Based on last year’s trends and new features—as well as some upcoming data regulations—here’s what to expect from Google Ads in 2023:
- Broad match or bust. Google strongly suggests that you upgrade existing keywords to broad match to yield quality impression share and higher conversions. More data = better optimization. Still, you should closely monitor broad match, as it could produce overspend from irrelevant queries.
- More dependence on creative. In 2023, emphasize creative. Use high-quality images and videos for Display Network ad types (Responsive, Discovery, Performance Max) and set yourself apart by adding images to search ads.
- Privacy-focused management. Google—and the digital marketing industry at large—is moving to first-party data. On May 1, 2023, Google advertisers will no longer be able create similar audiences, even with first-party data.
- Less transparency to advertisers. Google’s automation and machine learning algorithms continue to be a mystery to advertisers. The challenge will be finding opportunities within these limitations.
Check out the full story over at Practical eCommerce.