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The average person doesn’t usually stay “in the know” about upcoming changes with technology. We created this video to provide you with some tips on using Google to your advantage both as a lead generation tool and to assist with content marketing, considering the new 2022 and 2023 updates.

In this video, Shannon Bohnen goes over three of the updates that Google is introducing in the upcoming months and gives advice on how to make the most of the new features.

For example, if your business is currently using Google Ads as a lead generation tool, you’ll be excited to learn about Google Performance Max, a campaign that helps automate your ad process while increasing your brand awareness.

Check out Shannon’s video to learn more about the Google updates and find out how those changes can enhance your content marketing and work as a lead generation tool.

If you prefer to read this content, the video transcript is below.

Using Google as a lead generation tool is not easy. If you’re serious about making it work for you, you have to keep up with updates and trends.

So, what’s new with Google? Here are three things to consider in the coming months:

Number 1. Switching to GA4: Google wants you to start using Google Analytics 4, starting in July 2023, but you should get familiar with the platform now.

The main differences between Universal Analytics and GA4 are key performance metrics and goals. Ask the Google person on your team to add a GA4 property to your website, so you can start collecting data now and use that to determine next year’s goals.

Number 2. What’s new with Google Ads? Google is promoting their new Performance Max campaign track. With Performance Max, you tell Google what your budget is, what your goal is and they will shoot out Display ads, you’ll have your ads on Gmail, Discover, Search and YouTube as well. If you go this route, your ads will be everywhere.

This can be good if your goal is brand awareness and you want to automate the process as much as possible. With this campaign, you don’t have to write ads. You don’t have to adjust anything; you’ll just start gaining impressions.

Number 3. My third tip is for Google Search. Of course, search is getting smarter all the time. So, what does that mean for you? Your content marketing should work for both robots and humans. If that’s possible.

For example, Google will rank you higher when you cut to the chase: Write “we’re thrilled” instead of “we’re very excited.” And use politically correct collective nouns like “personkind” instead of “mankind.”  

As always, if you have any questions at all, let us know and we will get you on the fast track to success on search, ads and analytics. Until next time!