In 2021, Google saw a range of updates – from new keyword match types to a full-steam-ahead approach with Google Analytics 4. Not only that, the changes to FloC, Google’s attempts at a topic-based algorithm to better segment users took us all by surprise. 

Google is consistently expanding, which is a big old bonus for advertisers, as these updates will provide new exciting opportunities for you to reach your target audience. 

But what do you need to look out for this year to get your brand seen? Here’s what we predict to be the hottest Google ad trends in 2022.  

There go third-party cookies… Again

It wouldn’t be a blog about Google advertising updates without mentioning the giant biscuit in the room: How on earth will we cope without third-party cookies? 

If your business model relies on third-party cookies, you’re going to have to seriously rethink your strategy to get users to hand over their data. The good news is that even though we’re saying au revoir to cookies (eventually), third-party data will still be around. You’ve just got to be strategic.

At the moment, it’s unclear what Google plans to do to mitigate the effect of losing cookies and what their replacement will be. Jaffa Cakes? Google’s Director of Product Management for Ads Privacy and Trust, David Temkin, stated:

‘once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products’. 

Temkin also stated that those looking to create replacements for third-party cookies would not be successful as users begin to appreciate the added privacy of the removal of cookies. So what’s the answer to our cries? GA4, of course! 

GA4 takes the world by storm!

We know what you’re thinking: How on earth do I collate data without cookies? Don’t panic! GA4’s got you covered. 

With the ability to collate, report and analyse data, Google’s latest analytics software, Google Analytics 4, will be the next best thing when cookies finally crumble. 

However, you’ll need to get to grips with it ASAP, as Google isn’t planning on slowly shifting gears to GA4. In fact, from April 2022, you’ll no longer be able to use the traditional Universal Analytics.  

The good news is that GA4 is already out, so you can start tinkering away and getting to grips with the platform right now! Through thorough machine learning, GA4 can fill in the gaps missing from first-party data, which Google coins, ‘blended data’. Pretty neat for software straight out the oven.

All in all, it’s a no-brainer when it comes to trying out GA4.

Targeting options will diversify

When Apple’s iOS14 privacy update meant users could opt-out of tracking, we saw platforms and brands adapt – we even questioned the accuracy of cookie tracking entirely. 

Last year, brands became more innovative; Facebook, for example, devised a people-based advertising technique, which created a loophole for brands to bypass the need for third-party cookies while gathering data on their users across platforms and devices. We predict more martech innovations heading our way into 2022. 

We will power first-party data through content

Although third-party cookies help us build up an enormous amount of data, it’s not as accurate as first-party data. Your target audience isn’t as engaged, as they’ve not actively handed you their information; cookies can’t catch a break, can they? 

We’re walking into a future filled with better relationships between users and brands, and by respecting your audiences’ privacy preferences, you’ll encourage positive brand awareness. If there’s one way of engaging your audience and getting them to buy into your brand, it’s through killer content.

Rule number 1 of Advertising Club? Don’t forget about your basics: Keyword targeting and contextual advertising. We predict a shift from behavioural targeting (and retargeting) to contextual targeting, so your audience’s online behaviours match up to the ads they’re being served.

Onto the bigger picture!

Gone are the dark days where we zoom in on metrics, looking at how many clicks each advert achieved; we’re looking at the bigger picture now, ladies and gentlemen.   

We’ll be #TreatingOurselves to Google’s Automated Advertising Solutions, which will allow us to plan for increasing conversion metrics with goal-based ads. And of course, these will be powered by machine learning and awesomely advancing adtech, allowing you full flexibility in how you prioritise your ad spend, targeting and reporting. 

Data-driven attribution will be crucial

Whilst we’re on the topic of conversion metrics, brands will be getting to grips with Google’s new default data-driven attribution model, which launched in October 2021. 

A data-driven approach will allow businesses to look at end-point conversions whilst also understanding the steps a user strut through on the conversion journey. That means more A/B testing capabilities, greater visibility of the funnel and more scope for optimisation. Let’s let Google do the hard work this year, shall we? 

Shoppable ads here, there and everywhere. 

As we’ve seen on social media, in-app shopping is popping, and now Google’s set to jump on the bandwagon, specifically with YouTube. 500 hours of videos are uploaded to YouTube per minute, most by budding or experienced YouTubers… or cat connoisseurs.

A selection of the most influential creators resides on YouTube, showcasing products in their videos and through in-platform ads. It’s a no-brainer that Google would implement this feature into their top social media platform. 

All of this in-app shopping is facilitated by in-ad lead generation. These create a frictionless buying experience for your audience as they can submit their information in the ad – no need to move over to your site to fill in their details! This is available on Search, Display, YouTube and Discovery, but beware as there are some limitations. For example, if you’re looking to add these extensions to a Video, Discovery or Display campaign you’ll need to have spent more than $50,000 USD in Google Ads. 

Regardless of your ad spend, we’re looking at a fully-fledged e-commerce future on YouTube, where viewers won’t have to leave their seats or their streaming site to make a purchase, merely to use the bathroom. It’s all about creating frictionless user experiences, and we expect Google to reinforce the necessity for that in 2022. 

Shopping on Google set to diversify. 

Following on from 2021, we know 2022 will be a year that focuses more on social responsibility, and this responsibility is shifting into ads. 

We’ve already seen changes to Google’s Shopping feature, such as an increased array of filters to find items. This feature will help e-commerce brands gain more visibility with their target market and slice through the advertising noise.

Just remember the rule of 3: Highlight all USPs on your website, fill in your ‘about’ section and always include details of your store if you’ve got a physical location. 

We predict these parameters to tick-tick-boom in 2022, with more people looking to shop locally, for example. So Google search ads and SEO best practices need to be at the top of your advertising ToDo’s this year if you want to win big when it comes to search. As a starting point, make sure your business profile is up-to-date on Google My Business, so people know how to contact you. 

And that’s just the predictions! We’re sure Google has a few more tricks to show off this year. Constantly evolving with user trends and consumer demands, the audience (and tech) is in control regarding the future of advertising. Don’t you worry; we’ll be keeping track (and keeping you informed) of the need-to-know updates. 

But for now, you’d best prepare for the demise of third-party cookies. Need help putting a plan in place? Contact our digital and advertising experts today.