Quickly Cause You To Miss Certain Aspects

As a marketer, you can already anticipate this by testing (even more) with RSA ad formats. Not convinced yet? We have already received messages that temporarily only RSA ads can be created in some accounts. Also, new functionalities such as dynamically inserting user locations in ad texts are only available for RSA ads. 4. Revenue-based bidding Google is going to put even more emphasis on value-based bidding. This means that Google wants to discourage strategies such as maximizing conversions or target CPA over time (yes, you read that correctly). For many e-commerce parties, this is not surprising news.

Cause You To Miss Certain Aspects

Smart shopping campaigns already do nothing but optimize for conversion value. But for lead generation advertisers, such a Google strategy can be more challenging. Because what is the value of those brochures that you send with smart bidding? Most B2B parties had a quiet Christmas period, so hopefully, you took advantage of this and started Afghanistan B2B List calculating your conversion value. Screenshot of SEA in Google. 5. Search without keywords Keywords will become less and less important. We are already seeing this in the important campaign variants such as Smart shopping and Dynamic Search Ads where no keywords are needed at all in the setup. In some cases, target groups are even superfluous. Also, the visible search terms in accounts were recently sharply reduced by Google. This makes it more difficult to exclude certain search terms with a low search volume.


You To Miss Certain Aspects

All these developments have in common that control is shifting more towards platforms such as Google or Microsoft. As a marketer, you lose the insight on which you previously based your reports. In order to remain relevant, as a pure SEA marketer, you will have to broaden your knowledge. For example, immerse yourself in enriching your customer data, so that you can base valuable personas on it. Fortunately, these are things that the tech giants (still) know less about! 6. First party dates Your remarketing audiences are starting to dry out as browsers are deleting cookies faster and faster. How do you ensure that you (legally) build up a good image of your customer? The answer is simple. You need to make more use of data that you (or your customer) always had at your disposal. By this I mean customer data from a CRM system. We all know that it can be valuable to combine online and offline data, but the ‘cookieless era’ makes this a necessity.

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