Google is urging marketers to embrace new and tried-and-true methods for marketing with their tools in the coming year. The tech giant has highlighted five key areas to focus on in 2023:

• Adopt the new Google tag for simpler and more accurate measurement.

The new Google tag is a website tag introduced by Google in October to help consolidate and manage all your website tags from a centralized dashboard. By using this tag, marketers can simplify their tagging process, resulting in more accurate measurement, better decision making, and more efficient strategy adjustments. This new tag can help marketers stay up-to-date with the latest technology and enhance their marketing efforts.

• Get ready for upcoming changes in the marketing landscape, including Google Analytics 4 and Search Ads 360.

Google is suggesting that marketers prepare for significant changes in the marketing landscape in the next few years. To stay ahead, they should embrace two new measurement technologies: Google Analytics 4 (GA 4) and Search Ads 360. Google is encouraging marketers to adopt GA 4 as it will start phasing out Universal Analytics later in the year. Search Ads 360 is a feature-rich ad technology that offers a user-friendly interface and improved support for all search engine features. By getting ready for these changes, marketers can ensure that they are equipped to take advantage of new opportunities and continue to be successful in their marketing efforts.

• Use PAIR to combine first-party data and privacy-first data for targeted advertising.

PAIR (Privacy-Centered Advertising and Insights for Results) is Google's solution for combining first-party data and privacy-first data for targeted advertising. By using PAIR, marketers can target users who have visited both their own website and a publisher's website, allowing them to show ads to customers who have pre-existing relationships with both parties. This approach balances the need for targeted advertising with the importance of privacy, and can result in more effective and relevant advertising for both marketers and consumers. By utilizing PAIR, marketers can ensure that they are following best practices for data privacy while also achieving their marketing goals.

• Explore connected TV advertising with Display & Video 360.

Connected TV (CTV) advertising refers to the display of ads on internet-connected television devices, such as smart TVs, streaming devices, and gaming consoles. CTV advertising is becoming more accessible and marketers can now use Display & Video 360, a Google product, to display their ads on small screens. Google has recently enhanced its CTV features with frequency capping, first-party data activation, and more inventory, making 2023 a good time for marketers to test the waters and explore the potential of CTV advertising. By utilizing Display & Video 360, marketers can reach a growing audience of viewers on connected TVs and effectively extend their reach beyond traditional TV advertising.

• Track your advertising efforts with advanced tools such as Display & Video 360 and Campaign Manager 360.

Tracking the effectiveness of advertising efforts is crucial for marketers. Google suggests using advanced tools like Display & Video 360 and Campaign Manager 360 to manage advertising efforts and ensure that advertising dollars are being used effectively. These tools can help manage audiences, plan campaigns across different channels, and maintain budgets, providing insight into the impact of advertising efforts. By using these tools, marketers can make data-driven decisions, adjust strategies as needed, and maximize the return on their advertising investments. By tracking their advertising efforts, marketers can ensure that they are making the most of their resources and achieving their marketing goals.

While continuing to utilize successful methods, take advantage of these new opportunities to stay ahead in the marketing field.