As someone who’s been in the digital marketing world for a while, I’ve seen Google Ads (formerly Google AdWords) evolve countless times. Each year brings new features and updates that, when leveraged properly, can transform the way we approach advertising. With the latest changes rolling out in 2024, I believe there’s a lot to be excited about—and a few things we need to keep a close eye on. Here’s my opinion on some of the most important updates to Google Ads this year and why they matter.
AI-Powered Campaign Management: A Double-Edged Sword
First off, let’s talk about AI. Google’s emphasis on AI-driven automation isn’t new, but it’s becoming more central than ever with enhanced Performance Max campaigns and automated bidding strategies. Personally, I think this is a powerful tool, especially for small businesses or those with limited time to manage campaigns. AI helps streamline a lot of the heavy lifting, like optimizing audience targeting or adjusting bids in real time.
But here’s the thing—AI can’t replace human intuition. Automation is great, but it’s essential to stay involved in the process. I’ve seen too many marketers set things to autopilot and walk away, only to come back and realize their budget was spent inefficiently. My advice? Use AI to assist you, but don’t rely on it entirely. Regular check-ins and manual tweaks are still critical to making the most of your campaigns.
The Big Win: Expanded Conversion Tracking
Google’s upgraded conversion tracking and data-driven attribution models are, in my opinion, some of the most significant updates this year. For years, one of the biggest challenges has been understanding the full customer journey and knowing which ad interactions deserve credit for a conversion. The enhanced attribution models now give us more visibility into this, using machine learning to determine which touchpoints were truly impactful.
From a practical standpoint, this update means better budget allocation. You’ll know which ads are performing and can double down on what works while cutting back on what doesn’t. That said, it’s important to have the right tracking in place from the start—otherwise, you’re still flying blind.
Video and Image Extensions: A Game Changer for Search Ads
I’m really excited about the video and image extensions for search ads. In an age where consumers are more visually driven than ever, adding video or images to traditionally text-based ads is a no-brainer. If you’re in a business where aesthetics play a huge role (think retail, travel, or food), this is an opportunity you can’t afford to miss.
From my experience, these visual components make a huge difference in click-through rates. Think about it—what grabs your attention more, a block of text or a stunning image? For industries like mine, where visuals can help tell a story or showcase a product, this update will have a direct impact on engagement.
Local Services Ads: Expanding Opportunities for Small Businesses
Local Services Ads (LSAs) are another update worth noting, especially for small businesses that rely on local customer bases. What I love about this update is how it levels the playing field. With the “Google Guaranteed” badge, businesses like plumbers, electricians, and other service providers get the chance to build instant trust with potential customers.
For small business owners, this could be a huge advantage. Consumers are much more likely to click on an ad with a verified badge, and LSAs ensure you’re appearing at the top of relevant searches. However, I think it’s essential for businesses to maintain high-quality services because that badge can be a double-edged sword if trust is broken.
AI Bidding Strategies: Still Room for Human Input
While I’m all for automation, the new smart bidding strategies have made me a bit cautious. Sure, tools like Maximize conversions with a target CPA or Maximize ROAS help align bidding strategies with specific goals. But—and this is a big “but”—I’ve found that AI doesn’t always understand the nuance of my specific business goals. It’s important to remember that no algorithm can fully capture the unique aspects of your customer base or industry.
In my opinion, smart bidding works best when paired with human oversight. I like to test different strategies, monitor their performance, and adjust based on what I’m seeing in real time. It’s all about finding a balance between automation and manual control.
First-Party Data: The Future of Advertising
With privacy regulations becoming more stringent, Google’s shift toward first-party data integration is something I’ve been preparing for. Using tools like Customer Match lets businesses use their own data more effectively while complying with privacy laws. In today’s world, it’s essential to use your first-party data wisely—it’s the goldmine that can help you create highly targeted and personalized campaigns.
That said, collecting and managing first-party data is something that requires a good strategy. If you’re not already building a database of customer emails, purchase histories, or website behaviors, you’re behind the curve. The future of advertising will be heavily reliant on how well we use our own data.
The Verdict: Are These Updates Worth It?
In my opinion, the 2024 updates to Google Ads represent a mix of exciting opportunities and areas where caution is needed. The key takeaway here is that automation and AI can be extremely helpful, but they should enhance, not replace, the human element of campaign management.
For businesses that are ready to take advantage of video ads, first-party data, and AI-driven conversion tracking, there’s a lot of room to grow. However, if you set everything to autopilot, you may find that you’re not getting the results you expect. My advice? Stay hands-on, experiment with the new features, and keep a close eye on how your campaigns are performing. With the right approach, these updates can help you make the most of your advertising budget in 2024 and beyond.
