Digital marketers continue to invest in digital ads to reach and engage consumers. As you plan your 2022 Google Ads strategy, keep in mind these trends:

Google Ads Model Shifts to Effectiveness – Advertisers usually rely on efficiency (low cost per lead) rather than effectiveness (new customers and revenue). To win, advertisers must keep the customer at the center of PPC campaigns. With Google Ads, you can integrate your CRM with Google Ads or pass data back manually. While high quality leads are usually more expensive, customer acquisition costs will decline as the leads become customers and bring revenue.

New Data Restrictions – Google Chrome plans to phase out browser cookies by 2023 to protect consumer data in compliance with the European General Data Protection Regulation. This reduces the data you can use to run campaigns but customers prefer brands that protect their data and respect their privacy. Use these methods instead to target Google Ads.

First-Party Data – It’s legal, ethical, and acceptable to use first-party data, which your marketing team directly collects such as names and email addresses of people who fill out forms or contact you through your website, people who created accounts, made a purchase, etc., and existing clients, customers, partners, or leads. You can attain first-party data using Google Ads, chatbots, newsletter/mailing list sign-ups, and Google click IDs.

Compelling Offers – As data access shrinks and targeting becomes less precise, advertisers need to go back to the basics, which means examining and refining your offers consistently. Which offers are converting and which could use an update? Are you accounting for seasonality, audience fatigue, new competitors, changing consumer behavior, and other variables? Your offer must benefit your audience.