5 biggest Google Ads trends for 2024 (plus 6 predictions)

Google Ads is always evolving. Over the past year, advertisers gained access to AI tools and lost some attribution model, as well as seen countless platform updates.

I have compiled some Google Ads predictions and trends that I believe advertisers should know in order to maintain their success and keep up with the constant change.

Here are my predictions for the top Google Ads Trends in 2024.

1. 
   Google Ads to release AI-powered features
   
2. 
   Smart bidding and automation will gain popularity
   
3. 
   A greater emphasis on wide match
   
4. 
   Video Advertising Will Grow
   
5. 
   Search is now a visual experience
   

I also share six other Google Ads and PPC Predictions that you should be on the lookout for.

Google Ads Trends for 2024

What I think will be the most important Google Ads trends for you to watch this year?

1. Google Ads to release AI-powered features

Machine learning and AI tools are already changing the way paid search campaigns are run. This year will bring even more sophisticated automated bidding strategies, audience targeting and semi-autonomous ads. Additionally, with predictive analytics, advertisers can foresee consumer behavior, optimizing campaigns for “better results.”

Google’s previously very manual process for adjusting bids, fine-tuning the results and fine-tuning bids has been transformed by automated bid strategies. Google Analytics 4 and Google’s emphasis on the data driven attribution model will continue to drive this evolution.

Google Ads will also feature the following AI features:

Ad creation semi-autonomous

Google encourages advertisers to use the PerformanceMax campaign type (PMAX). If you’re not familiar with Performance Aax, it allows advertisers to access Google’s entire ad inventory, including YouTube, Search, Discover and Gmail from one campaign.

Ads are created in PMAX by inputs. With the rapid development of AI-generated images, I expect that this feature will be available in the near future. Marketers had to manually test all aspects of a campaign for years. AI can test ad copies in multiple variations, recommend keywords based on search trends and optimize visual elements of an ad to maximize engagement.

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Audience targeting – a new way to target your audience

Advertising platforms are already incorporating AI in the process of segmentation. Facebook, in particular, has launched its “Advantage+”, which essentially gives artificial intelligence the keys to segmenting your audience.

I expect Google to double down on this with Performance Max, and expand the keyword matching types. AI-driven platforms are able to predict user intent accurately by analyzing search histories, website interactions, and social media behavior. Ads can then be shown to users that are likely to convert. This is similar to the automated bid strategy, but takes it to the next level.

Predictive analytics for campaign optimization

Predictive analytics could be used to enable proactive management rather than simply reacting on past data. AI can forecast future campaign pitfalls and opportunities by evaluating previous campaign performance and market trends.

It means that marketers can adapt their strategies before they are even triggered, instead of reacting. Some of these elements are already in place, but not as much as I think. In the near future, I expect to hear more buzz about predictive analytics.

Learning and improving continuously

AI’s true power lies in its capacity to continuously learn. The machine learning models improve themselves with each piece of data that they encounter. AI-powered tools will become better attuned over time to the goals of an advertiser and the nuances of the audience they are targeting. This trajectory has already been seen with PMAX, smart bidding and other tools. Google will likely offer more promotions and advancements to advertisers in the future.

AI combined with paid search will lead to smarter campaigns that are more responsive and effective. The AI will do most of the heavy lifting in terms of analysis, but the role of the marketers will change to one of strategic decision making, creative efforts, and leveraging AI insights for maximum effect.

2. Automated bidding and automation will be more popular

Automation in ad generation and audience targeting, along with the AI-powered features that we have already discussed above, will be more common across all campaigns. Target CPA, ROAS and other smart bidding strategies will remain popular. AI will be used to optimize campaigns.

I think smart bidding is already effective. At first, I was sceptical about the concept. This is mainly because AI technology wasn’t as advanced as it is today. Once advertisers have gathered enough data, they will find that max conversions and tROAS are extremely helpful. These bidding strategies can improve the effectiveness of a campaign over time.

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3. Broad match: More emphasis on wide match

Google encourages advertisers to use wide match now more than ever before. This is due to Google’s confidence in AI and smart bidding. The more data that you provide the machine with, the better it can adapt to your goal.

As someone who has spent many years refining campaigns using negative keyword and match types to focus on specific queries, I am still sceptical about this. The process of being able to fine-tune my paid marketing was very satisfying. This level of transparency will soon disappear with the current industry trends.

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4. Video advertising is growing

I’m expecting video advertisements will grow. Not in the same way as the YouTube Ads that you are currently seeing, but rather in the short-form videos. YouTube shorts is Google’s answer for TikTok, Meta’s Reels and other similar apps. You can now run ads that target Shorts. However, with increased competition in both TikTok as well as Instagram, I think there will be more focus on Shorts to encourage advertisers. This may be done by using AI and simplifying the setup to assist advertisers in creating ads.

5. The search experience will become more visual

Since a long time, search has become more visual. Advertisers are already able to include images in their search ads, but I anticipate that this will advance considerably by 2024.

Watch out for more Google Ads and PPC forecasts

Here are six examples that will not be released in 2024 but could begin to trend that way.

1. Augmented Reality Integration

In search ads, Augmented Reality (AR), could be introduced in 2024. Imagine pointing your smartphone at a product to instantly see how it appears in your environment or how it functions. AR ads would allow users to interact in a virtual world directly from search results. This experience goes beyond static images.

2. Dynamic Image Ads

On the basis of where PMAX, and Responsive Ad Formats currently are, I can imagine Google taking this a little further. We might soon see dynamic image ads replacing static images. These ads would be based on the user’s behavior or preferences. You could, for example, show different colors or styles of products based on a user’s browsing history.

3. 360-degree product views

Search ads in 2024 could feature 360-degree views, allowing the user to see every angle of a product before making a purchase decision. This feature is especially useful for expensive items such as electronics, cars, and furniture where perspective and detail are important. Meta has a 360° creative feature. I’d expect Google to do the same.

4. Search ads with video integration

Search ads may increasingly integrate short videos that automatically play. These videos could provide quick glimpses or demos of products and give a better understanding than just images.

5. Advertisements that are interactive

Interactive ads, which allow users to interact directly from search results, could change the game. These ads, which range from simple quizzes to games that result in personalized product recommendations to simple games and quizzes leading to personalization of the ads’ content, could significantly increase user engagement.

6. Voice-activated Ads

Voice-activated advertisements could be a reality with the advent of voice searches. Voice commands could be used to interact with ads, making search more accessible.

All of these things are hypothetically possible. Of course, none of them are guaranteed to be in the pipeline. They could become a reality as search evolves and integrates more AI in the user experience.

Keep up with the latest Google Ads trends

It is clear that the landscape of paid-search will shift towards an era where AI and automation will play a dominant role. We’ve seen that the rise of PMAX, smart bidding strategies, broad match, and video advertising all point to a more -integrated approach. Some advertisers may be concerned about the lack of transparency and granularity, but there is no doubting the effectiveness and efficiency these advances bring.

The dual perspectives on these changes–technological advancement versus a push for increased advertising revenue–highlight the complex nature of the industry’s evolution. It’s about balancing the needs of users and advertisers with the commercial imperatives for major platforms such as Google and Meta. It’s crucial for those of us who are navigating through these changes to be aware of how Google’s decisions impact our advertising strategy.

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