Guide
The 2023 Google Ads Guide
Full-Funnel Strategies in the Age of Automation
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With 57% of people starting their online shopping journey on Google, building robust, full-funnel strategies and campaigns is essential to advertising success. And with all the options and automations available from Google Ads, today that is more possible than ever before.
Spanning the Google Search Network, Google Display Network, Google Shopping, YouTube, Gmail, Google Maps, and Discover, the Google Ads ecosystem offers solutions for all advertisers—whatever action they want to drive, or goal they want to achieve. And increasingly, it relies on a carefully balanced mix of strategy and automation to do so.
“Advertising on Google has become less about, “How granular can I get in my targeting?,” and more about, “How do I best feed the algorithm the inputs it needs to be successful?” Effectively actioning on that question requires an increasing amount of both strategic & technical execution.”
— Josh Brisco, GVP, Acquisition Media at Tinuiti
In this guide, we discuss:
- What’s new with Google Ads in 2023
- The importance of holistic, expert-driven strategies in the Age of Automation and privacy restrictions
- Performance Max campaigns, their wider impact, and how to best leverage them
- The rise in feed-based media, and the importance of ensuring your feeds are consistently as complete, accurate, and optimized as possible
- Why a broad match strategy is crucial in today’s evolving search landscape
- 2023 Google Ads predictions from the Experts
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