Change.
It’s inevitable.
It is all around us in our daily lives. Personally, 2021 was a year of some big changes. I got married, moved, and started working for E/Power! As we have been moving through 2022, it has been fun thinking back and reflecting on how different my life was a year ago.
Google hosted an event called Google Marketing Live this week, and marketers worldwide were told about changes that will be coming in the future months.
Here is a brief recap of some of the changes that Google will be rolling out in the next few months.
More Automation
Automation is the future of advertising. As hard as it is for trained advertising specialists like me to let go of control, Google’s automation has been improving to deliver the right message to the right person at the right time. Now, it is important to note that implementing automation does not mean hands-off management, at least not here at E/Power! Automation is a powerful tool, and this tool still needs to be overseen by a person that truly understands a business’s goals, resources, and branding, to make sure that it is generating the desired results, staying on budget, and making other adjustments as necessary.
Google Analytics 4
The future of Google Analytics 4 is very exciting. It will learn the metrics that you consistently look at. Google will then use this information to build you a customized home page so that all of the metrics that are important to you are in one convenient location. The team at E/Power is hard at work prepping our clients for this transition!
Privacy
In a recent survey, 80% of individuals are concerned about the state of their privacy. People want agency over their data. There are four key areas that go into trusting a brand with information. They are security, transparency, control, and usefulness. Individuals want to trust that their information will be secure, they want to know how their information is being used, they want to choose the experience that is right for them, and they want ads that are relevant.
Display Ads
Display ads are a force multiplier. Campaigns that have both Search and Display ads running see 11% more conversions than when only Search campaigns are running. We love using a mix of advertising channels to generate the best possible results, and adding display ads to the mix is often a winning combination for our clients! In Q1 of this year alone, a multi-channel ad program that includes both search and display ads generated a 6.4 return on ad spend for one of our clients. That means for every $1 they spent, we generated over $6 in return! What could adding a display ad element to your ad strategy mean for your results?
Cross-Channel Shopping
Consumers are shopping like never before. Not only are they shopping like never before, but they are crossing channels. If you have been thinking about being on multiple channels, now is the time to do it. What does this look like? It means being on Search when a consumer begins his or her buying journey by looking for information about your product, being on YouTube with videos showing reviews or how to use your product, being on Maps so that customers know how to get to you and when your store is available and being on social media to enhance customer experience. When consumers shop across five channels, they have been shown to purchase 2x as many items and spend 2x as much as those who shop on only one channel. In addition, 70% of individuals make a purchase after seeing a product on YouTube,
Change can be hard. There are often growing pains, unlearning and relearning how something works, and finding the information you need. At E/Power, we are excited about the changes that are coming. We are excited to leverage these changes to continue to drive meaningful results for our clients.
