PPCsurvey.com has just released a new global report on the state of PPC for 2024. It includes input from over 1,100 people. PPC specialists from around the world.
The findings cover search marketers’ top concerns, top priorities, spend data, insights on automation, and a wealth of insight into the most pressing trends in paid search.
Here’s a breakdown of some of the biggest findings.
The highest priorities. Artificial intelligence and automation were top priorities for search marketers this year. This trend has been building in Google Ads for some time. It started using broad match keywords, then it moved to automatic bidding, and now we’re even automating creatives and where they’re placed.”
The best goals. By 2024, 72% of search marketers have prioritized achieving efficient growth as their top goal. This indicates that they intend to increase spend as long as they maintain efficiency goals such as ROAS or CPA. Key priorities for PPC professionals will likely include:
Reduction of wasteful expenditure. Build safeguards through layers of automation. Performance optimization from outside ad accounts (eg landing pages).
For nearly one in five marketers who need to improve efficiency, this means there is no room to increase their advertising budget. So they have to look for ways to generate more volume from the existing budget.
Advertising budgets. Advertising budgets are mostly increasing, with 12 out of 23 campaign types expecting increases, especially on the Google Ads and Meta platforms. In particular, there is a focus on campaigns targeting “ready-to-buy” leads at the bottom of the funnel. The top performing campaign based on Google product feeds is the best choice for increasing budget allocation, selected by 63% of experts. Across multiple business models, more than half of respondents plan to increase spend on top-performing feed-based campaigns by 2024, highlighting the profitability of investing in automated campaigns with high-quality product data sources.
Adoption PMax. Although PMax campaigns are widely adopted, their application varies widely, often diverging from their intended use. Surprisingly, less than half of respondents use a dedicated full funnel approach, which involves including the assets needed for placements like YouTube and other platforms. The motivations for this deviation may differ; for example, some advertisers may face problems in providing the required assets. To address this problem, Google is working to ease the burden by leveraging generative AI and other tools to automatically create assets.
Automatic offer trends Automated bidding strategies have become the go-to for most advertisers, with options like ROAS and tCPA leading the pack. Manual bidding still exists, but it’s taking a back seat. Target impression share bidding is primarily used for brand protection, but is not commonly used for other strategies.
Targeting options and campaign type. Exact match remains popular, while the new Demand Gen feature hasn’t caught on. This is because most advertisers benefit from exact match, while a much smaller portion of advertisers require expansion beyond Google Search. Peak performance (with feed) is now used more than standard purchase, but standard purchase still has its followers and uses.
PPC challenges. Almost half of PPC professionals believe that campaign management has become more difficult over the past two years. The main reason, cited by 49% of professionals, is the loss of information and data due to automated campaigns such as Performance Max. This includes the frustration of not having access to the full data of search terms. Increased competition and increased CPCs are also major challenges as advertisers feel they are spending more without seeing commensurate results. Additionally, changes in tracking, privacy, and attribution make measuring campaign success even more difficult.
Advertising platform concerns. Trust in advertising platforms has declined over the past year, with only LinkedIn showing net positive sentiment. Google (54%), Twitter (51%) and Meta (42%) experienced the most significant declines in trust. These platforms have faced challenges such as prioritizing platform automation over user control, reputational damage, unwanted content, and general unreliability.
Popularity of the advertising platform. Global advertising is expected to grow 8.2% by 2024, and more than 50% of that global ad spending will go to these five big tech companies:
Alphabet (Google, YouTube). Meta (Facebook, Instagram). Amazon. Alibaba. Bytedance (TikTok, Douyin).
Why we care Staying on top of PPC industry trends is crucial to making informed decisions on a number of aspects, including ad placement, ad spend, campaign types, and bid strategies. This ensures that your decisions are data-driven and more likely to lead to successful outcomes.
What the PPC experts say. Frederick Vallaeys, co-founder and CEO of Optmyzr, commented on the report’s findings. He said:
“The most successful digital marketers will be those that successfully merge machine capabilities with human oversight.” “One without the other will fall short of full potential. When software helps with repetitive, time-consuming tasks, we can focus on what we love. Instead of constantly monitoring campaign performance, we can make contributions most meaningful to the brands we serve.” “Frederick Vallaeys, Optmyzr Co-Founder and CEO.”
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deep dive. reads Global Report on the State of PPC 2024 in full by downloading the PDF for more information.
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