Important Updates To Google Ads in 2024

Here are the key updates to the Google Ads platform and important factors you need to keep in mind before creating assets, building audiences and launching your PPC strategy in 2024.

Starting November 2023, all existing ‘Discovery’ campaigns have been upgraded to Google’s new ‘Demand Gen’ ad campaigns - one of the biggest changes to the ad platform that will impact your Google Ads strategy for 2024!

In Google’s ongoing commitment to integrating AI, Demand Gen campaigns target top-of-funnel audiences through video and image assets across YouTube, YouTube Shorts, Discover and Gmail. 

This campaign type aims to reach audiences with tailored creative assets through audience lists, enhanced by brand-new lookalike segments. What’s more, Google will optimise your ads for conversions as well as maximising clicks to drive immediate action.

A key advantage of Demand Gen campaigns is that it allows you to set up location targeting at the ad group level. This means you will no longer need to set up different ad campaigns to test the same creative or message in different locations.

Google’s representative who spoke about the update, Vidhya Srinivasan, said; “The way consumers discover products is shifting — decisions are made throughout the funnel. To keep up with this evolving media landscape, social advertisers need to adapt their strategies to deliver results.” (Source)

Google has also announced a second new campaign type called ‘Video View Campaign’. This allows businesses to maximise views across in-stream, in-feed and YouTube shorts. 

On average, these video view campaigns will receive 40% more views and 30% lower cost per view than regular in-stream skippable campaigns, which is excellent for building brand awareness and engaging a large top-of-funnel audience.

Auto Generated Search Ads aren't new - in fact, they’ve been around for the past two years. However, they were previously restricted to Dynamic Search ad campaigns. Now, Auto Generated Ad Copy can be used for any PMAX and Search campaign.

However, we recommend that you exercise some discretion. 

Like any AI feature, Auto Generated Search Ads can  spark inspiration, but you ultimately don’t have as much control over your copy or messaging. It is possible that the ad copy will be average or generic, and not fully capture the intricacies and nuances of your brand and message. 

Early in 2024, Google will be introducing what they call ‘Search Themes’ for Performance Max campaigns. 

While for PMAX campaigns Google reviews your existing assets, feeds, and landing pages to determine ad placements, Search Themes can guide Google to expand your search opportunities. 

In short, with Search Themes, you can fill in gaps by adding information about your business that you expect to perform well. This allows you to serve ads on placements through PMAX campaigns that you may not have reached yet. You can indicate up to 25 Search Themes per asset group based on queries you know your customers are looking for, to reach those new audiences.

This could come in handy in several instances:

• You haven’t yet updated your website or landing pages for new products, services, or new offers. 
• You have just launched into a new product/service category and Google hasn’t had “time” to crawl the information.
• You are launching a seasonal campaign or product variation where you don’t necessarily have extensive performance history influence the new campaign. 
• You want to provide extra information about your brand and offering to further optimise performance and overall results.

Overall, one of the key factors to successfully run PPC campaigns is continual optimisation. Whether this is an ad design refresh, refining your core messaging, or testing new targeting options, it’s important to consistently review and optimise your ads to drive tangible results over time.