party cookies by 2023, 2022 is going to be a big year for user privacy protection. Unfortunately for us, this presents new challenges for PPC. Remarketing campaigns With Google due to c will become near impossible in their current state, resulting in a likely loss of revenue and conversion tracking will also take a hit. To try and counteract this, you will have to pay closer attention to first party cookies and look at different strategies such as contextual remarketing and targeting options.
Google has also brought out
Federated Learning of Cohorts (FLoC), its replacement for bc data singapore third party cookies – although the jury is still out on this as it’s still in the early stages. Responsive Search Ads As of June 2022, Expanded Text Ads (ETA) will be a thing of the past. From the 30thof June onwards, Responsive Search Ads (RSA) will be the only type of Google search ads that you can create or edit.
If you’re not sure what RSAs are
they’re a new ad format that automatically tests different combinations of headlines and descriptions, based on the user’s search query. You can use a maximum of 15 headlines and 4 descriptions per ad. Of course, you may already be familiar with RSAs, as Google has been preparing us for this shift for a while now. Since February 2021, they’ve been the default ad type with Google’s UI.
However, if you’re recently
picking back up your PPC campaigns, or you still have some old ETAs running, now is a good time to start making the switch. Automation RSAs aren’t the only move towards automation that Google is making. Google is increasingly incorporating their AI tools with the PPC landscape. Recently we’ve seen changes to bid strategies, as well as the introduction of dynamic search ads (DSA), responsive image ads, scripts and more.
RSAs are the predicted biggie
for 2022 so far, but there’s almost certainly more to come. Learn to work with this automation, particularly for large, multi-market and/ or multi-lingual campaigns. Recognise where automation makes your life easier and where it doesn’t. Whilst AI enhanced measurement events is largely helpful and certainly unavoidable, human abilities such as strategy, empathy, instincts, cultural nuances, and prior knowledge are still important. As Brad Geddes from Adalysis says: ‘Advertisers need to use some automation but realise Google is terrible at certain aspects of automation,
Video Ads Video is on the
rise in all areas of marketing and PPC is no different. It’s huge rise in popularity is only expected to continue, as video ad spending is expected material data to grow annually by 12.55% from 2021 to 2025. This means that a good PPC strategy should no longer just include traditional ads, but also social ads too. Thanks to the popularity of TikTok, existing platforms have had to innovate such as YouTube’s new YouTube shorts and Instagram beginning to move to a video-first platform.