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As buyer behavior continues to shift throughout the pandemic, Google Ads has committed to a better experience for its users.
Google Ads announced its top three priorities for 2022: automation, measurement, and privacy.
Now, these aren’t new priorities, per say, but more so shifting how they’re focusing on each one. Let’s take a further look.
New Opportunities With Automation
Vice President and General Manager of Google Ads, Jerry Dischler, mentioned how shifts in consumer behavior 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 such as Search, Display, and YouTube, Google recommends leaning into automation with Smart Bidding, responsive search ads, and broad match keywords.
The Future Of...
Read Full Story: https://www.searchenginejournal.com/google-ads-announces-top-3-priorities-for-2022/438491/
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