5 Google Ads Trends for 2024
The new year is here and with it comes exciting changes in the field of online marketing, especially in the exciting world of?Google Ads.?In this blog post I would like to tell you the?5 important trends?that, in my opinion, will significantly shape SEA in 2024 and can make the difference between average and outstanding Google Ads accounts.?Let's start right away:
1. Conversion tracking: data as the key to success
Data is the fuel that powers the engine of Google Ads campaigns and can take your strategy to the next level.?Due to the increasing?tracking prevention?of browsers and operating systems as well as?cookie banners,?data loss is inevitable if you do not deal intensively with conversion tracking.?That’s why this topic should also be “top of mind” in 2024.
For Google Ads campaigns, I clearly recommend using the?Google Ads Pixel?as the primary conversion source, enriched with “Enhanced Conversions” and “Google Consent Mode Advanced”.?In this way, you can create a good data basis with reasonable effort.?If you also use “server-side tracking”, you should have a state-of-the-art setup.
Do you need more information or help with setup??Simply find out more about?tracking?on our website or?contact?us directly.
2. Lean account structure: Efficiency counts
In my opinion, the era of overly complex account setups is over.?In times of?automation, the main thing is to consolidate the data points for the algorithm.?This means that you should?combine?campaigns as much as possible to make the most of Google's AI power.
Consolidation can be done at the campaign level, for example by combining several?search network campaigns?or alternatively by managing them with a?portfolio strategy?.?On the other hand, newer campaign types such as?Performance Max?or?Demand Gen?are also ideal for streamlining the account structure.
3. Smart Budgeting: Distribute budgets sensibly
Budgets?are always a hot topic in Google Ads.?In my experience, the theoretical ideal case – namely an unlimited budget as long as the campaigns are going well – is a utopia in the vast majority of cases.?It is almost always important?to get the most out of?limited resources.
A relatively obvious way to optimize budget use is to distribute it across different campaigns.
Basically, those campaigns that perform well should receive more budget and those with weaker performance should receive less budget.
It sounds simple and logical, and it is.?However, in practice I always see that well-performing campaigns are?limited by budget, while weak campaigns tend to?cost too much.
Budget can also be managed excellently according to the?time dimension.?Many advertisers still work with fixed annual budgets.?However, I advise against simply dividing the annual budget by 12 to get a monthly budget because?this ignores?seasonal effects.?In almost all industries there are stronger and weaker periods and with an even budget you miss opportunities in the peak season and at the same time invest too much in the off-season.
You can also change the budgets on?a weekday basis.?2 questions are relevant:
Does the performance differ significantly by day of the week and if so,
Does the Google algorithm reflect these differences in terms of budget and bids?
If this is the case, I would not intervene further.?If not, I would?remedy the situation with?automatic rules?or?scripts.
4. Conversion rate optimization – website as a success factor
Yes, there's no denying it - Google Ads has gradually taken away certain insights and levers from us account managers over the last few years in order to optimize campaigns.?It is becoming increasingly difficult (but not impossible!) to stand out from the competition purely through a well-managed Google Ads account.
I therefore advise you to focus even more on what happens after an ad click in 2024, i.e. directly on your?website?or?online shop.?As part of our?CRO service,?our experts analyse our Google Ads customers' websites based on data and make?optimization suggestions, which are then validated as part of?A/B tests.?In this way, we have been able to turn many an unprofitable account into a “cash cow”.?The topic is by no means new, but in my opinion, it is still greatly underestimated.
Please find out more about our?CRO services?on our website.
5. Excellent assets – Creative content for more attention
When highly automated campaign types are used by many advertisers, it somehow ensures that everyone is “simmering with the same water.”?One way to stand out among the competition is, more than ever,?with good content.
2024 will be about not just delivering content, but creating outstanding assets that are visually appealing and innovative.
Content assets can be roughly divided into?text,?images?and?video.?In practice, the first two categories are rarely a problem and are common because the “manufacturing costs” are relatively low.?However, things are a little different when it comes to video assets, which is why you can actually stand out in this area.?While previously mainly?horizontal?videos were in demand, in 2024?vertical?videos?will also be very popular due to the increasing popularity of?YouTube shorts.
Also make sure that you provide a certain number of variants of all asset types - so pay attention to the “asset coverage” that is often quoted by Google.?This allows the Google algorithm to test different combinations and find the best variants.?You should replace poorly performing assets with new elements every 1-2 months.
Conclusion: Google Ads doesn’t have to be “rocket science”
As you can see, the trends and tips for 2024 are mainly?strategic topics?that you can implement relatively easily.
? Complete?conversion data?as well
??Excellent assets?are important input factors for the Google algorithm.
? A?lean account structure?ensures a faster learning phase while you
??Make better use of?smart budgeting opportunities.
? Last but not least, I see?CRO?as the ultimate booster for your account.
By cleverly combining and adapting these elements, you will be able to unlock the full potential of your Google Ads account in 2024.???
Written by Abullah Muhammad