Google Ads News: November 2024

Last Updated on: 26th November 2024, 06:11 pm

From AI-powered shopping features to 2025’s Ads API roadmap, Google is at it again in this month’s PPC news roundup!

And with some of these changes already hinting at what’s to come in the next year, there’s no time to waste. Let’s dive in!

AI Takes Over in New Google Lens Shopping Tool

Google is focusing on retail with AI-powered shopping tools designed to connect online browsing with in-store decision-making. 

From instant price comparisons using Google Lens to tracking local inventory through Maps, these updates aim to give shoppers – and advertisers – a new edge:

• Shoppers can now use Google Lens to snap a picture of a product in-store and instantly compare prices online. This creates a direct funnel for price-sensitive consumers and ups the stakes for competitive pricing.
• Google Maps now displays nearby stores that carry specific items, along with their availability. It’s all about convenience, but if you’re a retailer who doesn’t optimise their local inventory feeds, you may miss out on foot traffic.
• With expanded “Buy Now, Pay Later” options and virtual card protections, Google is addressing consumer hesitations and making the checkout experience seamless.

Since 20 billion monthly visual searches happen via Lens and 72% of shoppers use their phones in shops, advertisers need a hybrid strategy that aligns your digital ads with the in-shop journey: 

• With Maps emphasising local inventory insights, you need clever local campaigns. Keep your product feeds updated, ensure your pricing is competitive, and consider adding in-store promotions to sweeten the deal.
• It’s okay if you’re not the most affordable in town, but make sure your value stands out. Highlight perks like free shipping, faster delivery, or exclusive benefits in your ad copy.
• Monitor shifts in your campaign performance closely. If price transparency is reducing your conversions, test alternative strategies like bundling products or focusing on premium, non-commoditised items.

Key Google Ads News in November 2024: Google’s Mobile AI Overviews in the US

Google is combining conversational AI with mobile search results in the US with the AI Overview ads. These ads aren’t widely visible yet, but their potential is already sparking interest and questions.

What Are AI Overviews in Google?

AI Overviews are Google’s answer to users’ craving for fast, concise search results and summaries like the ones ChatGPT has been providing. These summaries pop up directly on the SERP, and now, ads are joining the mix. It’s like a mini FAQ where paid placements meet instant answers. Take a look:

For now, AI Overview ads are mobile-only, and availability is spotty (still in the testing phase). But when this feature becomes widely available, it will open up a new ad format with unique targeting and engagement opportunities. 

Imagine your ad being one of the first things a user sees when they engage with AI-powered responses. However, it’s all still predictions because…

• Google hasn’t shared the data or guidance yet, so we’re still in the dark.
• With no specifics on how to adapt campaigns for this format, pay close attention to how your ads are performing here versus other SERP placements.

It’s exciting to see Google blending AI and ads in such a direct way, but my PPC radar is already up. Like a lot of PPC experts and advertisers, I’m wondering if these ads will add value to the user experience or feel intrusive. 

Expect more announcements as Google refines this feature.

Google Ads News about New Customer Match Privacy Rules

Starting in January, advertisers will face stricter rules to keep Customer Match compliant with global privacy standards. Misuse can lead to immediate account suspension without a warning.

Google’s new emphasis is on consent, creative compliance, and consequences. Here are a few extra details:

Customer Match Privacy Consent Updates

• You can’t use email addresses without explicit user permission
• Lists must exclude anyone who opted out of advertising
• Proper documentation of consent is now non-negotiable

Creative Compliance

• No targeting minors. Keep it age-appropriate.
• Personalised messaging that feels “too personal” is a no-go.
• And yes, users who opted out must stay opted out without sneaky add-backs.

Account Consequences

Violations of the above will result in immediate account suspension, no appeals, and no second chances.

So, if you’re not already prioritising consent and compliance, it’s time to pivot. Here’s how:

• Review how you’re collecting, documenting, and managing consent for every email on your list. And make sure everyone, from your data specialists to your creatives, knows the new rules.
• Double-check your exclusions. Don’t let opt-outs slip, as that’s low-hanging fruit for violations.

Performance Max: New Research Finds Steady Gains but Rising Costs

According to recent findings from Optmyzr, Q3 2024 brought some nuanced results from Performance Max campaigns: modest ROAS (return on ad spend) gains and stable conversion rates, but a steady climb in costs that could impact long-term profitability.

Year-over-year, pMax campaigns showed slight improvements in ROAS, making them a solid choice for advertisers focused on improving returns. Conversion rates held steady, but gains weren’t as strong as some may have hoped.

Rising CPCs (cost per click) and CPAs (cost per acquisition) are also eating into those modest gains. In some cases, shopping campaigns without pMax actually delivered the highest ROAS, underscoring the importance of choosing the right campaign type for your goals.

This trend is hard to ignore. 

pMax campaigns are losing more impression share compared to their non-pMax counterparts, which could limit your visibility and, by extension, conversions.

One key insight from the study is that pMax CPCs are roughly 50% lower than search CPCs, thanks to reliance on visual content. As Optmyzr’s Navah Hopkins put it, “If you’re struggling with the cost of search, leaning into visual creative can deliver meaningful ROAS.”

This highlights the power of strong creative and accurate conversion tracking. Plus: 

• Don’t rely exclusively on pMax. Blend it with other formats to offset impression share loss.
• Rising CPAs mean you need well-structured conversion tracking to make the most of your budget.
• A high ROAS doesn’t mean much if CPAs are too steep. Keep an eye on your margins.

Buckle Up for Google’s 2025 Ads API: What Advertisers Need to Know

Google has laid out its 2025 Ads API roadmap. With five planned updates next year, including three major releases and two smaller ones, it’s time to get strategic about what this means for your campaigns and resources.

Major Updates to Google Ads API in 2025

Expect V19 in late February or early March, V20 mid-year, and V21 rounding things off in Q4 2025. Each will have its own feature set, updates, and—yes—deprecated functionalities, so staying ahead of changes is a must.

Minor Updates

Smaller tweaks (think bug fixes and incremental changes) will come via V19_1 and V20_1, giving developers interim updates to keep campaigns running smoothly.

Sunset Policy

Each version will get a 12-month life span before Google sunsets them, so there’s a steady cadence for updates but also a ticking clock for those relying on older versions.

For most advertisers, an API update schedule might feel a bit “developer-only.” But in reality, it’s all interconnected. These updates influence how data flows, how new features come out, and how you adjust campaign management tools. The staggered schedule also shows Google’s commitment to predictable updates.

Stay Ahead of the Curve with Google Ads News

Take what’s left of November and the whole month of December as your “beta test” for 2025. 

Test new creative approaches, refine consent mechanisms, and optimise your cost metrics while you still have room to experiment.

Whether it’s AI reshaping how ads interact with users, stricter privacy protocols changing targeting rules, or campaign types demanding smarter strategies, start laying the foundation now so that when the updates are official, you’re already miles ahead. 

And speaking of which, why not brush up on your Google Ads skills by grabbing my best-selling book, Rapid Google Ads Success on Amazon? 

See you in the last roundup of the year!