Sure, you’ve got a great marketing routine. But according to Google, that may not be enough.
Instead, the tech giant wants you to see the upcoming year as an opportunity to move to “tried-and-new” ways of doing things with its tools.
Google listed a few things you should focus on this year that could set you up nicely for big industry changes, including the shift to Google Analytics 4 (GA4), and more.
And when Google talks, we listen…
Table of Contents
#1 – Make use of the new Google tag.
In October, Google introduced a new website tag to help you combine and manage all your tags from a centralized dashboard.
By adopting simpler tagging, you can measure with more accuracy, make better decisions, and adjust your strategy with more efficiency.
#2 – Prepare for the future.
The marketing landscape will change significantly in the next couple of years. To stay on top, you’ll want to embrace two new measurement technologies:
- Google Analytics 4 (GA 4): Google says now’s the time to make the jump, because it will start sunsetting Universal Analytics later this year.
- New Search Ads 360: This feature-rich ad tech comes with a smoother user interface and improved support for all search engine features. And yes, Google wants you to use it.
#3 – Combine first-party and privacy-first data
By using PAIR—Google’s solution to data privacy.
That way you can target users that have visited your site and the publishers’ site, showing ads to customers that had “pre-existing relationships with both parties.”
#4 – Turn to connected TV (CTV).
CTV advertising is getting more accessible, and now you can use Display & Video 360 to show your ads on small screens.
Last year Google boosted its CTV features with frequency capping, activating first-party data and unlocking even more inventory. 2023 might be a good time to test the waters.
#5 – Set up to track every ad dollar.
Are you making the most of your advertising efforts? Google says you should use all its advanced tools and insights to be sure.
Products like Display & Video 360 and Campaign Manager 360 can help you manage audiences and plan campaigns across different channels while maintaining your budget.
Thanks, Google!
Of course, this doesn’t mean you should stop doing what’s working. But make sure you’re giving yourself time to prepare for this year’s marketing transitions.