Google Ads has announced its top three priorities for 2022: SEO Company in Coimbatore

Google Ads has announced its top three priorities for 2022:

• Automation
• Measurement
• Privacy

These are not new priorities.

But as customer behaviour continues to shift during the pandemic, Google Ads has shifted its focus on these factors to offer a better user experience.

Let’s jump into the details.

Automation Creates New Opportunities:

Jerry Dischler, the Vice President & General Manager of Google Ads has stated how shifts in the buyer behavior present both challenges and opportunities.

Dischler, in his conversations with brands focused on the need for speed, readiness, and agility to accelerate growth.

Jerry Dischler states that:

Google is now emphasizing the use of Performance Max and Discovery campaign types under its automation pillar.

Both the campaign types focus on reaching users at scale from a single campaign.

Google advocates the benefits that include:

1. Greater ad inventory
2. More simplicity in management (less campaigns)
3. Incremental conversions
4. Multi-channel reach

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

The Future of Advertising Measurement

Measurement has always been a challenging topic for advertisers.

With the iOS 14 update, the future removal of third-party cookies and other new approaches to measurements will be crucial for success.

Without data and metrics, it will be hard to support marketing and it will be harder to prove the value of marketing.

Google has rolled out new solutions to measurement & privacy that includes:

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

These solutions will rely on the first party-data and privacy safe APIs.

These efforts respect the privacy of the user as well as listen to the needs of advertisers to track their campaign efforts.

Protecting Digital Privacy

Privacy breaches have become common now-a-days. While the advertisers need to build and cultivate relationships with their customers, it is important for the customers to know that their data is safe.

Google understands the increasing need for privacy and has updated their privacy playbook that captures the needs of both the advertiser and the customer.

Three major highlights of this privacy playbook include:

1. Ensuring measurement remains accurate and actionable
2. Building direct relationships with customers
3. Keep your ads relevant

While building direct relationships with the customers you will be able to capture first party data for more 1:1 direct communication such as in-app messaging or email marketing.

How does this imply for marketers?

The shift in the priorities will have a positive impact on Google Ad Words advertisers as the efforts to automate will lead to more speed and efficiency.

Google may commit more time to enhance the measurement and reporting capabilities and create a more streamlined advertising experience across various devices.

So far, we are used to advertisers relying on paid media to bring about the final sale and to show the final ROI.

But now, the role of paid media may need to change. But then it largely depends on the overall strategy.

Say, for example, the goal of some of the non-branded or awareness efforts should shift to capture first-party data instead of final sale.

If you are able to capture the first party data on the first touch, then you will be able to attribute a final sale back to that original touchpoint. Just shift your attribution modeling to reflect the changes in the strategy.

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