The Evolution of Google Ads Since Covid: A Look Back and a Look Ahead at PPC

Over the past two years, the world of Google Ads has experienced significant changes and advancements. These developments have affected everything from ad formats to bidding strategies and audience targeting. As we move forward, it’s crucial to consider the trends and potential changes that may shape the future of this powerful marketing platform.

Automation Takes Center Stage

One of the most significant changes we’ve seen in Google Ads is the shift towards automation. Google has been heavily promoting its Smart Bidding strategies, which use machine learning to optimize bids based on specific goals like conversions or target ROAS (return on ad spend). In fact, Google recently reported that over 70% of all campaigns now use automated bidding.

Video Advertising Takes Off

In addition to automation, Google has been investing heavily in video advertising. YouTube has become the second-largest search engine in the world, and Google Ads now offers a range of video ad formats, including bumper ads, in-stream ads, and video discovery ads. According to a recent study, 62% of marketers plan to increase their YouTube advertising budget in the next 12 months.

Audience Targeting Becomes Increasingly Important

Another significant development in the world of Google Ads is the increasing importance of audience targeting. Google’s Custom Audiences feature allows advertisers to target specific groups of users based on their browsing history, app activity, and other signals. In addition, Google recently announced that third-party cookies will be phased out of Chrome by 2023, which will likely lead to a greater reliance on first-party data and contextual targeting.

The Future of PPC…Looking Ahead

Looking ahead to the next two years, we can expect to see further advancements in automation, video advertising, and audience targeting. As Google continues to invest in machine learning and AI, we may see even more advanced bidding and ad creation strategies that take into account a wider range of data signals. In addition, as the world becomes increasingly mobile and video-focused, we can expect Google to continue to expand its range of video ad formats and targeting options.

OpenAI’s GPT-3 language model and Google’s AdLingo tool are already being used to automate ad copywriting using natural language processing. Another AI-powered tool, “Bard”, is also set to impact the industry with its ability to generate high-quality content across multiple domains. As AI continues to play an increasingly important role in digital advertising, 68% of digital marketers already believe it will have a significant impact on the industry in the next five years, personally, we think it’s going to happen much sooner.

TLDR(Too long, didn’t read?)

In conclusion, Google Ads has undergone significant changes over the past two years, with a focus on automation, video advertising, and audience targeting. As we look to the future, it’s important to stay up to date on these trends and be prepared to adapt to new developments as they emerge. By leveraging the power of Google Ads and staying ahead of the curve, businesses can continue to drive growth and success in the years to come.

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