The world of PPC marketing is constantly evolving, and as we head into 2024, new challenges and trends are emerging. From changes in privacy and data landscapes to economic struggles, PPC marketers need to be prepared and react accordingly. In this article, we will explore the top five challenges that PPC marketers will face in the coming year.
First on the list is audience targeting. With the end of third-party cookies and stricter consent rules, website data coverage will decrease, limiting the leverage of remarketing audiences. This means that campaigns relying on remarketing will have less impact. To combat this, marketers must focus on first-party data, which will become even more important than ever. Educating clients and businesses about the significance of first-party data will be crucial. Although the quantity of audience data may suffer, with the right approach and data capture strategies, quality should prevail.
The second challenge is account optimization. Day-to-day campaign optimization has drastically evolved over the past few years, thanks to improvements in Smart Bidding. Negative keywords are still important but not as time-consuming as they once were. The introduction of Performance Max campaign type has brought a different approach to analyzing and optimizing campaigns. Feed-based campaigns also put a bigger focus on Google Merchant Center (GMC), which has become an important battleground for improving campaigns through feed optimization. Marketers must adapt to the likely full migration to Google Merchant Center Next, which will require learning new strategies and techniques.
Content is the third challenge that PPC marketers will face in 2024. The focus on content has evolved significantly over the years, from standard text ads to responsive search ads. While the number of titles and descriptions has expanded, the amount of custom variations has diluted. Marketers often go against best practices to take back control with feed-only assets groups. All advertising platforms are shifting towards AI content creation, making it difficult to stand out. However, those who use AI for time-saving tasks and content guidance rather than creation will rise above the noise and prosper.
Tracking is the fourth challenge on our list. It used to be a straightforward practice that was often left to web developers. However, with accounts relying more on accurate conversion data and the growing list of tracking features, advertisers must be more knowledgeable and proactive. The migration to GA4 and the introduction of consent mode V2, offline conversion tracking, and profit tracking have made tracking implementation essential. Marketers who upskill in this area and provide technical support and guidance will be in the minority. Third-party tools like Profit Metrics can help optimize campaigns towards profit, which is becoming the priority objective for many businesses.
The final challenge is reporting. Google has improved its insight reporting in the past year, but there are still concerns about the black box of Performance. GA4 underreporting has led many marketers to rely on platform reporting and workarounds to choose the most relevant data. While adapting to GA4 can be a struggle for some advertisers, there are new reporting features that add value. Google Merchant Center provides strategic-focused reporting that makes up for the loss of tactical reporting within Google Ads. These reports focus on bigger questions such as product positioning and opportunities for growth.
In conclusion, PPC marketers in 2024 will face challenges in audience targeting, account optimization, content creation, tracking, and reporting. Adapting to changes in privacy and data landscapes, as well as economic struggles, will be essential for success. By embracing these challenges and staying ahead of trends, PPC marketers can grab the initiative and come out on top. With chaos comes opportunity, and those who are prepared and react accordingly will thrive in the ever-evolving world of PPC marketing.
