2020 was an unpredictable year for Google advertisers due to the COVID-19 pandemic. Recent events forced brands to reevaluate media plans and adjust to a “new reality”. The global impact of Coronavirus (and the limitations of in-store purchases) also expedited the adoption of online shopping.
Although we can’t be sure what to expect in the new year, what we do know is the future success of businesses advertising on Google will require a nimble and diversified strategy. In this year’s guide, we take a closer look at innovations for Google advertising compared to last year. We also highlight the issues most likely to impact advertisers in 2021 and how they should prepare to stay ahead of the competition.