Our Head of Paid search, Laura Davies, sits down and shares her predictions for paid search in 2024.
1. Precise predictions on consumer behaviour thanks to AI
AI is obviously top of the agenda for 2024 as it works to become smarter than ever, providing marketers with even more precise predictions on consumer behaviour. The ability to anticipate consumer needs before they do themselves will be a game-changer, leading to incredibly targeted campaigns.
2. Video will take the spotlight
We believe video will take centre stage in 2024. With Google’s tightened content regulations coming into force this year, we expect a surge in creativity as marketers strive to meet Google’s criteria for campaigns. Video will take a huge focus and allow brands to produce highly innovative and engaging content.
3. Lifetime value: a new auction dynamic
Google recently changed the way auctions now work - where the ads with the highest lifetime value rating are in the spotlight and served more often. Product Lifetime Value is something we’ve been working on at Visualsoft throughout 2023 and aim to leverage it further in our Google Ads accounts throughout 2024. This focus shifts from immediate gains for a brand to long-term customer value, steering campaigns towards sustainable success.
4. Understanding the conversational consumer
The rise of voice search sees another shift in 2024. We’ll have to consider that people won’t just click into a search box to do their research; instead, they’ll engage in off-the-cuff voice queries. Marketers will have to embrace the conversational nature of users’ voice searches, understanding the nuances and context that come with spoken phrases. Optimising campaigns for voice queries will become the norm to ensure brands stay in sync with the evolving search behaviour of users.
5. DSA evolution: auto-conversion to Performance Max campaigns
Dynamic Search Ads (DSA) are set for transformation in 2024. The seamless transition of DSA into Performance Max campaigns marks a shift towards more automated and performance-driven strategies. We need to ensure we’re embracing the efficiency of auto-conversion, as campaigns dynamically adapt to deliver optimal results, aligning with Google’s quest for enhanced performance and user relevance.
In a nutshell, get ready for a year of AI brilliance, creative exploration, lifetime value focus, voice search mastery, and the evolution of ad formats.
