As we step into 2024, Google Ads is rolling out major changes, bringing the power of artificial intelligence (AI) to the forefront. Let’s delve into the three significant transformations shaping the landscape of Google Ads this year:
1. AI-Powered Demand Generation Campaigns
In 2024, Google Ads introduces AI-driven Demand Generation campaigns, shifting the focus towards social platforms like YouTube (Shorts) and Gmail. This innovative approach enhances standard Discovery campaigns by incorporating short videos and carousels. The game-changer lies in the ability to leverage first-party data for building lookalike audiences, coupled with advanced bidding strategies to optimize Return on Ad Spend (ROAS).
By March 2024, Google plans to transition Discovery campaigns into Demand Gen campaigns, revolutionizing the way advertisers connect with their target audience.
Furthermore, Performance Max campaigns receive a boost with AI assistance, offering automatic suggestions for headlines, visuals, and other assets. While the prospect of one-click video and image generation is enticing, it’s advisable to approach these changes cautiously, keeping an eye on further enhancements.
The icing on the AI cake is the introduction of Automatically-Created RSA Assets (ACAs) for Responsive Search Ads, streamlining the process of generating assets and facilitating easy adjustments based on website information and keywords.
2. Revamped Google Ads Manager Dashboard
The year 2024 brings a fresh look and feel to the Google Ads Manager dashboard. With a streamlined navigation menu, the inclusion of a “Goals” category, and consolidated options under “Audiences, keywords, and content,” the dashboard promises improved user experience. Advertisers can now access their goals and conversion metrics seamlessly, making navigation more intuitive.
It’s worth noting the transition from Universal Analytics to GA4, signaling a shift towards more advanced analytics capabilities.
3. Privacy-centric Changes
Privacy remains a paramount focus in 2024 for Google Ads. The new Personalized Ads Policy targets the finance sector, restricting the use of sensitive information like gender, age, parental and marital status, and zip code in credit and banking ads starting from February 2024.
Google Ads Consent Mode v2 adds granularity to user consent, introducing parameters like “ad_user_data” and “ad_personalization.” Advertisers must ensure their cookie notices and policies are up-to-date to comply with these changes.
4. First-Party Data Management with Google Ads Data Manager
Recognizing the importance of first-party data, Google introduces the Google Ads Data Manager in 2024. This tool facilitates the connection of various data sources, including CRM, ads, email marketing, and website data. The Data Manager enhances precision in conversion monitoring, enables remarketing with Customer Match, and boosts results from enhanced conversions.
5. Expansion of Local Services Ads and Google Guaranteed Programme
Google’s Local Services Ads and Guaranteed Programme receive a geographical expansion in 2024. Legal firms and real estate agents in the London, UK area can now benefit from the Verified badge, enhancing their credibility. Advertisers can also include profile photos and additional information in their ads, setting them apart from competitors.
6. Search Themes in Performance Max
Performance Max gains more flexibility with the introduction of Search Themes. Advertisers can provide input to Google’s AI, ensuring campaigns cover new areas, products, or promotions where historical data might be limited. This step reflects Google Ads’ acknowledgment of advertisers’ desire for more control over their campaigns.
7. Augmented Reality Beauty Ads
For cosmetics brands, the highlight of 2024 is the introduction of Augmented Reality (AR) Beauty Ads on Google Ads. Eligible brands can offer a “Try-on” experience for products like lipsticks and eyeshadows within Google Shopping or Performance Max ads, provided they have a Merchant and Manufacturer Centre account.
In conclusion, 2024 promises to be an exciting year for Google Ads, marked by significant AI-driven changes. While embracing these innovations, it’s crucial for advertisers to align them with their unique strategies and prioritize return on investment. Stay informed, test new features, and make decisions that best suit your business goals. If in doubt, seek personalized advice to navigate the evolving landscape of Google Ads effectively.
