Top 3 Google Ads Priorities for 2022
Google Ads offers light on their top three priorities for 2022: automation, measurement, and privacy. Learn how we, one of the top creative agencies in Gurgaon, approach these topics.
Google Ads has committed to providing a better experience for its users as purchasing behavior shifts throughout the pandemic. Google Ads has revealed its top three priorities for 2022: automation, measurement, and privacy. These aren’t necessarily new priorities, but rather a difference in how they’re focused on each one. Let us take a closer look.
The Measurement of the Future
It’s no secret that measurement has been a difficult topic for the majority of advertising. With the iOS 14 update, the removal of third-party cookies in the future, and other changes, new approaches to measurement will be vital for success.
It will be more difficult for individual marketers and many creative design agency demonstrate the benefit of marketing if you do not have relevant results and data to back up your efforts.
Google is introducing new privacy and measurement options, such as:
- Increased conversions
- Consent mode
- Conversion modeling
- Attribution based on data
The solutions implemented will rely on your first-party data and privacy-protected APIs.
These initiatives prioritize the user by protecting their privacy while simultaneously listening to the needs of marketers in order to track campaign efforts.
Meeting Digital Privacy Expectations
It’s difficult to go a day without hearing about some kind of privacy infringement. Google recognizes the growing need for user privacy and control.
While you must create relationships with your clients, they must also be assured that their data is secure and that they may keep some amount of anonymity.
Google has modified its privacy playbook to meet these demands from both advertisers and users. This playbook’s three key highlights are as follows:
- Developing direct customer interactions
- Keeping measurement accurate and actionable
- Maintain the relevance of your advertisements.
You can acquire first-party data for more 1:1 direct communication, such as email marketing or in-app messaging, by creating direct relationships with clients.
What does this imply for marketers?
While we are all accustomed to relying on paid media to drive the final sale and demonstrate clear ROI, its role may need to evolve. Of course, this is depending on your overall approach.
For example, for us as an advertising agency in Gurgaon; instead of focusing on the final sale, some of your non-branded or awareness initiatives should focus on obtaining first-party data.
If you can capture that first-party data on the first touch, you can connect a final sale back to that initial touchpoint. Just keep in mind that your attribution models must be updated to reflect changes in strategy.
