Acing Google Ads in 2022 (With Insider Tips Straight from Google)

Acing Google Ads
in 2022:
(With Insider Tips
Straight from
Google)

LOCALiQ is
an all-in-one
marketing
platform to help
you find,
convert
and keep
customers.
PROPRIETARY MARKETING TECHNOLOGY
Our platform runs on optimization technology and AI (informed by data
from 1M+ LOCALiQ campaigns!) that you can’t find anywhere else.
That means unmatched ROI for your business.
FREE TOOLS AT YOUR FINGERTIPS
Wondering how your current online footprint stacks up to that of your
competitors’? Want to identify growth areas based on customer calls?
We can help with that – for free.
MORE TIME TO FOCUS ON RUNNING YOUR
BUSINESS
Our experts manage your entire marketing strategy for you, using vertical
expertise to implement innovative campaigns. And don’t worry – you’ll
have insight into all your progress and can manage new leads 24/7.
How exactly do we help small businesses
grow and thrive?
Meet

Susie Marino
• Content Marketing Specialist | LOCALiQ
• Digital Marketing Consultant | WordStream
• Based in Boston
@SusieMarinoPPC /in/susie-marino129/

Erin Rose
• 16+ years in marketing technology and digital
strategy
• Worked with leading organizations like M.D.
Anderson, Susan G. Komen, Weill Cornell
Medicine, Nike, and FedEx
• Worn every hat you can in the agency space:
Sales, Service, Development, Design, Analytics,
Enablement
• On a mission to visit 100 beaches
/in/erinrose451/

Jenna Zeidan
• Agency Partner Development Manager | Google
• Agency Top Account Strategist | Google
• Digital Marketing & eComm Certificate SME
Content Creator | Google & Coursera
• Account Executive | AON
• Based in Los Angeles
/in/jenna-zeidan

AGENDA • Understanding the consumer purchase journey
• What’s trending this year in digital marketing
• Focusing on the fundamentals for your business
• The future of Google search
• Next steps: what to apply to your business in 2022

We all have to start somewhere.
Source: Forbes

It All Starts with a Search, but...
How is the Google Ads Space Changing?
• YouTube on the rise?
• How does voice search and home
assistance devices impact strategy?
• Are SEO and PPC friends or enemies?

The Fundamentals:
Getting Ahead of the Curve

/inˈflāSH(ə)n/
Noun
ECONOMICS
a general increase in prices and fall in the purchasing
value of money.
"policies aimed at controlling inflation"
Inflation

Inflation
In
Practice
$1.56
$2.33
$2.83
$2.51
$2.70
2000 2005 2010 2015 2019
Gas Price Over Time
Gas Price
UsInflationCalculator.com

Not dealing with the inflation of gas would have
been like putting less and less fuel in your car over
the years.
Meaning you didn’t react to the change in the
market so you didn’t get as far as you did before.
Inflation

Click
Inflation In
Practice
$0.32
$0.71
$1.24
$0.82
$1.02
$2.14
2006 2008 2010 2012 2014 2016
CPC Price Over Time
CPC Price
Hochmanconsultants.com/cost-of-ppc-advertising/

Not dealing with the inflation of advertising costs
means your profit vehicle won’t go as far.
You must react to the market because the market
is reacting to you whether you move or not.
Click Inflation

/imˈpreSHən SHer/
Noun
ADVERTISING
Is the percentage of impressions that your ads receive
compared to the total number of impressions your ads
could get.
“Our impression share dropped over time."
Impression Share

IMPRESSION
SHARE
ELIGIBLE TRAFFIC
MARKET SEGMENT
How
Impression
Share Works

What Should Your
Impression Share Be?

Combating click inflation and securing
impression share.
Where will the money come from?
• Traditional Media vs Digital Advertising
• Technology-Based Spend Efficiency
• Cost Centers
Budgeting

Optimization Drives Efficiency
We leverage a blend of optimization tactics.
CONVERSION
OPTIMIZATION
Based on the keywords
ability to convert to a
call, email, form
submission, or
e-commerce transaction
REACH MAXIMIZATION
ALGORITHM
Based on algorithmic
performance specific to
the performance of the
keyword-based on time of
day, day of the week, etc.
HUMAN-BASED
OPTIMIZATION
Tactics that allow for
trending, pricing,
trials, etc.
All-encompassing
framework that is
scalable, accurate,
and ever evolving.

Search Campaign Optimizations
Optimization Algorithm
Our technical component
manages bid and budget
adjustments on a micro
level but at a macro scale.
CSM Optimization
Unique insights and
strategy intervention with
a human touch. We are
here to make sure your
goals are being met every
step along the way.
Change History
LOCALiQ Tech
“Hand-Managed”
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Target Changes
9.83K 99 3.5K 59 6.1K 1 62 13
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Account Changes
297 14 93 26 135 1 15 13

Member Partner
Premier
Partner
Education & Insights
Product education & certifications
Consumer insights reports
Product betas
Access & Support
Account & technical support
Advanced Google Ads support
Executive experiences (Invitation only)
Dedicated account support (Invitation only)
Recognition & Rewards
Competitions & rewards
Promotional offers
Partner badge
Directory
Premier Partner awards
LOCALiQ is
a top 3%
Google ads
partner in
the US
making
them a
Google
Premier
Partner

Proprietary + Confidential

8 billion
2017
Source: Gartner says 8.4 billion
connected "things" were in use
in 2017, up 31 percent from 2016
Connected devices

Connected devices
27 billion
2021
Source: Cisco says 27.1 billion
networked devices
in 2021

The increase in connectivity is having
a dramatic impact on how we behave
as consumers and how
we interact with brands.

next day delivery
next day delivery gifts
next day delivery flowers
next day delivery groceries
next day delivery furniture
next day delivery service
next day delivery gifts for him
There are billions of searches made on Google every day.
15% of these searches, we have never seen before.
New surfaces and popularity of voice search are
changing the way customers look for information.

200% increase in
search interest for
"trading apps"
And the pandemic has shifted and accelerated how and what people are searching...
200% increase in
search interest for
"places to visit near”
20x increase
in search interest for
"support local businesses"
Consumer behaviors continue to change, with people turning to Search
to explore, research, and plan more of their daily needs
Source: Google Internal Data, 2021

The consumer journey is now more
unpredictable than ever before, with
more searches happening during
discovery, research, and consideration.
RESEARCH
CONSIDERATION
DISCOVERY
75% of US consumers
have tried different stores, websites,
or brands during the pandemic.
Source: McKinsey
3 in 4 surveyed CMO’s
said post-pandemic changes in
consumer behavior will impact
marketing strategies.
Source: eMarketer

Retail was up almost 6% in 2020, the
most growth in over a decade, with
ecommerce up 44%.
Source: Digital Commerce 360, 2021
80% of consumers who started shopping
online in 2020 plan to continue doing so
after the pandemic.
Source: PWC, 2020
YouTube now has over 2 billion monthly
logged in users watching over a billion
hours of video every day.
Source: Google Internal Data, 2020
77% of respondents say they used
YouTube in 2020 to learn a new skill.
Source: Ipsos Research, 2020
The pace of change
was already fast.
It will only get faster.
COVID-19 has accelerated trends that predate the
pandemic, many of which will continue when it’s over.
The consumer journey is getting more complicated,
with ecommerce and on-demand video growing.
Organizations must embrace digital transformation,
from product development to sales strategy to
fulfillment.

Data and automation can ready
businesses for new growth
opportunities
In a dynamic environment, businesses can capture
demand and drive growth by delivering against what
matters to their customers now.
There is an opportunity to make marketing an agile
profit center.
Doing so requires automated solutions that make
actionable sense of data and signals,
in real time, and at scale.
81% of small to medium businesses
increased their use of digital tools since
the start of the pandemic.
Source: SME Recovery report
Advertising that makes use of data and
automation to speak to what matters for
consumers can drive an increase of
15% in purchase intent.
Source: Rethinking Readiness

Be ready for what comes next
As an essential partner, businesses are looking to
Google for help with digital transformation and
building resilience for the future.
Google can equip businesses for the transformation
needed to deliver results today and growth for
tomorrow.
To be ready, businesses must...
Be privacy-first
Invest with partners who are innovating
for our privacy-centric world.
Be data-driven
Build a foundation for measurement
based on 1st-party data, durable tagging,
and informed modeling.
Be agile
Find growth by using automation to move
faster and meet demand in real time.

Automated products that work
together to find Search demand,
optimize performance, and deliver
best-in-class creative.
Privacy-safe measurement powered by
1P data, conversion modelling, and
new privacy-preserving
technologies.
Google has measurement and automation solutions to help businesses
capture new growth opportunities and be ready for what comes next

$1 trillion
In 2022 eCommerce will hit
Source: eCommerce to hit $1T in 2022
where 7 out of 10 shoppers research a
product on Google before they buy

Source: The Amazon Challenge 2020, base: all product buyers and purchase intenders of Consumer electronic products, n=4.515, laptop n=1.058,
Smartphone n=1.479, TV n=1.178, Games console
n=799 (weighted base). Q14: Which of these search engines, if any, did you use to investigate this product at any stage, from your initial research up to
now? // Q15: Which of these websites or apps, if
any, did you use to investigate this product at any stage, from your initial research up to now? Q16: On which of these websites did you watch online
videos that influenced or informed your purchase in
any way or at any time?

Changing Search Ecosystem

How we search
Every search on Google is unique, because
each is fueled by an individual user sending
many unique signals.
Optimizing for all of these unique signals, and
the interactions between them, creates more
complexity in account management.
Automated targeting is the best solution to
efficiently account for all available signals
to improve performance.
Query
Browser
Language
Shopping
Ad Format
Location
Search partner
Remarketing list
Purchase history
Device
OS
Day of
Week
Time of Day

Search has evolved thanks to Machine Learning
Smart Bidding
Dynamic Search Ads
Responsive Search Ads
Optimized Ad Rotation
Ad extension
selection
Data Driven
Attribution

Top Signals
Report Update
The Top Signals Report highlights certain
traffic slices that are predicted to have
higher or lower conversion rates. These
signals are shown for Smart Bidding
strategies. We are moving to show queries
instead of keywords to reflect how bidding
models do not use keywords as a signal
but rather the underlying queries.
New Trumping Hierarchy
Literal Matches to Keywords
preferred for all Match Types
Previously, only an exact match keyword that’s
identical to the search term or the spell-corrected
search term received preference in keyword selection.
We are now launching a change so that also Phrase
and Broad Match keywords that are identical to the
search term or the spell-corrected search term are
preferred over other keywords in the keyword
selection process More information here!
Search Query
Report Update
Show you more queries that meet our privacy
standards in the search terms report for Search
and Dynamic Search Ads campaigns. This data
will now be shown in your reports for queries
you received starting from February 1, 2021.
This update can help you identify more relevant
keyword themes, making it easier to optimize
your ad copy, landing pages, and more.
2021 Improvements: Control and Transparency Launches
Impact: Reinforce the message that our
system optimizes by queries not match
types.
Impact: No need to keep exact and broad
match keywords in parallel to route traffic to
the ad group that has a keyword that exactly
matches the user search term.
Impact: Transparency in the queries
your keywords are showing for.

One out of 10 search queries is misspelled, and new
words are constantly being introduced, along with
new ways to misspell them
Thanks to advancements in deep learning, we now have a
better way to understand spelling. In 2020, we announced a
new spelling algorithm that uses a deep neural net that better
models and learns from less-common and unique spelling
mistakes.
Our natural language understanding models look at a search in
context, like the relationship that words and letters within the
query have to each other. Our systems start by deciphering or
trying to understand your entire search query first. From there,
we look to see if your advertiser has a keyword for the query
based on our overall understanding of what you’re looking for.
For example, we can tell from the other words in the query
“average home coast” that you’re probably looking for
information on “average home cost.”

Summary

What did we learn?
Connected devices have gone from 8B to 27B since 2017
15% of searches on Google are new everyday
Consumer journey is now complex and unpredictable
People are using Search to explore, research, and plan
Brands need to embrace this digital transformation through privacy-
first measurement and automation
In 2022 eCommerce will hit $1 trillion where Google is the most used
website for product research

How are you working with LOCALiQ to
ensure your brand is prepared?

thank you

SEARCH IS MORE
IMPORTANT THAN EVER
& you’re probably not giving
it the attention it needs.

Acing Google Ads in 2022 (With Insider Tips Straight from Google)

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Acing Google Ads in 2022 (With Insider Tips Straight from Google)