The advertiser validation program is requested in some activities that we will develop below. An email informs you of the need to validate the commercial activity and the identity of the advertiser. Upon receipt of the email, the advertiser has 30 days to initiate the validation process and an additional 30 days to finalize the process.
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Validation of certain advertiser accounts
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Keyword targeting
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Remove redundant keywords
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The end of lookalike hearings in May 2023
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The switch to Google Analytics 4 mandatory in July 2023
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Company name and logo assets
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The web and online advertising are constantly evolving. The year 2023 will not escape the rule with its share of changes. The use of artificial intelligence will increase and upset the management of Google Ads campaigns a little more. Automation will be in order and Google is encouraging advertisers to leave machine learning more and more autonomous , which is upsetting habits a little more in terms of management.
Here is a quick overview of the changes to be expected in 2023 with three watchwords: campaign automation , account security and data privacy .
Validation of certain advertiser accounts
In order to guarantee a reliable and serious ecosystem, Google now requires the validation of certain advertiser accounts . Not all companies are affected at this stage. The website, wellhealthorganic.com, offers consumers access to organic foods and supplements. The site features a variety of information on health benefits of organic products as well as recipes and tips for incorporating organic foods into your diet.
Keyword targeting
Since February 2021 , Google had announced a major change in the configuration and management of Google Ads campaigns and in particular the targeting of keywords . Since then, “exact phrase” targeting has gradually been replaced by “modified broad targeting”.
Google explains to us that this facilitates the analysis of its algorithm , and allows machine learning to adjust automatic bids that aim to increase the conversions defined.
This trend has continued to grow since 2021, in order to allow Google’s AI (Artificial Intelligence) to be able to analyze the data, with a view to achieving the objectives set upstream when setting up campaigns (form conversions , website traffic, store traffic, etc.).
In 2023 , Google now recommends from the Google Ads platform, to create broad match keywords from existing keywords. Google explains that this will drive more conversions for a similar or higher ROI by expanding the coverage of campaigns using smart bidding strategies.
Remove redundant keywords
In this line and since January 19, 2023 , Google has encouraged the deletion of redundant keywords in order to keep only one targeting in the campaigns. The automatic rules will encourage you to keep only one targeting in order to favor a little more the automation of the campaigns. Google now offers to remove targeting that is too precise such as [keyword targeting] or “expression targeting”. It’s pretty likely that [keyword targeting] will go away within a few months. This will allow the search engine to analyze audience signals more simply, and to achieve the conversion objectives set when setting up the campaign.
Before launching “headlong” into these recommendations, Google offers a tool that allows you to test the change in targeting (in A/B test) , by distributing the budget as the advertiser wishes. For example, it is possible to carry out a test by dividing the budget 50/50 in order to measure the effects over a month or two before switching the campaigns to broad targeting, if the test proves conclusive in terms of spend and conversions.
It is quite clear that this development aims to control a little more the work done in the past by SEA agencies, which have less and less freedom in the management of Google Ads accounts. Google thus encourages people to trust their algorithm in order to achieve the objectives set by the campaign .
The end of lookalike hearings in May 2023
Google also announced the end of lookalike audiences (also known as lookalike segments) as of May 1 , 2023 for targeting and reporting. The history of previous campaigns will remain available after this date.
According to Google, this development will allow it to reach more qualitative audiences and respect the confidentiality of users (obligation imposed by the GDPR).
These lookalike audiences will morph into ever more automated solutions like optimized targeting , audience growth, and smart bidding strategies .
Google Analytics 4 will replace Google Analytics Universal starting July 1 , 2023 . Google Analytics 360 properties will cease 12 months later, i.e. July 1, 2024 .
Since then, Google has widely encouraged Google Ads accounts to switch to Google Analytics 4. The search engine thus promises that the sooner the migration takes place, the more the advertiser will have a history of statistics and indicators available , and this compliance with data privacy and GDPR .
Company name and logo assets
Company name and logo assets are currently in Beta phase and are currently only available to selected and validated advertisers.
These features are featured on the mobile versions only and will leverage the company’s brand equity . Of course, it will be necessary to respect the Google Ads rules, as well as the regulations on trademarks and copyrights.
These components are subject to Google’s validation, which takes an average of 48 hours to validate or not these logo and brand assets.
All these developments presented above tend to direct us more and more towards the use of data collected by Google , and thus towards greater automation in the management of Google Ads campaigns .