Top Priorities for Google Ads in 2022 | LimeLight Marketing

Top Priorities for Google Ads in 2022

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Google has announced their top priorities for 2022, and three words are making headlines: automation, privacy, and measurement.

It’s been a wild couple of years for changing consumer behavior, with the pandemic having an effect from top to bottom on how people search, shop, and buy online. As the leading search engine, Google is of course highly concerned with offering their audience a top tier experience without any hiccups, and this is why they are seeking to streamline their ads.

The aim of the game for 2022 is to create more reach with singular channel campaigns. How do you do this? Google believes you do it by following their top priorities and paying attention to automation, measurement, and privacy.


Google’s top 3 ad priorities


1) Automation

Automation is already a popular buzzword in the world of ecommerce marketing – we’re living in an era where we have the tech that can help us free up more of the most valuable resource there is, time.

Already, we’re seeing automation become a regular part of our online experience – from chatbots in customer service to omnichannel marketing ad automation, self-service software, and the collection of customer data.

Automation is here to stay, and is celebrated by consumers and businesses as it can drive up productivity, reduce human error, is reliable, and can boost profits in terms of cost and time. It’s no surprise that it has an increasingly major part to play in your Google Ads.


Fewer campaigns, greater impact

According to Google Ads Vice President Jerry Dischler, over 80% of Google advertisers are using automated bidding to free up time and to improve their ad performance. One of the major priorities in 2022 will be to have the need for fewer campaigns and to scale up singular campaigns to reach more people and create greater impact, both in terms of impressions and conversions.


Optimized targeting

Google Ads will be combining Display and Smart Display campaigns and will auto turn on optimized targeting. This can help with finding new audiences that may be interested in your ad, although of course, Google AI shouldn’t fully replace your own in-depth understanding of your brand and your target market.


2) Privacy

Digital privacy is also big news in 2022, and this shouldn’t really come as a surprise. As part of the commitment to a better customer experience, Google is keen to cultivate deeper trust with their users – without pushing the advertiser into a blind corner, of course. One of the main updates that Google has taken note of when it comes to their privacy policy is to keep ads relevant. This not only helps to prevent consumer frustration, but also helps brands reach those they are actually targeting.


Owning first party data

What ecommerce brands may see is that the changes in privacy mean they need to own their audience data. As privacy data is on the rise, Google is looking to phase out third party cookies by 2023, and this means first party data is going to become important. What does this look like in practice?

Basically, if someone had visited your site, that visit would have been logged by third party cookies. Even if that visit didn’t convert into a sale at that stage, you would have been able to reach back out via a remarketing campaign.


Make the most of CRM tools

With cookies being phased out and remarketing shrinking, it means that you may need to be a little more creative about obtaining customer data and moving customers through your sales funnel.

Finding ways to snag email addresses early on and having a deeper understanding of your buyer’s journey should be well within your focus, as should ensuring you are making the most of your CRM tools.


4) Measurement

Measurement is another word that is cropping up time and time again when it comes to priorities from Google Ads for 2022. The changes and tweaks in measurements will include things like consent, conversions, and data driven attribution – all of this of course, will affect success rates for advertisers. This also feeds into the changes with privacy as the two go hand in hand.


Staying solid in a shifting world

With advertising needing to adapt and change to allow for changes in post-pandemic online behavior, Google Ads is ever-ready to meet these demands in 2022.

Placing an emphasis on the key elements of automation and the need for better AI to address concerns around privacy and finding ways to measure success, this is the landscape that Google Ads will be mapping out for businesses.

While it may sound daunting, it’s important to remember that advertising and the online world is always shifting to meet changing demands.

While ecommerce businesses will have to shift their focus to align with these changes, some of the key elements will certainly remain the same. Know your brand, understand your target audience, get to grips with your buyer journey, and give your leads the value they crave to turn them into customers.

If you want to know more about staying inline with the changing trends in ecommerce, schedule a consultation with one of our marketing experts today.

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