Marketers know that the Google platform is constantly changing, especially the Google Ads advertising algorithm, also known as Google Display Ads. These ads are updated and new features are launched continuously. Naturally, these changes affect campaign strategy and the overall Digital Marketing.
Knowing this, let’s take a look at 5 Major Google Ads Trends Trending in 2024 that are worth watching and how we can adapt to these changes!
1. AI Will Play a Greater Role in Google Ads
Google is developing more and more AI and Machine Learning powered features, which will impact Paid Search campaigns in many ways, such as:
Of course, with the capabilities of AI that Google invests in continuously, it makes campaign management easier and more efficient. However, marketers should study and experiment with various AI features before launching a campaign and not forget to check and adjust the results obtained from AI for the best results.
2. The Use of Automation and Smart Bidding Will Become Even More Widespread
As mentioned in the first point, the capabilities of AI in 2024 are rapidly developing. Many businesses are interested in using automation systems to make campaign management faster and more efficient. For example, Smart Bidding or “Intelligent Bidding Strategies” such as Target CPA Bidding and ROAS Bidding will become more popular, using AI to optimize campaigns. These systems will help advertisers:
- Save time adjusting campaigns manually.
- Respond quickly to changes in the market.
- Adjust budgets between different campaigns to achieve the best results.
3. The Use of Broad Match Will Become More Popular
Google is encouraging marketers to use the Broad Match feature more often to demonstrate the ability of AI to learn and optimize campaigns over time. Simply put, the more data we input, the more effective Broad Match becomes. It helps reduce time spent managing keywords and also helps campaigns reach a wider target audience.
However, many marketers are concerned that Broad Match may exhaust budgets quickly if not controlled properly, or may result in irrelevant CTRs or Low-quality Leads. Therefore, we should start experimenting with Broad Match along with setting up Negative Keywords carefully and closely monitoring the results. (Read more about Broad Match)
4. Video Ads Will Grow Even More
It is predicted that Video Advertising will grow, especially short-form video formats (15-30 seconds) like TikTok, Meta’s Reels. Google has YouTube Shorts designed to meet this need. We can place Ad placements on YouTube Shorts, but TikTok and IG Stories remain highly popular platforms, so competition in Video Ads may increase even further. Google is likely to use AI to create and optimize video content as well. Therefore, we recommend testing performance on YouTube Shorts or other platforms and comparing which platform is best for that campaign.
5. Search Ads Will Offer a More “Visual” Experience
Previously, Google Search Ads advertising involved matching campaign search terms with search terms that users commonly use, resulting in ad display when users searched for those terms. Now, one trend of Search Ads indicates a tendency for searches to offer a more visual experience. Currently, marketers can already include images in search ads, and it is expected to develop further in 2024, such as:
- Ads may display products in 360 degrees.
- There may be integration of AR (Augmented Reality) technology in search results soon.
- Short videos related to the search may be displayed in the search results.
Other Trends That May Occur in the Future
Even though there have been many technological developments and new trends in 2024, Google does not stop there. There are predictions that new trends will emerge, possibly arriving this year or in the coming years.
- Integration of Augmented Reality (AR) – AR may be used in search ads, such as virtually trying on products through a smartphone camera.
- Dynamic Image Ads – Ads that change based on user behavior or preferences, such as displaying different colors or styles of products based on browsing history.
- Interactive Ads – Ads that users can interact with, such as mini-games or quizzes that lead to product recommendations.
- Voice-Activated Ads – As voice search grows, voice-activated ads may become an interesting option because users may interact with ads via voice commands more often.
For those interested in closely following Google Trends, you can see that these changes may affect the Google Ads strategy to varying degrees. Therefore, all marketers may need to adapt to new ad creation methods, more visual and interactive experiences, and keep up with news and updates from Google regularly, using Google news sources such as Google Ads Blog or Think with Google to receive the latest information about changes and new features. Continuous experimentation will be key to success in the new era of online advertising.
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Our services cover everything from SEO services, Search Marketing, Social Media Ads, Search Ads to Influencer Marketing, and we are also a SEO Company that is Google Partners. Our team consists of specialists ready to provide consultation and find solutions that meet business needs.
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