Google ADs tips for 2024

The year 2024 brings significant changes to the Google Ads industry. The planned elimination of third-party cookies accelerates privacy-focused measurement, while AI-driven automation transforms campaign types, creativity and search engine results pages.

In this article I take a closer look at important aspects that are relevant for 2024.

Revision of the measurement systems

The impending phase-out of third-party cookies in 2024 requires an overhaul of measurement systems. Reports show that Google Chrome already restricts cookies for 1% of users. Many advertisers are faced with the challenge of restructuring their measurement systems to take data privacy into account. Forecasts suggest that cookies will be phased out by the third quarter of this year. Advertisers should now prepare to implement new measurement methods. Developing such practices takes time and should consider aspects such as first-party data tracking, improved conversions, and Google Analytics integration.

Value-based bidding

After adopting privacy-preserving measurement, a re-evaluation of value-based bidding strategies in paid search programs is necessary. Value-based bidding has proven to be effective in increasing revenue and sales. However, implementing a dynamic value tracking system takes time. Careful planning and gradual implementation are important to ensure that bidding strategies remain effective.

Broad match keywords

The broad match option requires special attention as broad match often resulted in irrelevant traffic in the past. Value-based bidding is able to control broad consensus. Advertisers should prepare for search engine results page developments and work with Broad Match if necessary.

Performance Max campaigns

Google and Microsoft are increasing their reliance on Performance Max, and advertisers need to figure out how to make these campaigns successful. Although there is still room for improvement, additional control has been added over the last 12 months. Advertisers should test and track developments in topics, rankings, and keyword exclusions.

Outlook

Automation and artificial intelligence can streamline paid search operations, but managing Google Ads campaigns remains time-consuming. A holistic approach, exploring new tactics, and effective preparation can help smoothly navigate the upcoming changes. It is advisable to adopt innovative strategies and exploit the full potential of paid search campaigns.