What does Google have planned for Google Ads and marketing in 2021?
You will be amazed…
Here are some of the important nuggets from the recent Google Livestream.
Insights Page
A new page in the Google Ads Control Panel helps you to know what is trending in the very near future. For one client who sells scientific equipment Google surfaced that after July 11th lab glassware and centrifuges would have increased activity. We set up a centrifuge campaign to leverage that information into sales for this client. We’ll be looking for ways for each of our clients to leverage this information that Google is revealing for the first time in advertiser accounts as part of their new transparency into trends they see coming.
Performance Max
This is a new campaign type that maximizes performance across all Google inventory. It offers rich insights into automation. It is currently in beta but due to roll out late 2021. It features advanced automation. Testers so far have had significantly improved lead performance. We’ll let you know when we see it and test it in client accounts.
Privacy Changes
This year the use of 3rd party cookies will be stopped. Google has decided to embrace an ad serving model that protect privacy and offers choice. Thanks to Apple and the GDPR we will see broad and striking changes this year in regard to an individual’s privacy and how ads will be served. This is a significant change.
Google has given significant advice to Google Partners on how to help customers move into this privacy first world and yet still achieve great results with targeted advertising. We will do a separate blog post on these recommendations and contact all our clients to offer assistance to help them embrace these new changes.
Future of Measurement
Without 3rd party cookies on which Google Analytics is based, measurement will now be based on 1st party data, sitewide tagging, and then fill in the gaps with modeling.
The Google Tag Manager now has additional features enabled called consent mode that recovers 70% of the customer journey. New capabilities will be rolled out this year as well.
Google Analytics will now offer more insights for the complete customer journey in a privacy safe method. The new advertiser experience in Analytics will provide deeper insights into website traffic and ad performance. Attribution models will now include YouTube and Display.
Automation
The key take away is that automation provides performance, opportunity, and control. Google is recommending the use of responsive search ads with broad match keywords, and smart bidding to boost leads by nearly 20%. Excellent rated ad text plus 4 extensions appearsto be the winning combination. for success.
The key for account management is to steer these automation tools, improve account automation, and leverage insights.
eCommerce
The future looks bright for ecommerce with a new and significant relationship between Shopify, Shop Pay, and Google. Success appears to be tied to curated, immersive experiences on your website with easy integration of Shopify stores into the Google Shopping platform and the Merchant Center.
Google is introducing a Deals tab on Google.com to help highlight your promotions. New also is Google’s integration with your Loyalty Program.
Conclusion
We don’t have details on a number of these new features and enhancements, but they are coming and they are exciting.
For more information about who we are and what we do, as Google Partners, we invite you to visit our website and dig deeper into how we can help you improve your online visibility and improve your marketing’s value to growing your business.