It’s as if Google has a sixth sense for when we least expect it. Just as you start to think “Hmm, things have been quiet on the Google Ads front lately…” BAM! A wave of updates crashes in, leaving you scrambling to keep up. You see it on Twitter, in your news feed—it’s inescapable!

But hold on! This time, it’s not the tsunami of changes we weathered last year. We’ve got you covered. Here’s the rundown of the top six Google Ads updates for the latter half of 2022—what they mean, their pros and cons, and how to navigate them.

Table of contents

1. The global site tag is now the Google tag.
2. Google is switching eligible accounts over to data-driven attribution modeling.
3. Third-party cookie deprecation delayed to 2024.
4. AI-generated voice-overs for YouTube ads.
5. Smart Shopping campaigns upgrading to Performance Max.
6. Diagnostic insights tool for Performance Max.

1. The global site tag has transformed into the Google tag

As promised at Google Marketing Live 2022, Google announced August 2, 2022 its transition from the global site tag to the all-encompassing Google tag. This streamlined approach benefits both Google Ads and Analytics, enabling smoother reporting and conversion monitoring without the need for additional code.

Key takeaways:

• While the new tag can seamlessly integrate your Google Ads and Analytics tags, keeping them separate is still an option.
• Managing your tag settings is now centralized within a dedicated Google tag screen accessible through both Google Ads and Google Analytics.

Action items:

• Relax! The transition to the Google tag is automatic for your existing global site tags. No action required on your part.
• Exciting developments are on the horizon. Google Ads Product Liaison Ginny Marvin hinted at further advancements:

More exciting updates are in store! The existing Google tag installation will soon be usable when setting up new Google products, accounts, and conversion actions – without the need for extra code. Keep an eye out for further enhancements, including updates for Google Tag Manager users.

View the original Twitter thread

2. Google is seamlessly transitioning eligible accounts to data-driven attribution modeling.

You may recall that Google shifted the default attribution model for new conversion actions to data-driven attribution last year. Now, Google Ads is automatically extending this approach to eligible existing conversion actions within select accounts. This wasn’t a grand announcement, as its impact is limited to specific accounts. However, those Google Ads account holders who qualify received an email stating:

We’re contacting you because at least one of your conversion actions is a prime candidate for data-driven attribution. Unless action is taken by 8/24/22, we’ll proceed with switching your model.

Key takeaways:

• Data-driven attribution, a sophisticated multitouch model, leverages historical data to precisely assign weight to each action contributing to a conversion throughout the buyer’s journey.
• This change only impacts advertisers whose conversion actions meet the necessary data criteria.
• You retain control. Opting out of the transition is possible through the alerts in your notifications view or directly within the platform’s conversion settings.
• The deadline to opt-out is 8/24/22.

Action items:

• If you received the notification, take a moment to understand data-driven attribution before deciding whether to opt-out. Our Google’s help article on data-driven attribution or our simplified guide to multi-touch attribution can provide valuable insights.
• Consider a trial run for a month or so before making a final decision. You can always opt-out later if you’re not satisfied with the results.

3. Third-party cookie deprecation postponed until 2024

In a move that surprised few, Google announced a further delay in the deprecation of third-party cookies in Chrome, pushing it back to the second half of 2024.

Key takeaways:

Let’s break this down:

• Advertisers rely on data from third-party cookies to effectively target relevant audiences and track website visitor behavior after they leave their site.
• In the name of user privacy, Google announced in January 2020 announced its intention to phase out third-party cookies in Chrome by 2022 and has been diligently working on cookie-less tracking and targeting solutions for advertisers.
• This latest delay allows Google more time to thoroughly test and implement these alternative solutions.

Action items:

Our recommendations remain unchanged, but prompt action is crucial:

• Prioritize collecting more first-party data on your website.
• Explore and familiarize yourself with existing privacy-safe features, such as enhanced conversions.
• Maximize the use of third-party data while it’s still accessible.

4. YouTube ads embrace text-to-speech voice-overs

July 20, 2022, saw the arrival of an innovative Google added a text-to-speech voice-over directly integrated into the Google Ads platform’s asset library. This AI-powered tool effortlessly converts your written scripts into natural-sounding speech. Google’s meticulous analysis of 5,000 YouTube ads resulted in the modeling of seven distinct voices—four male and three female—providing advertisers with a range of options to align with their brand identity. Creating voice-overs can be incredibly video marketing and this update promises to be a game-changer.

Key takeaways:

• Accessing this exciting feature is easy! Simply navigate to your asset library, select the video ad, input your script, choose a voice style, and voilà! Your AI-generated voice-over seamlessly overlays onto your video ad.
• Currently, there are no specific recommendations from Google should the AI stumble on any parts of your script. For now, referring to the help center or contacting support for assistance with any initial hiccups is the best course of action.

5. Google automates the upgrade of Smart Shopping campaigns to Performance Max

Performance Max campaigns generated considerable buzz upon their introduction last year. It was no secret that this campaign type would eventually fully replace Smart Shopping and Local campaigns. As of July 21, 2022, Google Google announced the automatic upgrade of Smart Shopping campaigns to Performance Max.

Key takeaways:

• You’ll receive a notification from Google 2-3 weeks prior to your campaigns being updated.
• The majority of upgrades will be finalized by the end of September—just in time for the holiday season—though campaigns utilizing features like vehicle ads might not see the update until early 2023.
• Rest assured, your campaign settings and previous historical data will be carried over by default.
• A handy Performance Max self-upgrade tool is available for those who prefer to make the switch manually with a single click.

Action items:

• Since your campaigns will be upgraded regardless, why not get ahead of the game and make the switch now?
• The tool can be accessed through your notifications section, the Recommendations page, or the Campaigns page.
• Stay alert! Google indicates that the tool will soon be available for Local campaigns.
• This update underscores the importance of becoming comfortable with Performance Max campaigns. Start by exploring our 10 tips to know before you try Performance Max campaigns.

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6. Google unveils diagnostic insights for Performance Max campaigns

And speaking of Performance Max, early July saw the introduction of insightful Google added a new diagnostic insights view within the platform’s Insights page and Overview page. These new features empower advertisers to ensure their Performance Max campaigns are running smoothly and that nothing is falling through the cracks.

Key takeaways:

This powerful tool automatically identifies issues related to:

• Status
• Billing
• Policies
• Conversion tracking
• Budget
• Strategy targets
• Ad strength

Action items:

Given that Performance Max remains unfamiliar territory for many advertisers, delving into diagnostic insights is highly recommended to gain a comprehensive understanding of your campaigns.

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Keeping pace with Google Ads updates

As the new year unfolds and Google Marketing Live comes and goes, a fresh wave of Google Ads updates is inevitable. While platform changes are unavoidable, preparation is key to navigating them effectively. Understanding the implications of each update, its timing, rationale, and required actions will save you countless headaches down the line. The easiest way to stay informed? Keep an eye out for more Google Ads update roundups from nexus-security, of course! To summarize, here are the six most recent and significant Google Ads updates:

1. The global site tag has been replaced by the more versatile Google tag.
2. Google is automatically transitioning eligible accounts to data-driven attribution modeling.
3. The much-anticipated demise of third-party cookies has been pushed back to the second half of 2024.
4. Creating engaging YouTube ad voice-overs just got easier with the new text-to-speech tool in Google Ads.
5. It’s time to bid farewell to Smart Shopping campaigns and embrace the upgrade to Performance Max.
6. The diagnostic insights page is here to provide a comprehensive view of your Performance Max campaigns’ performance.