At PSDigitals, we are always up to date with the most important news in the world of Performance MarketingBelow, we've shared a summary of the most significant changes we've identified recently and how we think they may impact your strategies. Don't forget to subscribe to our newsletter. Newsletter monthly to always be up to date, and follow us on LinkedIn so you don't miss any updates.
Third-Party Cookies: What's Coming
Although Google has decided to delay the complete elimination of third-party cookies until the end of 2024, the initiative Privacy Sandbox It's still ongoing. This change forces all of us who work in digital advertising to adapt to a new environment where user privacy is a priority. If you manage Google Ads campaigns, it's essential that you begin exploring alternatives such as first-party data collection and new tracking technologies that respect privacy. In fact, Google is taking this very seriously, and if you don't update, you risk having your account shut down.
Privacy Sandbox is a set of technologies designed to replace third-party cookies with solutions that better protect privacy. To properly manage your ads and measure website actions, we recommend working with developers who are proficient in Google Ads, GA4, and GTM.
For the purpose of third-party cookies, Google Tag Manager (GTM) becomes an essential tool for implementing new forms of tracking. It's crucial for marketers to know how to configure tags that interact with Privacy Sandbox APIs (such as the Topics API) and how to adapt existing tags so they don't rely on cookies.
Google Ads: What's New?
Improvements to Performance Max CampaignsGoogle has added new features to its Performance Max campaigns, giving us more control over creatives and budget allocation. This includes the ability to run experiments to test different approaches and the use of page feeds to personalize ads based on the pages users visit. Based on our experience, we suggest taking advantage of these improvements to fine-tune your campaigns and optimize your results.
Automated Bidding StrategiesArtificial intelligence continues to be the driving force behind Google's automated bidding improvements. These updates allow bids to be adjusted in real time based on each user's conversion probability. Remember that correctly defining your conversions and configuring them appropriately is key to making your bids meaningful.
Meta Ads: Innovations and Recommendations
Advantage+ LaunchMeta has introduced Advantage+ Audiences, a tool that uses AI to optimize audience targeting. While it sounds promising, we recommend enabling this option with caution and always performing A/B testing to ensure it's actually improving your campaign performance. Not all Meta automations guarantee optimal results, especially when it comes to conversion quality.
Advantage+ CreativeThis new feature allows Meta to automatically adjust ad creatives, modifying aspects such as lighting, contrast, and other visual elements. If you work in an agency, it's important to communicate to your clients that these automatic modifications may slightly alter approved creatives. Maintain open communication to avoid unpleasant surprises.
Integration with Google Analytics 4 (GA4)Meta's new native integration with GA4, now in beta, simplifies campaign performance measurement. Although it's not yet available to everyone, it's a major step forward in facilitating data analysis and optimizing advertising strategies. It also means we can forget about adding UTMs—a real breakthrough.
LinkedIn Ads and GA4: A More Holistic Approach
LinkedIn has enhanced its advertising platform with new targeting options and deeper integration with GA4. This combination will allow you to better measure the performance of your campaigns and gain a clearer view of ROI. The more platforms you integrate into GA4, the more comprehensive your view of overall performance will be.
What's New in GA4: What You Can't Miss
Expansion of Metrics and DimensionsGA4 continues to expand its capabilities, adding new metrics such as session conversion rate and average session duration. This additional data will allow you to conduct a more detailed analysis of user behavior on your site.
Improved Attribution ModelsGA4 has evolved its attribution models, allowing you to better understand how different marketing channels contribute to conversions. With this improvement, you'll be able to optimize your strategies and focus on the channels that truly drive results.
User Interface UpdatesGA4 has revamped its interface to make it more intuitive and accessible. Improvements to report customization and navigation make it easier to use the new metrics and features. Additionally, enhanced reporting capabilities have been introduced, allowing for more personalized and detailed reports. However, PSDigitals recommends working with Looker Studio reports, which help you create more detailed and personalized reports and analyze data more effectively.
Looker Studio: More Power for Your Reports
Improved Integration with GA4Looker Studio has improved its integration with GA4, adding over 170 new data fields. This allows you to create more detailed and accurate reports, facilitating granular analysis of your campaigns.
Updating Report TemplatesReport templates for platforms like Facebook Ads, TikTok Ads, and Google Ads have been updated. These new templates offer improved organization and style, integrating data right out of the box.
These updates reflect Google and Meta's ongoing commitment to improving our digital marketing tools. Stay informed and make sure you take full advantage of these innovations to optimize your strategies and achieve better results.
