Based on last year’s trends and new features—as well as some upcoming data regulations—here’s what to expect from Google Ads in 2023:

• Broad match or bust. Google strongly suggests that you upgrade existing keywords to broad match to yield quality impression share and higher conversions. More data = better optimization. Still, you should closely monitor broad match, as it could produce overspend from irrelevant queries.
• More dependence on creative. In 2023, emphasize creative. Use high-quality images and videos for Display Network ad types (Responsive, Discovery, Performance Max) and set yourself apart by adding images to search ads.
• Privacy-focused management. Google—and the digital marketing industry at large—is moving to first-party data. On May 1, 2023, Google advertisers will no longer be able create similar audiences, even with first-party data.
• Less transparency to advertisers. Google’s automation and machine learning algorithms continue to be a mystery to advertisers. The challenge will be finding opportunities within these limitations.

Check out the full story over at Practical eCommerce.

Whether you’ve been working from home since 2020 or you just scored your first remote gig, January is the perfect time to make your workflow smarter. Here’s some must-try digital tools for WFH in 2023:

Project Mgmt

• ClickUp
• Asana
• Monday.com

Marketing

• Fellow
• Evernote
• Calendly

Collab

• Google Meet
• Slack
• Google Docs
• Trello

Time-Tracking

• Toggl
• Time Doctor
• Hubstaff

Head over to Fellow to drill down into the details.

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Cecily Strong teaches Einstein (Paul Giamatti) a thing or two about saving money on Verizon’s new Welcome Unlimited $25/line deal in this smart new spot.