Latest Google Ads Updates: What SMBs Need to Know
Hey there, business owners! Ready to amp up your Google Ads game? Here are the hottest updates for July 2024, all tailored to help your e-commerce and service-based businesses thrive.
Enhanced Conversions for All
Google Ads has rolled out enhanced conversions to all advertisers. This tool helps track user behavior across devices without relying on third-party cookies. It's a game-changer for understanding your customer journey from the initial click to conversion, all while keeping data privacy intact (WordStream) (WordStream).
What You Should Do:
Start collecting first-party data like names, emails, and phone numbers from your site.
Use Google Tag Manager or the Google sitewide tagging to set up enhanced conversions.
Performance Max Campaign Updates
Google is auto-upgrading Smart Shopping campaigns to Performance Max. This means your campaigns will be more integrated, leveraging AI to optimize across all Google channels like YouTube, Display, Search, Discover, and more (WordStream) (Claire Jarrett).
What You Should Do:
Familiarize yourself with Performance Max and use the self-upgrade tool provided by Google.
Keep an eye on notifications from Google about the upgrade process to ensure a smooth transition.
Data-Driven Attribution
Starting this month, Google Ads is shifting all eligible conversion actions to data-driven attribution. This model uses machine learning to better understand how each touchpoint contributes to a conversion, giving you more accurate insights into your ad performance (WordStream).
What You Should Do:
Review the data requirements for data-driven attribution.
Experiment with the new model and see how it impacts your campaign performance.
Third-Party Cookie Phase-Out Delayed
Google has once again delayed the deprecation of third-party cookies in Chrome to the second half of 2024. This gives you more time to adapt to a cookieless future by enhancing your first-party data collection efforts (WordStream) (Claire Jarrett).
What You Should Do:
Invest in first-party data collection methods.
Get familiar with privacy-safe features like enhanced conversions and Google’s new Consent Mode.
Text-to-Speech for YouTube Ads
Google Ads now offers a text-to-speech voice-over tool for YouTube ads. This AI-powered feature converts your written script into natural-sounding speech, saving time and resources on video production (WordStream).
What You Should Do:
Explore this tool in the asset library of your Google Ads account.
Experiment with different voice styles to find the one that best matches your brand.
AR Beauty Ads
If you’re in the beauty industry, Google Ads now supports augmented reality (AR) ads. This feature allows users to virtually try on products like lipsticks and eyeshadows, enhancing the shopping experience (Claire Jarrett).
What You Should Do:
Set up a Merchant and Manufacturer Center account if you’re eligible.
Incorporate AR ads into your Google Shopping or Performance Max campaigns.
By leveraging these updates, your SMB can stay competitive and make the most of Google Ads. Keep experimenting with these new features, collect valuable data, and optimize your campaigns to drive better results.
For more tips and personalized advice, reach out to us at Daily Digital. We're here to help you navigate the ever-evolving landscape of digital marketing. Happy advertising!