You're undoubtedly aware that paid advertising is essential for gaining visibility on the internet, especially in the digital marketing sector where competition is fierce.

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Natural search engine optimization (SEO) alone is not enough to stand out. That’s where Google, a major player in this market, comes in. Beyond being the most used search engine in the world, Google offers advertisers increasingly innovative services tailored to their needs.

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Google Ads is part of this and regularly offers updates and new features.

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On Performance Max Campaigns

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Since November 2021, Performance Max campaigns have been available to all advertisers. These campaigns aim to increase conversions across all of Google's advertising channels including Search, Display, Discover, Gmail, YouTube, and Maps.

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This year, Google is introducing new features for Performance Max campaigns. The goal is to enable advertisers to more easily acquire new customers and better understand the performance of various campaigns.

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One new feature is the implementation of a new customer acquisition goal. According to Google, "This option was previously available for retailers using Smart Shopping campaigns and is now extended to more advertiser goals in Performance Max."

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Practically, with this customer acquisition goal, you can:

• Bid more for new customers rather than existing ones in your database
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• Or focus your optimizations only on new customers while ensuring your profitability.

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Arrival of new insights on your Insights pages

In your Performance Max campaigns, you will be able to find:
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• Insights about interests: thanks to the information you gather on consumers, you will see the most effective and relevant search themes for your campaigns.
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• Insights about your assets: you will be able to better understand how your images, videos, and texts resonate with your customer segments.

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Note that these new features will be rolled out in the coming weeks, and this is for all advertisers, so a little more patience is needed.

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The End of Similar Audiences

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From May 1, 2023, it will no longer be possible to directly target similar audiences (or lookalikes). Introduced a few years ago, these will be replaced by "more powerful and sustainable" audiences, in other words, more automated. This update will not take place immediately, it will be implemented in 2024.

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This abandonment is mainly due to the implementation of new online privacy rules. Therefore, from May 1, 2023, these similar audiences will no longer be able to be added to new advertising campaigns or new ad groups, nor used for targeting and reporting. They will completely disappear in August 2023.

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Google emphasizes respecting user privacy and assures that these audiences will allow for reaching more qualified targets.

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Quality Score (Keyword) is not a Performance Metric

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Going back to basics, the Adwords Quality Score is a numeric value assigned to a keyword from 1 to 10. This number indicates the relevance of the combination of your keywords, your ads, and your landing pages. The lower the score, the more you pay per click. The higher the score, the less you pay per click.

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In other words, a high Adwords quality score not only reduces the cost per click but also better targets the ads. In fact, the combination of ad extensions, bid, and quality score makes up the ad ranking equation.

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Why should you pay attention to Quality Scores?
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To gain a better understanding, it's important to look at things from an ROI perspective. Here are a few points to consider:
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• Improving your quality score can lead to a reduction in your cost per click
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• This reduction in cost per click can then result in a lower cost per acquisition
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• Ultimately, lowering your cost per acquisition will help you save more money.

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Not only does improving the quality score reduce the cost per click, but it also allows you to reduce your CPA (cost per acquisition), which is significant when you are looking to perform well.

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New Advertising Assets for Verified Advertisers

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One last novelty expected in 2023: the presence of new advertising assets on Google Ads announcements. For now, this only concerns verified advertisers, but this could potentially evolve. This means that on the search engine results pages, the company's name and logo will be associated with their ads. The goal is to better protect their brand name against competitors.

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This new feature should offer advertisers better visibility, as the ads will be more visually attractive and thus more effective. By doing this, Google also hopes to limit fraud and identity theft.

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Considering the various new features listed in this article, one observation emerges: the management of advertising campaigns is becoming increasingly automated. This also implies more data collected and exploited by Google, so it's essential to properly set up your campaigns to achieve your conversion goals.

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