In this week’s digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie, discuss the desktop rollout of Google’s Page Experience, consumer expectations, measuring offline leads, Google blocking ads in Russia and Amazon claiming the top spot for adspend.
Google have brought out enhanced conversions for leads – a way in which advertisers can track offline conversions. Enhanced conversions can be used with existing conversion tags in Google Ads to make conversion measurement more accurate. Enhanced conversions uses your current Google Ads tag, and sends the first-party conversion data to Google in a secure way. It works by sending hashed data in an anonymous way to enhance your conversions. The benefits that come with enhanced conversions include better performance and easy set up. Enhanced conversions will help marketers stop having to rely on last click attribution and optimise campaigns.
In last week’s digital news to watch we discussed Google updating their page experience and rolling it out on desktop. That roll out is finally complete. The desktop rollout was significantly shorter than the mobile rollout, by only taking nine days as oppose to two and a half months. The impacts of the desktop rollout include shifts in desktop search rankings, which can be identified by using Google’s analytical tools. This new update will not automatically make your website rank better, content relevance will always be the most important determining factor, however a good page experience will certainly help.
Consumer behaviour changes can be seen from 2021 to 2022 by looking at Google’s trending searches. What can be identified from these searches, is that consumers want things sooner and later. Consumers want to be able t0o go shopping after work late at night, and products ordered online are expected to arrive by the next day. Other findings suggest that consumers want new and unique experiences from companies, such as being able to take your pet out with you for dinner. Searches such as “late night shopping” is up by 100% year after year and searches such as “next-day flower delivery” being up 800% year on year.
Google announced that due to the “ongoing war in Ukraine” that they have temporarily blocked Google Ads from serving in Russia. Google released this statement in the Google Ads policy:
“Due to the ongoing war in Ukraine, we will be temporarily pausing Google ads from serving to users located in Russia.”
A further statement from Google said “The situation is evolving quickly, and we will continue to share updates when appropriate.”
All Russian data has since been removed by Google, including historical data.
Amazon have seen a 20% increase in adspend in 2021 which came after a 17% decrease from the year before. In 2020, Amazon were in 3rd place in the adspend rankings but climbed to first place last year. In 2021, adspend reached £7.379bn which was a significant increase from 2020 where spend totaled £6.156bn. The adspend is calculated as a total across all channels, including the media of TV, radio, press, and cinema.