In September 2024 there are some interesting developments that marketers need to be aware of Google remains a major player, with its updates on different platforms, like Google Ads and Merchant Center In this blog post we discuss the news changes and how they can impact your marketing tactics
Digitiger is a leading marketing studio that always stays on top of the latest trends to help our clients get the most out of their marketing efforts.
Google’s August 2024 Core Update is Completed
Key Points:
- The latest Google Core Update rolled out in August 2024, and its completion has left digital marketers analyzing the results.
- As always, these updates can cause fluctuations in website rankings, with some seeing positive changes and others experiencing drops.
- Core updates aim to improve the quality of search results, often favoring websites that offer high-quality, relevant content.
- Key factors impacted include content relevance, page experience, and authority.
What You Should Do:
- Conduct a thorough audit of your website and monitor any ranking changes.
- Focus on optimizing content quality, ensuring it aligns with the latest user search intent.
- Improve your website’s UX/UI and page speed, as these factors have a growing influence on rankings.
Google to Merge Video Action Campaigns with Demand Gen Campaigns by Q2 2025
Key Points:
- Google is planning to merge its Video Action Campaigns with Demand Gen Campaigns, effective by the end of Q2 2025.
- This shift aims to simplify ad management for businesses, allowing marketers to run highly engaging campaigns across multiple Google platforms more efficiently.
- Demand Gen campaigns are designed for targeted ad placements across YouTube, Gmail, and Discover, making it easier for advertisers to reach a wide yet relevant audience.
What You Should Do:
- Start familiarizing yourself with Demand Gen Campaigns if you haven’t already, as they will become more critical.
- Consider how video content fits into your overall marketing strategy and whether you are maximizing video formats across platforms like YouTube.
- Experiment with Video Action Campaigns now, so you’re well-prepared for the merger and can leverage the new setup for Q2 2025.
Google Ads Unveils Advanced Performance Planner for YouTube Campaigns
Key Points:
- Google Ads introduced an advanced Performance Planner specifically tailored for YouTube campaigns, providing more accurate forecasting and budgeting tools.
- This feature allows advertisers to better understand how their YouTube ad spend impacts overall campaign performance.
- You can now simulate different scenarios, including changes in budget, target audience, or bidding strategies, to optimize results.
What You Should Do:
- Utilize the Performance Planner to project future campaign outcomes and allocate budgets more effectively.
- Run various simulations to explore different audience targeting methods or budget increases to see how they influence performance.
- Adjust your YouTube marketing strategy in line with data-driven insights to improve ROI.
Google Expands Tag Diagnostics & Introduces Integrated Consent Management Setup
Key Points:
- Google has expanded its Tag Diagnostics tool, making it easier for marketers to troubleshoot tagging issues and ensure data collection accuracy.
- Along with this, Google has introduced an integrated Consent Management Setup to streamline compliance with privacy regulations like GDPR and CCPA.
- The new setup allows websites to collect user consent for data collection more seamlessly, which can help improve data reliability.
What You Should Do:
- Audit your current tag setup to identify and resolve any issues using the expanded Tag Diagnostics tool.
- Ensure your website has a proper consent management system in place to remain compliant with global privacy standards.
- Work with your development team to implement the integrated setup, ensuring smooth and secure data collection without disrupting user experience.
Google Local Services Ads Verification Becomes Stricter For Lawyers
Key Points:
- Google has tightened its verification process for Local Services Ads, especially for the legal industry.
- Lawyers will now need to go through a stricter verification process, which includes proof of licensing, insurance, and a clean disciplinary record.
- This change aims to increase trust and reduce the risk of fraudulent ads, ensuring only reputable lawyers can advertise their services.
What You Should Do:
- If you’re in the legal industry, ensure that all necessary documents, such as licenses and insurance policies, are up-to-date to avoid delays in verification.
- Take advantage of Local Services Ads by emphasizing your verified status in your marketing messages.
- Review and update your digital marketing strategy to focus on trust and authority, two critical factors for success in the legal sector.
Google Ads Depreciate Enhanced CPC for Search and Display
Key Points:
- As of September 2024, Google Ads is deprecating Enhanced Cost-Per-Click (eCPC) for Search and Display campaigns.
- This move is part of Google’s broader push towards automation, where smart bidding strategies like Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend) take precedence.
- While eCPC allowed advertisers to manually adjust bids for conversions, the shift to automated strategies will focus on machine learning to optimize bids.
What You Should Do:
- Transition your campaigns to smart bidding strategies like Target CPA or Maximize Conversions.
- Start A/B testing different bidding strategies to see what works best for your campaigns as Enhanced CPC phases out.
- Analyze past performance data to guide your choice of automated strategies and optimize for future campaigns.
Google is Replacing Classic Merchant Center with Merchant Center Next
Key Points:
- Google is transitioning from the classic Merchant Center to the new Merchant Center Next, set to be fully rolled out by 2025.
- The new platform will simplify product data management, making it easier for retailers to update product information and optimize for Google Shopping.
- Merchant Center Next features an intuitive interface with enhanced automation and reporting capabilities to improve ad efficiency for eCommerce businesses.
What You Should Do:
- If you’re running eCommerce ads, start exploring Merchant Center Next to familiarize yourself with its new features.
- Transition product listings and data feeds to ensure they are optimized for the new platform before the full roll-out.
- Use the improved reporting tools to track product performance more accurately and adjust your advertising strategies accordingly.
Final Thoughts
Staying ahead in digital marketing means adapting to the latest changes quickly and efficiently. Whether it’s fine-tuning your SEO after Google’s Core Update, leveraging YouTube’s advanced Performance Planner or preparing for the changes in Merchant Center, being proactive will pay off.
At Digitiger we support companies in adapting to these developments by providing plans and knowledgeable advice tailored to their needs and goals. Whether you run an enterprise or a known company, in the market today. our dedicated team stands prepared to enhance your digital advertising efforts in alignment with the most recent trends, across various industries.
Stay tuned for more updates and insights as we continue to cover the most important news in digital marketing!
