Google Ads Drops Display and Video Planning: What This Means for Email Marketers
Google Ads recently announced they are shifting away from impression-based planning in favor of conversion-focused strategies. This change is signified by the fact that their Performance Planner no longer supports planning for Display and Video campaigns. What does this mean for email marketers who rely on these ad campaigns as part of their overall marketing strategy?
Implications of the Change
Google is making it harder for advertisers to forecast and optimize upper-funnel campaigns like Display and Video within native tools. This is causing a shift toward conversion-focused strategies and automation, requiring advertisers to rethink how they plan awareness campaigns and measure success outside of traditional impression share metrics.
The Impact on Email Marketing
Email marketers who use Display and Video advertising as part of their overall marketing strategy may need to make adjustments to their email marketing campaigns. For example, they may need to focus more on conversion-based email campaigns and less on impression-based campaigns. They may also need to consider using different metrics to measure the success of their campaigns.
What This Means for Email Deliverability
The change in Google Ads' focus on conversion-based campaigns may also affect email deliverability. With a focus on conversions rather than impressions, email marketers may see a shift in the types of emails they need to send to support their ad campaigns. For example, they may need to send more targeted and personalized emails to support conversion-focused campaigns. Additionally, the automated extensions to search and shopping campaigns may impact the performance of email campaigns. Email marketers should be aware of these changes and adjust their email strategies accordingly.
What to Do About It
Email marketers who rely on Display and Video advertising should take the following steps to adjust to the changes in Google Ads:
- Evaluate the current performance of their Display and Video campaigns and determine which metrics are most important for measuring success.
- Review and adjust their email campaigns to support conversion-focused ad campaigns.
- Monitor email deliverability and make adjustments as needed to ensure their emails are reaching their intended audience.
- Consider using different ad platforms that support impression-based campaigns, if necessary.
An Open Question
As Google Ads continues to prioritize automation and performance-driven outcomes, what other changes will email marketers need to make to adjust to these shifts? Will impression-based campaigns become obsolete, or will there always be a place for them in the world of digital advertising? Only time will tell.