Other strategy in Google Ads?

Changes have been made to Google Ads that give you new options. Are you going to adjust your strategy accordingly, hoping for more results, or will you continue on the same path with campaigns that have been performing for years? To help you make this decision, here's an overview of the most important changes.

1. Performance Max

Performance Max is Google's new – all-in-one – campaign type that uses AI (artificial intelligence). You manage all Google advertising channels in one campaign, for example Search, Youtube, Video, Maps, Gmail and Discovery. By adding so-called 'assets' that are available for all channels, Google ensures that your ads are shown where your potential new customer is on the web at that moment.
Performance Max has one drawback: you have less control over the performance of your campaigns (add negative keywords yourself and extensive insight into the results of the campaign, such as placements and search terms).

2. Good content

The new campaign types are increasingly forming a 'black box'; you have less control over where and when advertisements are shown. It is then of vital importance that you distinguish yourself as a brand and position yourself with good videos, banners and texts. Of course you want to prevent Google from developing a video that does not suit you.

3. Universal Analytics stops

As of July 2023, Universal Analytics will stop. Successor Google Analytics 4 uses AI to provide better insight into the (expected) high-performing target groups and less-performing target groups and their characteristics. Do make the switch as soon as possible to start collecting data now.

4. Product feed optimization

Optimizing the product feed based on conversion data is becoming increasingly important. How do you deal with products that are doing well and how do you get the most out of products that are currently standing still? A possible classification is: Champs (runners), Losers (low turnover, high costs), Potentials (few impressions, high potential) and Talents (new products, no data).
With tools such as Channable, you can easily adjust your campaign based on ROAS, conversions and clicks. Keep in mind the 80/20 rule: 80% of the turnover often comes from 20% of the product range.

5. Cookies

It looks like the cookies will still exist in Google Chrome in 2023. The so-called 'Privacy Sandbox API' is expected to be rolled out next year, after which the use of cookies will really be a thing of the past in 2024. So keep a close eye on what is happening in this area to prevent your campaigns from suddenly underperforming.