Top 12 PPC Trends for 2024: What Ecommerce Shops Need to Know

As the world of digital marketing continues to evolve, it’s important for ecommerce shops to stay ahead of the game when it comes to pay-per-click (PPC) advertising. In this article, we’ll take a look at the top 12 PPC trends for 2024 that ecommerce shops need to know in order to stay competitive and drive growth.

1. From The Engines: It’s The YouTube CPCs, Stupid; Bing Nearing Profitability

One of the biggest trends in PPC for 2024 is the rise of YouTube CPCs and Bing nearing profitability. Ecommerce shops need to be aware of the increasing importance of these platforms and adjust their PPC strategies accordingly.

2. Mobile Search Surpassed Desktop; Micro-Moments Entered The Lexicon

With mobile search surpassing desktop and micro-moments entering the lexicon, ecommerce shops need to prioritize mobile-friendly PPC strategies and capitalize on micro-moments to drive conversions.

3. Rise Of Mobile-First Ad Formats

The rise of mobile-first ad formats is another trend that ecommerce shops need to pay attention to. Optimizing ad creatives and landing pages for mobile is essential for success in 2024.

4. Back To The Future With 3-Platform Search: Yahoo Gemini & A New Yahoo-Microsoft Search Deal

With the reemergence of Yahoo Gemini and a new Yahoo-Microsoft search deal, ecommerce shops need to consider diversifying their PPC efforts across multiple platforms to reach a wider audience.

5. Final (AKA Upgraded) URLs

The introduction of final (aka upgraded) URLs is a trend that ecommerce shops should take advantage of in 2024 to improve tracking and reporting for PPC campaigns.

6. AdWords Editor 11 Took Over

AdWords Editor 11 taking over is another trend that ecommerce shops need to be aware of. Familiarizing themselves with the new features and capabilities of AdWords Editor 11 will be crucial for optimizing PPC campaigns.

7. RLSA With Google Analytics Audiences

Using remarketing lists for search ads (RLSA) with Google Analytics audiences is a trend that ecommerce shops should leverage in 2024 to target high-intent audiences and drive conversions.

8. Deal Tests In Google PLAs

Ecommerce shops should take advantage of deal tests in Google Product Listing Ads (PLAs) to promote special offers and discounts and attract more customers in 2024.

9. Google Buy Button (Purchases With Google) Is Imminent

The imminent arrival of the Google Buy Button, also known as Purchases with Google, is a trend that ecommerce shops need to prepare for. Implementing this feature can streamline the purchasing process for customers and drive more sales.

10. Apps For Bing Ads and AdWords Arrive — And You Need Two Different Phones

The arrival of apps for Bing Ads and AdWords in 2024 presents ecommerce shops with new opportunities to manage their PPC campaigns on the go. Being able to access and optimize campaigns from two different phones will be a game-changer for ecommerce marketers.

11. True Exact Match & Explicit Smartphone Targeting Are Laid To Rest

Ecommerce shops need to adapt to the retirement of true exact match and explicit smartphone targeting in PPC campaigns. Adjusting keyword strategies and targeting options will be necessary to maintain performance in 2024.

12. Bing Ads Going Native

The shift of Bing Ads towards native advertising is a trend that ecommerce shops should capitalize on in 2024 to seamlessly integrate their ads into the user experience and improve engagement.

Honorable Mentions

In addition to the top 12 PPC trends for 2024, there are several honorable mentions that ecommerce shops should keep an eye on. These include advancements in ad personalization, the impact of AI and machine learning on PPC, and the rise of voice search as a new frontier for PPC advertising.


As PPC advertising continues to evolve, ecommerce shops need to stay informed about the latest trends and adapt their strategies to stay competitive. By understanding and implementing the top 12 PPC trends for 2024, ecommerce shops can drive growth and maximize their ROI in the ever-changing digital marketing landscape.