The optimal place to focus your digital marketing efforts is where you can reach your audience most effectively.
Google alone dominates search. This makes it the place to be, in order to drive business growth and success.
Google Ads is an ever-evolving platform, introducing updates to enable you to reach your target audience.
In this blog post, we’ll discuss the latest updates and their impact on ad campaigns in 2023.
We’ll also share tips on making the most of these changes to get the best campaign results.
So, let’s begin!
Here are the top Google Ad updates you need to know about in 2023:
1. Google Ads Will No Longer Support Similar Audiences
Google is changing search ad campaigns. They will no longer support Similar Audiences.
Since its inception nearly a decade ago, Similar Audiences has been the cornerstone of Google Ad campaigns.
In November 2022, Google announced that it will be unavailable for addition to new campaigns and ad groups by May 2023.
By August, it will be removed entirely from all targeting campaigns.
This update is an opportunity to explore new strategies that can help you reach the right audience with the right message.
You’ll also need to focus more on optimizing campaigns for better results.
PRO TIP: Update your audiences ahead of the transition to position yourself to better absorb the impact of the change. Start relying on first-party data from Customer Match to build new campaign audiences.
2. Third-Party Cookie Deprecation Pushed to 2024
To protect user privacy, Google stated in January 2020 that third-party cookies in Chrome would be eliminated by 2022.
This update is a response to increasing pressure from regulators and privacy advocates to protect user data and behavior.
However, the move caused concern because Google Ads have been a critical source of third-party data for many years.
Since then, Google has been developing cookie-free tracking and advertising alternatives.
Due to their ongoing need for testing and implementation, Google has pushed the initial date to 2024.
The deprecation of third-party cookies will impact user targeting, as well as campaign measurement.
You’ll need to start making changes now and ensure that your campaigns are not affected when this update takes effect in 2024.
This decision will give you more time to investigate alternative techniques for user data tracking.
PRO TIP: Get creative with new ways of collecting first-party user data. Leverage the power of third-party data for as long as you can.
3. Text-to-Speech Voice-overs for YouTube Ads
Advertisers must have various options when seeking to match their brand voice.
However, scripting and recording authentic voice-overs for marketing are resource and time-consuming.
In July 2022, Google announced an update enabling advertisers to use text-to-speech voice-overs in ads.
Text-to-speech technology has been around for a while, however, this is the first time it has been applied to YouTube Ads.
Google examined 5,000 YouTube advertisements to create seven distinct voices.
This new feature makes it easier for you to create engaging and effective ads with natural-sounding voices, without needing expensive voice actors.
It also enables you to reach a wider audience and get more viewer engagement.
You can access this functionality within the Google Ads asset library, which utilizes artificial intelligence to convert text scripts into voice-overs.
Learn more about YouTube Ads and other digital marketing trends for 2023.
4. Highlighted Business Names and Logos
Small-to-medium businesses often need help differentiating themselves from their competition on SERPs.
Google has taken a step towards enabling the creation of verified business names and logos that are highlighted.
Only verified advertisers on Google Ads will be able to access new assets, which are visually appealing on Ads, and aid in improving ad performance.
Google aims to combat impersonation and fraud with this update. To be able to use this feature, you’ll need to go through a verification process audited by Google.
5. New Voiceover Characteristics for Video Ads
To address the rise of TikTok and other short-video platforms, Google has announced multiple features and updates.
One such feature enables you to add voice-overs to video ads without extra editing.
Google Ads with voice-overs have seen a sharp 25% increase in ad recall and reduced Cost Per Conversion by nearly 50%, compared to ads with no voice-overs.
You can also select from eight different voices, listen to previews, and edit ads right from Google Ads without involving third-party editing software.
6. Performance Max Campaigns
Earlier in 2023, Google introduced its newest ad campaign type, Performance Max.
It optimizes ad campaigns across search, display, and shopping ads and enables businesses to better target prospects and buyers.
Performance Max campaigns give reach across new ad places, such as Google’s Discovery feed.
It enables you to boost conversions with a reduced Cost-Per-Acquisition, without having to manage more campaigns, due to increased reach, placement, and automation.
Performance Max campaigns also need more user data, as well as a budget before they can operate effectively.
You can operate this campaign on any budget, on average. However, marketers see better results when they spend within the $100-150/day range.
7. Expanding Smart Bidding Campaigns With Broad Match
Google Ads has announced an update that enables advertisers to expand Smart Bidding campaigns with Broad Match.
This will enable you to reach more prospects and improve ad performance.
Advertisers can set up Smart Bidding campaigns using Broad Match as the primary bidding strategy.
This will enable you to get better results from ad campaigns by targeting the right audience at the right time.
Broad Match keywords produce high-quality impressions and better conversions as time progresses.
Integrating Broad Match with Audiences enables you to optimize Smart Bidding further.
PRO TIP: By using Smart Bidding with Broad Match, you run the risk of overshooting your budget. Ensure that you don’t overspend on irrelevant queries.
Learn how we managed $1.5 million in ad spend for a Fortune 500 Company.
8. New Competitor Advertising Insights on SERPs
In 2021, Google said it would open up its advertiser verification programme.
This was to enable users to see who was targeted on & off SERPs, with added transparency.
Google announced My AdCenter in October 2022, helping users better understand how marketers reach and target them.
‘Advertiser Pages’ is one of the features of My AdCenter. Here, you can view every other advertisement that the advertiser has run over the previous 30 days.
You can also filter search results only to show text, video, or picture. With the new Google Ads update, you get insights into competitor ad campaigns.
9. A Broad Match Beta Test Leaves Us…Uncertain
In October 2022, Google launched a restricted beta program that enabled broad keyword targeting at the campaign level.
They have been persistent with the new Broad Match combined with Smart Bidding. So, is a world without keyword match types possible?
Well, Google has confirmed in an official statement that match types will remain.
Everything In A Nutshell
Google Ads is evolving constantly, and the latest updates have made it easier to create effective ad campaigns and get ranked higher on SERPs.
Understanding every update on Google Ads means knowing when it will be rolled out, and why it is being implemented.
It pays to keep your ear to the ground and stay ahead of your competition by adapting to change, first.
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As a Google Premier Partner, Grazitti’s digital marketing wizards enable businesses of all sizes to drive growth with Google Ads.
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