Google Ads – The Web Authority

December 3, 2024

Google Ads Shows Year Over Year Click Cost Increases

Search Engine Land, one of the pay per click industry’s top online magazines, has just published its statistical data analysis for Google Ads performance. Read the full article online.

They identified the following information for 2023 vs. 2024.

Search campaigns:
ROAS up 2% YoY
CPA down 3% YoY
CPC up 22% YoY
Conversion rate up 21% YoY

Performance Max campaigns:
ROAS: Up 1% YoY, from 609.77% in Q3 2023 to 616.36% in Q3 2024
CPA: Up 8% YoY, from $13.92 in Q3 2023 to $15.15 in Q3 2024
CPC: Up 6% YoY, from $0.50 in Q3 2023 to $0.53 in Q3 2024
Conversion Rate: Down 3% YoY, from 3.56% in Q3 2023 to 3.47% in Q3 2024

Shopping campaigns with PMax:
ROAS up 4% YoY
CPA down 15% YoY
CPC down 10% YoY
Conversion rate up 5% YoY

What we find is that while most of our advertisers saw modest year-over-year gains in return on ad spend (ROAS) and conversion rates, the rising cost per click cost cut into those improvements.

For some clients knowing that the cost per click has increased 22% from 2023 to 2024 is not news to them, but to others, seeing the actual data broken down my campaign type may be illuminating.

Although no one likes to have to increase their Google Ads spend budget just to stay competitive, the data points out that ad spend budgets should be reviewed regularly to keep your business competitive in the Google Ads auction.

For existing clients, we are offering a free analysis in December to plan a 2025 Google Ads spend budget by month; allowing you to compete effectively in this changing landscape. Please let us know to add you to our 2025 budget planning session by December 10th and receive a free Google Ads budget plan by month.

If you are not a client yet, you can get a two year analysis and a 2025 Google Ads spend budget by month for $250. Please contact us by December 15th with payment.

November 22, 2024

Navigating the US Antitrust Trial Over Google Ads

Team reviewing a proposal from McCord Web Services.

On September 9th, Google faced a new antitrust trial centered on allegations of monopolistic behavior in digital advertising. This trial raises several concerns among our clients—chief among them being the trustworthiness of Google, the fairness of advertising costs, and the potential breakup of Google Ads.

While the trial unfolds, it is crucial to understand that any resulting changes will be implemented gradually, ensuring that your advertising costs remain transparent and competitive. Google’s defense argues that the digital advertising landscape is far more complex and competitive than depicted by the federal government. However, for those concerned about the potential impact on Google Ads, consider exploring alternative platforms like Microsoft Advertising and Facebook Ads.

Rest assured, we are committed to maximizing the value of your ad spend and will keep you updated on any developments affecting your advertising strategy.

November 22, 2024

Google Ads Update

Google Ads has introduced AI-powered enhancements to its Performance Max campaigns, focusing on asset testing, video optimization, and improved campaign management. Key updates include the integration of the Imagen 3 AI model for generating high-performing visuals. Advertisers will also benefit from advanced asset testing, allowing us to measure the impact of supplementary elements like images and text on product-feed campaigns.

Additionally, a new Ad Rank-based system will replace automatic prioritization, determining which ads are served when multiple campaign types target the same products or services.

These updates provide advertisers with new opportunities for us to optimize campaign performance, especially as businesses prepare for the holiday traffic season. The rollout of these features starts immediately, with some, like retail asset testing, available earlier in November.

July 29, 2024

Google Affirms Support for Third-Party Cookies in Chrome: What It Means for Your Ads

Google has recently announced that it will not be depreciating third-party cookies in Chrome, which is a significant update for marketers and advertisers. This decision ensures that third-party cookies will continue to play a crucial role in audience targeting and remarketing strategies within Google Ads.

What Does This Mean for Audience Marketing?

Remarketing Ads Remain Effective:

With third-party cookies remaining active, marketers can continue to serve remarketing ads to users who have not opted out of targeted advertising. This means that if a visitor engages with your website and does not refuse targeted marketing, you can still reach them with customized ads that encourage further engagement or conversions.

Similar Audiences May be Back:

Google’s support for third-party cookies will likely reinstate the use of similar audiences for users who have not opted out of targeting marketing. This feature uses data collected from third-party cookies to find new potential customers who share characteristics with your current audience, thus expanding your reach effectively.

The Policy Update on Third-Party Cookies

Google’s decision aligns with the growing need to provide users with more control over their privacy and data. Now, with the upcoming feature in Chrome, users will have the option to make an informed decision regarding their tracking preferences across the web. This change primarily affects users who opt out of tracking, ensuring those who consent can still benefit from personalized ad experiences.

Impact on Marketing Strategies

Enhanced Personalization:

Third-party cookies enable highly personalized ad experiences. By continuing to access this data, advertisers can create compelling and relevant ads that resonate with their target audience.

Improved Campaign Performance:

The ability to serve remarketing ads and leverage similar audience data enhances campaign performance. These strategies typically result in higher engagement, better conversion rates, and increased return on investment (ROI).

Adaptation to Regulatory Changes:

With various states requiring websites to allow visitors to opt out of tracking, this policy ensures compliant businesses can still engage with users who consent to targeted ads.

Conclusion

Google’s decision to maintain third-party cookies in Chrome represents a win for advertisers relying on audience targeting and remarketing strategies. It enables businesses to continue delivering personalized ad experiences while adhering to privacy regulations. For website owners and advertising agencies, this update underscores the importance of staying informed about user preferences and adapting strategies accordingly.

Stay ahead of the curve by leveraging these insights in your Google Ads campaigns. If you need expert guidance, don’t hesitate to contact our team for top-notch Google Ads management services.