The quiet revolution: How Google’s latest ad updates are transforming ecommerce marketing in 2024

Introduction

Google is constantly updating and improving its ad platform, and the latest round of updates for 2024 is no exception. In this article, we’ll take a closer look at some of the lesser-known but impactful changes that Google has made, and how these updates are transforming the landscape of ecommerce marketing.

Well-known but less impactful updates

Expanded text ads

One of the more well-known updates from Google is the expansion of text ads. This update allows advertisers to include more text in their ads, giving them more room to convey their message and attract potential customers. While this update may seem minor, it can have a significant impact on the effectiveness of ad campaigns.

Customer Match

Another update that has been widely publicized is the introduction of Customer Match. This feature allows advertisers to target their ads to specific groups of customers based on their email addresses. This level of targeting can significantly improve the relevance and effectiveness of ad campaigns.

Tablet bidding controls

Google has also introduced new bidding controls specifically for tablets. This allows advertisers to adjust their bids for tablet users, giving them more control over their ad spend and the ability to optimize their campaigns for different devices.

Important changes that haven’t been well publicized

Google adds third (and fourth) text ad on phones

One of the more significant but less publicized updates is the addition of a third (and sometimes even a fourth) text ad on mobile search results. This means that advertisers now have even more opportunities to get their ads in front of mobile users, potentially increasing their visibility and driving more traffic to their ecommerce shops.

Google rapidly expands Product Listing Ad (PLA) impressions on google.com

Google has also rapidly expanded the impressions of Product Listing Ads (PLAs) on google.com. This means that ecommerce shops have more opportunities to showcase their products to potential customers, increasing the likelihood of driving sales through Google’s ad platform.

Quiet expansion of the PLA search partner network

Google has quietly expanded the PLA search partner network, giving ecommerce shops even more opportunities to reach potential customers outside of Google’s own properties. This expanded network can significantly increase the reach and impact of PLA campaigns.

Conclusion

Google’s latest ad updates for 2024 may not have made as many headlines as some of their previous changes, but they are quietly revolutionizing ecommerce marketing. From expanded ad formats to increased ad placements and targeting options, these updates are giving ecommerce shops more opportunities to connect with potential customers and drive sales. By staying informed and taking advantage of these updates, ecommerce marketers can stay ahead of the curve and make the most of Google’s powerful ad platform.