What’s New in Google Ads for 2024?
Although Google does not have a unified “What’s New” list for the year all in one, critical updates happen throughout the year. Thus, a precise prediction of exactly what will be new in Google Ads throughout all of 2024 is impossible. However, by following current trends and recent releases, the following are several key areas of development to watch out for:
I. Enhanced AI and Automation:
Performance Max Evolution:
Expect continued improvement and growth of Performance Max campaigns. Google will probably focus on providing more granular control and insights while keeping it as efficient as the automation is. This could mean:
Audience signals improved:
Better first-party data integration and more advanced audience modeling
Assets improved:
Smarter ways of asset selection and combination (images, headlines, descriptions) in real-time based on performance and context in usage.
Better reporting and attribution:
More insight into which assets and audience segments are driving the most conversions
Integration with other Google services: Better integration with GA4 and other marketing platforms to give users a better view of campaign performance
Generative AI Integration:
We can expect much greater adoption of generative AI throughout the Google Ads platform, and that will surface in multiple ways.
Automated copy generation:
Will produce numerous creative ads in bulk by using keywords, target audience, and existing assets.
Advanced keyword research:
AI will really indicate keywords by uncovering a long tail of search terms.
Intelligent bidding strategies: Sophisticated algorithms using AI to optimize real-time bids with an understanding of competitor activity and market trends.
Personalized ad experiences:
AI is going to play an even bigger role in personalizing ad creative and messaging to the individual user based on a search history, browsing behavior, and other data points.
Automated Campaign Management:
You can also expect further moves made within the automated campaign management feature to reduce manual efforts for managing large scale campaigns. This might include:
Further advanced smart bidding:
With better algorithms, and more choices regarding automated bidding strategies.
Automated budget allocation: Features that automatically make budget allocations across campaigns and ad groups based upon performance.
Automated keyword management:
Features that, without human intervention, add, pause, or remove keywords based on performance and search trends.
II. Measurement and Attribution GA4 Deepening:
The universal analytics move from Universal Analytics to GA4 will be complete, aligning Google Ads with GA4’s data and features more closely. This means more potent cross-platform reporting as well as a better view of the customer journey.
Privacy-Preserving Measurement:
As third-party cookies hinder measurement of the issue of user privacy, Google will invest in the development of privacy-preserving measurement solutions. Improving features will be there to measure better without intrusion by third-party cookies. This would involve focusing on federated learning of cohorts and enhanced conversion tracking methods as a part of its solution.
Cross-Device Attribution:
Better tools to track conversions across multiple devices and platforms, giving a more holistic view of how users interact with ads.
III. Increased Targeting and Reach:
Audience Expansion:
Additional further advancement of audience targeting capabilities, potential for still more targeted users ads to be served. It could include richer audience segmentation options, the capability to target on new signals and data points, and therefore more.
Improved Location Targeting:
More precise location targeting. It is not purely keyword location targeting or a catchment area-based targeting. More granular location based on the geographical area, proximity to a place of physical interest.
Inventories and Inventory Placement New:
Google can bring more new inventories and placement options for various ad formats so that more audiences are reached by advertisers.
Shopping and E-commerce
Improved Shopping campaigns would be one more feature Google emphasis on and develop further for higher efficiency and better application of shopping campaigns by e-commerce companies. Better tools for managing a product feed, better categorization of products, and more advanced types of advertising end.
Local Inventory Ads Optimization :
Continued development and optimization of local inventory ads to connect online shoppers with local businesses that carry what they want.
V. Sustainability and Inclusivity Focus:
Google will likely continue its emphasis on responsible advertising. The area to watch for change here are:
Enhancements to Ad policies:
Evolving, enhancing, and refining ad policies to further ensure equity, transparency, and responsible practices.
Sustainability initiatives: Provided with more tools and resources that will further enable the advertisers to promote their sustainable products and services.
Inclusivity and diversity:
Advocating for inclusivity and diversity in advertising while ensuring ads represent diversity and a vast demographic.
Google Ads official updates are found on the development blog as well as in the help center. Follow along for all the new features and releases happening in 2024, and stay ahead of the curve. The findings above are likely trends from what is currently in development, but specifics can indeed be changed.