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How To Optimize Your Google Ads Strategy In 2022

Phone screen showing the Google Ads app

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We are all aware that Google is constantly updating its advertising platform. And as marketers, we need to prepare. It now offers a variety of services designed for both consumers and businesses. Google Ads will continue to grow in popularity in the digital marketing world as it becomes more user-friendly and has better targeting options for advertisers.

Interestingly, a recent study on the future of Google Ads found that several crucial changes are coming to the platform in 2022. Updates like ad/campaign types that interact with internet users efficiently, new optimal bidding strategies, more accurate conversion tracking, and many more. If you want to stay ahead of the curve and continue to see success with your campaigns, it’s beneficial to be aware of these changes and update your Google Ads strategy accordingly.

Google Ads Evolution: Throwback 2021

Person doing a Google search on laptop

In just a year, there have been a lot of changes done in Google Ads alone. It causes anxiety to some advertisers and business owners. While others excel and become more efficient. To understand Google Ads better, let’s look at some of the impactful updates on 2021 through this brief timeline.

January 7, 2021

Smart Bidding: New data exclusion controls

Google introduced data exclusions for Search, Shopping, and Display campaigns to ensure that smart bidding provides accurate data to set optimal bids.

You can benefit from it when you suddenly experience tagging or website issues. For example, when your website conversion tracking interrupts and has not recorded conversions for five days, you can factor out that date range through data exclusions to improve your report accuracy.

February 4, 2021

No More Broad Match Modifier

Google made a significant change to the phrase match and broad match modifiers. They want to make keyword match types more simple. The new phrase match aims at both accuracy and reach.

Here’s an illustration to better understand.

Keyword: “mover from NZ to AU” or +mover +from +NZ +to +AU

Before the update, you might get search results like “inexpensive mover from NZ to AU,” “NZ moving company that ships to AU,” and “moving services from AU to NZ.” But after the change, the new search query “moving service from AU to NZ” will not be included since it might be something irrelevant to you.

February 10, 2021

Search Ads: Lead Form

Instead of directing through a landing page, Google allows advertisers to use lead form extensions in the headline of your Search Ad. Meaning you can collect significant information from your customer through the lead form attached to your search ad without even asking the customer to visit your landing page. More convenience, more possible action.

February 18, 2021

Introducing Responsive Search Ads

It has been official that Responsive Search Ads, which started as Google action beta, is the new default ad type in the Google Ads platform. If you want to save time, implement RSA because it uses machine learning that helps you determine the best headlines and descriptions to reach qualified customers and grow your business.

March 4, 2021

Google Ads Mobile App

They made Google Ads handy. With that, you can manage your campaigns anytime, anywhere! If you are a full-time advertiser, you should be happy with this. You can monitor your work through your mobile device.

April 20, 2021

Organizing Smart Bidding Strategies

Sometimes, choosing the right automated bid strategy is confusing. So, Google addressed it by sorting Target CPA with Maximize Conversions and Target ROAS with Maximize Conversion Value. It is beneficial for you to reach your conversion and conversion value goals.

May 27, 2021

Engaging Search Ads

Before, a search ad was simply a text ad. But Google decided to add some visuals to it. With image extensions, your search ads become more compelling and engaging! It becomes easier to hook your customer to your ad and entice them to take your preferred action!

June 10, 2021

Video Action Campaign Optimization Score

Google noticed that a lot of advertisers are using video action campaigns. So, they brought this performance grader to marketers to help them optimize real performance benchmarks. It enables video advertisers to improve their video campaigns and get better returns.

August 31, 2021

Goodbye Expanded Text Ads

In this update, Google encouraged advertisers to use Responsive Search Ads for better performance with automated tools. They also announced that starting June 30, 2022, Expanded Text Ads would no longer be available. It is to deliver more suitable messages on Search effectively. They affirm that with RSA, you can increase your conversions by 7% on average at a similar cost per conversion with ETA.

September 30, 2021

Using Performance Insights With Enhanced Conversions

Google gave advertisers transitioning to first-party data broader tagging capabilities for more extensive conversion measurement, reporting, and optimization. Enhance conversions permit tags to utilize authorized, user-supplied information from your site to give a better picture of how people behave after the ad engagement. It can help you optimize your ads and target audience with tailored messages to increase conversions.

November 2, 2021

Welcome Performance Max Campaigns

Google is trying to improve its machine learning and automated features. Meaning smart bidding strategies are at their peak to make PPC easier and faster. Today, these are the top bidding strategies that you can use to increase your conversion rates, click-through rates, and impressions.

Implementation of Bid Management in 2022

Bid management

Google unceasingly improves its machine learning and automated features, including bid adjustment. Meaning smart bidding strategies are at their peak to make PPC easier and faster, especially if you have a limited budget. Today, these are the top bidding strategies that you can use for increasing conversion rate, click-through rate, and impressions.

Maximize Conversions

Drive as many conversions as possible within your budget.

Example:  XYZ Digital Agency sets a daily budget of $200 to drive as many conversions until it consumes the entire budget.

Maximize Conversions with Target Cost Per Action (CPA)

You target a specific cost for each conversion. Google Ads sets your bid automatically to drive as many conversions as possible.

Example: XYZ Digital Agency has an average cost of $50 for each lead. To drive profitable leads, set the Target CPA to $25.

Google Ads Bidding option - CPA

Maximize Conversion Value

Drive the most revenue possible within your budget.

Example: XYZ Clothing Company sets a daily budget of $300 to drive as many conversion values until it consumes the entire budget.

Maximize Conversion Value with Target Return On Ad Spend (ROAS)

You target a specific conversion value. Google Ads sets your bid automatically to drive the highest conversion value.

Example: XYZ Clothing Business wants to have $300 in revenue from a $100 ad spend. So, they set Target ROAS to 300%.

Google Ads Bidding option - ROAS

Maximize Clicks

Drive as many clicks as possible within your budget.

Example: XYZ Digital Agency sets a daily budget of $100 to drive as many clicks until it consumes the entire budget.

Target Impression Share

Focus on impressions on the Google Search Network. Target a specific % of available impressions.

Example: XYZ Digital Agency sets target impression share by 80% for it to show most of the time for the best digital agency keyword.

Portfolio Strategy

A portfolio bid strategy allows you to execute one bid strategy across multiple campaigns. It includes Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, and Target Impression Share.

By the way, we are not saying that manual bidding is already out of the picture. You can still use them if you prefer. But if you’re into efficiency and quicker turn-around time, you can implement the ads bidding strategies above.

Use These Google Ads Campaigns In The World Of Automation

Google Ads campaign types

Google recently published a blog about what advertisers should expect in Google Ads for 2022. It is a pretty good read. It gives you an idea of what types of campaigns will help you improve your PPC performance and help you achieve your business goal.

Performance Max campaigns

A performance max campaign is a goal-based campaign that aims to achieve the maximum possible performance for a given budget. It uses various optimization techniques to attain the best possible results for the advertiser. These techniques may include bid optimization, ad rotation, and placement targeting. It allows you to leverage every single ad placement option on Google Ads Network at once to reach your target audience.

Discovery campaigns

Google Ads Discovery campaign is a campaign type that allows you to reach people who are interested in your products or services, even if they have never heard of you before. It uses machine learning to target ideal customers who actively look for what you offer on Google feed. You can use it to target people based on their interests, activities, and recent searches and reach your campaign goals.

Video Action campaigns

Google Ads Video Action campaign is a way to drive customers to your website by running video ads on YouTube. Customers who see your video ad can take direct action by clicking on it. It is popular nowadays because of streaming and video marketing.

When you create a Video Action campaign, you need to provide some basic information about your business, like your contact information and the type of business. You also need to create a video ad and upload it to YouTube.

Smart Display campaigns

Google Ads Smart Display campaign is a campaign type that uses machine learning to target potential customers on websites and apps that partner with Google. You can use this type of campaign to show your ads to people who have previously visited your website, who have similar interests as your customers, or who are near your business. It is like regular Display campaigns, but it uses machine learning to target your ads more effectively.

Review Conversion Tracking And Implement Enhanced Conversions

Google Ads conversion tracking screenshot

Enhanced Conversion is a feature that automatically optimizes your bidding for conversions based on signals from your website and app. It uses data from your conversion tracking, including information like conversion value, past conversion rates, active user behavior, time of day, and device type. That’s why it is critical to make sure that your conversion tracking is set up correctly before implementing this.

It can help you get more out of your advertising spend by automatically adjusting your bids to help you get as many conversions as possible. It also allows you to filter vanity metrics and create an accurate search terms report with detailed insights. It can save you time and improve your return on investment.

Interestingly, there are three ways to set up Enhanced Conversions. Click on your preferred option for the step-by-step instructions:

  1. Google Tag Manager 
  2. Global Site Tag
  3. API Connection

Final Thoughts

Google Ads is constantly changing. And to stay ahead of the competition, it is necessary to update your Google Ads strategy regularly. We provided an overview of what to expect from Google Ads in 2022 and how you can optimize your campaigns using data-driven strategies for optimal performance.

If you have any questions or need help getting started, please do not hesitate to contact us. We would be happy to assist you!

Jeremy Adam
Certified Pay-Per-Click Expert
Former Company
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Jeremy Adam
Certified Pay-Per-Click Expert
Former company
About Author
Jeremy is a successful Pay-Per-Click (PPC) expert. He assists clients by providing amazing results on Google, Facebook, Bing or LinkedIn using a specific scalable and agile methodology. As a senior digital marketing manager and a paid advertising certified expert, he helps marketing managers, directors, and business owners achieve the perfect mix to gain pay-per-click traffic from multiple marketing channels.
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