As 2022 rounds the corner, business owners and marketers must learn to put the new capabilities of Google Ads to good use.
What’s better is that with bidding, testing and optimization automated, you get time for research, strategizing, and competitive analysis.
The fact that they’ve doubled down on automation is evident in how Responsive Search Ads (RSAs) are now the default, and Google uses BERT to determine keyword prioritization.
Even if you aren’t keeping up with these developments, your competitors certainly are.
Google reports a 43% increase in total ad revenue for Q3 2021, while it’s expected to exceed $460 billion by 2024.
Advertisers spent $62.1 billion on Google Ads in Q4 2021. Google Ads totaled $62.24 billion, a 32% increase over same period last year.
This is why your business needs to focus on Google Ads trends to ensure that your ads are optimized and that you’re making the most of your investment.
Let’s discover the latest Google Ads trends for 2021-2022 and how you can use them to build an effective ad campaign.
- Trend #1: More Data Helps Google’s Algorithm Deliver Stellar Results
- Trend #2: Third-Party Cookies Will No Longer Be Relevant
- Trend #3: Match Types For Google Search Network Campaigns
- Trend #4: Simplified Campaign Structure
- Trend #5: New Ad Campaigns Types
- Trend #6: New Ad Formats
- Trend #7: The Rise of Video Ads
- Trend #8: Trend to full automatization for targeting and bidding
- Trend #9: Shopify Integration
1. More Data Helps Google’s Algorithm Deliver Stellar Results
Data plays a critical role in Smart Bidding. The more data you have, the better you can assess the impact of estimates that you can look into while checking out the Smart Bidding recommendation.
These estimates are calculated based on your campaign’s seven-day performance data.
2. Third-Party Cookies Will No Longer Be Relevant
One of the significant changes in the Google Ads trends is bidding farewell to third-party cookies. Previously, advertisers used third-party cookies due to their convenient and profitable nature.
This approach allowed advertisers to manage and implement the data gathered from these sources easily. However, since the launch of Google’s ‘Privacy Sandbox’ in 2019, the search engine has shifted its focus to provide users with a privacy-oriented service.
Therefore, by 2022, the Chrome browser will block all third-party cookies, like Safari and Firefox. This initiative will allow users to administer control over businesses’ data. However, for advertisers, the search engine’s initiative does appear to be disadvantageous.
A study by Google reveals that the lack of third-party cookies can reduce publisher revenue by 52% for the top 500 global publishers.
If your primary approach to running Google Ads includes using third-party cookies, you can leverage first-party data, employ people-based targeting, and use contextual advertising.
3. Simpler Match Types
A popular Google Ads development revolves around simplifying the match types for your search network campaigns.
This means, when you bid on a term, you get to select a keyword match type that helps the search engine gauge how intensely you want it to match the user queries to your advertisement.
The 3 match types you should know about include:
- phrase match,
- broad match,
- and exact match.
The Algorithm Focus on Keyword Meaning More Than Anything Else.
The latest trends indicate that phrase modifier keywords and broad match modifier keywords provide similar results.
That’s because Google shows ads to users depending on the meaning and the context of the keywords instead of just centering on the phrase.
Additionally, the algorithm also considers the word order in cases where the intent is considered.
Broad Match Modifier Won’t Be Relevant Any Longer
This modifier enables advertisers to add specific keywords that make your ads more visible for search queries using particular terms, regardless of their order.
However, the broad match modifier was retired early in 2021, claiming it’s quite similar to the phrase match type.
4. Simplified Campaign Structure
The new simplified campaigns help optimize bidding strategies. One of the common problems that advertisers encounter is similar keywords with overlapping meanings.
For instance, you might be using ‘cooking classes’ and ‘cooking courses’ in the same ad group. If these search terms lie in the same ad group, they both can match the search term, ‘classes for cooking.’ However, only one of the keywords will trigger the ad after the search query.
Additionally, you no longer need to use single keyword ad groups and granular breakdowns. Instead, you can utilize fewer ad groups that have keywords with a greater search volume. This means you must consider all user actions during this process.
This is because the algorithm took the data from your previous campaigns to create ad copies infused with information, and then it established an optimal bid—additionally, the algorithm bids on auction-time and query level to provide more optimized results.
The search engine has also introduced a machine learning feature to handle the groundwork, such as creating different campaigns for different devices, so marketers can allocate their efforts to building effective strategies.
5. New Ad Campaigns Types
Marketers are also provided with new ad formats to make their campaigns more interactive.
New Local Campaigns Formats
The search engine has introduced several new local ad-based features, including new ad formats and options for future pickups for local inventory. The most common campaign formats include:
- Auto-suggest ads
- Navigational ads
- Similar places ad
5.1. Auto-suggest ads
Auto-suggest ads are created to show advertisements that match the user’s physical location.
For instance, when a customer searches for the product or service using Google Maps, the auto-suggest feature will display ads from advertisers that offer the commodity within that geographical proximity.
5.2. Navigational ads
Google has also introduced the navigational ad format to enhance your local ad campaigns. This ad format shows advertisements to users when they actively use Google Maps.
With this feature, your business can display ads that can help optimize the user experience. For instance, if a customer is traveling to a high-end restaurant, the navigational ad can display ads for local flower shops to encourage the customer.
The feature also allows users to add the flower shop or any other advertised business to stop before they reach their destination.
5.3. Similar places ad
The similar places ad format enables users to see the ads for similar products or service providers within a specified location if the business they have searched for is closed at the time.
In this case, the search engine will show a similar business on the map under the label “similar and open.”
Google Performance Max
Google has also launched Performance Max campaigns to enable performance advertisers to tap into their complete Google Ads Inventory from a single campaign.
The platform allows advertisers to optimize their keyword-based search strategies using various channels and features, including Smart Bidding, budget optimization, audience creation, and attributions. Performance Max also includes:
- Automated targeting: Audience Signals
- Automated bidding
Automated targeting: Audience Signals
Google has also introduced a new audience reporting system that provides comprehensive documentation on audience demographics, segments, and exclusions in one place.
Additionally, the search engine has also redefined audience type as audience segments. Now, you can create an audience segment using automated bidding by equipping Google with audience signals, which informs you of the kind of customers you wish to target.
This initiative can improve your bidding approach and increase conversions.
This is now a part of set bids for ads based on the likelihood of receiving clicks of conversations.
6. New Ad Formats
You now have several new ad formats to explore; these include:
- Lead Form Ad Extensions for YouTube and Discovery Ads to capture the leads
- Image Extensions For Search Network Ads
6.3. Lead Form Ad Extensions for YouTube and Discover Lead Capture
These are situated at the foot of the advertisement, allowing users to provide the advertiser with their data without leaving the page.
Advertisers can then download the leads manually or integrate them in their CRM using webhook.
This extension is ideal for:
6.4. Image Extensions For Search Network Ads
Advertisers can also use image extensions to display eye-catching advertisements accompanying their text ads.
The image extensions improve ad performance by adding vibrant images that compel users to interact with the ad. These ads appear in the SERPs and typically show your headlines, descriptions, URL, or image.
7. The Rise of Video Ads
Research shows that by 2024, business spending on video ads will increase by 41.9%. This means video advertisements can yield a high ROI.
Video campaigns allow you to display your ads in videos on YouTube, websites, other applications on Google video partners.
Video Action Campaigns
YouTube’s video action campaigns can be placed anywhere on the platform, including video pages, Google Video partner network, and even the homepage. These campaigns can increase your conversions using responsive videos, letting advertisers play with headlines, descriptions, CTAs, and more.
Features of Video Action Campaigns
|Call to Action||Write a compelling CTA using ten characters or less|
|Headline||Captivate customers’ attention using a fifteen-character (or less) headline. This feature is only available for in-stream ad format that users can skip.|
|Longer Headline||For an in-feed video ad format, you can write a long headline using ninety characters (or less)|
|Description||Add a creative description using seventy characters|
|Ad customization (optional)||You can include site link extensions, lead form extensions, and product feeds from Merchant Center to ads that can be skipped. |
You can also change ad appearance to suit your needs. However, ad customization is exclusive to each campaign.
Video Action Campaigns – Product Feeds
You can turn your YouTube video ads into virtual storefronts by incorporating a product feed under the ad. This allows your customers to explore your products below the video ad.
This feature increases the purchase rate by maximizing the clicks and conversion rate. You can use this feature in:
- Display ads
- Search ads
- Video ads
- Discovery ads
Learn more about Video Action Campaigns
8. Trend of full automatization for targeting and bidding
The smart-bidding process
Advertisers can also use the Smart Bidding strategies by using audience segments to optimize their performance and increase relevant and quality conversions.
|Business Objective||Ad Campaign Goal||Smart Bidding Strategy|
|Boost Sales and Leads||Benefit from a maximum number of conversions using a fixed budget or a fixed ROI||Maximize Conversions, Targeted CPA Bidding|
|Optimize Profit||Benefit from a maximum number of conversions using a fixed budget or a fixed r fixed return on ad spend (ROAS)||Target ROAS, Maximize conversion value|
Targeting automatization, Audience Signals
Advertisers should use targeted automatization and audience signals to make ads appear in front of a relevant audience.
9. Shopify Integration
Another popular trend is creating and tracking Smart Shopping campaigns using third-party platforms. Google has partnered up with Shopify, GoDaddy, WooCommerce, and BigCommerce to allow sellers to connect their Merchant Center with preceding platforms.
You can track Smart Shopping updates by comparing them to your goals as you take this initiative. You can also benefit from programmed updates, which means that any modifications on the platform will be updated on your Google ad account. Moreover, you can also create optimized ads without leaving the forum you are working on.
Get More From These Google Ad Trends
The primary objective of the Google Ad trends is to streamline the processes of digital marketers. Additionally, these trends aim to improve users’ privacy and data while providing audiences with the most meaningful ad that matches their search intent.
Considering this, advertisers must make way for Google’s new preferences while creating their ad campaigns. Ideally, testing is the best way to go. Whenever you experiment with a new feature, make sure to run tests and analyze the results to see which parts provide a high ROI. The search engine is also becoming more user-centric.
So, your ad campaigns must consider audiences and their needs. You are also required to form well-researched customer profiles to feed relevant info to the algorithm and add relevancy while increasing reach. The new
Google Ad trends are a great way to create a transparent and private digital space. Considering this, advertisers can run creating, customer-oriented, and informative ads while simultaneously running creative SEO and Content marketing campaigns.