Not few are the brands for which the contribution of Google Ads campaigns represents perhaps over 50% of the total revenues generated in a month. However, it’s not enough to have well-optimized campaigns if the website is not properly optimized or if the business lacks potential.
Launched by Google in 2000, initially under the name AdWords, Google Ads is an essential part of the marketing strategy for businesses worldwide, especially from a performance perspective.
In this article, I aim to discuss the importance of Google Ads campaigns for business growth and highlight the main Google Ads trends in 2022.
THE IMPORTANCE OF THE PLATFORM
It can represent the source that can bring the largest share of revenues with a profitable ROAS (return of ad spend). Google promotion campaigns are extremely flexible and can be adapted to many purposes: generating purchases, store visits, phone calls, YouTube video views, newsletter subscriptions, etc. Results are visible rapidly, within just a few hours of running the campaigns, and the results are transparent – they can be viewed both in Google Ads and in Google Analytics, in detail.
Through the platform, you can sell products that you haven’t managed to sell through other channels. It happened to us that a client called us amazed and said that he did not expect to sell product ‘x’ because there was no interest in it until then.
You can reconnect with both old customers and users who interacted with your site but did not complete an order or contact you. You can see where you stand compared to the competition in real-time, as well as what percentage you cover from displaying on the first positions in searches, so you will know if you are willing to invest more or less by also reporting on the desired results according to various performance indicators.
If we have talked above about the importance of the platform, I believe it would also be of interest to mention the Google Ads trends.
TRENDS IN GOOGLE ADS
In addition to the Performance Max campaign, new ad formats have been introduced for local campaigns: auto-suggest ads, navigation ads, similar places ads.
Auto-suggested ads – they are displayed when a customer searches for the product/service using Google Maps, and the auto-suggest feature will display ads from advertisers offering that product/service in the geographic proximity.
Navigation ads – They are displayed while a user is en route to a destination. For example, if you are heading to a restaurant for dinner, a flower shop may also be recommended to you until you reach your destination.
Similar places ads – this format allows users to view ads for similar products/services to a specific location if the business they searched for is currently closed.
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If we still mentioned the Performance Max campaign above – until the end of September, it will take the place of local and Smart Shopping campaigns.
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Users appreciate more and more the importance that brands give to the environment or charitable actions. So, the promotion should also focus on these aspects.
- Another news is the use of a product feed in video campaigns. This improvement can only make us happy because it not only comes with a much more engaging display of ads, but also with a reduction in time to conversion and, by implication, more sales.
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Also related to the visual side, a new type of image extension has recently been added to the functionality of the Google Ads account (which does not appear immediately in new accounts), but which animates the classic text ads. More importance is given to the visual.
Even though few businesses currently emphasize video campaigns on YouTube, it’s good to know that in the future this type of content will be increasingly utilized. When an online store showcases a product from all angles and demonstrates its utility, users will be tempted to try it.
We don’t want to conclude this article without highlighting the trend of automating campaigns, which has proven to yield very good results (especially when we look at Smart Shopping campaigns). This is a significant advantage due to the artificial intelligence that Google uses to attract the most relevant potential customers.
The images were taken from: marketium.club/ smarter-ecommerce.com/ singlegrain.com/ support.google.com