The 6 Biggest PPC Google Ads Trends 2024
It’s that PPC Google Ads Trends of year where we begin to think about the future. Making predictions for the year ahead is commonplace We decided to discuss the most typical predictions that we aren’t sure will occur next year.
Types of matches are removed
Google has been exceptionally accommodating in their matching of keywords and search terms over the last few months. Exact has been more of a broad match, which you’re matching totally irrelevant terms in search. But, it’s not a sign that match type types are being eliminated.
The end of match type was discussed some time ago and we’ve seen a few adjustments for match types however they won’t go off in PPC Google Ads Trends 2024. Search has become one of the top advertising strategies in the past because it connects users to advertisers in real-time, with accurate data. While we’ve definitely lost some of this relevance over time, Google does not understand the intent behind search in a way to be able to remove matches.
DSA’s Will be Sunsetted for PMax Campaigns
This prediction gained momentum due to the switch to Discovery into Lead Gen campaigns. Because Pmax already has an expansion of URLs it makes sense. Apart from that, Dynamic Search Ads (DSAs) let you control negative keyword. DSAs are able to be used as a primary inventory or backfill. It is possible to be flexible with how you use DSAs in your account.
Which is more likely Google lets you effectively handle PMax negative keywords or Google retains DSAs? Negative keywords are vital for managing DSA campaigns. Without this option, PMax just can’t fill the same role as DSAs. PPC lead generation because, with the growing impact of social media and social selling, there is no fixed stage of lead conversion.
We are expecting more PMax/DemandGen campaign features to be released this year. Vidhya Srinivasan was a driving force in launching these features when she was the head of the engineering and product development for ads. She is now taking the place of Jerry Dischler as the VP/GM of Google Ads. We expect to see an increase in pressure from representatives and Google to embrace these types of campaigns and other features once she is settled in to her new position.
The removal of DSAs could be an enormous task for certain companies. This announcement is likely to require an extended period of transition to assess whether someone wants to move to PMax or to create additional search-related campaigns. We would not be surprised that these rumors would grow and eventually, there will be an announcement of some sort in the coming year. But don’t be expecting DSAs to be eliminated until PPC Google Ads Trends 2024.
You can only create PMax/Smart/Automated/Automated Campaigns
It’s been a speculation and prediction for some time also. PPC Google Ads will now only provide automated campaigns. There are clients who’s reps told them Google was going to remove all types of campaigns that are not smart in the coming year.
Although PMax is a good choice for small – to mid-sized ecommerce businesses, PMax has failed B2B and lead generation businesses since the campaigns were started. There are exceptions to the rule when advertisers are successful using these types of campaigns however, these are only exceptions and not the rule.
Eric Schmidt’s dream of providing Google the credit card of your choice and lying back and letting the conversion process take place is a long way from being a reality. While Google representatives will be pushing these types of campaigns in the coming months, and Google is continuing to pick examples to write about their efficacy but advertisers aren’t prepared for this major shift.
Manual Bidding is to be retired
It’s true that PPC Google Ads has a great track record in bidding. But they’re not 100% perfect. There are many reasons for advertisers to manage their bids by hand These are the top motives for bidding manually:
- You’ve got data Google does not have on your conversion patterns
- You have a small amount of information
- Your conversions show unusual patterns
- There are lengthy conversion times
- You’re using a third-party bid-system (you’re automating bids, however the setting remains manually set within Google Ads)
The day manual bidding becomes eliminated is the day when no third-party tool will be able to make bids for you. Google is facing a hefty lawsuit in the works and we’d anticipate another suit to come up once manual bidding is eliminated. PPC Google Ads does not want to cause any more controversy, and it’s likely to be some time before we have manual bidding removed.
The New UI Will Save You Time
Have you ever tried to master the interface for your current browser? And then, after some time you received the most popular message you received was: Please update the website?
PPC Google Ads continues to hide features they don’t want you make use of, for example, locating areas where Google has changed to change the setting of automatic expansion. Amy Hebdon wrote a fantastic piece on Google Ads manipulating the UI. Expect finding all the settings within Google’s new UI to be a lengthy procedure.
SGE Will Take Over
PPC Google Ads has launched their Search Generative Experience (SGE) as a response to Microsoft’s ChatGPT experience. This year, they launched the SGE. Chat-based search experiences are the most significant improvement to search results as well as interactions between users and search since Archie was first introduced in 1990.
Vidhya Srinivasan is involved in the process of monetizing SGE and has a good understanding of how Google can integrate advertisements into its results. The results to questions from ChatGPT or SGE are frequently incorrect We believe it will be some time before users have confidence enough to choose these new types of search results.
We don’t anticipate SGE to become the default experience by 2024, nor do we expect that PPC Google Ads will release any other metrics related to SGE. We’ll hear about announcements, adoption rates and excitement about SGE in the coming year however we shouldn’t get overly concerned about how it functions at this point.
Two Predictions That Will Come True
Enhanced or Smart Will be Used
A new feature will be launched which is referred to as enhanced or smart. PPC Google Ads has a list of words it likes and these are two of the most commonly used ones. Although something that is called enhanced may be more detrimental than the prior product, or even smart features behave in a way that is naive, Google is still a marketing firm. This is why they choose names that make you believe that the features are great even though the name doesn’t accurately describe the characteristic.
Audience Data Causes More Data Issues
According to some reports, PPC Google Ads Chrome will stop supporting cookies by 2024. We are expecting to see GA4 modifications that ensure that synchronization of personal or audience information to Google Ads more difficult. Of course privacy lawsuits will not stop.
The thing that is becoming increasingly difficult to control and monitor is the use of audience and sometimes, conversions. It’s a cult favorite among the best PPC Management blogs. While it’s known because of its SEO expertise however, the Moz Blog has a separate page dedicated to PPC.
Floc is gone. Google Ad Topics seems to be fairly average in its targeting of users. Google is awash with implicit and explicit information that could be utilized. We anticipate some changes to the targeting of audiences and management by 2024. Keywords’ death can’t happen without a remarkable targeted audiences and we’re not there yet. Perhaps one day Google will replace keywords by using credit cards and the intent of searchers will match your offerings. But, it won’t occur until 2024.
Get Ready for 2024
The year 2023 will see PPC Google Ads Analytics 4 fully substituted Universal Analytics. A few of our most popular methods of attribution weren’t fully properly understood and were subsequently taken away. Although match types haven’t received an official change, the way they work has changed.
AI took center stage. AI/ML is utilized in PMax, search results Demand Gen bidding, search phrase matching, audience matching privacy security, ad creation rendering ads and a myriad of other functions. It is important to remember that AI/ML won’t perform at its best without data and context. If your information isn’t up to date or if your ads or Website Ranking context doesn’t correspond to the purpose of your search, then your account is affected.
If you’d like a no-cost analysis of the account you have, Adalysis will create one for you (for no cost) to let you know the performance of your account and make sure you’re prepared for the coming year.
