News, Insights & Events

Video marketing is more important than ever as we head in to 2023 with 64% of consumers saying they’re more likely to buy a product or service after watching a video about it.

We all know video is a phenomenal marketing tool. Video dramatically increases engagement, increased web conversions, and can help train, inform, and retain your customers – increasing retention and loyalty. People are watching more video online than ever before – in fact, over 80% of all global Internet traffic now comes from video content.

In this blog, we will be discussing product announcements made by Google relating to automation through Performance Max (PMax), testing of privacy-forward solutions and My Ad Center, the latest updates to data-driven measurement, and new retail and shopping features.

At the start of 2021, Google announced that it was rolling out Performance Max (PMax) campaigns to all advertisers. The new goal-based campaign type allows advertisers to advertise over the whole of the Google Ads inventory such as YouTube, Display, Search, Discover, Gmail, and Maps, from only one single campaign. By the end of 2022, Smart Shopping and Local campaigns will automatically be upgraded to Performance Max campaigns.

As of the 1st of July 2023, Universal Analytics will stop recording data on your website and Google Analytics 4 (GA4) will take over. Up until this time, many businesses haven’t begun to think about what this is and what it means for them. It is more important than ever to implement GA4 to gather enough data ahead of this date.

The UK government has announced a digital services tax which will be imposed on digital platform providers including Google, Microsoft, Amazon and Facebook. These organisations will pay an additional 2% tax on their online revenue generated in the United Kingdom that comes into force on 1st November 2020. Businesses who use these advertising services may see prices rise by 2% in line with the tax.