2024 Google Ad & Digital Marketing Trends
If there is one thing all marketers can agree on, it's the constantly changing digital landscape.
Artificial intelligence, social platforms, search engines, etc. - these elements are always looking to improve and adapt to new technologies and strategies. Not to mention Marketing tactics in general also change due to consumer behavior and the external environment.
Strategy for success in 2024 might seem a little daunting, but if you know the trends coming down the line, it’s easier to plan, strategize, and get ahead of the competition.
In this article, we’ll explore the digital marketing trends to watch out for in 2024 as we’ve learned from our own research and expert resources in Digital Marketing:
2024 Trends
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2024 Trends 〰️
Google Ad Trends
1. More AI-powered features in Google Ads
AI and machine learning tools have already started redefining the way we run paid search campaigns and perform many other digital marketing tasks. WordStream predicts that this year promises even more sophisticated automated bid strategies, advanced audience targeting, and semi-autonomous ad creation. Additionally, with predictive analytics, advertisers can foresee consumer behavior, optimizing campaigns for “better results.”
Automation in ad creation
Google is very keen on encouraging advertisers to use their Performance Max (PMAX) campaign type. If you are unfamiliar, Performance Max allows advertisers to access all of Google’s ad inventory (YouTube, Search, Discover, Gmail, and Maps) from a single campaign.
In PMAX, ads are created through inputs. Text assets can currently be created through advertiser inputs with the quick development of AI-generated imagery. For years marketers had to manually test everything associated with a campaign. AI removes that heavy lifting by being able to test multiple ad copy variations, suggest keyword inclusions based on search trends, and even optimize visual elements in an ad for maximum engagement.
To learn more about the difference between PMAX and Google Search Campaigns check out this article that dives deeper into how they work.
Enhanced audience targeting
Advertising platforms have already begun to incorporate AI into the process of audience segmentation. Facebook in particular has rolled out its “Advantage+” audience, which basically allows artificial intelligence to find the right segmentation for you.
There are predictions that Google will be doubling down on this as well with Performance Max and the broadening of keyword match types. By analyzing users’ search histories, site interactions, and even social media behaviors, AI-driven platforms can predict user intent with impressive accuracy. This means ads can be displayed to users who are more likely to convert.
Predictive analytics
Rather than merely reacting to past data, AI could enable proactive campaign management using predictive analytics. By evaluating past campaign performances and current market trends, AI could forecast potential pitfalls or opportunities in future campaigns.
Continuous learning and improvement
The true power of AI lies in its ability to learn continuously. Machine learning models refine themselves with every piece of data they encounter. In the context of paid search, this means that AI-powered tools become more attuned to an advertiser’s goals and the target audience’s nuances over time. We already have seen this trajectory with PMAX and smart bidding. Advertisers should likely expect to experience more advancements and promotions on the Google side regarding this feature.
The blend of AI and paid search heralds a future where campaigns are smarter, more responsive, and, importantly, more effective. While AI will handle much of the heavy analytical lifting, the role of the marketer will shift to more strategic decision-making, creative endeavors, and leveraging AI’s insights for maximum impact.
2. Automation and smart bidding will become more popular
Smart bidding strategies like Target CPA and ROAS will continue to be popular, leveraging AI for efficient campaign optimization. Smart bidding has already proven itself to be effective, with max conversions, tCPA, and tROAS being extremely useful to advertisers once they gather enough learning data. Over time, these bidding strategies typically do improve a well-structured campaign.
3. More emphasis on broad match
Google has been encouraging advertisers to use broad match more now than they ever have. The reason behind this is their confidence in smart bidding and AI’s ability to learn and optimize for results over time. So in essence, the more data you give the machine, the more it will be able to adapt to the goal that you have specified.
4. Video advertising will grow
Short-form video content is trending, something you can easily see with the popularity of TikTok and Instagram Reels. YouTube Shorts are Google’s answer to competing with TikTok and Meta. Now, you can run ads targeting Shorts as a placement, however, with increased advertising competition on both TikTok and Instagram, there most likely will be a lot more attention going towards Shorts in trying to encourage advertisers to utilize them as a placement.
5. Visuals for Search
Search has been trending towards a more visual experience for a while now. Advertisers can already include images with their search ads but there are expectations for this to advance quite a bit more in 2024.
Social Media Trends
It’s going to be another interesting year for social media! In 2024, social media platforms will continue to battle for consumers’ attention and they’ll need to re-examine the way success is measured.
There may also be a shift in dominance as the continuous drama with X (formerly Twitter) leaves room for new platforms like Instagram Threads, while other platforms have the potential to gain new ground for organic traffic.
1. Threads is on the rise
Meta launched Threads in July 2023 and now claims to have 100 million monthly users, a number which will no doubt rise as it finally went live last week in the European Union. A rival and alternative to X, Threads is used primarily for sharing text updates and joining public conversations.
Digital Marketing Institute recommends that at a minimum, brands should have a presence on Threads, even if it’s just grabbing a username because user numbers will increase in 2024.
2. Retention rate is the new engagement rate
In recent years, marketers have seen the engagement rate on organic social media activity decline. While there are many reasons for this – content quality, time of day, device – people may shift away from engagement to focus on retention in 2024.
“People will be reporting much more on retention rate than ever before. And with attention being the world's most valuable commodity, users are presented with more choices than ever before,” says Alison Battisby, of Avocado Social.
To combat this, brands have been creating fantastic social media campaigns built around entertaining, educating, and informing audiences. The key is to drive engagement by being playful and creative.
3. Organic reach for LinkedIn is on the rise
LinkedIn is actually being used as a social platform, not just a place to upload your resumé and look for a job. Imagine that!
In 2024, Battisby expects to see a huge rise in organic engagement on LinkedIn – a rarity on social channels right now. “People are updating their LinkedIn profiles, not just about work topics either – general life skills, advice, support, mental health issues, tips and leadership.”
4. AI is being integrated into social platforms
It’s no surprise that AI is being used by social media marketers to drive productivity. AI tools like ChatGPT and Midjourney help marketers come up with campaign concept ideas and social post ideas, and help with copy generation and text-to-image generation.
In parallel to this, social media platforms are integrating AI into their platforms. For example:
TikTok enables you to customize your feed based on AI.
Instagram is experimenting with AI-generated stickers.
LinkedIn is offering premium users AI features such as AI-powered profile writing assistance and ‘Top Choice Jobs’ signals.
YouTube is experimenting with Dream Track for Shorts and Music AI tools.
SEO Trends
SEO is changing and its future looks to be more user-centric and technology-driven. In 2024, those changes could be drastic as AI and machine learning help search engines deliver results based on user intent.
1. Google’s Search Generative Engine (SGE) changing the power of Search
Google’s SGE is transforming the search experience with generative AI. The goal is to provide more relevant and comprehensive information to users based on questions. SGE also provides relevant links and has a conversational mode where users can follow up with more questions – in essence, have a conversation with Google.
The experience is due to be rolled out in 2024 and Nikki Lam, Senior Director of SEO at NP Digital believes these new ‘AI snapshots’ will have a huge impact on search. “From a traffic perspective, we are anticipating this could potentially decrease clickthrough rates for websites below this snapshot, which is scary for us in SEO,” says Lam.
2. Create content that’s worth talking about & sharing
It’s always been important to create great content, but in 2024 if you want to appear on search results, what you create needs to be ramped up. “Your success is going to be tied to whether you can create content that's much better than AI-generated content,” says Lam.
3. EEAT helping content marketers over AI
Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) framework is not a ranking factor but a component of its Search Quality Evaluator Guidelines. While this framework has existed for a decade, this year Google added an extra E for ‘Experience’.
This is significant as AI cannot generate real-world experience like people can. This gives human content marketers an advantage and cements the importance of having experts write or inform content.
4. Focus on conversion rate & UX
Google always makes changes that affect your ability to capture people directly in the search engine results page (SERP) with clicks. Unfortunately, that's out of your control. But you can control user experience (UX).
2024 is going to be an exciting and challenging year for marketers. AI is changing everything from the way consumers behave and purchase to how businesses and departments operate.
The one thing we’ve learned from research and other digital marketing experts is that marketers need to embrace AI to be effective in their jobs. Even if your role is not impacted by AI right now, it will be in the future. So start learning about the technology and start using some of the platforms. Otherwise, you risk being left behind! Or you can reach out to digital marketing experts like us here at RevKey to help you navigate all the nuances that come along with Digital Marketing.
