Futureproof Your PPC Plan
There are big changes coming to Google in 2023. Tried and true marketing practices on Google are getting a huge makeover to meet the moment for consumers. Ultimately a good thing, these changes will streamline reporting and allow you to focus on building brand trust. But what are the most important changes coming to PPC marketing in 2023 and beyond? Below are the three main categories you need to focus on to retool your PPC practices for the future.
Automation
Google’s push to automate promises to provide a simpler on-ramp for smaller, less technically proficient companies who want to try PPC marketing. However, these changes also move a lot of controls more sophisticated SEM advertisers have relied on for years into the proverbial “black box” of Google. For the seasoned PPC advertisers in the unfamiliar territory of turning more conversion optimizations over to Google, this frees up time that would have otherwise been spent on manual bidding and campaign tweaks. If you’ve been thinking about dipping your toes into SEM, now’s the time, and if you’re a vet, you’ll get a boost in the biggest resource you could ask for: time.
Reporting
GA4 is the future of reporting for Google. And it’s a major shift in the way we think about tracking on the web and in apps. This new product allows web and app data to be collected separately or in a continuous property. This unification is a response to the huge crossover of web and app activities that no longer requires separate tracking. You can see behavior across platforms with much more ease and accuracy.
领英推荐
Retargeting
While we’ve got some time before cookies are fully decommissioned on Google (the latest target date is the second half of 2024), marketers need to prepare. This move puts consumer privacy at the forefront. While it may seem a hindrance, marketers and brands are hoping that, in the long run, focusing on first-party data collection may entice users to provide the necessary information for potential retargeting if they have more trust in a brand. In addition, Google itself is working on a privacy-compliant solution to replace cookies.
Changes like these will keep marketers on their toes. Few marketing avenues have reinvented themselves and stayed ever relevant the way PPC has. Between the push towards automation, updates in reporting, and changes to retargeting, there’s no better time to reevaluate your PPC marketing practices for success.