Google Ads is working on a better experience for its users and it shows. They announced their top three priorities for this year, and it’s all about focusing on automation, measurement and privacy.
Shifts in consumer behaviour are a hot topic during the pandemic, and Google knows this. Vice President and General Manager of Google Ads, Jerry Dischler, talked about how these shifts come with both challenges and opportunities, according to Search Engine Journal.
Think about yourself as a user now – you want your privacy, you cherish it and you only want to share it with people and brands you trust. So it does become frustrating to hear about different privacy violations and you do become a bit sceptical about it all. Google knows this and knows how important it is to maintain it. You have to work on your relationship with your users and customers in order to get those first-party data. How? That’s up to you/ But focus on this:
- Build direct relationships
- Ensure measurement remains accurate and actionable
- Keep your ads relevant
Performance Max and Discovery campaign types – these are the two focuses in the Automation pillar. They both centre around reaching users at scale from a single campaign. According to Google, these types of campaigns offer the following advantages:
- More simplicity in management
- Multi-channel reach
- Greater ad inventory
- Incremental conversions
Google recommends using Smart Bidding, responsive search ads, and broad match keywords for campaigns that target single channels such as Search, Display, and YouTube.
Measurement will be tough in the upcoming times, especially because of the announced removal of third-party cookies. Without measurement, it’s hard to tailor the strategy to success and without it, it becomes more difficult to prove the value of your marketing. That’s why Google is rolling out new solutions, which will rely on your data and privacy-safe APIs:
- Enhanced Conversions
- Conversion Modelling
- Consent Mode
- Data-driven attribution