How advertisers can stay ahead

In 2024, major shifts in the PPC industry will disrupt the way companies approach advertising. Key changes include the deprecation of third-party cookies and the utilization of AI to automate campaign types and creative structures. As a result, this article outlines seven areas in which advertisers should evolve their PPC advertising approach. These include evolving measurement practices, establishing value-based bidding strategies, experimenting with broad match, taking control of Performance Max, familiarizing oneself with Demand Gen, leaning into generative AI creative, and syncing paid and organic search efforts.

The article emphasizes the importance of evolving measurement practices to align with the impending deprecation of third-party cookies. New measurement frameworks will need to be developed, such as first-party data tracking, enhanced conversions, and the utilization of Google Analytics. This shift will require significant time and effort, making it crucial for advertisers to start this process as soon as possible.

Following the establishment of privacy-safe measurements, advertisers must revisit their value-based bidding strategies in their paid search programs. Value-based bidding has been shown to drive revenue and sales, making it a necessary practice for advertisers.

Additionally, the article suggests experimenting with broad match as the search engine results page is evolving, and this may become a focus for advertisers in the future. Taking control of Performance Max, a campaign type promoted by Google and Microsoft, is also imperative. Despite some shortcomings, advertisers are encouraged to prepare for the direction of the industry and test new strategies like Demand Gen campaigns and generative AI creative.

As the nature of search engine results pages changes with the introduction of Search Generative Experience (SGE), advertisers must navigate the impact on both paid and organic search listings. This may require a more holistic approach to paid search campaigns, exploring tactics beyond traditional PPC platforms such as Google and Bing.

In conclusion, while automation and artificial intelligence present opportunities for streamlining paid search operations, managing PPC campaigns will continue to require time and effort. Effective preparation is essential for navigating the upcoming changes in the PPC industry smoothly.


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