The Future of Google Ads: Best Practices to Follow in 2023

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January 9, 2023 | | Digital Marketing |

The digital marketing landscape is ever-changing, and Google Ads is no exception. With new algorithms and features being released yearly, you need to stay on top of your game if you want to keep up with the competition. This article looks at the best practices for Google Ads in 2023 so that you can get ahead of the curve.


As Google continues to evolve, so do its tools and features – especially regarding advertising. For businesses that rely on Google Ads to reach their target audiences, staying up-to-date on the latest trends and best practices is essential.

In this blog post, we’ll explore the future of Google Ads and some key things you can do to ensure your campaigns are successful.

Google Ads is constantly changing and evolving – so what can we expect in the future? Here are a few predictions:

  1. More Automation: We can expect more automation in Google Ads, which will save time and help improve campaign performance. This could include automatic ad optimization, bid management, and creative testing.
  2. Enhanced Reporting: With all the data that Google collects, we can expect to see even more detailed reporting within Google Ads. This will give marketers more insights into what’s working and what isn’t so they can adjust their campaigns accordingly.
  3. Greater Integration with Other Platforms: We already see greater integration between Google Ads and other platforms like YouTube and Gmail. We expect this trend to continue, making it easier for businesses to reach their target audiences across multiple channels.
  4. New Ad Formats: As mobile usage grows, we can expect to see new ad formats optimized for smaller screens. This could include expanded text, dynamic search, and video ads.

These are just a few predictions for the future of Google Ads. To make sure your campaigns are successful in 2023, here are some best practices to follow:

  1. Take Advantage of Automation: Use the automation features available within Google Ads to save time and optimize performance. This includes automatic bid management and creative testing.
  2. Utilize Enhanced Reporting: Use the enhanced reporting features available in Google Ads to gain more insights into what’s working and isn’t. This can help you adjust your strategy as needed to achieve better results.
  3. Integrate Across Platforms: Leverage the integration between Google Ads and other platforms like YouTube and Gmail by creating campaigns targeting multiple channels simultaneously. This will increase your reach and help you reach a wider audience.
  4. Experiment with New Ad Formats: Test out new ad formats that may be better suited for mobile devices, such as expanded text ads or dynamic search ads – this could give you an edge over your competitors who aren’t taking advantage of these new ad formats yet.

By following these best practices, you can ensure that your Google Ads campaigns are successful in 2023 and beyond.

What is Google Ads?

As the world’s largest advertising platform, Google Ads allows businesses of all sizes to create ad campaigns that target potential customers based on keywords they search for on and millions of other websites in the Google Display Network.

Advertisers can set a budget for their Google Ads campaign and only pay when someone clicks on their ad (known as cost-per-click or CPC). This makes Google Ads an effective way to reach people interested in what you offer.

Google Ads offers other features to help you get more out of your advertising spend, such as conversion tracking and remarketing. With conversion tracking, you can see how many people who saw your ad completed a desired action, such as making a purchase or signing up for your email list. Remarketing allows you to show your ads to people who have already visited your website or used your app, which can help get them to come back and take another look at what you have to offer.

The Impact of AI and Machine Learning in Google Ads

The impact of AI and machine learning in Google Ads is undeniable. By 2020, it’s estimated that AI will power 50% of all searches. If you’re not using these technologies to optimize your Google Ads campaigns, you’re likely missing out on many potential traffic and conversions.

There are a few key things to keep in mind when using AI and machine learning in Google Ads:

  1. Set clear goals for your campaigns. What do you want to achieve with your ads? More clicks? More conversions? Better quality scores? Make sure you know what success looks like before using AI and machine learning.
  2. Use data to inform your decisions. The more data you have, the better equipped your AI and machine learning models will be to make accurate predictions and recommendations.
  3. Test, test, test. As with any new technology or approach, testing how AI and machine learning impacts your Google Ads campaigns is essential before rolling it out more broadly. Try different methods and see what works best for your business.
  4. Leverage automation. Automated bidding and optimization can help save you time and money. With AI and machine learning, you can set up automated rules that adjust bids based on the performance of your campaigns in real time.
  5. Monitor results closely. AI and machine learning are powerful tools, but they could be better. Keep an eye on your campaigns to ensure they deliver the desired results.
  6. AI and machine learning can significantly optimize your Google Ads campaigns and drive better results. However, it’s essential to keep the above tips in mind and ensure you’re setting up your campaigns correctly.

New Targeting Strategies for Improved Results

As Google continues to evolve, so do the best practices for using its platform. Here are some updated tips for targeting your ads for improved results:

  1. Use Custom Intent Audiences

Custom intent audiences allow you to target people who are actively interested in what you have to offer. List keywords representing your product or service to create a custom intent audience. Then, create an ad group and target those keywords with your ads.

  1. Use In-Market Audiences

In-market audiences are another great way to target people actively interested in what you offer. These audiences are created based on someone’s previous search behavior. Choose the category that best represents your product or service to create an in-market audience. Then, could you create an ad group and target that category with your ads?

Automation & Optimization Tools for maximum ROI

As Google continues to evolve, so do the best practices for using Google Ads. To stay ahead of the curve and maximize your return on investment (ROI), it’s essential to be aware of the latest trends and changes.

One area that is particularly important to keep an eye on is automation & optimization tools. By using these tools, you can save time and money while still getting the most out of your Google Ads campaigns. Here are some tips for using automation & optimization tools:

  1. Use keyword research tools to find the right keywords for your campaigns. Several different keyword research tools are available, so find one that works well for you and your needs.
  2. Use negative keywords to filter out unwanted clicks and impressions. This can help improve your click-through rate (CTR) and lower your cost-per-click (CPC).
  3. Utilize ad scheduling to control when your ads are shown. This is especially useful if you want to target people in different time zones or only show your ads during certain hours of the day.
  4. Geo-targeting allows you to target specific locations with your ads. This can be helpful if you want to reach people in a particular city or country or if you want to exclude people in certain areas.
  5. Use ad extensions to give people more information about your product or service. Ad extensions can include things like phone numbers, links to other pages on your website, or even reviews from customers.
  6. Use bid adjustments to control how much you will pay for each click. This is a great way to ensure you get the most out of your budget.
  7. Monitor performance closely and adjust your campaigns accordingly. Keep track of things like impressions, clicks, conversions, and costs-per-click so that you can make changes as needed.

These tips can help you get the most out of your Google Ads campaigns and ensure maximum ROI. Automation & optimization tools can save you time and money while giving you the desired results.

Best Practices for Budget Allocation and Management

When it comes to allocating your Google Ads budget, there are a few best practices to follow:

  1. Start with a realistic assessment of your marketing goals and what you can afford to spend. Remember that you’ll need to allocate funds for both clicks and conversions.
  2. Use historical data to inform your budget decisions. Look at how much you’ve spent on Google Ads in the past and how effective it’s been in driving results.
  3. Use keyword research to determine which keywords are most likely to convert. Target these keywords with higher bids to get more bang for your buck.
  4. Consider using automatic bidding strategies. These can help you get more conversions while staying within your desired budget.
  5. Test different budgets and bid strategies over time to see what works best for your business. Be sure to track your results to optimize your campaigns for maximum ROI.

Strategies to Track Ad Performance & Conversion Rates

As we all know, Google is constantly changing and updating its algorithms. This can be a headache for businesses that rely on Google Ads to generate leads and sales. However, there are some best practices you can follow to ensure your campaigns are as successful as possible, no matter what changes Google makes.

One of the most important things you can do is track your ad performance and conversion rates. This will help you see what’s working and what isn’t so you can adjust your campaigns accordingly. There are a few different ways you can do this:

Google Analytics: You can use Google Analytics to track how many people are clicking on your ads and how many of those clicks result in conversions (sales or leads). To set this up, you’ll need to create a goal in Google Analytics and link it to your Google Ads account. Once that’s done, you’ll see detailed reports on your ads’ performance.

AdWords Conversion Tracking: AdWords Conversion Tracking is a tool that lets you track how many people click on your ad to convert (buying something or taking other desired actions). To set it up, you’ll need to add a piece of code to your website or use one of the supported tag management systems. Once that’s done, you’ll see detailed performance reports on your ads.

Third-Party Tracking Tools: You can also use several third-party tracking tools to track ad performance and conversion rates. These tools usually offer more detailed reports than AdWords or Google Analytics, but they may cost more.

Regardless of your chosen method, it’s important to monitor your ad performance and conversion rates consistently so you can adjust your campaigns as needed. This is the key to successful Google Ads campaigns!


The future of Google Ads will be pretty different from what it used to be. Advertisers must keep up with the ever-evolving landscape and employ innovative strategies to get ahead of their competition. Following our best practices outlined above, you can ensure your campaigns are optimized for success in 2023 and beyond. With commitment and dedication, there’s no doubt that you can achieve a successful outcome with your Google Ads campaigns.

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