The Top 5 Google Ads Trends to Watch in 2024 (Plus 6 Predictions)

The world of Google Ads never stands still. In the past year alone, we’ve seen the rollout of new AI tools, the sunsetting of certain attribution models, and a wave of updates across the platform. As we enter a new year, I’ve compiled some key Google Ads trends and predictions that advertisers need to be aware of to maintain their success and navigate the ever-changing landscape. Here are the top Google Ads trends I believe will shape 2024:

  1. Google Ads will release more AI-powered features
  2. Automation and smart bidding will become more popular
  3. More emphasis on broad match
  4. Video advertising will grow
  5. Search will take on a more visual experience I’m also sharing six more Google Ads and PPC predictions that are worth keeping an eye on.

Let’s delve into what I foresee as the most impactful Google Ads trends this year.

1. Google Ads will release more AI-powered features

AI and machine learning are already transforming paid search campaigns. This year, expect even more sophisticated automated bidding strategies, highly targeted audience selection, and ad creation with a greater degree of autonomy. Furthermore, with predictive analytics, advertisers can anticipate consumer behavior, optimizing campaigns for “better results.” Advanced automated bid strategies have already significantly changed Google’s historically manual process of bid adjustments and result refinement. I anticipate continued evolution, particularly with the integration of Google Analytics 4 (GA4) and Google’s focus on data-driven attribution. Expect to see these AI-powered features in Google Ads:

Semi-autonomous ad creation

Google is strongly encouraging advertisers to embrace Performance Max (PMAX) campaigns. For those unfamiliar, PMAX allows advertisers to tap into Google’s entire ad inventory (YouTube, Search, Discover, Gmail, and Maps) from a single campaign. In PMAX, ads are generated based on provided inputs. While text assets can currently be created through advertiser input, the rapid advancement of AI-generated imagery suggests this capability might be available soon. For years, marketers had to manually test every facet of a campaign. AI is poised to change that, enabling the testing of numerous ad copy variations, suggesting keywords based on search trends, and even optimizing ad visuals for maximum impact.

google marketing live - 2023 performance max asset creation 🛑 Concerned about wasted ad spend on Google? Get a free, instant audit » Google Ads Performance Grader

Enhanced audience targeting

Advertising platforms are already incorporating AI into audience segmentation. Facebook, in particular, has launched its “Advantage+” audience feature, essentially allowing AI to handle segmentation. I anticipate Google will follow suit, focusing on Performance Max and expanding keyword match types. By analyzing user search history, website interactions, and even social media activity, AI-powered platforms can accurately predict user intent. This allows ads to target users more likely to convert, similar to how automated bid strategies function now, but with an added layer of technological sophistication.

Predictive analytics in campaign optimization

Beyond reacting to historical data, AI could facilitate proactive campaign management through predictive analytics. By analyzing past campaign performance and current market trends, AI could identify potential challenges and opportunities in future campaigns. This would allow marketers to adjust strategies proactively rather than reactively. While elements of this exist in current platforms, I believe we’ll see a greater emphasis on predictive analytics.

Continuous learning and improvement

The true power of AI lies in its ability to continuously learn and adapt. Machine learning models refine themselves with every data point they process. In paid search, this translates to AI-powered tools becoming increasingly aligned with advertiser goals and target audience nuances. This trajectory is evident in PMAX and smart bidding, and I expect Google to further promote and enhance these capabilities. The convergence of AI and paid search promises a future of smarter, more responsive, and ultimately more effective campaigns. As AI handles the heavy lifting of data analysis, marketers can focus on strategic decision-making, creative development, and leveraging AI insights for maximum impact.

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Mirroring the rise of AI-powered features, automation in ad creation and audience targeting will become more widespread across all campaign types. Smart bidding strategies, such as Target CPA and ROAS, will maintain their popularity, utilizing AI for efficient campaign optimization.

google ads trends - smart bidding strategies Smart bidding has proven its worth. While initially met with skepticism due to the then-nascent state of AI, strategies like max conversions, tCPA, and tROAS have become valuable assets for advertisers with sufficient learning data. In the long run, these strategies tend to enhance well-structured campaigns. ⚡️ Is your Google Ads account optimized for success? Download now » The Last Guide to Google Ads Account Structure You’ll Ever Need

3. More emphasis on broad match

Google is increasingly encouraging advertisers to embrace broad match keywords. This stems from their confidence in smart bidding and AI’s ability to learn and optimize for results. The more data you feed the machine, the better it can adapt to your specified goals.

keyword match types with broad match highlighted As someone accustomed to the granular control of match types and negative keywords, I still have some reservations about this approach. I value the level of precision that traditional methods offered. However, the industry is shifting towards greater automation and reduced transparency. 🔎 Need assistance finding the right keywords? Try our Free Keyword Tool!

4. Video advertising will grow

I anticipate growth in video advertising, not necessarily in the form of traditional YouTube ads, but in the realm of short-form video ads. YouTube Shorts are Google’s answer to TikTok and Meta’s Reels. Currently, you can target Shorts as an ad placement, but with the increasing competition on TikTok and Instagram, I expect Google to prioritize Shorts. They might simplify the ad creation process and leverage AI to make it easier for advertisers to create engaging Shorts ads.

tiktok trend discovery - youtube shorts home page example

5. Search will take on a more visual experience

The shift towards a more visual search experience has been underway for some time. While advertisers can already incorporate images into search ads, I expect this to advance significantly in 2024.

More Google Ads and PPC predictions to watch for

Here are six potential advancements that might not fully materialize in 2024 but are likely to gain traction:

1. Augmented reality integration

We might see the beginnings of Augmented Reality (AR) in search ads. Imagine pointing your phone at a product and instantly visualizing how it would look in your space or how it functions. AR ads could allow users to interact with products virtually, directly from the search results, providing an experience beyond static images.

2. Dynamic image ads

Building on the current capabilities of PMAX and responsive ad formats, Google might introduce dynamic image ads. These ads would adapt based on user behavior or preferences. For example, showcasing different product colors or styles based on a user’s browsing history.

3. 360-degree product previews

In 2024, search ads could offer 360-degree views of products, enabling users to examine every detail before making a purchase. This would be particularly beneficial for high-value items where visual inspection is crucial. Meta already has a 360-degree creative feature, so it’s plausible that Google will develop something similar.

4. Video integration in search ads

Short, auto-playing videos within search ads could become more commonplace. These videos could provide quick glimpses or demonstrations of products, offering a more engaging experience than images alone.

5. Interactive ads

Interactive ads, such as simple games or quizzes that lead to personalized product recommendations, could significantly enhance user engagement directly from the search results.

6. Voice-activated ads

The rise of voice search could pave the way for voice-activated ads. Users could interact with ads using voice commands, making the search experience more accessible and hands-free. While hypothetical, these advancements seem increasingly likely as search evolves and incorporates more AI-driven features.

The paid search landscape is undoubtedly evolving towards AI and automation. The rise of PMAX campaigns, the emphasis on smart bidding and broad match strategies, and the growth of video advertising all point to a more AI-driven approach. While some might bemoan the loss of granular control and transparency, the efficiency and effectiveness of these advancements are undeniable. It’s crucial for advertisers to stay informed about how Google’s decisions impact their strategies. Need more 2024 marketing trends? We’ve got you covered:

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