PPCChat | What’s On Your Plate in 2024 In PPC? | 2nd January 2024

Here is the screencap of the entire session of this week’s PPCChat where host Julie F Bacchini discussed experts’ plans for PPC in 2024.

Q1: What do you have immediately on your plate here in January of 2024? Anything new?

I’m working on extracting some in-house tech into a SAAS product (www.ghostblocker.com) hopefully as an additional income stream. @Pete_Bowen

I am working on a proposal today for a local lead gen service business. @NeptuneMoon

I have a few folks starting parental leave this month, so it’s adjusting team structures, managing coverage, and introducing clients. @JuliaVyse

I get that being certified might help you feel confident – if that’s something you need. @Pete_Bowen

I think maybe a chat topic on freelancing might be good here in January too! @NeptuneMoon

Apparently, if you don’t have a Google Ads partner/cert thing, of if you happened to let yours laps (oops!) then their reps will not help you. @Realicity

Having their reps not helping me sounds wonderful. @Pete_Bowen

@Realicity Any rep? Or actually assigned to you and not the quarterly rotating kind? @NeptuneMoon

So, I’ll be working on recertifying here in 2024. @Realicity

I feel like I want to add this to the list of Ginny Marvin questions. @NeptuneMoon

@NeptuneMoon Had a couple of issues that I needed to talk to a rep about recently and the account I was asking about did not have a certified manager listed on it as mine had lapsed.  They couldn’t get into to many details about that one. It was very “oh, you’re not certified, can’t talk to you” type thing. @Realicity

@Realicity Ok, I am going to get clarification on this for us from Ginny, cause that sounds like some serious BS. And I really hope that this is not part of the prep for the $50/call program being piloted. @NeptuneMoon

@NeptuneMoon Yeah, that is my concern. Google Ads support has always been disappointing, but lately it’s been even worse and I we can’t talk to someone on the phone/zoom how’s spending $$$ Thousands a month, then WTF? @Realicity

I’m working on a larger scale project to create more unity between paid search and SEO as an offering. Holds great potential, and I’m excited to see it shake out! @teabeeshell

Still working on bringing more PPC Live networking events. @TheMarketingAnu

Q2: What are you excited about in PPC heading into 2024?

more pitches!!!! not kidding. the train has not stopped. @JuliaVyse

Not much.  2024 might be the year I start recommending less PPC budget and more SEO budget. @Realicity

I’m kind of between excited because it’s the beginning of a new year and dread because of whatever Google is going to do / not do / change / break / shake. @Pete_Bowen

I am trying to embrace change, but I can’t say I’m exactly excited about that…@NeptuneMoon

I am also going to make this a year of pushing clients harder to get serious about their web site experiences/CRO. The time is now for that to stop being ignored or back burnered. My background in web design and development shall come in handy for this! As well as marketing from before the internet – GASP! @NeptuneMoon

that’s a good one @NeptuneMoon! It’s all connected, and one tactic can’t make up for others (at least not forever) @JuliaVyse

Yes @JuliaVyse the post click experience has always been important, but with so much automation on the pre click side of the equation, and with platforms wanting to crawl your site/landing pages, it is even more critical to have it  done well. @NeptuneMoon

I’m excited to see if Google can legitimately crack the demand gen code this year. If 2023 was the “Year of the Fight” perhaps 2024 will be the “Year of Adoption” (with verified, quality results). @teabeeshell

Q3: What are you concerned or worried about in PPC heading into 2024?

The usual, but here it is for anyone new: Google nonsense and shenanigans Amazon getting away with nonsense while Google takes the spotlight Elon Musk doing even more unhinged stuff Mark. Zuckerberg. @JuliaVyse

Automation – more and more that is designed for e-commerce that the rest of us have to figure out how to work with.End of cookies – this is going to break so much. I don’t think we are prepared for this. @NeptuneMoon

In no particular order: @Realicity

• Privacy and its impact on Ad Data.
• Search Query Control / Close Variants
• Audience data
• Tracking and Reporting
• AI and Automated Bidding for Smaller Volume Clients
• Ad Copy and Testing

I totally agree @Realicity on low conversion volume clients getting lost in the shuffle! @NeptuneMoon

@NeptuneMoon we used to have more keyword and targeting control to account for lower volume. @Realicity

And, anecdotally, it seems like G Ads is throwing more restrictions or warnings on low volume – whether that is a keyword or even budgets. The pressure to just go broad is going to ratchet up this year IMO. @NeptuneMoon

I worry that some clients are getting priced out of advertising on Google. The cost to acquire a lead in some industries I work in is close to prohibitive. I’ve been working with my clients to improve the lead->sale flow and that helps, but eventually even that’s not going to be enough. @Pete_Bowen

I agree @Pete_Bowen. The costs and the learning periods are crushing for many businesses. @NeptuneMoon

My short list: @teabeeshell

• Cookie deprecation and readiness to have solutions in place. I think it will be a far worse reality for folks than GA4 replacing UA.
• Google actually overwriting ad copy without expressed advertiser approval. (Google doesn’t yet know best on this topic.)
• Ability for smaller budgets to be available for newer advertisers. I worry that DTC has become a game of “Who’s funded?”

@NeptuneMoon Especially smaller clients who might not be able to invest in a few month’s worth of learning. @Pete_Bowen

I was just thinking that our sales pitch for PPC historically – get data and results right away, optimize for the traffic you want/that truly converts and learn from there, etc. is no longer viable.We need to modify our approach/sales tactics because it has/is changing so much and so fast. @NeptuneMoon

@NeptuneMoon in a way, it’s pivoted to, “Here are the baseline requirements needed for Google Ads to even function.” Brands could previously get away with less focus on passing data back, understanding serving algorithms, not having a YouTube Channel, and smaller budgets. @teabeeshell

I’ve got one more…When the new Google Ads UI becomes the only viewing option. I HATE IT. @NeptuneMoon

Any updates Google is going to make to the platform. @TheMarketingAnu

Ginny talked A LOT about privacy first measurement and first party data during our audio chat before the holidays. That is also going to be a nightmare. @NeptuneMoon

@NeptuneMoon Yep.  I got a feeling 2024 is going to be known as the “Year of Privacy”  @Realicity

 @Realicity I think it is going to make Apple’s ATT look like a picnic filled with unicorns and rainbows. @NeptuneMoon

One more for you…Alerts like this starting to show up in G Ads accounts. This pushes recommendations into the general campaign viewing screen. Which I foresee causing headaches. @NeptuneMoon

Q4: Do you have anything happening right now that is vexing you that we might be able to help with?Or anything coming up you’ve not done a ton with previously that you could use advice or insight on?

I might be doing offline conversions in G Ads and I have not done that before. I put a question in the G Ads channel about it this morning. @NeptuneMoon

I replied there but I’m happy to help out via Zoom if you like. I enjoy this kind of geekery. @Pete_Bowen

@Pete_Bowen Awesome – thank you! @NeptuneMoon

@NeptuneMoon I do that for a couple clients and would be glad to help.  It’s not too bad once you’ve got everything set up.  @Realicity

PMAX.  Gurrr @Realicity

I feel like I am going to have to force myself into some PMax because I do believe it will be the only campaign option at some point in the not too distant future. @NeptuneMoon

Very likely.  The big hesitation is that I see how bad Broad Match and Keyword (close variant) Matching has become and I assume PMAX is just going to be more of that. @Realicity

I’ve got a client 8 weeks into a 3-week project to change CRM systems. I’ve not been able to get offline conversion data since they started. I don’t need any help but if you wouldn’t mind rolling your eyes at crazy client things with me I’d feel better. @Pete_Bowen

Well @Realicity it sure is one way to up ad revenue without having to resort to “shaking the cushions” outside of just how their system works in PMax. @NeptuneMoon

Curious to explore more with GMC Next, which isn’t yet fully rolled out across all advertisers. @teabeeshell

PPCChat Participants

• Julie F Bacchini @NeptuneMoon
• Peter Bowen @Pete_Bowen
• Julia Vyse @JuliaVyse
• Travis @teabeeshell
• James Svoboda @Realicity
• Anu Adegbola aka PPC Live UK founder @TheMarketingAnu

Related Links

• Debunking Common Quality Score Misconceptions in PPC
• Digital Ads Benchmark Report By Tinuiti | Q3 2023 | Key Highlights
• Smarter Advertising with Effective Audience Targeting in Google Ads