SEO & SEM Google

Top PPC and SEM Trends for 2024

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By Pep Canals, on 30 January 2024

Both PPC (pay per click) and SEM (search engine marketing) are commonly used in online advertising. PPC is especially effective for increasing web traffic and sales. If you're using these strategies for your brand, you're in the right place to discover the latest digital marketing trends in PPC and SEM for 2024 and update your strategy accordingly. Let's delve into the key insights without further delay.

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Top PPC and SEM trends for 2024


AI-Based Advertising Solutions

Google Ads

In 2024, Artificial Intelligence (AI) takes center stage in Google Ads, moving from the background to the forefront. Google aims to make AI the flagship tool for all marketing features within Google Ads. Key developments include:

  • Chat Assistance: Google Ads now features a chat that simplifies campaign creation through natural language conversation, offering ideas and reviewing campaign aspects.
  • AI for a Cookieless Future: In preparation for the elimination of cookies in 2024, Google is testing new signals, aided by AI, to help advertisers reach relevant audiences and measure results effectively.
  • Boosting ACAs: Automatically created assets (ACAs) are enhanced in 2024 to use both brand and third-party content for more relevant descriptions and headlines.
  • Performance Max Images: Generative AI is integrated into Performance Max campaigns, providing text and image suggestions.


Microsoft Advertising

Microsoft Advertising introduces AI innovations in 2024, including:

  • Conversational Ads: Bing Chat introduces a feature allowing the display of comparative tables for promotional products when users seek information for decision-making.
  • Ads for Chat: Integrating ads seamlessly into conversational AI Chats, enhancing user engagement.
  • Copilot in Microsoft Advertising: Aiming to assist advertisers with content recommendations, providing a 24/7 assistant within the ad platform.


What's New in Amazon Ads

Explore the latest features in Amazon Ads released at the end of 2023:

  • Sponsored TV: Amazon's solution for streaming TV ads allows brands to appear on platforms like Freeve or Twitch.
  • Goal-based Bidding: Amazon DSP introduces functionality to help advertisers set performance goals and optimize bids in real-time.
  • Goal-based Sponsored Brands Campaigns: Ads now appear in spaces like BuzzFeed or Pinterest, expanding the reach to more target audiences.
  • Image Generation for Sponsored Brands: Leveraging AI for creating customized images quickly for ad campaigns.
  • New Display Template: Simplifies the creative creation process by allowing the upload of up to 10 assets in three different types, reducing time by 70%.


The End of Expanded Text Ads (ETAs)

Expanded Text Ads (ETAs) introduced by Google in 2016 are becoming obsolete and are likely to be replaced by Responsive Search Ads (RSAs) in 2024. RSAs adapt to user searches, providing more attractive, relevant, and efficient ads, enhancing ROI and saving time.

RSAs represent online ads that adapt to users' searches, acting like a puzzle with pieces combining based on the user's search intention. This dynamic approach allows for varied combinations to display the most suitable ad for each moment. Furthermore, RSAs enhance performance by analyzing user behavior.

The advantages of RSAs include:

  • Improved ROI.
  • Creation of more appealing and pertinent ads.
  • Time and effort savings in ad creation.
  • Increased clicks and conversions.

Since 2022, no new ETA ads can be created or edited, but they continue to be published. The likelihood of their end in 2024 is considerable.


Video Ads Boom

In 2024, expect increased use of Video Display Campaigns (VVCs) powered by AI. VVCs have shown up to 40% more views than in-stream CPV campaigns, with a 30% lower cost per view. The rise of video advertising is evident in consumer preferences and increased traffic to websites, proven with these statistics:

  • 60% of consumers say brands should create more video content.
  • 87% of brands say that video has made them increase traffic to their website.
  • 68% of people would prefer to learn about a new product or service through video.
  • 80% of marketers indicate that video has directly helped increase sales.


Microsoft Audience Ads Enhancements

Microsoft Audience Ads presents new features in 2024:

  • Market Expansion: Expanding reach to 58 new markets, totaling 187 markets.
  • User Interface Improvements: Enhancements for better user experience.
  • Improved Vertical Ads: More vertical ad campaigns available across the network.
  • Maximizing Conversions: Pilot phase feature aiming to boost brand conversions automatically and in real-time.


Google Eliminates 3rd-Party Cookies in 2024

In 2024, a major trend in PPC and SEM is the move towards a cookieless world. Google plans to phase out third-party cookies, starting with 1% of Chrome users in Q1 2024 and gradually expanding until complete removal by the year's end. However, there have been delays, causing uncertainty among professionals.

The disappearance of third-party cookies poses a challenge for advertisers, making it harder to track users for effective campaign creation. Yet, alternatives like Privacy Sandbox are under testing, allowing users to manage their interests while browsing online.

Despite these changes, there's hope. First-party and first-party cookies will persist, enabling brands to continue gathering information. Google also suggests the FLoC API (Federated Learning of Cohorts) as an alternative, allowing users to receive ads without compromising their private data. However, legal controversies surrounding this option remain unresolved.


Google Ads Data Manager Arrives in 2024

We conclude this list of PPC and SEM trends for 2024 with something closely tied to the elimination of third-party cookies in 2024: Google Ads Data Manager, Google's solution for managing data effortlessly.

The reality is that less than 34% of marketing experts effectively access and utilize their own data, a significant issue with the imminent end of third-party cookies. Perhaps this is due to the complexity of the process, prompting Google to simplify things to encourage brands.

To add to its capabilities, this new tool allows connection to various data sources such as Pipedrive, CRM, Zapier, and ActiveCampaign, among others. Proper configuration is necessary for seamless integration.

All signs point to Google Ads Data Manager being generally available in early 2024, and we hope it is because it will be a valuable ally in the cookieless world ahead on Google. We recommend familiarizing yourself with it and implementing it promptly in your company to establish a robust foundation of First Party Data.

People-Led Marketing

Pep Canals

Graduado en Telecomunicaciones y Doctor en Fotónica por el Instituto de Ciencias Fotónicas. Cuenta con más de 5 años de experiencia trabajando con Google Ads y Google Analytics, gestionando estrategias de SEM y todo tipo de campañas a través del embudo, desde búsqueda hasta Youtube..

Graduated with a degree in telecommunications and holds a PhD in photonics from the Institute of Photonic Sciences. He has more than 5 years of experience working with Google Ads and Google Analytics, managing SEM, and all campaigns type across the funnel from search to Youtube.