On May 24, 2022, Google held its annual Google Marketing Live event. The event's main focus was on Google Ads' future growth projections.
Google announced a 24 percent increase in search revenue year over year during its Q1 earnings call.
The session on charting the future of ad growth was led by John Nicoletti, Google's VP of Global Product and Sales Activation.
He said that there are two key building blocks for advertisers looking to stand out from the crowd; To improve search performance, go all-in on automation and expand your business through new channels.
"There are always opportunities for growth and innovation," Nicoletti said. Consumers adapt as technology advances. It is critical for marketers to be on the cutting edge and to act quickly.
According to Nicoletti, "80 percent or more of advertisers use automated bidding in Google Ads to save time while driving better performance."
In his presentation, he declares that the "trifecta" of search automation includes the following key components; Broad match keywords that is keeping keyword matches broad, it allows you to cast a wider net on relevant searches; Responsive Search ads that allow you to scale faster by delivering the right message to the right customer and smart bidding that controls each individual bid without the need for manual intervention Smart Bidding considers each individual search and user to bid appropriately based on your campaign goals.