Starting February 28, 2025, Google will shift its advertising focus towards channels that capture locally engaged users, such as Search and Maps, over Display and YouTube. This change aims to enhance conversion quality while potentially leading to reduced overall conversion volume and higher costs. Advertisers are encouraged to adjust Smart Bidding targets, diversify offline goals, expand location targeting, and consolidate campaigns to maximize efficiency and return on investment, signaling a strategic pivot towards generating more valuable offline actions.
Starting February 28, Google will focus on locally engaged users on channels with higher local intent, thus potentially decreasing conversion volume but improving campaign efficiency.
Google aims to enhance campaign efficiency by driving higher-quality conversions, leading to potentially higher costs per conversion but better long-term results.
To maximize ROI, advertisers are advised to relax targets, diversify offline conversion goals, expand location targeting, and consolidate campaigns.
This change is designed to enhance ad serving on channels like Search and Maps, which are expected to drive more valuable store visit conversions.
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