Google Ads 2024 Outlook - Feed the Beast!

Former Google Campaign Specialist and current Finch Global Director of Paid Search Mathias Falkenberg joins the crew to share his thoughts on the future of Google Ads. He has a decidedly positive outlook for the market, but we'll have to change how we think about the channel a bit. What you'll hear: Mathias's take on how to win with Google Ads in 2024 How to get a cargo ship delivered to your house Buying a used excavator from China and shipping it to Europe What we've gained and lost with Google Ads and GA4 changes According to Nevin & Mike, one of the prominent trends in the industry is the black-boxing of campaigns. This refers to the use of automated and simplified campaign settings that require minimal customization or manual optimization. The episode highlights two specific examples of this trend: smart shopping and the transition from ECPC (Enhanced Cost Per Click) to Target ROAS (Return on Ad Spend). Smart shopping is described as a "super Fisher priced black box campaign" that allows anyone to easily pick it up and use it. It is an automated campaign type that utilizes machine learning to optimize bids and placements across various Google advertising channels, including Search, Display, YouTube, and Gmail. This campaign type aims to simplify the advertising process for advertisers who may lack advanced knowledge or experience with Google Ads. The shift from ECPC to Target ROAS is another example of the blackboxing trend. ECPC is a bidding strategy that automatically adjusts bids based on the likelihood of conversion, while Target ROAS focuses on achieving a specific return on ad spend. This shift indicates a move towards more automated and goal-oriented bidding strategies. The episode also highlights the lack of an intermediate option for power users of the Google Ads platform. Power users are described as advertisers who possess a deeper understanding of the platform and may desire more control and customization options without sacrificing the benefits of automated campaigns. This suggests that while the trend leans towards blackboxing campaigns, there remains a need for increased flexibility and customization for advanced users. In the episode, the speaker emphasizes the importance of customization in feed management. They argue that relying solely on default options like the Shopify hookup to Google Merchant Center is no longer sufficient. It is necessary to have control over the data sent to Google and the products included in the feed. To achieve this level of customization, they suggest utilizing feed management tools such as feednomics or data feed watch. The speaker warns that without customization, Google may misinterpret the data, potentially impacting ad performance and overall business success. Therefore, they urge listeners to prioritize shifting their focus and investing in feed management programs to ensure controlled and optimized data for better results. The hosts express a positive outlook on the future and emphasize the importance of focusing on the bigger picture rather than getting caught up in unnecessary details. They acknowledge that their conversations often delve into unnecessary aspects and question their actual accomplishments. They agree that it is crucial to shift priorities to meet the current demands and avoid getting too immersed in the minutiae. Additionally, they suggest looking beyond Google ads and considering the broader context. This indicates their belief in adopting a more comprehensive perspective and evaluating the overall impact and effectiveness of their strategies.