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Google Ads 2024: 5 biggest trends



Presentation of Google Ads news for 2024
2024 promises to be a revolutionary year for Google Ads, marked by a significant increase in the use of artificial intelligence (AI), intelligent automation, increased use of broad match, and an increasing emphasis on video content.
In addition, the search ads are becoming more visually appealing. With the constant evolution of Google Ads, last year was marked by important developments, such as the introduction of new AI-based tools and numerous updates to the platform.
As we move into a new year, it is crucial for advertisers to be aware of and adapt to these emerging trends to maintain effectiveness and stay aligned with changing market dynamics.

  1. Innovations in artificial intelligence in Google Ads

A Artificial Intelligence (AI) and Machine Learning are revolutionizing the paid search campaigns in Google Ads. This year, we expect a leap in automatic bidding strategies, refinement in audience segmentation and semi-independent ad generation.
By predictive analysis, advertisers will be able to anticipate consumer trends, thus optimizing campaigns for superior results. Such advanced automated bidding strategies mark a significant transition from the manual process to a data and AI model.
Google Ads will introduce AI-powered features such as:
  • Semi-autonomous Ad Creation: Encouraging the use of Max Performance (PMax), which allows advertisers to access a broad ad inventory, AI makes it easier to experiment with multiple text variants and visual optimization, reducing manual workload.
  • Enhanced Audience Targeting: With PMax and the expansion of types of keyword matching, AI can analyze search histories and online behaviors, accurately predicting user intentions, similar to current automated bidding strategies, but at a more advanced technological level.
  • Predictive Analysis in Campaign Optimization: AI enables proactive campaign management, analyzing market trends and past performance to anticipate future challenges and opportunities.
  • Learning and Continuous Improvement: AI continually improves through Machine Learning, making the tools increasingly aligned with advertisers’ objectives and the peculiarities of the target audience.
Presentation screen, creating an ad on Google Ads with Artificial Intelligence. Source: Google Blog
The future of Google Ads is marked by smarter, more responsive and more effective campaigns, with AI playing a crucial role in analysis and strategy, while marketers focus on more strategic and creative decisions.

2. Smart Bidding Automation and Popularity

With the increasing adoption of technologies based on artificial intelligence, we will see a significant increase in the use of automation for creating and targeting ads on Google Ads. This trend will be evident at various levels of advertising campaigns.
Additionally, smart bidding strategies such as target CPA (cost per acquisition) and ROAS (return on advertising spend), will gain even more traction. This is due to AI’s ability to optimize campaigns more effectively and efficiently.

3. Reinforced Focus on Broad Match

Google is increasingly encouraging advertisers to adopt broad match strategy. This is due to the effectiveness of smart bidding and the ability of AI to progressively improve results. Thus, the logic is clear: the more information is provided to the system, the greater its ability to adjust and achieve the objectives defined by advertisers.

4. Rise of short video advertising

An increase in video advertising is expected, with a particular focus on short-form content, differentiating itself from traditional YouTube ad formats. In this context, YouTube Shorts appear as an alternative to TikTok and Instagram Reels, offering advertisers a new channel for displaying ads. With increasing competition from platforms like TikTok and Instagram, Shorts are expected to gain more prominence, aided by AI to make it easier for users to create ads.

5. Searches with a greater visual component

Research is moving towards a more visual experience. It is already common to include images in search ads, a trend that is expected to intensify in 2024, further enriching the visual experience in searches.

Stay informed about what's new in Google Ads

Currently, the paid search environment is evolving into a scenario where artificial intelligence (AI) and task automation and actions are increasingly fundamental.
The growth of PMax campaigns, the preference for smart bidding, the adoption of broad match strategies, and the rise of video advertising signal a move toward greater integration with AI. Despite some concerns from advertisers about the loss of detailed control and transparency, the benefits in efficiency and effectiveness are unquestionable.
These transformations reflect a delicate balance between technological advancement and the quest to increase advertising revenue, highlighting the complexity of the sector's evolution. It is vital for marketers to understand how changes implemented by Google influence advertising strategies and adapt to them.
Analytical Marketing