Google Execs Share Vision & Strategy For Google Ads

Google hosted its annual Google Marketing Live event on May 24, 2022.

The main focus of the event was forecasting the future growth of Google Ads.

During Google’s first-quarter earnings call, the company reported search revenue growth of 24% year-over-year.

John Nicoletti, Google’s vice president of product activation and global sales, chaired the session on planning the future of advertising growth.

Share two building blocks for advertisers to separate themselves from the pack:

  • Drive automation to increase search performance
  • Grow your business on new channels

Nicoletti stated that “opportunities for growth and innovation are constant”. As technology evolves, consumers adapt. As marketers, it is imperative that you be ahead of the curve and take action now.

Elevate your search strategy

Nicoletti notes that “over 80% of advertisers use automatic bidding in Google Ads to save time while achieving better performance.”

In his session, he announced that the “trifecta” for search automation includes these key components:

  • Broad match keywords: By keeping keyword matches broadly, it allows you to cast a wider net on related searches.
  • Responsive ads on the search network: Responsive search ads help deliver the right message to the right customer and allow you to scale faster.
  • Smart bids: Taking manual labor out of control on each individual bid. Smart Bidding takes into account each individual search and user to bid according to your campaign goals.

Diversify your channels to find more customers

While search is a great way to reach users who are ready to take action, keeping a search-only strategy will limit your growth opportunities.

Nicoletti focused on maximum performance + value-based bidding to easily scale your efforts and reach your customers wherever they are.

Part of the Performance Max feature is that your ads will appear outside of search engines. You will now be able to reach customers at:

  • ad network
  • Youtube
  • gmail
  • maps

A case study supporting Performance Max resulted in a 13% increase in total incremental conversions at a similar acquisition cost.

Nicoletti confirmed that any advertiser can easily get started with Performance Max. This type of campaign can be launched even without strong creative potential.


Change is constant, and it will only continue to change faster.

Advertisers need to look beyond meeting today’s demand. Focus on forward-looking strategies. Nicoletti recommends focusing on building your brand to create tomorrow’s demand.

“Be Addison. Take action now to separate yourself from the herd,” Nicoletti concludes.

Source: Google Live Marketing

Featured image: IB Photography / Shutterstock

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