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 type<\/strong>has 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.<\/p>\n 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!<\/p>\n https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/original_videos\/Timeline_Animation_1.mp4<\/p>\n Source:Google<\/a><\/p>\n 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.<\/p>\n 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.<\/p>\n There are also innovations in the use of customer data in Google. Customer Match is now restricted to all compliant advertisers.<\/p>\n A compliant advertiser is when,<\/p>\n … available in the last 90 days.<\/p>\n 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.<\/p>\n Source:Google<\/a><\/p>\n 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.<\/p>\n AsBest practices<\/strong>Uploading every four weeks is recommended to take potential deletions into account. There are already the first providers that enable automatic synchronization.<\/p>\n YouTube has further developed the TrueView for Action format and the new format is called Video Action Campaigns. are newlonger headlines<\/strong>andpowerful placement locations<\/strong>, like thatHome page feed<\/strong>, thePlayback page<\/strong>or that“Recommended Videos” feed<\/strong>.<\/p>\n According to Google, this updated format should achieve 20% more conversions per euro spent (source:Google<\/a>). Good to know – for everyone who runs search campaigns. The bid typesTarget ROAS<\/strong>andTarget CPA<\/strong>will be eliminated at the beginning of 2022 and can in the futurecan optionally be selected in conjunction with Maximize Conversions or Maximize Conversion Value<\/strong>. There are no active changes to be made, Google will change this automatically and inform advertisers beforehand.<\/p>\n Source:Google<\/a><\/p>\n 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.<\/p>\n Broad Match Keywords identify and capture all relevant search queries.Best practices<\/strong>is the combination of Dynamic Search Ads (DSA) and Broad Match Keywords.<\/p>\n The following points should be taken into account when making a change:<\/p>\n Tip for the B2B sector<\/strong>: The combination of broad match keywords with audience targeting.<\/p>\n Source: e-dialog \/Google<\/a><\/p>\n As of June 2022, expanded text ads (ETAs) cannot be created. Therefore, at least now, responsive ads (RSA) should be available everywhere.<\/p>\n Best practices<\/strong>is aRSA<\/strong>in an ad group.<\/p>\n OurTips for creating successful RSAs<\/strong>:<\/p>\n 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.<\/p>\n We would be happy to accompany and advise you in this process.<\/p>\n Source: e-dialogue<\/p>\n ThroughImage extensions<\/strong>Search 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 practices<\/strong>is the maintenance ofthree relevant images<\/strong>to the brand or product. Alternatively, Google can crawl your site for appropriate imagery, or you can access Google’s imagery.<\/p>\n Recommended image sizes:<\/p>\n In addition, there is “Dynamic Image Extensions<\/strong>”, which are automatic extensions. Here the search ad is supplemented with relevant images from the landing page used.<\/p>\n In order to compete with the best, it is necessary to move from last-click attribution toData Driven Attribution (DDA)<\/strong>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.<\/p>\n 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.<\/p>\n 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.<\/p>\n Then contact usnewsletter<\/a>or follow us onLinkedIn<\/a>or contact us atkontakt@e-dialog.group<\/a>. Read about the other digital topics that will concern us in 2022here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Do you want to rely on extended text ads and smart shopping campaigns this year too? Do you work with last click attribution and think search ads only consist of text? Find out more about the SEA Trends 2022 and we’ll show you which 5 must-haves you shouldn’t miss in the paid search area.<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,446],"channel":[455],"goal":[466],"technology":[37],"c-year":[48],"class_list":["post-12881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-search","goal-performance-marketing","technology-google-search-ads","c-year-48"],"acf":[],"yoast_head":"\nTimeline to Performance Max<\/h4>\n
2. Customer Match<\/h3>\n
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![\"Google](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Google-Customer-Match-1024x426.png\")
<\/p>\n3. YouTube Upgrade – TrueView for Action becomes Video Action Campaign<\/h3>\n
From 2022, the existing TrueView for Action campaigns will be automatically converted to the new video action campaigns.<\/p>\n4. Smart bidding innovations<\/h3>\n
![\"Google](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gebotsstrategie.png\")
<\/p>\nYou shouldn’t miss these 5 must-haves in Search 2022<\/h2>\n
1. Broad Match<\/h3>\n
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![\"Blog](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Blog-Google-Ads-Trends-Broad-Match.jpg\")
<\/p>\n2. Tips for successful responsive search ads<\/h3>\n
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3. Maximize conversion value with conversion weighting<\/h3>\n
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![\"Roadmap\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Blog-Google-Ads-Trends-Roadmap.jpg\")
<\/p>\n4. Image Extensions<\/h3>\n
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5. New standard attribution model<\/h3>\n
Don’t want to miss any trends?<\/h4>\n