PPC (Pay Per Click)

Google Ads Announces Priorities for 2022

Google Ads Announces Priorities for 2022

Google Ads Announces Top 3 Priorities for 2022.
Google Ads sheds light on their top three priorities for 2022: automation, measurement, and privacy.

As buyer behavior continues to shift throughout the pandemic, Google Ads has committed to a better experience for its users. Google Ads announced its top three priorities for 2022: automation, measurement, and privacy.

Now, these aren’t new priorities, per se, but more so shifting how they’re focusing on each one. Let’s take a further look.

New Opportunities With Automation
Vice President and General Manager of Google Ads, Jerry Dischler, mentioned how shifts in consumer behavior present both challenges and opportunities. His conversations with brands have focused on the need for readiness, speed, and agility in order to drive growth.

He later states: “Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.”

Under the Automation pillar, Google is emphasizing the use of Performance Max and Discovery campaign types. Both campaign types focus on reaching users at scale from a single campaign.

Google touts the benefits of these campaigns to include:

> More simplicity in management (fewer campaigns)
> Multi-channel reach
> Greater ad inventory
> Incremental conversions

For single-channel campaign types such as Search, Display, and YouTube, Google recommends leaning into automation with Smart Bidding, responsive search ads, and broad match keywords.

The Future Of Measurement
It’s no secret that measurement has been a challenging topic for most advertisers. With the iOS 14 update, the future removal of third-party cookies, and more – new approaches to measurement will be critical for success.

Without meaningful results and data to back up your marketing efforts, it’s going to be harder to prove the value of marketing.

Google is rolling out new solutions to privacy and measurement including:

> Enhanced conversions
> Consent mode
> Conversion modeling
> Data-driven attribution

The solutions put into place will rely on your first-party data and privacy-safe APIs. These efforts put the user first by respecting their privacy, but also listening to the needs of advertisers to track campaign efforts.

Delivering Expectations For Digital Privacy
It’s difficult these days to go without hearing of some sort of privacy breach. Google understands the increasing need for user privacy and controls. While you need to build and cultivate relationships with your customers, they need to know that their data is safe and maintain some level of anonymity.

Google has updated its privacy playbook to capture these needs both from the advertiser and user perspective.

The three main highlights of this playbook include:

> Building direct relationships with customers
> Ensuring measurement remains accurate and actionable
> Keep your ads relevant

In building direct relationships with customers, you’re able to capture first-party data for more 1:1 direct communication, such as email marketing or in-app messaging.

Source: Search Engine Journal