The world of PPC advertising is constantly changing, and 2024 is shaping up to be a year of significant developments. We’re excited to dive deep into these changes and utilise them to deliver even more impactful results. Here’s a breakdown of the top 4 PPC changes for this year and how they might impact your Paid Search activity:
1. Google Consent Mode v2
The focus on user privacy continues to be a major theme for Google this year with Google’s Consent Mode v2 provides a framework for navigating this new landscape. The deadline for implementation was earlier this year, in March, so it’s imperative to ensure that Consent Mode is fully and correctly set up. The main hurdle here for businesses is to ensure your campaigns comply with the latest regulations while still reaching your target audience effectively. We utilise advanced solutions to maximise campaign performance and ensure that your advertising is ethical and compliant. We stay ahead of the curve on privacy regulations and leverage first-party data and alternative measurement solutions, such as WhatConverts, to ensure your campaigns continue to thrive.
2. AI-Driven Bid Strategies
Manual bidding has served us all well, but AI-powered bidding strategies like Google’s Smart Bidding and Microsoft’s Enhanced Conversions bidding are now becoming the norm across the industry. These sophisticated algorithms analyse huge amounts of data, including user behaviour, context, and conversion likelihood, to automatically set bids in real-time.
Manual campaigns still have their place, particularly in accounts with lower conversion volumes. Additionally, it’s important to compare Performance Max campaigns against manual campaigns in order to ensure that it is the right fit for your account, bearing in mind that testing this can take a number of months. The main benefit here is that AI analyses complex data sets to refine your bids and ensure you get the most out of your budget, which should, translate to more qualified leads, higher conversion rates, and a boost to your overall campaign performance. If you’re not already, continual testing of these AI-driven campaigns should be ongoing in your ad account.
3. Third to First-Party Data:
The days of being able to rely on third-party cookies for audience targeting are nearly over. In its place, we’re now shifting to first-party data, which means the information you collect directly from your customers, is becoming even more crucial. We help our clients leverage their existing first-party data and explore innovative solutions like WhatConverts. WhatConverts is a powerful platform that allows you to collect valuable customer data and utilise attribution modelling to gain insights into campaign performance, all without relying on third-party cookies. This ensures your targeting remains accurate and effective, maximising your return on ad spend.
4. Short-Form Video in Performance Max Campaigns
Performance Max campaigns allow you to showcase your ads across Google’s entire network, including Search, Display, YouTube, Gmail, and Discover. This more holistic approach aims to maximise your reach and conversion potential. Within this campaign type, short-form video ads are becoming increasingly prevalent, with Google even auto-creating video assets for you. As a full-service agency, we work with our video designers to create bespoke videos for each client, helping to leverage this engaging format to capture attention and drive results within their Performance Max campaigns. By incorporating captivating video elements, we can create dynamic ad experiences that resonate with target audiences and achieve marketing goals.
Future-Proof Your PPC Strategy
The future of PPC advertising is intelligent, data-driven and leverages automation. Staying ahead of the curve and keeping up with the ever-evolving PPC landscape and its changing requirements has never been more imperative. We ensure that our client’s accounts are well-informed & well-prepared for the changes to come. Contact us today to discuss how we can help you achieve your marketing goals and dominate your competition in 2024 and beyond.
