SEA (acronym for Search Engine Advertising) or paid referencing aims to improve the positioning of your site on the first pages of search engine results and maximize traffic there. This marketing strategy also aims to establish the visibility and in the process the notoriety of your sign or your brand. But changes have been made by Google for the year 2022 concerning digital advertisements…
Google Ads to boost your advertising campaign
About 7 billion queries are made every day on Google: this represents the searches carried out by 93% of Internet users. They constitute an incredible number of future customers who need to be won over and retained. To do this, buying advertising space on the Google Ads platform is one of the solutions available to you. You will thus be able to see your advertising links appear on the first pages of results, with the difference that they will be accompanied by the mention “sponsored ad”.
But to be able to face the competition, it is important to outbid the keywords most requested by Internet users. To ensure the sustainability of the positioning of your site on the results pages, you must associate SEA with SEO. The latter is a time-consuming process, but it is complementary to the former.
The SEA and the new trends for 2022
SEA is the ideal technique for companies wishing to make themselves known as soon as possible, or those who want to test the interest of Internet users in a new product or service soon to be marketed. It can also be set up for certain times of the year, such as Valentine’s Day, Mother’s Day or summer for example.
Reinforced personal data protection, a priority
For the year 2022, Google has focused on protecting the personal data of Internet users so as not to contravene the General Data Protection Regulations (GDPR). The latter was strengthened in April 2021 after it entered into force on May 25, 2018. Penalties for non-compliance with the GDPR can be quite severe.
Google, for example, was forced to pay €150,000,000. You should know that 3 control points are prioritized by the CNIL (National Commission for Computing and Liberties) control body, i.e. unsolicited commercial prospecting whether by fax, email or telephone, use of tools for monitoring people in telework by employers insofar as these may infringe the privacy of employees, and the use of cloud computing.
The transfer of data to countries outside the European Union may be subject to security problems or to different rules, thus exposing the personal data of Internet users to misuse. It is therefore imperative for websites to ensure that the personal data of their users is protected, that they comply with the use of tracking and that they guarantee the cybersecurity of their information.
Third-party cookies are gradually being abandoned in favor of first-party data in order to comply with new regulations relating to the protection of personal data and their confidentiality, which have become much stricter. This first party data offers you the advantage of accessing information only available to your company.
Unrecognized by brands that do not use all the possibilities, they nevertheless allow you to create a relationship of trust with customers, thanks to a more personal approach. Indeed, by integrating them with Google Ads, you will be able to develop a more targeted marketing strategy, but also favorable to retargeting.
According to studies conducted in collaboration with the Boston Consulting Group, the results obtained by companies that use proprietary data see their revenues increase by 2.9 times and their expenses decrease by 1.5 times.
The automation of advertising campaigns gradually encouraged by Google
Among the SEA trends of 2022, the automation of advertising campaigns is strongly encouraged by Google. The search engine already offers several automation mechanisms. Dynamic Search Ads or dynamic Search Network ads have the advantage of generating ads by directly targeting landing pages, and increasing the conversion rate of your customers.
RSA responsive ads are also part of the tools used in the context of paid referencing. Google now requires that among the ads in a group, one of the RSAs is redirected. In order to adapt them to the different profiles of Internet users, Google’s machine learning varies the formats to determine those that generate the highest conversion rate. In this context, the addition of Ad Extensions allows Internet users to directly reach the ads that correspond to them thanks to the additional information and the sitelinks that are added to them.
So, since June 2022, Google has ended the possibility for digital marketers to produce text ads with the aim of evolving at the same time as the way Internet users make their queries. It is in this context that Google favors automation. Josh Colbeck published the results of a 2019 A/B test in Econsultancy showing that expanded text ads weren’t as effective as RSAs.
The automation of Google Ads campaigns is therefore inevitable. The replacement of ETAs by RSAs led Google to promote Google Performance Max. As its name suggests, the objective of this campaign is then to allow advertisers to use only a single campaign, instead of having to go through all the Google Ads inventory before finding the one whose performance is optimal.
More refined analyzes for higher performance
In terms of performance, advertisers do not necessarily have the necessary tools to measure it. However, the analyzes of the results are essential in order to know the trends of the market, but also to know if a product or a service put on the market is competitive compared to the competition.
This information can be obtained on Google Merchant Center, via the “Insights” page. To go further, more advanced features have been added so that advertisers can have statistics on current topics that arouse the interest of Internet users, on trends in various fields, whether in the sector of fashion, technology or a niche product and which could lead them to buy.
Having this data is essential to readjust the content of advertisements to improve the conversion rate, taking into account the browsing behavior of potential customers.
From Trueview campaigns to action video campaigns
Youtube is one of the social media that attracts an ever-increasing number of visitors. Internet users spend more than 1 billion hours watching videos every day. Figures that are undeniable in France, since nearly 64 million unique monthly users visit Youtube daily. They can then see product images appear on the advertising videos they watch. These are TrueView for Shopping campaigns that aim to entice visitors to purchase.
Note that since April 25, 2022, with the automation obligation put in place by Google, they are automatically transformed into video campaigns for action, a format that E-merchants appreciate because of the performance recorded. Almost 80% of people who watch videos on Youtube say they succumbed to the temptation to buy after seeing an ad there.
By confronting the very versatile behavior of consumers, the SEA continues to evolve and readapt for always optimal performance.. But for advertisers, keeping a permanent watch is imperative in order to be able to react in time to the changes that are regularly made on Google Ads.