Google can now simply explain why the CPA has risen or the CPC has fallen. Now that Google understands and can translate trends and developments within its own systems better and better, the question is where we as marketers can add value. Fortunately for you, I do have an idea that I’ll tell you more about later in the ‘ first party data’ trend. 2. COVID is turning the marketing landscape upside down In March we all thought that COVID would only keep us at home temporarily. Nothing turned out to be less true. Many companies had to reinvent themselves to offer their customers a comparable online experience. This transformation will accelerate the total digital transformation we were in. Marketing teams are forced to shift to online. It is now up to you as a specialist to onboard this new batch of marketers with valuable offline knowledge as quickly as possible . Are you not a specialist but a CMO?
It Is the Joint Conclusions
Then internal retraining of your employees should be a priority in 2020 and 2021. Will the stores open again soon? Then you will enjoy the benefits of synergy between your offline and online efforts. Also read: Take your SEO to the next level with SEA (yes really!) 3. Improved RSA customizers and reporting Responsive Search Ads (RSA) differ UK WhatsApp Number List from the well-known Expanded Text Ads (ETAs) because they have not three but fifteen headlines and four instead of two descriptions. Google Ads automatically tests different combinations in ads over time and learns which combinations perform best. Visual explanation Google on how Responsive Search Ads works. Visual explanation Google on how Responsive Search Ads works. Google and Microsoft have invested heavily in these RSAs in 2020. This allows you to use more dynamic fields and improves reporting .
Is the Joint Conclusions
This kind of focus on certain product developments gives us a good idea of the path Google will take in the future. Did you know, for example, that Expanded Text Ads could temporarily no longer be created in some accounts? A clear signal that Google wants to get rid of our beloved ETAs in the long run. So the question at this point is not whether you believe in this. The question is: have you already run a test with an RSA only campaign in 2020? 4. LinkedIn targeting within Microsoft Ads You would almost forget it in the midst of all the Google violence. But Microsoft is certainly not sitting still. For example, this year Microsoft added LinkedIn targeting to their Microsoft Ads capabilities. Extremely interesting for all B2B marketers and a clear response to the B2B audiences within Google Ads. 5. Custom audiences available to everyone Audiences based on first party data are essential now that more and more browsers delete cookies so quickly. For example, my colleague Tijen wrote a blog earlier this year about the battle for your data and how you can still bake something from your cookies .