Google Ads has recently updated its dashboard and is upgrading its algorithm, which means more opportunities for digital marketing professionals. In 2023, we saw a ‘Similar Audience’ feature was no longer available, ‘Smart Shopping Ads’ were upgraded to ‘PMAX’, highlighted Business Names and Logos, upgraded AI for seamless user experience and the big one was a shift from UA to GA4!!
Now, what’s next in 2024?
We are sure that Google Ads are going to improve the features further and provide marketers with time-efficient solutions.
As we are waiting or guessing about the upcoming updates, the points discussed below will be very helpful in maximising results in 2024.
1. Exploring New Types of Campaigns
Google Ads has revised its offerings with new campaign types such as Hotel, Demand Gen, and merging Product and brand Consideration with Awareness and consideration.
We recommend experimenting with the PMAX campaign if you haven’t yet, it would help you with better results as Google is also promoting the ‘use & benefits of PMAX’ among marketers.
2. Using AI for Efficiency
After shaking the digital marketing world, chatgpt 4 became one of the fastest-growing platforms in 2023. Tech giants like Google, Microsoft, and Twitter shifted their focus to building generative AI for their users.
With the help of AI, overall campaign targeting, optimisation, and performance could be improved. You can implement AI-driven remarketing strategies to target users who have previously interacted with your website for better results. AI can analyse user behaviour and engagement to determine the most effective ads for re-engagement.
AI can also help in creating images for PMAX or display campaigns however we recommend reviewing these results before implementing them to have higher ad relevance.
3. Data-Driven Approach
A data-driven approach in Google Ads involves using analytics, CRMs, and performance data to make informed decisions and optimise ad strategy. For in-depth data analysis, we recommend report analysis from Google Analytics (GA4) which can enhance audience-level targeting, location information, and overall user experience with the landing page.
4. Quality Score Improvement
Quality score is an essential part of Google Ads campaign performance. It is a metric to measure the relevance and quality of ads, keywords, and final landing pages.
We suggest working on Quality Score by creating relevant ad copy, ensuring that your ad is highly relevant to the search query and closely related to the keywords.
Use high-quality landing pages, and work on a better user experience.
Don’t Skip using the ‘CTA’ in ads. Higher CTAs are generally associated with better quality scores.
Better quality scores + better Ad rankings lead to lower costs. That’s an achievement for digital marketers!
5. Mobile-Friendly Landing Pages
Mobile users usually are higher in numbers when it comes to User Traffic. Therefore it becomes crucial to ensure that the UI/UX of the website is optimised. The better the landing page experience, the higher the conversion rate.
Apply a mobile-friendly and touch-friendly menu that is easy for user navigation.
We also recommend optimising images to reduce the loading time. Ensure the website for mobile SEO, including website-friendly URLs, relevant keywords, and proper meta tags.
6. A/B Testing
Don’t miss out on the opportunity to test different variations of the ads! With these recent updates and a data-driven approach, A/B Testing is necessary for a campaign.
Implement data insights gained from each test for further optimisation of Google ads campaign. Overall A/B testing is an ongoing process for continuous improvement.
7. Negative Keywords
When we talk about a campaign setup most of us focus on keywords and types of keywords like broad, phrase, and exact match.
With the evolving landscape of online advertising in 2024, negative keywords play a crucial role in campaign optimisation and ad placements. Closely watch the search terms and update the list of negative keywords to improve traffic quality, ad relevance, and avoid waste of ad spend.
8. Budget Management
Monitor budget allocation carefully. Allocate more budget to well-performing campaigns and adjust spending based on the ROI of each campaign. It is important to review budget distribution to ensure optimal performance regularly. You can also look for budget insights under the Google Ads Dashboard.
In 2024, we will also see updates on ‘Search Generative Experience’ which Google is experimenting with, and that’s exciting for end users. As per Digital Squad’s PPC Team, PMAX would be the primary focus of 2024, so go ahead and experiment with Performance MAX Campaigns. But remember to set realistic goals!
Discover how we can enhance your conversion rates with our holistic approach to digital strategies, encompassing SEO, Social Media Marketing, Google Ads, Meta Ads, and LinkedIn Ads. (linking different DS web pages respectively to SEO, SMM, Google Ads, etc.)
Reach out to us now to explore the possibilities and elevate your online presence!