A Comprehensive Review: Notable Updates to Key Ad Platforms in 2024 (To Date) for B2B Marketers
2024 has been an eventful year so far for marketers, with major ad platforms rolling out updates and new features. While Google’s delay of cookie deprecation has been the biggest news, there have been several significant updates from other platforms that B2B marketers should take note of. In this article, we will analyze the updates from Google, LinkedIn, Meta (formerly Facebook), and Microsoft, and discuss their impact on B2B marketing campaigns.
Google’s updates have been mostly AI-focused, with the phasing out of Discovery campaigns in favor of Demand Gen. However, the most impactful updates have been the batch of Performance Max updates. One notable feature is “detailed demographics” in the audience insights section, which allows advertisers to understand untapped demographics and create ads that resonate with specific age and gender groups. Other features include high-value customer acquisition goals, IP exclusions to block spam and unwanted traffic, final URL experimentation for testing landing page experiences, and budget pacing insights for real-time spend tracking.
Google is also venturing into Connected TV (CTV) advertising, which presents a challenge in attributing value to fragmented content. However, Google’s ability to track people’s behavior across channels might make CTV placements more viable. Additionally, Google is experimenting with new ad types such as “People also consider” in brand ads and a mysterious PPC ad.
LinkedIn has been rolling out useful advertiser features in 2024, including revenue attribution for HubSpot. This feature allows marketers to understand LinkedIn’s influence in closed deals, which is valuable for the HubSpot community. Another exciting update is the expansion of thought leader ads to non-employees. Previously, marketers could only promote thought leader ads from their own company, but now they can amplify social proof from customers or influencers talking about their brand.
Meta (formerly Facebook) is making efforts to recognize and label AI-generated images, which could help users understand what they’re consuming and guard against malicious actors. However, the effectiveness and accuracy of this product remain to be seen.
Microsoft, despite facing challenges in the search landscape, has two notable updates. The first is the rumored release of OpenAI’s ChatGPT search rollout, which could potentially compete with Google. The second is Microsoft’s global release of Performance Max, a campaign structure similar to Google’s Performance Max. While this structure may not be optimized for B2B advertising, it is still a significant release.
Looking ahead, it is crucial for marketers to plan for a future without cookies, regardless of Google’s delays. The eventual deprecation of cookies will have a significant impact on advertising. Marketers should also stay updated on new features and updates by following outlets like Search Engine Land for real-time insights.
In conclusion, the major ad platforms have made notable updates in 2024 that will impact B2B marketing campaigns. From Google’s AI-focused updates to LinkedIn’s revenue attribution for HubSpot and Meta’s efforts to combat AI-generated deepfakes, marketers need to adapt to these changes and stay informed about upcoming releases. The future of advertising lies in staying ahead of the curve and embracing new features and technologies.
