{"id":605384,"date":"2024-01-19T17:00:00","date_gmt":"2024-01-19T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/"},"modified":"2024-01-19T17:00:00","modified_gmt":"2024-01-19T14:00:00","slug":"ppc-outlook-how-advertisers-can-stay-ahead-in-2024","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/","title":{"rendered":"#PPC outlook: How advertisers can stay ahead in 2024"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3d56d5cd33a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3d56d5cd33a\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#Here_are_key_changes_to_measurement_bidding_creative_and_more_that_PPC_advertisers_must_make_in_2024_to_stay_ahead_of_disruptions\" >Here are key changes to measurement, bidding, creative and more that PPC advertisers must make in 2024 to stay ahead of disruptions.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#1_Evolve_your_measurement\" >1. Evolve your measurement\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#2_Establish_value-based_bidding\" >2. Establish value-based bidding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#3_Experiment_with_broad_match\" >3. Experiment with broad match\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#4_Take_control_of_Performance_Max\" >4. Take control of Performance Max<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#5_Get_familiar_with_Demand_Gen\" >5. Get familiar with Demand Gen<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#6_Lean_into_generative_AI_creative\" >6. Lean into generative AI creative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#7_Sync_paid_and_organic_to_navigate_SGE\" >7. Sync paid and organic to navigate SGE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-outlook-how-advertisers-can-stay-ahead-in-2024\/#Bring_a_holistic_view_to_your_PPC_program\" >Bring a holistic view to your PPC program<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Here_are_key_changes_to_measurement_bidding_creative_and_more_that_PPC_advertisers_must_make_in_2024_to_stay_ahead_of_disruptions\"><\/span>Here are key changes to measurement, bidding, creative and more that PPC advertisers must make in 2024 to stay ahead of disruptions.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nMajor shifts in 2024 will disrupt the PPC industry. Third-party cookies will be retired, accelerating privacy-focused measurement. Meanwhile, automation through AI will transform campaign types, creative, and search engine results pages.<\/p>\n<p>This article outlines seven key areas to evolve your PPC advertising <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach in 2024 so you\u2019re better prepared for what\u2019s ahead.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-1-evolve-your-measurement-nbsp\"><span class=\"ez-toc-section\" id=\"1_Evolve_your_measurement\"><\/span>1. Evolve your measurement\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The time is finally here. The deprecation of third-party cookies is imminent in 2024. <\/p>\n<p>Google Chrome is already restricting cookies for 1% of users, as noted in recent reports. Many advertisers have been putting off the heavy task of restructuring their measurement frameworks to be privacy-centric, but now is the time. There is no more waiting.<\/p>\n<p>Projections show that <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/privacy-sandbox\/blog\/cookie-countdown-2023oct\">cookies will be retired around Q3 of this year<\/a>. Advertisers need to establish new measurement practices right now. <\/p>\n<p>Developing these practices will require time. You\u2019ll <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly need at least two quarters to build and test new measurement frameworks, which might include:<\/p>\n<ul>\n<li>First-party data tracking.<\/li>\n<li>Enhanced conversions.<\/li>\n<li>Google Analytics.\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-2-establish-value-based-bidding\"><span class=\"ez-toc-section\" id=\"2_Establish_value-based_bidding\"><\/span>2. Establish value-based bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you have established privacy-safe measurement, you must revisit your value-based bidding strategies in your paid search program.\u00a0<\/p>\n<p>We have found that value-based bidding drives revenue and sales, which is now standard practice in our campaigns.<\/p>\n<p>If you need a system for tracking dynamic values and multiple actions, tracking these elements and parameters within your paid search campaigns will take some time.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How non-retail advertisers can embrace value-based bidding in Google Ads<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-experiment-with-broad-match-nbsp\"><span class=\"ez-toc-section\" id=\"3_Experiment_with_broad_match\"><\/span>3. Experiment with broad match\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Full disclosure: I have been skeptical of broad match for a long time. Historically, this match type would generate significant irrelevant traffic, and performance was usually poor. However, I have moderately changed my point of view over the past two years.<\/p>\n<p>With value-based bidding, unwieldy broad match can be moderately controlled. And this will be necessary to evolve paid search campaigns.\u00a0<\/p>\n<p>The search engine results page is evolving, which is why there is a push into broad match by Google and Microsoft. Search Generative Experience (SGE) will operate differently, so this needs to become a focus for advertisers.<\/p>\n<p>If you are not running on broad match right now, add it to your testing roadmap for 2024. However, I recommend reestablishing your measurement and structuring value-based bidding beforehand.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Google Ads broad match: What the data reveals for PPC marketers<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-take-control-of-performance-max\"><span class=\"ez-toc-section\" id=\"4_Take_control_of_Performance_Max\"><\/span>4. Take control of Performance Max<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google and Microsoft are placing their bets with Performance Max.\u00a0<\/p>\n<p>I could describe why this is the case, and it\u2019s good for them but not always great for advertisers. However, this proverbial ship has sailed.\u00a0<\/p>\n<p>This is the direction Google and Microsoft are headed, and advertisers need to test and figure out how to make these blended campaigns work if possible.<\/p>\n<p>There are still many things that could be improved with Performance Max. Lack of transparency, lack of control, and the list goes on.\u00a0<\/p>\n<p>Additional control layers were added over the past 12 months, which is a good sign. Advertisers can now search themes for better targeting and other audience signals.\u00a0<\/p>\n<p>The recent changes in topic, placement, and keyword exclusions are heading in the right direction regarding advertiser control. Brand exclusion is a massive win, so Performance Max isn\u2019t entirely propped up by brand search.<\/p>\n<p>We have seen positive results with Performance Max. We will continue to test it over the coming year to see how we can best bring creative strategy to these blended campaigns. <\/p>\n<p>There are still many shortcomings with this campaign type, but you would be remiss if you didn\u2019t put your best foot forward to master it. <\/p>\n<p>I don\u2019t endorse migrating your entire search budget to automated blended campaigns. But it\u2019s always good to prepare for the direction of the industry, and if this is where we\u2019re headed, you want to be included.<\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-5-get-familiar-with-demand-gen\"><span class=\"ez-toc-section\" id=\"5_Get_familiar_with_Demand_Gen\"><\/span>5. Get familiar with Demand Gen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We have been testing Demand Gen campaigns for the past quarter. The results are mixed, but I am intrigued and skeptical of the product.<\/p>\n<p>While it\u2019s beneficial for paid search to deliver ads across the entire buyer journey, I still wonder if there is too much overlap between Demand Gen and Performance Max at placements. Both products target the same inventory but through different tactics.<\/p>\n<p>However, the best way to determine what works is through testing. That should also be your plan for 2024, since Discovery campaigns will transition to Demand Gen by the end of January.<\/p>\n<p>As measurement gets trickier and channels consolidate, paid search marketers must adapt. Challenges persist with limited control and visibility, making it tough to swim against the tide.<\/p>\n<p><strong><em>Dig deeper: Google Demand Gen campaigns: Migration and best practices<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-6-lean-into-generative-ai-creative\"><span class=\"ez-toc-section\" id=\"6_Lean_into_generative_AI_creative\"><\/span>6. Lean into generative AI creative<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Generative AI appears to be everywhere. And paid search is no different. <\/p>\n<p>Google introduced genAI for asset creation within Performance Max last year. I have not had a chance to use these tools, but they could be a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> changer.<\/p>\n<p>We often want to test multiple add iterations and upload new videos and Performance Max, but there\u2019s usually only so much creative bandwidth. Generative AI will allow you to generate personalized assets for the rest of your campaigns quickly.<\/p>\n<p>You can see a theme emerging in this article: this is the year of trying new things. The new asset-creation tools in Google Ads should be beneficial. Let\u2019s try them together this year!<\/p>\n<p><strong><em>Dig deeper: Why strong Google Ads creative is THE priority for advertisers<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-7-sync-paid-and-organic-to-navigate-sge\"><span class=\"ez-toc-section\" id=\"7_Sync_paid_and_organic_to_navigate_SGE\"><\/span>7. Sync paid and organic to navigate SGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google added SGE on SERPs last year, and it will likely impact how users interact with search results.<\/p>\n<p>SGE appears above the organic listings, which can impact traffic from that source. Also, AI-generated content can display shopping ads and other paid placements. Advertisers must understand how their campaigns show on placements and content.\u00a0<\/p>\n<p>Too often, paid and organic teams need to collaborate more closely. This needs to change in the upcoming year. <\/p>\n<p>SGE impacts both placements. Companies can navigate the sea change occurring on the SERPs when they take a holistic view of search.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>What is SEM \u2013 Search Engine Marketing?<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-bring-a-holistic-view-to-your-ppc-program\"><span class=\"ez-toc-section\" id=\"Bring_a_holistic_view_to_your_PPC_program\"><\/span>Bring a holistic view to your PPC program<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Automation and artificial intelligence can streamline paid search operations. However, this doesn\u2019t mean managing PPC campaigns takes less time. The time spent on paid search campaigns will be just as valuable but different.<\/p>\n<p>Embrace a holistic approach this year, exploring tactics beyond traditional PPC platforms such as Google and Bing. Despite potential challenges in PPC, effective preparation can help navigate upcoming changes smoothly.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Joseph Kerschbaum\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/joseph-kerschbaum\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/joseph-kerschbaum\" alt=\"Joseph Kerschbaum\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Joseph Kerschbaum<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=JoeKerschbaum&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/josephkerschbaum\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Joseph Kerschbaum is Senior Vice President of Search &amp; Growth Labs for <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.3qdept.com\/\">3Q\/DEPT<\/a>. During his 20 years of experience in digital marketing, Joseph has worked with businesses of every size from SMBs to enterprise-scale. Joseph has been a regular speaker at digital marketing conferences for over a decade. Joseph is a regular contributor to Search Engine Land. He is co-author of the Wiley\/Sybex book, \u201cPay-Per-Click SEM: One Hour a Day,&#8221; which was published long enough ago to be outdated but that is a good thing because SEM is such a dynamic industry.                  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-outlook-advertisers-2024-436677\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here are key changes to measurement, bidding, creative and more that PPC advertisers must make in 2024 to stay ahead of disruptions. Major shifts in 2024 will disrupt the PPC industry. Third-party cookies will be retired, accelerating privacy-focused measurement. Meanwhile, automation through AI will transform campaign types, creative, and search engine results pages. 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