Alright, let’s talk about 2024 and why it’s shaping up to be a massive year for Google Ads. You might’ve already noticed some shifts, and if you haven’t yet, don’t worry—you will soon. This year, Google’s rolling out some pretty major changes that are going to impact the way you advertise. Let’s break them down and talk about what they really mean for you, your campaigns, and, of course, your bottom line.

Dynamic Search Ads: Less Work, More Reach?

One of the biggest updates of 2024? Dynamic Search Ads (DSAs). I get it—automating your ads can feel like you’re losing control, but stick with me. DSAs let Google crawl your website and generate ads based on your content, so you’re capturing traffic without needing to manually create every single keyword.

Why it matters: DSAs are brilliant for websites with loads of pages or frequently changing products. But fair warning—you lose a bit of control over the exact copy. You’re trusting Google to get it right. If you’re cool with that, DSAs can save you a heap of time while still driving traffic.

Image source: Semrush 

Google Shopping: E-commerce’s Secret Weapon

If you’re in the e-commerce space and not using Google Shopping Ads yet, it’s time to hit pause. Seriously. Shopping Ads are making waves in 2024, and they’re basically like having a visual storefront right at the top of Google Search. Customers see your product, price, and where to buy it—all in one neat package.

What to do: Get your product feeds sorted. Google doesn’t mess about when it comes to messy listings. Titles, descriptions, images—they all need to be spot on. If your listings are a shambles, guess what? You’re going to sink in the rankings.

Ad Extensions: Extra Features for Extra Visibility

You know how sometimes your ad just needs a little something extra? That’s where Ad Extensions come in. Google’s letting you add things like location, call buttons, and extra links to your ads. These aren’t just optional extras—they can seriously boost your click-through rate (CTR) and improve your ad rank.

Pro tip: Use them. Use all of them. If you’re not taking advantage of Ad Extensions, you’re missing out on extra clicks.

Remarketing: Bringing Back the One That Got Away

Remarketing is hands down one of the best moves Google has made this year. If someone visits your site but doesn’t convert, no problem—you can now follow them around the web with your ads. It’s like saying, “Hey, remember us?”—without being creepy.

Takeaway: If you’re not using remarketing yet, what are you waiting for? You can bring back those almost-customers and turn them into paying customers.

Mobile Ads: Not the Future – The Now

It’s 2024, and mobile is no longer “the next big thing”—it’s the thing. People are glued to their smartphones, which means mobile ads are more important than ever. If your ads and landing pages aren’t mobile-friendly, you’re already behind the curve. Mobile traffic is exploding, and you need to get on board.

Action plan: Test your ads on mobile. Make sure the experience is seamless, or you’ll be losing customers quicker than you can say “bounce rate.”

Suggested asset: Check out Moz’s video on optimising mobile ads—it’s full of tips you can actually use. Also, Google’s blog has some great posts on mobile ad optimisation that are worth a look.

Enhanced Campaigns: Streamlining the Chaos

Google’s Enhanced Campaigns are making things easier by letting you manage ads across all devices in one campaign. So, instead of creating separate campaigns for desktop and mobile, it’s all integrated. Sounds good, right? But here’s the catch: you’ve got to get your bid adjustments right, especially for mobile traffic.

Pro tip: Play around with mobile bids. Mobile clicks might be cheaper, but do they convert as well as desktop clicks? Only testing will give you the answer.

Wrapping Up: 2024 is All About Staying Agile

Here’s the deal: 2024 is all about being flexible and staying ahead of the game. Whether you’re mastering Dynamic Search Ads, getting your remarketing in check, or optimising for mobile, this is the year to sharpen your strategy and keep adapting.

Feeling overwhelmed? You’re not alone. Reach out to a Google Ads expert or consultant if you need help making sure you’re not missing any opportunities.