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Google Ads Announces Top 3 Priorities for 2022

Google Ads sheds light on their top 3 priorities for 2022: automation, measurement, and privacy. Learn how they’re tackling these topics.

As buyer behaviour carries on to shift through the pandemic; Google Ads has committed to a better experience for its users.

Google Ads announced its top 3 priorities for 2022: automation, measurement, and privacy.

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

New Opportunities With Automation

Vice President and GM of Google Ads, Jerry Dischler, mentioned how shifts in consumer behaviour 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 (less campaigns)
  • Multi-channel reach
  • Greater ad inventory
  • Incremental conversions

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

The Future Of Measurement

It’s no secret that measurement was 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 in place will rely on your first-party data and privacy-safe APIs.

These efforts put the user first by respecting their privacy; but additionally listening to the needs of advertisers to track campaign efforts.

Delivering Expectations For Digital Privacy with Google Ads

It’s difficult nowadays to go without hearing of some kind of privacy breach. Google understands the increasing need for user privacy and controls.

While you need to build and cultivate relationships with your clients, they need to know that their data is safe and maintaining some level of anonymity.

Google has updated their privacy playbook to capture these needs both from the advertiser and user viewpoint. The 3 main highlights of this playbook include:

  • Building direct relationships with clients
  • Ensuring measurement remains accurate and actionable
  • Keep your advertisements relevant

In building direct relationships with clients, you’re able to capture first party data for more 1:1 direct communication, like e-mail marketing or in-application messaging.

What does this mean for advertisers?

While we’re all used to relying upon paid media to drive the final sale and showing direct Return on investment; the role of paid media (Google Ads) might need to change. This obviously is dependent on your overall strategy.
For instance, the goal of some of your non-branded or consciousness efforts should shift to capturing first-party data, in place of the final sale.

If you’re able to capture that first-party data on the first touch; you’d be capable to attribute a final sale back to that original touchpoint. Just remember to shift your attribution modelling to reflect changes in strategy.

SourceGoogle Ads & Commerce Blog

Rohit Shetty

Rohit Shetty born and brought up in Mumbai is a Digital Marketer by profession and a writer and philanthropist by passion. Rohit started his career with First Step Publishing in Mumbai in 2011 as a Digital Marketer and excelled in the field of Publishing. With First Step Publishing, Rohit eliminated the cumbersome process of waiting for a writer to get published. With First Step Publishing, Rohit Shetty has been known for marching forward with some great titles and allowing first-time authors to find a platform and publish their content in a market space that focuses on branding a certain 'author' rather than scouring talent. In an interview with DNA, First Step Publishing has been reported to be one of the fast-growing publishing firms based in Mumbai. The firm has the tagline 'Paying Ways For New Writers' which is meant to reflect the motive with which it was founded. Rohit Shetty holds two National Records Records being Book With the Shortest Title " i " with Limca Book of Records Special Literature Edition and with India Book of Records as well. He holds the title of the Most Published poet of India in 2012 and 2013 with India Book Of Records and Unique World Records. Apart from writing, Rohit is also an active Philanthropist and works towards Education and Health sectors. Awards and Recognitions Nominated four times for India’s Fourth Highest Civilian Award Padma Shri in 2017, 2018, 2019 and 2020 2012: Rohit has been recognized for his work and felicitated at the Grand Finale of Mulund Fest in 2012 by MLC Mr Charan Singh Sapra and MPCC President Mr Manikrao Thackrey 2012 and 2013: Most Published Poet by India Book of Records 2015: Book with the Shortest Title from Limca Book of Records, India Book of Records 2018: Member of NITI Ayog Atal Movement of change and Mentor of Change 2019: Nominated by Social Samosa as 40 Under 40 Digital Marketers in India 2019: Rohit Digital Marketing Blog ranked 13th Spot as India's Best Digital Marketing Blog by Expertido 2019: Rohit Digital Marketing Blog was also Ranked in Top 50 India’s Best Digital Marketing Blog by Feedspot 2019: Received prestigious Dr APJ Abdul Kalam Memorial Award for work towards building the nation 2020: Global Brand Icon Awad by Brand Opus 2021: Rashtriya Prerna Award

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