Google Ads 2022 8211 Trends 038 5 Must Haves

New year – new campaign types. Google says goodbye to Smart Shopping and TrueView for Action campaigns. What innovations await us at Google in 2022 and what should be taken into account? This blog article provides information about this. We will also show you the 5 must-haves for maximum performance in the paid search area.

Google Ads Updates 2022

1. Goodbye smart shopping and local campaigns

Google has now confirmed what were recently rumors. Smart Shopping and Local Campaigns will be activated automatically in September 2022 at the latestPerformance Max campaignsconverted.

Do you want to expand your reach and increase the conversion value? Then the new campaign type – Performance Max – is the perfect addition to keyword-based search campaigns. Thefully automated campaign typehas been available globally since November 2021 and covers the Google Search, Display, Discovery and YouTube networks, as well as GMail and Maps. By using the entire Google Ads inventory, more potential customers are reached and their added value is increased.

Through asset reports, Google creates insight into the performance of creatives, which provides an ideal basis for ROI optimization. In addition, placement reports provide information about where the Performance Max campaign is placed and how many impressions are generated. The prerequisite is reliable conversion tracking – if this is not available, we would be happy to support you!

Timeline to Performance Max

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Source:Google

From April 2022, smart shopping campaigns can be converted to a Performance Max campaign using a “one-click” tool. This tool for local campaigns will follow in June 2022. From July, Smart Shopping campaigns will be changed automatically and new Smart Shopping campaigns can no longer be created. Automatic changes to the local campaigns will follow in August. According to Google, all automatic changes should be completed by September 2022.

For this reason, you should now think about whether you should set up another Smart Shopping campaign or whether you would prefer to start directly with a Performance Max campaign instead.

2. Customer Match

There are also innovations in the use of customer data in Google. Customer Match is now restricted to all compliant advertisers.

A compliant advertiser is when,

• no violations of Google policies
• no payment problems

… available in the last 90 days.

Customer match lists can be monitored and excluded. If you have more than $50,000 in total spend, you can also use your customer match lists as targeting and make manual bid adjustments.

Source:Google

A preview function has been added to Google Ads for the customer match upload. This means that formatting problems can be identified quickly and suggested solutions can be applied immediately.

AsBest practicesUploading every four weeks is recommended to take potential deletions into account. There are already the first providers that enable automatic synchronization.

3. YouTube Upgrade – TrueView for Action becomes Video Action Campaign

YouTube has further developed the TrueView for Action format and the new format is called Video Action Campaigns. are newlonger headlinesandpowerful placement locations, like thatHome page feed, thePlayback pageor that“Recommended Videos” feed.

According to Google, this updated format should achieve 20% more conversions per euro spent (source:Google).
From 2022, the existing TrueView for Action campaigns will be automatically converted to the new video action campaigns.

4. Smart bidding innovations

Good to know – for everyone who runs search campaigns. The bid typesTarget ROASandTarget CPAwill be eliminated at the beginning of 2022 and can in the futurecan optionally be selected in conjunction with Maximize Conversions or Maximize Conversion Value. There are no active changes to be made, Google will change this automatically and inform advertisers beforehand.

Source:Google

You shouldn’t miss these 5 must-haves in Search 2022

1. Broad Match

The Google Ads account structure is currently undergoing a change thanks to Smart Bidding. It will be leaner, clearer and more efficient. In the course of this change, the use of the keyword option “broadly suitable” is almost unavoidable.

Broad Match Keywords identify and capture all relevant search queries.Best practicesis the combination of Dynamic Search Ads (DSA) and Broad Match Keywords.

The following points should be taken into account when making a change:

1. Using a smart bidding strategy (see point 4 above)
2. Start with test campaigns in advance before the entire keyword setup is changed
3. Work with negative keywords

Tip for the B2B sector: The combination of broad match keywords with audience targeting.

Source: e-dialog /Google

2. Tips for successful responsive search ads

As of June 2022, expanded text ads (ETAs) cannot be created. Therefore, at least now, responsive ads (RSA) should be available everywhere.

Best practicesis aRSAin an ad group.

OurTips for creating successful RSAs:

• Ad effectiveness should be at least “Average”.
• Ad titles should be targeted to the keyword setup
• Pin few to no headlines
• Use of {keyword placeholders}

3. Maximize conversion value with conversion weighting

Do you think newsletter registrations are more valuable than white paper downloads? The offline metrics show that callers have the highest conversion rate? Then use these ratings in your performance campaigns and maximize your conversion values ​​and ROI with Smart Bidding.

1. Define the company goal: Soft & Hard conversions
2. Record the status quo: Assign the value of the individual goals
3. Setup: Implementation of the respective conversion values
4. Learning phase: Set a test period and collect sufficient data
5. Go-live test phase: change in bidding
6. Recap: Rating & Learning

We would be happy to accompany and advise you in this process.

Source: e-dialogue

4. Image Extensions

ThroughImage extensionsSearch ads can stand out visually and therefore generally achieve higher CTR values. Image Extensions can be used at the account and ad group level. We recommend using image extensions at the ad group level when relevant image content is present.Best practicesis the maintenance ofthree relevant imagesto the brand or product. Alternatively, Google can crawl your site for appropriate imagery, or you can access Google’s imagery.

Recommended image sizes:

• Square (1×1): 1,200 x 1,200px (min. 300 x 300px)
• Landscape format (1.91×1): 1,200 x 628px (min. 600 x 314px)

In addition, there is “Dynamic Image Extensions”, which are automatic extensions. Here the search ad is supplemented with relevant images from the landing page used.

5. New standard attribution model

In order to compete with the best, it is necessary to move from last-click attribution toData Driven Attribution (DDA)to switch. In the past, there has been a minimum data requirement and some advertisers have been unable to use a DDA model. Google has dropped this minimum requirement and so anyone can now switch to DDA.

DDA supports search, shopping, display and YouTube ads. Data-driven attribution has become the standardized attribution model for newly created Google Ads conversion campaigns. To get a more precise understanding of the marketing touchpoints that led to a conversion, the DDA model uses advanced machine learning.

Experience shows that better and more accurate results are achieved because many signals are taken into account. Combined with automated bid strategies, additional conversions are achieved while maintaining CPAs. Conversions can be better predicted and bids adjusted accordingly to maximize ROI.

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Then contact usnewsletteror follow us onLinkedInor contact us atkontakt@e-dialog.group. Read about the other digital topics that will concern us in 2022here.