Google has made a number of changes to its advertising platform in
recent years that have significantly limited the amount of information
marketers have about where their spending is going, according to Kinshuk
Jerath, a marketing expert at Columbia Business School. Jerath testified in
federal court in Washington as part of the US Justice Department's ongoing
antitrust trial against Google.
One of the most significant changes was made in September 2020,
when Google reduced the amount of data that advertisers get on about 20% or
more of their text ad spending. Google said at the time that it made the change
to preserve user privacy. However, Jerath argues that the change has also made
it harder for advertisers to know what ads they are buying and which ones are
useful for them.
Jerath's testimony highlights the growing concerns about Google's
dominance in the online advertising market. The Justice Department is alleging
that Google has abused its market power to stifle competition and raise prices
for advertisers and consumers.
What can marketers do to adapt to Google's ad changes?
There are a number of things that marketers can do to adapt to the changes to Google Ads:
· Use third-party tools
There are a number of third-party tools available that can help marketers to fill the gaps in the data that Google provides. These tools can provide more detailed insights into campaign performance and keyword targeting.
· Focus on conversion tracking
It is more important than ever for marketers to track conversions accurately. This will allow them to see which campaigns and ads are actually driving results.
· Be more strategic with keyword targeting
Marketers need to be more careful about selecting keywords to target. They should focus on keywords that are relevant to their target audience and that have a high conversion rate.
· Test and measure regularly
Marketers need to test and
measure their campaigns regularly to see what is working and what is not. This
will help them to optimize their spending and improve their results.
The changes to Google Ads have made it more difficult for marketers to do their jobs. However, by taking the steps outlined above, marketers can still be successful.
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