What You Missed on Google Ads in 2024 (and a Sneak Peek at 2025)

Digital Marketing / December 04, 2024

Google Ads likes to keep us on our toes, doesn’t it? And 2024 was no exception. With new features, URL expansion, and enhanced asset generation capabilities, this year has significantly changed how advertisers run campaigns. But what’s next? Let’s take a closer look at the key updates from 2024 and a preview of what’s coming in 2025.

What You Missed on Google Ads in 2024

1. Brand Exclusions Across All Match Types

• Advertisers can now apply brand exclusions across all match types and Dynamic Search Ads. These exclusions cover selected brands, including misspellings and variations.
• Pro Tip: Monitor the impact of brand exclusions on your reach and performance to ensure you’re not missing valuable conversion opportunities.

2. Final URL Expansion Testing

• Google introduced experiments to test the impact of Final URL expansion, a feature that helps match ads to new, valuable search queries and direct users to the most relevant landing pages based on their intent.

3. Enhanced Asset Generation

• Generate high-quality assets for Performance Max, Demand Gen, Display, and App campaigns, now available in six additional languages: German, French, Spanish, Portuguese, Dutch, and Italian.
• New Features:
  • AI-Powered Improvements: Upgraded AI models, including enhanced image generation tools, are now optimized using performance data from various industries.
  • Custom Visual Styles: Upload reference images to guide AI in creating visuals that match your brand’s unique style. For high-performing assets, the ‘Generate more like this’ feature can help you produce additional variants that stay on-brand.

4. Advanced Analytical Dashboards

• New dashboards provide an intuitive, detailed view of campaign data. These tools help advertisers adjust strategies in real-time, optimize campaigns more efficiently, and improve ROI through easier access to key performance metrics.

5. Privacy Sandbox Integration

• As the phase-out of cookies continues, Google’s Privacy Sandbox has evolved to support privacy-conscious solutions. These tools give users more control over their data while enabling advertisers to measure and optimize performance effectively.
• Takeaway: To thrive in a cookie-less world, advertisers must pivot to strategies focused on first-party data and privacy-friendly practices.

What’s Coming in 2025?

With 2024 winding down, it’s time to look ahead to what Google has in store for 2025. Google recently released its tentative update schedule for Google Ads, and it’s clear that the pace of innovation will continue at full speed. Here are the key changes to watch for:

1. Customer Match Policy Update (January 13, 2025)

Google will revise its Customer Match policy to emphasize user safety and experience. Advertisers may lose access to Customer Match if their ads are deemed potentially harmful to users or likely to create a poor user experience.

2. Video Action Campaigns Transition

• New Campaign Creation: The option to create new video action campaigns will be removed in the coming months.
• Migration to Demand Gen: Existing video action campaigns will be automatically upgraded to Demand Gen in Q2 2025. Advertisers affected by this transition will receive notifications as the upgrade approaches.
• Recommendation: Begin exploring Demand Gen campaigns as an alternative to video action campaigns to stay ahead of these changes.

Google Ads API Update Roadmap

Google’s 2025 updates will include three major versions (V19, V20, V21) and two minor updates (V19_1, V20_1). The key dates are as follows:

• V19: February/March 2025 launch
• V20: Mid-year release
• V21: Q4 2025 rollout

Each version will come with new features, improvements, and optimizations. This staggered release schedule allows developers and advertisers to plan their technical resources effectively and gives them time to transition between versions.

Why This Matters for Advertisers

This roadmap is crucial for advertisers looking to stay ahead of the curve. It helps you understand when to expect major updates and plan your campaigns and technical resources accordingly. With Google’s quarterly release pattern, it’s clear that updates will continue to roll out at a steady pace, so staying informed will be key.

What You Need to Do to Succeed in 2025

To succeed in the rapidly changing landscape of Google Ads, advertisers must:

• Embrace Automation and AI: Automating routine tasks and utilizing AI-powered insights will be crucial for optimizing campaigns and maximizing ROI.
• Leverage Data-Driven Insights: Use audience targeting and performance metrics to refine strategies and improve campaign outcomes.
• Experiment with New Ad Formats: As new ad formats roll out, advertisers must be quick to experiment with fresh, creative ways to engage their audience.
• Adapt to Privacy Regulations: The digital landscape will continue to shift toward greater privacy and transparency. Investing in first-party data strategies and staying compliant with regulations will be essential.

A Transformative Year Indeed

2024 has been a transformative year for Google Ads, with updates that provide brand exclusions, URL expansion, and enhanced assets. As we look ahead to 2025, advertisers must remain agile and stay informed about the upcoming changes. By embracing these new technologies and adapting to evolving privacy standards, brands can ensure they stay ahead of the competition in the dynamic world of digital advertising. If you’re looking for expert help, don’t hesitate to reach out!