{"id":12079,"date":"2025-05-28T10:52:41","date_gmt":"2025-05-28T10:52:41","guid":{"rendered":"https:\/\/www.marketingignite.com\/?p=12079"},"modified":"2025-09-23T05:15:13","modified_gmt":"2025-09-23T05:15:13","slug":"google-ads-trends","status":"publish","type":"post","link":"https:\/\/www.marketingignite.com\/google-ads-trends\/","title":{"rendered":"Top 10 Google Ads Trends to Watch for in 2023"},"content":{"rendered":"\t\t
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Learn Effective Digital Marketing Strategies\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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and Ignite Your Knowledge to the Next Level!\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Top 10 Google Ads Trends to Watch For in 2023<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\tPosted By: Johan Hedin\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Every time the ranking algorithm of Google gets modified, a digital marketer cringes. It’s par for the course though. They have to watch out for it because every small change can result in massive traffic volume plummets in a few hours.<\/p>\n

It also means that Google has made its algorithm smarter than before. They change it not to punish its users or even to weed out spammers but instead to ensure every search result is user-friendly and relevant.<\/p>\n

In regards to Google Ads trends, it’s the same song and dance. The advertising platform is modified to empower you, the digital marketer. The tech giant wishes to make sure its advertisers get their money’s worth.<\/p>\n

On that note, it’s best to keep abreast with these latest changes and emerging trends in\u00a0Google Ads<\/a><\/strong>, what it means for your company, and how you can go about using them to your advantage.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What are the Top 10 Google Ads Trends in 2023?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Let’s now talk about the latest Google Ads trends and changes to watch out for during 2023.<\/p>\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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1. Cost Per Lead Increases\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Just a head’s up. The cost per lead has increased nearly across the board for 91 percent of all industries. That’s practically all of the industries save for about 9 percent of them. This is in accordance with a recently released Google Ads benchmark report by WordStream.<\/p>\n\n

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    The Increases All Over the Map:<\/strong>\u00a0The industries for Furniture (54 percent), Travel (69 percent), and Arts\/Entertainment (134 percent) got immense increases while the overall average increase across the board is about 19 percent. Brace yourself if you’re in any of those top three (in terms of increases) industries.<\/p>\n<\/li>\n \t

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    What’s with the Increase?<\/strong>\u00a0Inflation is the culprit for the cost per lead, with some industries more dependent on Google Ads lead generation than others. There are also certain adverts that show up for low commercial intent queries that increase CPL and decrease conversion rates.<\/p>\n<\/li>\n \t

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    Lower Your CPL in 2023:<\/strong>\u00a0Use the recommendations of us here at Marketing Ignite to help adjust your campaign and your ad spend to adapt to the specific trends above. This should help lower your CPL since trends tend to ride popularity waves that make lead generation much less of a hard sell proposition.<\/p>\n<\/li>\n \t

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    Full-Funnel Strategies to Adopt:<\/strong>\u00a0We will also assist you in making a full-funnel strategy with efficient keyword targeting and ad optimization in mind. We’ll even go about negative keyword list maintenance for your convenience for good measure.<\/p>\n<\/li>\n<\/ul>\n

    Marketing Ignite provides many tips to lower Google Ads CPL regardless of the state of inflation in the country and in the world. If you belong to an industry with high search volumes, prepare for a bit of a balancing act between ad spend and following ad trends.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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    2. Target ROAS Bidding\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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    Different campaign formats require different bidding strategies so that you get a better ROAS result. Target ROAS is one particularly effective strategy that allows you to bid based on your predicted average conversion value as opposed to the predicted conversion rate.<\/p>\n\n

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      What is ROAS and Why Do You Need to Target It?<\/strong>\u00a0ROAS refers to Return on Ad Spend. This key performance indicator (KPI) shows you the amount of revenue you’ve earned for every dollar you’ve invested into your Google Ads campaign.<\/p>\n<\/li>\n \t

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      Video Action Ads and Discovery Campaigns Were Exceptions:<\/strong>\u00a0You might need to target your ROAS bidding for specific advertisement campaigns. You used to be able to avail of this Google Ads trend of “Target ROAS” or “tROAS” for most types of campaign except for Video Action and Discovery Ads campaigns.<\/p>\n<\/li>\n \t

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      Now Available for Video Action Ads and Discovery Campaigns:<\/strong>\u00a0You can now apply tROAS to Video Action and Discovery Ads campaigns. On that note, these campaigns should meet the requisites of tROAS bidding:<\/p>\n<\/li>\n \t

    • Recommended Starting Point:<\/strong>\u00a0You can utilize the average ROAS from existing campaigns on Google Ads as your place to start. You should spend about twice your daily budget to collect the info needed to make tROAS bidding effective.<\/li>\n \t

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      Video Action Campaign Requirements:<\/strong>\u00a0You should set values for the conversions being tracked. For example, you need to generate at least 15 conversions in the past one month or 30 days.<\/p>\n<\/li>\n \t

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      Discovery Campaign Requirements:<\/strong>\u00a0You need to generate at least 75 conversions in the past one month or 30 days. Ten of such conversions should happen in one week or 7 days.<\/p>\n<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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      3. Image Assets or Extensions\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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      Digital marketers in the past until recently could only make search ads through text on Google Ads. This is in stark contrast to YouTube or Facebook, which have more image-based search ads. It makes Google Ads look outdated or antiquated.<\/p>\n

      Back in July 2020, Google launched the beta program for image assets in search-based advertisements. They’re clickable images and have the same price as text-based ads. However, the use of images encourages more clicks compared to plain text.<\/p>\n\n

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        Upload Up to 20 Clickable Images:<\/strong>\u00a0You can upload up to 20 images related to keyword bids you’ve made. Don’t forget to follow their strict requirements in terms of formatting and image types. Every image must be approved manually too before they can become campaign-available.<\/p>\n<\/li>\n \t

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        The Numerous Benefits of Having Image Assets:<\/strong>\u00a0On average, you can get up to a 10 percent increase in your click-through rate when using mobile search ads image assets. This is according to Google Internal Data from March 5-18, 2021.<\/p>\n<\/li>\n \t

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        Images Extend Search Ads to New Platforms:<\/strong>\u00a0Image extensions for searchable ads extend them to new platforms. In turn, they’re able to have a wider consumer reach because the images can be used on YouTube Search through the Search Partner Network (AFS).<\/p>\n<\/li>\n \t

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        A Picture-Based Ad is Worth a Thousand Text-Based Ads:<\/strong>\u00a0Image assets are also able to visually convey info that you can’t convey via text. Additionally, when your image assets appear on Google SERPs, your customers can see your image, your URL, your descriptions, and your headlines.<\/p>\n<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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        4. Shopify Integration\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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        Shopify has grown into a huge e-commerce juggernaut in just a few years. As digital marketers, you want to integrate Shopify into your campaign in order to ride its wave of influence and relevancy in the digital marketing world.<\/p>\n\n

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          Using Shopify and Google Ads in Perfect Synergy:<\/strong>\u00a0Google thusly introduced this new trend of adding Shopify integration to its Google Ads platform. If you’re using both Shopify and Google Ads, you should be able to merge both in perfect synergy.<\/p>\n<\/li>\n \t

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          How the Integration Works:<\/strong>\u00a0Long story short, Google Ads can now use Shopify store data from users with the “Customer Match” feature. Merchants can directly utilize existing store data to match customers and gain better metrics and conversions.<\/p>\n<\/li>\n \t

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          Shopping Graph:<\/strong>\u00a0You can use the Shopping Graph to pull data like product info, videos, and prices from all over Google’s platforms to tell your users who shop with Shopify who’s the merchant available with the best prices, how well items were received, and where to find different items in general.<\/p>\n<\/li>\n \t

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          Free Merchant Promotion:<\/strong>\u00a0Surely businesses and digital marketers can use the Shopping Tab with Google Ads in order to allow merchants to freely promote their products in a way that leads to lead conversion and a buying decision from online ordering to offline reception and so forth.<\/p><\/li>\n<\/ul>\n

          The Shopify integration basically enables merchants to run ads on every Google property with enhanced results rooted in Shopify’s influence as a popular and trusted e-commerce solution for advanced store management.<\/p>\n\n

          You simply need to connect your Google Ads manager account with your Shopify serving account. Just check if you have enough Shopify store data to enable Customer Match. Otherwise, collect more data until the option is open to you.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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          5. Product Feeds for Video Action Campaigns<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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          If you’re utilizing video advertisements or “Internet commercials” to promote your company, e-shop, or e-commerce business, there’s some good news for you! Google has put together what’s known as “product feeds” for your Video Action campaigns.<\/p>\n

          Internet advertising has taken cues from print ad and television advertising, but developers of such apps and algorithms quickly realized it’s only tapping into part of their potential.<\/p>\n

          Online ads can do way much more than their static counterparts because they’re online and interactive. Here’s how the product feed works.<\/p>\n\n

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            The Feed Appears After a Few Seconds into the Video Ad:<\/strong>\u00a0When a user sees the video ad promoting your wares, YouTube will show a panel below after a few seconds. This panel shows your different available products.<\/p>\n<\/li>\n \t

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            Works Only in Portrait Mode:<\/strong>\u00a0This feature only works when your phone is in portrait mode instead of landscape mode. Luckily, most people watch videos with their smartphones upright instead of tilted to the side to emulate PC monitors.<\/p>\n<\/li>\n \t

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            Direct Link into the Landing Page:<\/strong>\u00a0When the user chooses a product on the feed, they’ll end up on the landing page of the product to give them more info. It also compels them to make a buying decision since the product is already there.<\/p>\n<\/li>\n \t

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            Cuts Down in Conversion Time:<\/strong>\u00a0If you’re an e-commerce digital marketer, this cuts down on conversion time that typically leaves leads into the sales funnel bottleneck. You’re also able to appeal more to the impulsive buyers out there depending on how well-targeted the video ad is.<\/p>\n<\/li>\n<\/ul>\n

            Long story short, the product feed on your video ad is a worthwhile Google Ads trend to hitch your campaign into since it has a huge potential in increasing your sales and improving sales attribution.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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            6. Enhanced Conversions\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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            Of course you’d want to ride the “Enhanced Conversions” trend for Google Ads as a digital marketer. Even its title sounds promising already. However, what does it entail exactly?<\/p>\n\n

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              Conversion Attribution Modeling Booster:<\/strong>\u00a0It’s a method of improving your conversion attribution modeling. It grabs consenting first-party data that users offer then hashes the data using the SHA256 algorithm and transmits it via the conversion tag.<\/p>\n<\/li>\n \t

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              Consenting First-Party Data:<\/strong>\u00a0The first-party data volunteered by users with consent typically includes their name, phone number, address, and email address. This is important data that really helps define your leads.<\/p>\n<\/li>\n \t

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              The Part Where the Magic Happens:<\/strong>\u00a0Google then matches that conversion data with its signed-in Google accounts using the Enhanced Conversions feature. This enables you to know who’s viewing or clicking your ads for demographic or audience targeting purposes.<\/p>\n<\/li>\n \t

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              Anonymous and Aggregated:<\/strong>\u00a0Google states that the conversions reported by this newest Google Ads feature are aggregated but anonymous. As for manually setting the feature, you can use Google Tag Manager or Global Site Tag to do it.<\/p>\n<\/li>\n \t

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              From Third to First Party:<\/strong>\u00a0It’s recommended that you add Enhanced Conversions ASAP if you’re depending presently on third-party data for conversion modeling before it’s moved as a first-party data feature somewhere in the middle of 2023.<\/p>\n<\/li>\n<\/ul>\n

              Having a solid conversion attribution model is important in digital marketing because it allows marketers to pinpoint the channel that led specific users or demographics to perform clicks or views of your ads (leading to a conversion) on a mobile app or website.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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              7. Instant Customer Match Rates\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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              The “Customer Match” feature for Google Ads is another Google Ads trend or change to watch out for. This feature enables you to utilize your offline and online data for targeting customers across Google channels and other consumers that appear like them.<\/p>\n\n