Google Ads is an incredibly popular platform that comes with a plethora of benefits for businesses and marketers alike.
In order to continuously reap the benefits of Google Ads, however, it’s imperative that you’re aware of the updates that Google Ads have made.
1. Updates to destination requirements
When you publish a Google Ad, it’s important that you’re directing the ad to a final URL destination. In order words, a landing page. While there have always been policies around your Google Ad’s destination URL, there have since been additional new requirements.
Essentially, you would need to avoid using landing pages that are difficult to navigate. If you end up using such landing pages, you’ll end up violating the policies and won’t get the chance to show your ad to your audience.
2. Performance max campaigns
A new campaign type, Performance Max campaigns are fully automated campaigns across all of Google’s networks. You’re essentially asking Google to decide the best-performing strategy possible with machine learning.
This is a great way for advertisers to use AI as part of their marketing strategy and optimise results across all ad placements. Performance max campaigns will also be replacing both Local and Smart Shopping campaigns.
3. Data-driven attribution modelling
With this particular model, it’s essentially how Google credits the touchpoints that a customer encounters throughout their journey. Data-driven attribution modelling will give these different touchpoints varying amounts of credit depending on the scenario and historical data.
It’s a good idea to get a full understanding of your attribution modelling options and it also showcases how Google is moving towards more of a digital landscape.
4. Third-party cookie deprecation pushed to 2024
With digital marketing moving towards more of a privacy-first landscape, Google is looking to do away with third-party cookies. This update is looking to happen around the second half of 2024. In the meantime, advertisers are encouraged to start looking at leveraging first-party data that they have internally instead.
5. Out-of-home ads – Display & Video 360
Display & Video 360 is essentially one of Google’s tools that allow larger teams to manage Google Ad assets, campaigns, and more. Through that, these teams can now purchase the opportunity to display out-of-home ads on real-life local billboards and more.
6. Google’s advertising tips
The holidays might be over, but Google had a latest holiday blog at the end of 2022 that was full of strategies, tips and case studies. While it’s quite holiday-focused, there are some useful tips in there for leveraging Google Ads tracking and reporting tools, and updating local listings.
Focusing on Google Ads
As seen from the above, Google Ads is constantly finding ways to not just innovate, but also ways to assist businesses and marketers. With that in mind, the company has not just looked at evolving trends, but also considered what policy changes to make and what types of updates they need to make for their campaign.
