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Acing Google Ads in 2022 (With Insider Tips Straight from Google)

Acing Google Ads in 2022 (With Insider Tips Straight from Google)

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We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.

So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!

We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.

So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!

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Acing Google Ads in 2022 (With Insider Tips Straight from Google)

  1. 1. Acing Google Ads in 2022: (With Insider Tips Straight from Google)
  2. 2. LOCALiQ is an all-in-one marketing platform to help you find, convert and keep customers. PROPRIETARY MARKETING TECHNOLOGY Our platform runs on optimization technology and AI (informed by data from 1M+ LOCALiQ campaigns!) that you can’t find anywhere else. That means unmatched ROI for your business. FREE TOOLS AT YOUR FINGERTIPS Wondering how your current online footprint stacks up to that of your competitors’? Want to identify growth areas based on customer calls? We can help with that – for free. MORE TIME TO FOCUS ON RUNNING YOUR BUSINESS Our experts manage your entire marketing strategy for you, using vertical expertise to implement innovative campaigns. And don’t worry – you’ll have insight into all your progress and can manage new leads 24/7. How exactly do we help small businesses grow and thrive? Meet
  3. 3. Follow Us!
  4. 4. Susie Marino • Content Marketing Specialist | LOCALiQ • Digital Marketing Consultant | WordStream • Based in Boston @SusieMarinoPPC /in/susie-marino129/
  5. 5. Erin Rose • 16+ years in marketing technology and digital strategy • Worked with leading organizations like M.D. Anderson, Susan G. Komen, Weill Cornell Medicine, Nike, and FedEx • Worn every hat you can in the agency space: Sales, Service, Development, Design, Analytics, Enablement • On a mission to visit 100 beaches /in/erinrose451/
  6. 6. Jenna Zeidan • Agency Partner Development Manager | Google • Agency Top Account Strategist | Google • Digital Marketing & eComm Certificate SME Content Creator | Google & Coursera • Account Executive | AON • Based in Los Angeles /in/jenna-zeidan
  7. 7. AGENDA • Understanding the consumer purchase journey • What’s trending this year in digital marketing • Focusing on the fundamentals for your business • The future of Google search • Next steps: what to apply to your business in 2022
  8. 8. It All Starts with a Search
  9. 9. We all have to start somewhere. Source: Forbes
  10. 10. What IS Trending?
  11. 11. It All Starts with a Search, but... How is the Google Ads Space Changing? • YouTube on the rise? • How does voice search and home assistance devices impact strategy? • Are SEO and PPC friends or enemies?
  12. 12. The Fundamentals
  13. 13. The Fundamentals: Getting Ahead of the Curve
  14. 14. /inˈflāSH(ə)n/ Noun ECONOMICS a general increase in prices and fall in the purchasing value of money. "policies aimed at controlling inflation" Inflation
  15. 15. Inflation In Practice $1.56 $2.33 $2.83 $2.51 $2.70 2000 2005 2010 2015 2019 Gas Price Over Time Gas Price UsInflationCalculator.com
  16. 16. Not dealing with the inflation of gas would have been like putting less and less fuel in your car over the years. Meaning you didn’t react to the change in the market so you didn’t get as far as you did before. Inflation
  17. 17. Click Inflation In Practice $0.32 $0.71 $1.24 $0.82 $1.02 $2.14 2006 2008 2010 2012 2014 2016 CPC Price Over Time CPC Price Hochmanconsultants.com/cost-of-ppc-advertising/
  18. 18. Not dealing with the inflation of advertising costs means your profit vehicle won’t go as far. You must react to the market because the market is reacting to you whether you move or not. Click Inflation
  19. 19. /imˈpreSHən SHer/ Noun ADVERTISING Is the percentage of impressions that your ads receive compared to the total number of impressions your ads could get. “Our impression share dropped over time." Impression Share
  20. 20. IMPRESSION SHARE ELIGIBLE TRAFFIC MARKET SEGMENT How Impression Share Works
  21. 21. What Should Your Impression Share Be?
  22. 22. Combating click inflation and securing impression share. Where will the money come from? • Traditional Media vs Digital Advertising • Technology-Based Spend Efficiency • Cost Centers Budgeting
  23. 23. Optimization Drives Efficiency We leverage a blend of optimization tactics. CONVERSION OPTIMIZATION Based on the keywords ability to convert to a call, email, form submission, or e-commerce transaction REACH MAXIMIZATION ALGORITHM Based on algorithmic performance specific to the performance of the keyword-based on time of day, day of the week, etc. HUMAN-BASED OPTIMIZATION Tactics that allow for trending, pricing, trials, etc. All-encompassing framework that is scalable, accurate, and ever evolving.
  24. 24. Search Campaign Optimizations Optimization Algorithm Our technical component manages bid and budget adjustments on a micro level but at a macro scale. CSM Optimization Unique insights and strategy intervention with a human touch. We are here to make sure your goals are being met every step along the way. Change History LOCALiQ Tech “Hand-Managed” All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Target Changes 9.83K 99 3.5K 59 6.1K 1 62 13 All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Account Changes 297 14 93 26 135 1 15 13
  25. 25. The Future of Google Search
  26. 26. Proprietary + Confidential
  27. 27. Member Partner Premier Partner Education & Insights Product education & certifications Consumer insights reports Product betas Access & Support Account & technical support Advanced Google Ads support Executive experiences (Invitation only) Dedicated account support (Invitation only) Recognition & Rewards Competitions & rewards Promotional offers Partner badge Directory Premier Partner awards LOCALiQ is a top 3% Google ads partner in the US making them a Google Premier Partner
  28. 28. Proprietary + Confidential Proprietary + Confidential
  29. 29. Proprietary + Confidential Proprietary + Confidential
  30. 30. 8 billion 2017 Source: Gartner says 8.4 billion connected "things" were in use in 2017, up 31 percent from 2016 Connected devices
  31. 31. Connected devices 27 billion 2021 Source: Cisco says 27.1 billion networked devices in 2021
  32. 32. The increase in connectivity is having a dramatic impact on how we behave as consumers and how we interact with brands.
  33. 33. Proprietary + Confidential Proprietary + Confidential next day delivery next day delivery gifts next day delivery flowers next day delivery groceries next day delivery furniture next day delivery service next day delivery gifts for him There are billions of searches made on Google every day. 15% of these searches, we have never seen before. New surfaces and popularity of voice search are changing the way customers look for information.
  34. 34. Proprietary + Confidential Proprietary + Confidential 200% increase in search interest for "trading apps" And the pandemic has shifted and accelerated how and what people are searching... 200% increase in search interest for "places to visit near” 20x increase in search interest for "support local businesses" Consumer behaviors continue to change, with people turning to Search to explore, research, and plan more of their daily needs Source: Google Internal Data, 2021
  35. 35. Proprietary + Confidential Proprietary + Confidential The consumer journey is now more unpredictable than ever before, with more searches happening during discovery, research, and consideration. RESEARCH CONSIDERATION DISCOVERY 75% of US consumers have tried different stores, websites, or brands during the pandemic. Source: McKinsey 3 in 4 surveyed CMO’s said post-pandemic changes in consumer behavior will impact marketing strategies. Source: eMarketer
  36. 36. Proprietary + Confidential Proprietary + Confidential Retail was up almost 6% in 2020, the most growth in over a decade, with ecommerce up 44%. Source: Digital Commerce 360, 2021 80% of consumers who started shopping online in 2020 plan to continue doing so after the pandemic. Source: PWC, 2020 YouTube now has over 2 billion monthly logged in users watching over a billion hours of video every day. Source: Google Internal Data, 2020 77% of respondents say they used YouTube in 2020 to learn a new skill. Source: Ipsos Research, 2020 The pace of change was already fast. It will only get faster. COVID-19 has accelerated trends that predate the pandemic, many of which will continue when it’s over. The consumer journey is getting more complicated, with ecommerce and on-demand video growing. Organizations must embrace digital transformation, from product development to sales strategy to fulfillment.
  37. 37. Proprietary + Confidential Proprietary + Confidential Data and automation can ready businesses for new growth opportunities In a dynamic environment, businesses can capture demand and drive growth by delivering against what matters to their customers now. There is an opportunity to make marketing an agile profit center. Doing so requires automated solutions that make actionable sense of data and signals, in real time, and at scale. 81% of small to medium businesses increased their use of digital tools since the start of the pandemic. Source: SME Recovery report Advertising that makes use of data and automation to speak to what matters for consumers can drive an increase of 15% in purchase intent. Source: Rethinking Readiness
  38. 38. Proprietary + Confidential Proprietary + Confidential Be ready for what comes next As an essential partner, businesses are looking to Google for help with digital transformation and building resilience for the future. Google can equip businesses for the transformation needed to deliver results today and growth for tomorrow. To be ready, businesses must... Be privacy-first Invest with partners who are innovating for our privacy-centric world. Be data-driven Build a foundation for measurement based on 1st-party data, durable tagging, and informed modeling. Be agile Find growth by using automation to move faster and meet demand in real time.
  39. 39. Proprietary + Confidential Proprietary + Confidential Automated products that work together to find Search demand, optimize performance, and deliver best-in-class creative. Privacy-safe measurement powered by 1P data, conversion modelling, and new privacy-preserving technologies. Google has measurement and automation solutions to help businesses capture new growth opportunities and be ready for what comes next
  40. 40. Proprietary + Confidential Proprietary + Confidential $1 trillion In 2022 eCommerce will hit Source: eCommerce to hit $1T in 2022 where 7 out of 10 shoppers research a product on Google before they buy
  41. 41. Proprietary + Confidential Proprietary + Confidential Source: The Amazon Challenge 2020, base: all product buyers and purchase intenders of Consumer electronic products, n=4.515, laptop n=1.058, Smartphone n=1.479, TV n=1.178, Games console n=799 (weighted base). Q14: Which of these search engines, if any, did you use to investigate this product at any stage, from your initial research up to now? // Q15: Which of these websites or apps, if any, did you use to investigate this product at any stage, from your initial research up to now? Q16: On which of these websites did you watch online videos that influenced or informed your purchase in any way or at any time?
  42. 42. Proprietary + Confidential Proprietary + Confidential Changing Search Ecosystem
  43. 43. Proprietary + Confidential How we search Every search on Google is unique, because each is fueled by an individual user sending many unique signals. Optimizing for all of these unique signals, and the interactions between them, creates more complexity in account management. Automated targeting is the best solution to efficiently account for all available signals to improve performance. Query Browser Language Shopping Ad Format Location Search partner Remarketing list Purchase history Device OS Day of Week Time of Day
  44. 44. Search has evolved thanks to Machine Learning Smart Bidding Dynamic Search Ads Responsive Search Ads Optimized Ad Rotation Ad extension selection Data Driven Attribution
  45. 45. Proprietary + Confidential Proprietary + Confidential Top Signals Report Update The Top Signals Report highlights certain traffic slices that are predicted to have higher or lower conversion rates. These signals are shown for Smart Bidding strategies. We are moving to show queries instead of keywords to reflect how bidding models do not use keywords as a signal but rather the underlying queries. New Trumping Hierarchy Literal Matches to Keywords preferred for all Match Types Previously, only an exact match keyword that’s identical to the search term or the spell-corrected search term received preference in keyword selection. We are now launching a change so that also Phrase and Broad Match keywords that are identical to the search term or the spell-corrected search term are preferred over other keywords in the keyword selection process More information here! Search Query Report Update Show you more queries that meet our privacy standards in the search terms report for Search and Dynamic Search Ads campaigns. This data will now be shown in your reports for queries you received starting from February 1, 2021. This update can help you identify more relevant keyword themes, making it easier to optimize your ad copy, landing pages, and more. 2021 Improvements: Control and Transparency Launches Impact: Reinforce the message that our system optimizes by queries not match types. Impact: No need to keep exact and broad match keywords in parallel to route traffic to the ad group that has a keyword that exactly matches the user search term. Impact: Transparency in the queries your keywords are showing for.
  46. 46. Proprietary + Confidential Proprietary + Confidential One out of 10 search queries is misspelled, and new words are constantly being introduced, along with new ways to misspell them Thanks to advancements in deep learning, we now have a better way to understand spelling. In 2020, we announced a new spelling algorithm that uses a deep neural net that better models and learns from less-common and unique spelling mistakes. Our natural language understanding models look at a search in context, like the relationship that words and letters within the query have to each other. Our systems start by deciphering or trying to understand your entire search query first. From there, we look to see if your advertiser has a keyword for the query based on our overall understanding of what you’re looking for. For example, we can tell from the other words in the query “average home coast” that you’re probably looking for information on “average home cost.”
  47. 47. Proprietary + Confidential Proprietary + Confidential Summary
  48. 48. Proprietary + Confidential What did we learn? Connected devices have gone from 8B to 27B since 2017 15% of searches on Google are new everyday Consumer journey is now complex and unpredictable People are using Search to explore, research, and plan Brands need to embrace this digital transformation through privacy- first measurement and automation In 2022 eCommerce will hit $1 trillion where Google is the most used website for product research
  49. 49. Proprietary + Confidential How are you working with LOCALiQ to ensure your brand is prepared?
  50. 50. Proprietary + Confidential thank you
  51. 51. Final Thoughts
  52. 52. SEARCH IS MORE IMPORTANT THAN EVER & you’re probably not giving it the attention it needs.
  53. 53. THANK YOU

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