Top 6 Google Ad Trends 2023: Uncover Key Insights for Digital Marketing Success

Stay ahead in the dynamic world of Google Advertising with our latest insights, where we reveal the top 6 trends for 2023. Learn how to adjust your strategies to capitalize on these emerging developments and gain a competitive edge in the digital marketing arena.

In the ever-evolving landscape of digital marketing, Google Advertising stands out as a dynamic arena. As technology continues to advance, we at Take Flight Marketing aim to equip fellow marketers with essential insights. In this blog, we unveil the 6 most recent Google Ad trends and offer guidance on adjusting your strategies to capitalize on these developments. Stay ahead of the curve with the top 6 Google Ads trends to watch in 2023:

1. The ever increasing importance of First-Party Data: 

Privacy equals power on the web. That’s why many online entities are finally increasing their focus on user privacy. First-party data has become more important and more valuable than we have ever seen it before. This data is collected from subscribers who have opted-in to receive personalized communication. Data may include a user's browsing and purchase history, their top categories of interest, if they’ve abandoned their cart, and more. And that same information powers lifecycle marketing campaigns and can also be leveraged across other channels, allowing advertisers to create more targeted and personalized ads than ever before. Kind of makes you think before you hit that ‘subscribe’ button, right?

2. AI and Machine Learning

Did you know that 15% of daily Google searches have never been searched before? It’s almost hard to imagine the amount of new information streaming everywhere, everyday. Advertisers are leveraging new tools like AI and machine learning to reach their audiences, wherever they may be, quicker and more effectively. Tools like Google Lens, smart bidding, and broad keyword strategies, allow advertisers to provide relevant answers to their audience’s ever-changing and unique questions. It’s the wave of the future.

3. Automation Continues to Grow

Automation does two things: drives better results for advertisers and lessens the load when it comes to account management. 

So what’s the catch? There is a certain lack of control and insight to be aware of. Remember that automation is great as long as you can maintain a certain level of control and strategy alongside it. Take calculated risks. 

Is this like Crockpot for advertising? While we all love a good ‘set it and forget it’ solution, a campaign run solely on automation will typically not perform as well as a campaign that’s closely monitored. Instead, evaluate the performance of these campaigns and leverage the insights you have to continually optimize for maximum performance.

Just because the technology exists doesn’t mean it’s here to solve all of our problems. And as much as it seems like we and our tech become closer everyday, it’s important to remember that the automation and technology in this world is only as good as the information we feed it. Maintain those good ingredients (good data) and you will maintain a good performance. 

4. Google Performance Max, as in Maximize

It’s here: Smart Shopping. While Google Performance Max has many capabilities, online (and offline) shopping are among the most popular with advertisers. Google transitioned Smart Shopping and traditional Local campaigns (not including Local Search Ads and Local Inventory Ads) to Performance Max. Making not leveraging PMax an absolute fail for any advertiser looking to increase conversion.  PMax features essential feeds for advertisers, especially those  looking to continue the success they saw with Smart Shopping.

What makes PMax so great? Their one and only focus is on finding an audience that is ready to convert with your product, no matter which channel that person is using in the Google ecosystem. This is achieved through AI-driven optimization. We’ve seen a lot from AI lately but when it comes to sales and conversion, Performance Max campaigns are one of the most impactful we’ve seen to date. 

In short, here’s what PMax can do for you:

• Maximize your reach

• Drive traffic and sales

• Uncover insights and trends

5. Video advertising continues to gain popularity with no signs of slowing down

We’ve talked about how popular video ads are before. But it’s no surprise, the real king of video is of course, YouTube. As the second largest search engine in the world (only second to its parent company, Google.com). What sets YouTube apart is its ability to offer such diverse content to a very vast audience - this is the stuff advertisers dream of.

eMarketer shared this recent datapoint: YouTube ad revenues are expected to surpass $8 billion in 2023, accounting for more than 15% of Google’s gross ad revenues. 

YouTube advertising allows brands to reach potential customers through video and banner ads, which can be displayed before, during, or after other videos. The YouTube platform offers a variety of ad formats, including skippable in-stream ads, non-skippable in-stream ads, video discovery ads, bumper ads, and sponsored cards. With the ability to target specific demographics, interests, and behaviors, YouTube advertising can be a highly effective way for brands to reach their audience and drive conversion. 

Additionally, with the integration of Google Ads, YouTube advertising offers advanced targeting and measurement options for advertisers. What do you have to lose? 

6. Shop Local

Want it now? Shop local! Local Inventory Ads (LIAs) play a huge role in helping shoppers find, shop and purchase their items ASAP.

Local Inventory Ads are a type of online advertising specifically designed for local retailers. They allow retailers to showcase their in-store inventory to nearby shoppers. Google has all the capabilities to display product information, images, prices, and availability in Google search results and maps. The main objective of LIAs is to drive foot traffic to physical stores and boost in-store sales. LIAs are a convenient way for retailers to reach potential customers who are actively searching for products nearby and ready to make a purchase. The best part is, the ads are only shown to customers within a certain radius of the store, making them highly targeted and relevant. LIAs provide retailers with a simple and effective way to drive local traffic and increase in-store sales.

As 2023 ushers in a period of change and growth, remaining abreast of these trends and adapting your strategies will enable you to connect with your target audience more effectively and boost your business growth. For small businesses looking to make the most of these advertising opportunities, our team at Take Flight Marketing is here to help. Reach out to us for expert assistance in navigating the evolving landscape of digital marketing and achieving unparalleled success. Let's soar together!

Contact hello@takeflightmarketing.co to get started!