Deeply confused about what lies ahead on your Google Ads platform in 2024?
As we embrace the dawn of 2024, a wave of freshness not only graces the calendar but also sweeps through the advertising strategies because Google Ads is evolving! So advertisers take a path forward to stay tuned amidst the latest Google Ads trends in 2024.
To help you, we’ve compiled a list of Google Ads trends that might help you maintain success amid the continual updates on the platform.
Check out the article below to learn about the latest Google Ads trends in 2024 and make use of those features in the upcoming Google Ads campaign.
9 Biggest Google Ads Trends in 2024
Trend 1: Responsive Search Ads (RSA) Updates
Let’s begin with the update of responsive search ads, or RSA. With the obsoletion of expanded text ads, RSA has stepped up to take its place on the Google platform, offering enhanced versatility in crafting and refining ads within standard search campaigns.
Google Ads has recently introduced three key updates aimed at optimizing the performance of responsive search ads.
- One headline is displayed instead of two headlines.
- Inclusion of multiple headlines and descriptions.
- Implementing account-level automated assets for streamlined management.
So, if you’re an advertiser looking up Google Ads 2024 trends to get better results from your search ads, these RSA updates are worth it. Check out!
One Headline is Displayed Instead of Two Headlines
Google’s responsive search ads can now display one headline with a description when it’s predicted to improve performance. When this happens, one of your headlines will show at the headline bar, and the other headline will be eligible to show at the starting point of the description.
Here is how a one-headline responsive search ad looks like:
Google Ads one headline responsive search ad example
Seeing an ad with only one headline might raise the question, “Will my main headline not show up in the headline bar?”
Have no fear; as already said, it’s an example of a responsive search ad with a one-line headline. You can track how your ads perform with this setup by checking out the combination report.
If you’re not a fan of the automated headline structure, you have another option – you can pin assets to your headline 1, headline 2, or description 1 position. This makes sure that your headlines and description pop up in the right place when your advertisement is shown.
Multiple Headlines and Descriptions
Google finally gets us! Do you know how much of a pain it’s been to create a campaign with the same headlines and descriptions over and over again? Well, Google heard our cries and came to the rescue with campaign-level headlines and descriptions!
With this latest Google Ads trend, you can combine three headlines and two descriptions for your campaign level. Additionally, you can even pin them to specific spots and schedule the starting and ending dates of these assets.
Imagine this: You’re gearing up for a Black Friday sale, and you want to spread the sale across all your ad groups.
Headline 1: Black Friday: 50% Off!
Description 1: Limited stock. Order today to enjoy the end of the year
Headline 2: 50% Off Storewide! Hurry!
Description 1: Limited stock. order today to enjoy the end of the year
Headline 3: Black Friday Deals End Soon!
Description 2: Sale ends Monday at midnight. Half-price on all items
You can pin them to specific spots with a scheduled time duration (for instance, Headline 1 and Description 1 will be positioned at the start sale, Headline 2 and Description 1 at mid-sale, and Headline 3 and Description 2 at the end sale).
Use this powerful Google Ads feature to run your sales campaign. Google just made our lives a whole lot easier!
Account Level Automated Assets
You can utilize account-level automated assets by leveraging Google AI to create assets like:
- Dynamic Images
- Dynamic callouts
- Dynamic sitelinks
- Dynamic structured snippets
These Google AI-generated assets will restore your manually created assets like images, callouts, site links, and structured snippets when they’re predicted to improve ad performance.
These three Google Ads trends within responsive search ad updates are tailored to deliver compelling ads to the right audience at the right time. All you need to do is create compelling ad copy with a perfect headline, description, and keyword suitable to your campaign objective.
Trend 2: Generate Eye-Catching Creative Assets with Performance Max-AI
In recent days, Performance Max has revolutionized with the power of AI to reach potential customers across search, display, and video networks, delivering personalized ads in real time. Performance Max takes an advanced step towards AI to drive more performance by creating new AI-generated headlines, descriptions, and images for dynamic ad campaigns to set your asset groups for success.
Why won’t you use this powerful AI in your upcoming campaign to catch your target customers and improve your campaign performance?
Make use of this AI tool to create headlines, descriptions, and images for the upcoming campaign in seconds by inserting the website URL in AI to get more personalized ideas to expand reach and improve performance. Meanwhile, it saves precious time and effort in creating and testing multiple ad variations.
Trend 3: Automation and Smart Bidding
As we discussed above, automation in ad creation and audience targeting has become more sophisticated, offering tools and strategies to minimize your efforts. Smart bidding strategies are prevalent and take center stage in 2024. With the help of a machine learning algorithm, smart bidding automatically adjusts bids based on various factors such as user behavior, device type, and time of day.
Smart bidding strategies such as max conversions, tCPA, and tROAS have proven to optimize conversion and conversion values in real-time auctions. By combining both automation and smart bid strategies, you can achieve your campaign goals while maximizing the return on investment.
Trend 4: Secure your Brand Space: Embrace the Expansion of Broad Match Strategies
The ever-evolving AI encourages advertisers to embrace broad match strategies showcasing confidence in smart bidding and sees a powerful partnership: Your broad keywords + smart bidding = campaign optimization.
Isn’t a broad match risky?
Fear not; the game has changed. Broad match keywords combined with smart bidding help to capture various search queries related to your chosen keywords, even if they’re not exact matches.
Broad match allows to capture high-intent queries, increase reach to new customers, and drive conversions while maintaining control over the ad spend.
Trend 5: Short-form Video Content
Have you observed the dominance of short video advertisements lately? When our attention extends to search campaigns, these snappy ads are like gold for competitors. Short-form video ads are dominating video advertising, accounting for a significant portion of ad spend. Get ready to use these bite-sized ads popping over your customers’ devices to grab their attention in seconds. According to the statistics of wyzowl, 43% of people prefer to watch a short product video rather than a long one.
Trend 6: Google Ads Released AI Tool in Search Ads
With the Gemini AI-powered tool, you can create assets with the help of conversational experience to connect with your customers better. This isn’t just an automated keyword suggestion box; it’s a full-fledged Wordsmith capable of generating customized headlines, relevant descriptions, keywords, and eye-catching images that align with the ad context.
Chat with Gemini AI to create better engaging search campaign ads
Have a look at this statement to prove the feature of Gemini AI in Google Ads. Tom Foster, Paid Search Manager at Page1 expressed his campaign experience using Gemini AI in Google Ads to create search ads with less effort:
“I found the conversational experience very easy to use. It helped me create even more high-quality ads with ‘Good’ or ‘Excellent’ Ad Strength, which has further improved the performance of my campaigns”.
Need to know more about how Gemini AI helps you build compelling ad copy?
Read: Google Integrates Gemini AI Into Google Ads Search Campaign Ad Creation
Trend 7: Contextual Advertising for Enhanced Relevance
Contextual advertising will remain a significant tool for advertisers in 2024. Here’s a big deal for digital advertising because people around the globe spent about $227.38 billion on contextual advertising in 2023 and anticipate that it will exceed $562.1 billion by 2030.
The unique characteristic of this advertising is that it places ads on web content where they fit naturally, making the whole ad experience smoother and less annoying. You can spend your dollars on this approach because the customer experience of personalized advertising has increased.
To succeed in contextual advertising, we need to align our ads with the context to enhance the user experience. How can it be done? The answer is very simple – researching and understanding the target audience, as well as identifying the most relevant keywords and phrases to include in the ads.
Trend 8: Pick Up Later Option for Local Inventory and Shopping Ads
Pick Up Later option is not only available in local inventory ads but also in the shopping feed and shopping ads!
Google activates this feature in the standard shopping feed and standard shopping ads, which helps to quickly activate this feature without having to create an extra feed, which can be time-consuming.
With the Pickup Later option, customers can shop online for products that are not currently in stock at the local store and reserve them for later. You can use the Pick Up Later option when your products are out of stock and choose a time frame between 2 to 6 days, or not include any timeframe, which indicates store pickup.
Don’t hesitate to take advantage of this Google Ads trend right away without relying on local product inventory feeds!
Trend 9: Visual Search Experience: Find Your Products
Search has been trending towards a more visual experience by letting you include images with your search ads. Moreover, you need to adapt your strategies to cater to this new form of search behavior:
- Shopping with Visual Search: Visual search simplifies the online shopping experience, letting customers discover specific items effortlessly through image uploads or snapshots. This is related to fashion, furniture, and home decor searches.
- Video Snippets: Search results showcase video snippets on the top pages, enabling customers to swiftly preview information before making a purchase decision.
- Understanding the Context: Advanced algorithms analyze query contexts to understand the visual intent behind them and deliver relevant images, videos, and infographics in search results.
Harnessing the power of visual search can greatly boost user interaction and improve conversion rates. But the evolution doesn’t stop with this, we can expect these Google Ads trends will advance more in the upcoming months.
Keep your eyes open for upcoming advancements in Google Ads like Augmented Reality (AR), 360-degree product previews, interactive ads, video integration, and voice-activated ads within search ads, which can be positioned in the coming months to enrich customers’ visual search experience and achieve your conversion goals.
Wrapping Up: Google Ads Trends for 2024
Staying ahead of these top-notch Google Ads trends can shape your Google Ads campaign. Make sure you’re on board to leverage these game-changing Google Ads trends in 2024 for your campaigns. Don’t let them slip through your fingers—embracing these Google Ads trends could skyrocket your conversion rates.
