The end of the year is approaching again. 2022 was an eventful year in the SEA profession. There were many changes at Google and Bing. Moreover, the updates roll out so quickly nowadays that there is hardly time to test before the new feature is already at the door. If the algorithm is evolving so fast, what can we all expect in 2023? In this article I briefly look back at 2022 and look ahead to SEA in 2023: brace yourself ! We start with a look back. 2022 has brought some big changes that have challenged Google Ads specialists well. Smart shopping and local campaigns have disappeared. Say hello to Performance Max (Pmax) . Since September 2022, all smart shopping and local campaigns have been (automatically) transferred to Performance Max campaigns. Characteristic of Pmax campaigns is that they are targeted.
A Look Ahead: Sea in 2023
It is an all-in-one campaign over which you as an SEA specialist have little influence. You can’t control Hong Kong Phone Number which channels your ads will be shown on, which audience you’re targeting, and you’ll need to upload all the different media expressions in one campaign. Third-party data support in Google Chrome has been extended to 2024 The end of expanded text ads. You can no longer adjust these. Everything is focused on responsive search ads. Improved insights page in Google Ads. Here you have more insight into the trends of the market and why the results are developing in a certain way. Big focus on automation and automatic bidding strategies. There has mainly been a shift to value-based bidding strategies where you focus on sales instead of the number of orders or leads. Everything must be traceable back to sales.
The new normal: broad match keywords
For B2B, this can be done via import offline conversions . A look ahead: SEA in 2023 In 2023 we can expect some important changes. Google announced during the Search On 2022 event that the search results page (SERP) will become a lot more interactive Buy Leads and user-friendly . These kinds of major updates and the countless number of small updates – which always make the algorithm a little smarter – have a lot of influence on your SEA strategy. In this article I explain the most important changes. Are you ready for SEA in 2023? 1. The new normal: broad match keywords You probably already see this reflected in the recommendations of your Google Ads account: change the match type of your exact or phrase keywords to broad match keywords. Google indicates that it is essential to use broad match keywords , especially if you use smart bidding strategies.
