM of Google Ads noted how shifts in consumer behaviour present both opportunities and challenges. Conversations that he had with brands emphasised the need for speed, readiness and agility to drive sustainable growth.
“Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.”
Falling under the notion of automation, Google is prioritising the use of Performance Max and Discovery campaign types.
Both Discovery and Performance Max campaign types place significant focus on reachng users at scale from a single campaign. The benefits of these campaigns, as flaunted by Google, are:
- Multi-channel reach
- Greater ad inventory
- Incremental conversions
- Greater simplicity in management
For Search, Display, and YouTube, Google suggests embracing automation with Smart Bidding, broad match keywords, and responsive search ads.
Measurement – The Critical Success Factor
Measurement has always been somewhat of a challenging topic for advertisers. The iOS 14 update, in combination with the removal of third-party cookies has accelerated that challenge into new territory. As such, innovative approaches to measurement will deem critical for success.
Google is rolling out some solutions to privacy and measurement, of which include:
- Consent mode
- Conversion modelling
- Enhanced conversions
- Data-driven attribution
These efforts are designed to meet at the intersection of meeting user’s privacy needs and adhering to the needs of advertisers to track campaign efforts.
Privacy, Privacy, Privacy
Privacy is making its way into the centre of more and more conversations with the passage of time.
Google sees the increasing need for user privacy and controls and has therefore update their privacy playbook to satisfy he needs from both advertiser and user perspective.
The main highlights of Google’s Privacy playbook are:
- Keeping your ads relevant
- Building direct relationships with customers
- Ensuring measurement remains accurate and actionable
