Google Ads Updates 2024 — New Features & Announcements

Akanksha Chandan
5 min readJan 3, 2024

With Google Ads continuously striving for excellence, its ongoing enhancements aim to enable businesses to optimize their ad performance. Let’s uncover the latest Google Ads updates that promise to redefine audience engagement, drive more conversions, and maximize ROI in 2024.

1. Improvements to Search Ads 360

Search Ads 360 offers improved support for Google Ads, Microsoft Ads, Baidu, and Yahoo! Japan. Listed below are some of its new features:

  • For Google Ads: Support for text, image, video, display, and app promotion formats
  • For Microsoft Ads: Campaign settings to control spending, location targeting, and campaign optimization.
  • Reporting and attribution improvements for intuitive workflows and seamless transition with updated historical data.
  • Templates for dynamic ad campaigns to facilitate frequently changing inventory and seasonal promotions.

2. Google Ads to Require EEA & UK IAB

Starting from January 16, 2024, Google AdSense, Ad Manager, and AdMob publisher partners will be required to use a Google-certified CMP. It should integrate with the IAB Europe’s Transparency and Consent Framework (TCF) to serve ads to users in the European Economic Area or the UK.

3. AI-Powered Tools for Search Ads

Google has announced automatically created assets and conversational experience in Google Ads to help marketers connect with customers better. Automatically created assets are a campaign-level setting that optimizes the relevancy of Search ads by generating customized headlines and descriptions that align with the ad’s context.

The conversational experience in Google Ads helps boost campaign performance with less effort. All you need to do is provide your website URL, and Google AI will generate everything from keywords to headlines and images. You can also customize suggestions and approve them before launching the campaign.

4. Vehicle Ads Upgraded to Performance Max

Vehicle ads were introduced as a new Search ad format to enable automotive advertisers to showcase vehicle inventory. Existing vehicle ad campaigns created through Smart Shopping campaigns will automatically upgrade to Performance Max.

This will help car advertisers reach prospects across multiple touchpoints in their research and shopping journey. However, the option of creating new vehicle ad campaigns through Smart Shopping campaigns is no longer available.

5. Transition from Discovery Ads to Demand Generation

Google has introduced an innovative AI-driven initiative called Demand Gen, to amplify your creative potential and stimulate demand.

This cutting-edge solution is tailored to help social media advertisers convert prospects using relevant visual ads.

Demand Gen campaigns offer powerful new features such as:

a. Leveraging a variety of ad formats within a single campaign
b. Finding more prospects with Lookalike segments
c. Driving high-value customers to your website
d. Launching campaigns with new ad previews

6. Third-Party Cookie Deprecation Pushed to 2024

To protect user privacy, Google stated in January 2020 that third-party cookies in Chrome would be eliminated by 2022. This update is a response to increasing pressure from regulators and privacy advocates to protect user data and behavior.

However, the move caused concern because Google Ads have been a critical source of third-party data for many years. Since then, Google has been developing cookie-free tracking and advertising alternatives.

Due to their ongoing need for testing and implementation, Google has pushed the initial date to 2024. The deprecation of third-party cookies will impact user targeting, as well as campaign measurement.

You’ll need to start making changes now and ensure that your campaigns are not affected when this update takes effect in 2024. This decision will give you more time to investigate alternative techniques for user data tracking.

PRO-TIP: Get creative with new ways of collecting first-party user data. Leverage the power of third-party data for as long as you can.

Other Notable Updates

Google has also introduced many new Google Ads updates and enhancements that will shape the future of online advertising in 2024. Let’s take a look at some of them:

  • A Limited Ads Serving policy to improve ad clarity and prevent misleading ads.
  • Plans to move primarily towards real-time bidding auctions for apps.
  • Google has facilitated a diverse musical experience with Gen Z Music lineup.
  • New brand settings and features in Search and Performance Max Campaigns to drive better results.
  • Google announced an update enabling advertisers to use text-to-speech voice-overs in ads.
  • Google has taken a step towards enabling the creation of verified business names and logos that are highlighted.

What else…

Now that we have insights into the Google Ads updates, I’m sure you want to know how the dynamics are changing for the following:

  1. Social Media Marketing
  2. Search Engine Optimization
  3. Content Marketing
  4. Video Marketing
  5. Email Marketing
  6. Marketing Analytics

Download this FREE eBook to explore all the above in detail: Digital Marketing Trends and Predictions 2024 or Sign up for a Free Digital Marketing Audit that also includes an in-depth analysis of your Google Ad Campaigns.

This eBook isn’t just about trends; it’s about future-proofing your marketing approach. I hope you find it useful.

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Akanksha Chandan

MBA — Marketing & International Management | Senior Marketing Specialist | Sprouting Interest in Psychology