8 Google Ads updates and tips you should know in 2022

1. Privacy Focused Updates

Privacy has been a hot topic for marketers in recent years. This is partly due to changes like Apple's latest iOS update and Google's Topic API they introduced to replace the soon-to-be-disappearing third-party cookies.

With outbound third-party tracking cookies, advanced conversion aims to use first-party activation data to fill in user knowledge gaps, especially across multiple devices.

Pro tip: Google will shut down Universal Analytics (the version prior to Google Analytics 4) in July 2023 due to its inability to provide insights across all platforms. Universal Analytics 360 will process the data for an additional three months until October 2023.

2. Changes to phrase match and broad match keyword modifier

In early 2021, Google announced that it would "make it easier to reach the right customers in search" with updates to the "phrase match" and "broad match modifier" keyword types.

Now, "Broad Match Modifier" traffic falls under the "Phrase Match" section.

The engine recognizes that these changes will not affect the exact match, broad match, or negative keyword types. They also recommend using only exact match keywords, phrase matches, or broad match keywords when adding new keywords in the future.

3. The Smart Bidding process

Google Smart Bidding aims to make marketing more manageable. The advertiser provides Google Ads with a budget and Google's algorithms derive the best conversion value. The goal is to maximize the overall ROI of the campaigns.

Google's algorithms find opportunities you may never see, even if you're promoting a low-priced product on your list. This approach is great for well-funded PPC campaigns that are already generating a high conversion rate.

According to experts, Google's new Smart Bidding features aim to help marketers better manage bid strategies and increase returns.

New features also include key signals for target ROAS and maximum conversions, new opportunities on the referral page, impression share target simulators, and manager account-level seasonal adjustments.

Pro tip: Automation is great, but remember that the “set and forget” mentality can only get you so far. The most effective paid search campaigns involve consistent analysis, testing, and optimization that only experienced digital marketing professionals can perform.

https://www.awesomescreenshot.com/image/25514467?key=3125b0f52d6d5787152a9f7ebeb427c7

A look at Google Trends results for "one-piece swimsuit" over a 90-day period. (Image: Google Trends)

4. Google Trends for a dynamic environment

The digital marketing landscape is changing rapidly and frequently, which can impact your business. Google Trends is a fascinating feature that lets you see the topics people are searching for online, as well as current topics, trends over time, and more.

Need more help with your Google Ads campaigns? That is why we are here.

Google Trends can provide insight into what's popular with your audience, allowing you to tailor your marketing efforts to meet their expectations. For example, if they're looking for a company that offers home delivery, you could add that or a similar service as a curbside pickup option.

5. Generate more leads from search ads

With the advent of mobile shopping, or m-commerce, and more brands moving their businesses online due to the pandemic, the vast majority of purchases are made online.

With this in mind, Google has made it easy for businesses to attract potential customers through their search ads. Instead of directing users to a landing page, you can display a lead form as soon as someone taps the ad headline.

To enable this feature, simply log into your campaign and select the settings option. Once the form is submitted, the person can choose to visit your website or return to the search engine results page (SERP).

Pro tip: The Search Engine Roundtable regularly catalogs the latest updates to Google's algorithm. So far, in 2022, they have presented updates on the Experience Update desktop site, PR Reviews.?

6. Improved Holiday Updates

Over the past holiday season, many businesses have benefited from a series of e-commerce updates.

Google has added the ability to highlight things like fulfillment options and return policies that customers can see directly in the SERP. You can also view products in free tabs, which you can use by simply syncing your Shopify, WooCommerce, or GoDaddy store directly with Google.

Additionally, brands can now use their YouTube videos as a storefront and more easily connect with local customers. Social Media Today recommends that you keep your Google business profile updated to properly sync with these new features.

7. Destination Requirements Updates

To make it easier for advertisers to understand why they're receiving disapproval messages about their ads, Google has made some changes to the policy language and notifications.

There are three relevant rejection messages that are subject to change:

"Insufficient Original Content" covering web addresses with "Coming Soon" or "Under Construction" notifications.

"Destination unreachable" for addresses that the target audience cannot reach due to their location and other restrictions

"Bad Target" is displayed when its address is "HTTP" or returns an error

You can use dark mode in the Google Ads app for a more pleasant viewing experience in low-light conditions. (Image: Google Ads Help)

8. Google Ads app updates

The Google Ads app has seen some interesting additions recently. Specifically, the Google Ads mobile app for Android and iOS offers three new features:

More detailed performance insights: Added more context and explanations to insights to shed light on the influences behind each metric. Advertisers can now learn more about performance to better understand how users respond to campaigns and see how changes affect performance.

Expanded real-time search trends: A new search trends report is available that updates to reflect real-time changes in search trends and consumer interests. You can click on search trends relevant to your business to get more details on exactly what people were searching for. Common questions and specific terms will give you an idea of what they expect to find. You can then edit your ads to better reach them.

In-app campaign creation: You can now create entire search campaigns right from your phone. In the Google Ads mobile app, just tap the "+" sign in the bottom right to add a new campaign. From there, the app walks you through typical campaign settings like ad type and placement. Once you've set up your campaign, you can also manage it directly from your phone.

take it away

Google processes around 40,000 searches per second, making it prime territory for paid advertising marketing.

The beauty (and sometimes the frustration) of Google Ads is that it's constantly evolving. It also gives you new and innovative ways to capture the attention of researchers.

Given the authority of the search engine, staying current with the latest Google Ads updates can only be good for your PPC program.

I hope this post helps you.

If you have any questions, feel free to ask me. ?

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