Critical Updates For Digital Marketing in PPC for August 2022
Digital marketing is always changing and evolving, especially in PPC. These updates are crucial to know as they can surely help you improve your campaign’s performance, increase your numbers, and boost your ROI. It may not be easy at first, but you will get there!
Today, we will talk about four of the trending updates that Google had, in both Ads and Analytics, last August. We will give you an overview of each so you will be in the loop on what’s going on in our industry. We’ll go through the following:
Measuring Is Made Easy With Google Tag
Years back, Google decided to centralize its tagging solutions with Google Tag Manager. It allows us to send event data to Google Analytics and Google Ads for tracking and review. However, amidst the existence of this amazing tool, some users still find it overwhelming and tiresome. That’s why they designed Google Tag.
Google Tag is the simplified reusable tag devised to help you monitor performance and retain customers. It unraveled new features that do not require more code and allow you to take more action and have better data quality. You just need to make sure that you installed it on all website pages.
Interestingly, if you are currently using Google Tag Manager, your existing gtag.js will not be affected. It will also continue to work with solutions like?Consent Mode?and?Server-Side Tagging. But you need to stand by for any upcoming updates for the integration or advancement between Google Tag and Google Tag Manager.
Tracking Bounce Rate In GA4 With The Engagement Rate
Bounce rate is the percentage of sessions that came to your site and left without interaction. It shows you how many visitors only come to your website for 10 seconds or less, don't engage at all with what's on the page (either through click-throughs or valuable content like a blog), and don't stay long enough for two pages to load.
An engagement rate, on the other hand, is a session where the visitor spent more than 10 seconds on your page, took an action (such as signing up or purchasing a product), or viewed at least 2 pages.
Nonetheless, the bounce rate is the opposite of the engagement rate. For example, if someone visits your website, and spends less than 10 seconds on the homepage with no other interaction, even if it does not say bounce rate, then the session counts as a bounce.
Customer Acquisition Using The Performance Max Campaign
With the new customer acquisition goals available in the Performance Max campaign, Google machine learning helps you identify leads and get new customers. You can choose between two modes which one is efficient for you, the New Customer Value mode or New Customer Only mode.
So what’s the difference?
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New Customer Value
It is the mode where it lets advertisers bid higher for new customers than for the existing ones. It allows you to use a single campaign to maximize revenue across all customers while inviting more new customers to your website.
New Customer Only
It is the mode that focuses your budget exclusively on customers who are new to your website. It is recommended if you are running a non-purchase conversion-focused campaign for more optimal results.
If you are already using the Performance Max campaign, setting up the new customer acquisition goal can be pretty easy. You can simply follow these steps:
DOOH Ads Is Now Available In Display & Video 360
Google Ads has announced that digital out-of-home (DOOH) ads are now available in Display & Video 360. DOOH allows you to plan and buy inventory across digital screens in public spaces like airports, subways, and office buildings. With the new format added, you reach consumers with your message when they are on the go, and it's a great way to extend your reach beyond traditional online channels.
DOOH is a good way to reach clients in the digital age. With the latest technology, you can get your message across on lots of different displays – screens of all shapes and sizes. And, you can do it quickly and with minimal effort by tweaking and adjusting things like ad spend without needing to wait for long-haul video production. You can produce complex reports, think strategically, and execute tactical campaigns all in one place.
Conclusion
Four big updates in a month can be overwhelming at first. But once you immerse yourself into them, you will find it interesting. That is why we create articles like this to keep every advertiser up to date and so they can apply it to their own PPC journey.
If you have questions from any of the following subjects or need an expert to assist you with your PPC needs, Digital Ads is at your service! Feel free to message us, and we’ll get back to you as soon as possible.
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