Google executives share Google advertising vision and strategy

Google hosted its annual Google Marketing Live event on May 24, 2022.

A highlight of the event was forecasts for the future growth of Google Ads.

Q1 at Google Earnings Conference Callthe company touts a 24% year-over-year increase in search revenue.

John Nicoletti, VP of Worldwide Product and Sales Activation at Google, moderated a session on planning the future of advertising growth.

He shares two key components that make advertisers stand out:

• Go All-In on Automation to Improve Search Performance
• Grow your business on new channels

“The opportunities for growth and innovation are constant,” Nicoletti said. As technology evolves, so do consumers. As a marketer, it’s critical to stay ahead of the curve and act now.

Boost your search strategy

According to Nicoletti, “Over 80% of advertisers are using automated bidding in Google Ads to free up time while improving performance.”

In his conference, he declared that the “triad” of search automation includes the following key components:

• Broad match keywords: By keeping your keyword matches broad, it allows you to cast a wider net on relevant searches.
• Responsive Search Ads: Responsive search Advertising helps deliver the right message to the right customer and allows you to scale faster.
• Smart Bidding: No need to manually control each individual bid. Smart Bidding considers each individual search and user to bid accordingly based on your campaign goals.

Diversify channels to find more customers

While search is a great way to attract users who are ready to take action, maintaining a search-only strategy can limit your growth opportunities.

Nicoletti specializes in Performance Max + Value-Based Bidding to easily scale your work and reach your clients wherever they are.

a part of Performance maximum The advantage is that your ad will show outside of search engines. You can now contact customers by:

• Display Network
• YouTube
• Mail
• map

A case study supporting Performance Max resulted in a 13% increase in total incremental conversions at a similar CPA.

Nicoletti emphasized that any advertiser can easily get started with Performance Max. This type of activity can be initiated even without strong creative abilities.

generalize

Change is constant and will only continue to change faster.

Advertisers need to go beyond capturing today’s needs. Focus on forward-looking strategies. Nicoletti recommends that you focus on building your brand to create the demands of tomorrow.

“Become Edison. Take action now to differentiate yourself,” concludes Nicoletti.

source: Google Marketing Live

Featured Image: IB Photography/Shutterstock