Performance Max and Discovery campaigns fall under the Automation pillar and Google is championing the use of campaign types to advertisers.
Both campaign types focus on reaching users at scale from a single campaign with benefits that include:
- More simplicity in management (less campaigns)
- Multi-channel reach
- Greater ad inventory
- Incremental conversions
Measurement is an ever present challenge or most advertisers, taking into consideration the iOS 14 update, the future removal of third-party cookies, and more.
The value of marketing goes hand in hand with measuring meaningful results to back up your marketing spend and to help, Google is rolling out new solutions to privacy and measurement including:
- Enhanced conversions
- Consent mode
- Conversion modeling
When it comes to privacy Google has updated their privacy playbook from the advertiser and user perspective that includes:
- Building direct relationships with customers
- Ensuring measurement remains accurate and actionable
- Keep your ads relevant
For advertisers, building a direct relationships with customers through capturing first party data for more 1:1 direct communication, such as email marketing or in-app messaging will become a staple approach and one that everyone will get more used to.
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.
https://www.searchenginejournal.com/google-ads-announces-top-3-priorities-for-2022/438491/#close
