Surprising Current Innovations of Google Ads

In this article, I will confidently explain some groundbreaking innovations that Google Ads has developed and published in 2022. Let’s examine each of these innovations in detail.

1. The shutdown of Smart Shopping Ads, also known as Smart Shopping, has been confidently executed.

By implementing this change, Google is confident that the Performance Max campaign will be utilized more effectively. To take advantage of Smart Shopping Campaigns, setting up the Performance Max campaign is necessary. However, it’s important to note that the Performance Max campaign is not a campaign type specifically designed for shopping ads.

Starting in July 2022 and continuing until September 2022, all shopping campaigns will be automatically converted to the Performance Max campaign, allowing for improved performance and increased efficiency. This process will occur seamlessly, but if your account is prepared, you can manually upgrade your campaign for even greater results. To ensure optimal campaign performance, it is essential to include the following elements:

• More Advertisements
• Image
• Video

The Performance Max campaign is highly effective in covering all of Google’s inventory, including Search, Display, YouTube, Shopping, Discover, Gmail, and Maps.

You will find below a video that contains comprehensive details about the automatic transition of Smart Shopping Campaigns to Performance Max.

2. Data Driven Attribution Data-Driven Attribution Model Now Available to Everyone

Conversion attribution models are essential tools for advertisers to measure conversions accurately. With the use of an attribution model, we gain a deeper understanding of which ad or ad platform users interact with, resulting in significant benefits for our clients.

Let me illustrate the attribution model with an example. Imagine a user provides 3 clicks to perform a conversion action, specifically a purchase. The 1st click is from our Google A campaign, 2nd from B campaign, and 3rd from our C campaign. Let’s assume that the user’s 3rd click on the purchase is from campaign C. If we use the Last Click attribution model, campaign A (or ad group) will not receive credit for this purchase because campaign C won as the last click. However, when we switch to the data-driven model, the Google algorithm will track these clicks along with the user’s touchpoints (behaviors) and transfer credits to conversions from the ad. In this case, the “credit/conversion ratio” of 1/3 or 0.33 will distribute the credits among the campaigns, ad groups, ads, or keywords involved in this sale. Therefore, this example can be viewed in terms of campaigns, ad groups, ads, or keywords.

To put it simply, the topic of attribution models is a separate matter, and with the recent statement from Google, anyone can confidently utilize the data-driven attribution model that relies on data.

3. Bidable Conversions Coming to Search Ads and Extensions

From July 8, 2022, Google will automatically add conversions to search ads and certain extensions, referred to as “Call clicks from ads”. This feature will enable us to effectively track phone calls resulting from Google ads as separate conversions within campaigns, ensuring greater accuracy in our reporting and analysis. Rest assured that we are continuously improving our tools and capabilities to provide you with the best possible results for your campaigns.

With the new feature of automatically adding smart bidding strategies, conversion tracking is made even more powerful. To access this feature, simply go to Tools/Conversions and click on “Edit” for the “Call clicks from ads” conversion. From this screen, you can easily view and activate the smart bidding strategy to make the most of your advertising efforts.

If you are confident that the new automatic conversion feature is not what you need and will not benefit you, you can simply delete it under Conversions.

4. Some Smart Bidding Strategies Are Renaming

The long-familiar names of Target Cost Per Acquisition (Target CPA) or Target ROAS* (Target ROAS) are changing as of July 2022. (For some accounts, this change has already happened.)

• Target CPA new name Maximize Conversions
• Target ROAS new name Maximize Conversion Value

Great news! This change will currently apply to search campaigns at the campaign level. And that’s not all, there are already plans to update the proposals created in shared libraries and change their names in 2023.

We can absolutely still utilize Target CPA. However, we will need to access it through an indirect route, which is demonstrated in the images below.

*ROAS: Revenue from advertising spend.