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.
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:
Microsoft Advertising introduces AI innovations in 2024, including:
Explore the latest features in Amazon Ads released at the end of 2023:
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:
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.
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:
Microsoft Audience Ads presents new features 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.
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.