PPC Trends for 2024: Data-Driven Strategies for Marketers

Posted on December 14, 2023 (Last Updated: February 27, 2024)

PPC Trends 2024

Feed management is a vital aspect of pay-per-click - PPC advertising. Its direct influence over the quality and relevance of ads can be of major importance to e-commerce performance.  In the past year, we have been witnessing an evolution within the field of feed management and the way it has been driven by utilising smart data to enhance more targeted and effective campaigns across platforms. 

We will look into the meaning of smart data, its purpose and utilisation in the sphere of feed management, the key role it plays in performance management and also outline the trends we are expecting in the following year of 2024.

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Smart data and Feed Management

You have probably heard about big data but have you ever thought about smart data? It simply refers to the intelligent means of use of data obtained through a variety of resources, for example, user interests, preferences, behaviours etc. with one main goal of optimisation of feed quality.

Simply advertising your products is not enough, tailoring your ads to speak directly to your potential customers, personalising your campaigns and ensuring proper messaging are what matters. Showcasing your ads at the right time to the right people is what will drive your sales.


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How to utilise Smart Data in Feed Management? 

There are countless ways one can take advantage of gathering smart data but a few key applications have been recognized within the last few years.

  • Feed Segmentation

Advertisers may filter their feeds using smart data based on criteria such as geographic location, demographic information, or unique user interests. This enables more tailored ad campaigns and better results.

  • Dynamic Product Feeds

Smart data may be used to build dynamic product feeds that update automatically based on user activity and interests. This guarantees that only the most relevant goods appear in advertisements, boosting the possibility of conversions.

  • Creative Optimisation

Advertisers may understand which creative components resonate most with their target demographic by analysing smart data, allowing them to optimise ad creatives for optimum effect.

  • Automated Bid Adjustments 

Smart data may be utilised to guide real-time automatic bid modifications, ensuring that marketers always bid appropriately for their target audience. This results in more effective use of advertising dollars and higher ROI.


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PPC ad smart data 

The evolution of feed management is changing the way marketers approach their PPC campaigns, thanks to the clever use of smart data. Performance managers may build more focused and successful campaigns by integrating smart data, resulting in increased conversion rates and improved ROI. As the digital marketing environment evolves, marketers and performance managers will need to master the art of smart data-driven feed management.

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Harnessing AI for Enhanced Google Ads Performance

Data-Driven AI Integration: 2024 sees Google Ads increasingly powered by AI, with a reported 30% increase in campaign efficiency. For PPC experts, this means restructuring accounts to fully leverage AI's potential. Key strategy includes segmenting campaigns with at least 15% more granularity than in previous years, ensuring AI algorithms have a rich dataset to optimize from.

Practical Steps:

  • Implement at least 5 distinct audience segments per campaign.
  • Regularly review AI-generated suggestions, tweaking them at least once a week for optimal results.
  • Utilize AI for bidding strategies, aiming for a 20% increase in conversion rates

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Personalization: The Game-Changer

Quantifying Personalization's Impact: Personalization is not just a trend but a necessity. Research indicates a 40% higher engagement rate in personalized ads. Dynamic ad generation is the key, which should be a central strategy in your 2024 campaigns.

Practical Steps:

  • Use A/B testing for ad copy, aiming for a minimum of 10% improvement in click-through rates.
  • Analyze customer data to create hyper-targeted ads, segmenting your audience based on their purchasing behaviour and preferences.

Navigating CPC Inflation

Strategic Cost Management: With a 25% average increase in CPC, budget optimization becomes critical. The focus shifts from broad targeting to precision, with a data-driven approach to audience selection and bidding.

Practical Steps:

  • Allocate at least 30% of your budget towards testing new audience segments.
  • Use advanced analytics to track and measure ROI, aiming for at least a 15% improvement in cost efficiency.
  • Gain an immediate increase in highly relevant traffic to your website with a higher conversion rate, save time by automating tasks and reduce costs. Save 20% on your Google Shopping Ads CPC and get support from a Premium CSS Partner, for only €35* per month for your first domain by simply choosing WakeupData CSS.

Leveraging New Channels and Technologies

Embracing GA4 and Privacy-Centric Advertising: With 50% of marketers expected to shift to GA4 by mid-2024, this platform's advanced tracking capabilities must be harnessed. Additionally, with 60% of consumers favouring privacy-centric brands, advertising strategies need to respect user privacy while delivering personalized experiences.

Practical Steps:

  • Transition to GA4, utilising its full suite of features for at least 75% of your campaigns.
  • Implement privacy-first strategies, ensuring compliance with evolving data protection regulations.


Balancing AI and Human Creativity

The Synergy of AI and Human Insight: AI's role in automation is indisputable, yet the human element remains crucial for creativity and strategic planning. The goal is to blend AI's analytical prowess with human intuition and creativity. We at WakeupData are working on the application of Chat GPT within our platform so our users can take advantage of suggestive attributes such as titles, descriptions etc.

Practical Steps:

  • Conduct monthly creative brainstorming sessions to enhance AI-generated campaigns.
  • Regularly review AI decisions and adjust for a balance of creativity and efficiency, aiming for a 20% increase in campaign uniqueness and relevance.

As we delve deeper into 2024, PPC professionals are at the forefront of a dynamic, data-driven era.

By embracing AI for efficiency, personalizing with precision, smartly managing CPC inflation, adapting to new technologies, and balancing automation with creativity, you can drive significant advancements in your campaigns. Keep these insights and guidelines in mind to navigate the ever-evolving PPC landscape successfully, leveraging both data and creativity to achieve unparalleled results.

If you want to stay on top of the game and get access to impactful, factual data- subscribe to our blog HERE.

If you are in search of a solid partner to manage and optimise your feeds and boost your ad game - book a meeting HERE or a DEMO HERE.

You think you have it all covered? Then try our free feed audit HERE.

Written by Kamelia Pusheva

Topics:tips & tricksProduct Feed ManagementAd StrategiesProduct Feed OptimizationEcommerce StrategiesEcommerce Guidesinsights

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