From an overview of our September performance metrics, to the exciting developments shaping the landscape of digital advertising, the following snapshot speaks to a month of innovation and growth in the world of Google Ads.
September Google Ads Performance
September proved to be a strong month for revenue, marked by several high-performing days that contributed to some of the best results of the year. This positive trend can be largely attributed to numerous end-of-season sales flooding the market, attracting increased consumer spending.
As we approach the holiday season – specifically Black Friday and Christmas – we're beginning to see a rise in costs associated with advertising. This increase in expenditure necessitates an adjustment to our Return on Ad Spend (ROAS) targets to ensure we maintain profitability during this crucial period.
In our Google Ads campaigns, we have the capability to leverage smart bidding strategies to account for anticipated fluctuations in conversion rates driven by these seasonal events. By integrating this data, we can optimise our bids and enhance performance, ensuring that we make the most of the increased competition and consumer interest.
Google Platform Updates
September’s updates highlight the importance of adapting our advertising strategies to leverage emerging platforms and consumer behaviours effectively.
Shopping Ads Integration with Lens: By the end of 2024, shopping ads will be prominently featured above and alongside visual search results from Google Lens. With 20 billion searches conducted on Lens each month, a significant 4 billion of those searches are shopping-related. This integration presents a unique opportunity for brands to engage users actively looking to make purchases, enhancing visibility and driving conversion rates.
TikTok Search Ads Campaign Launch in the US: TikTok has officially launched its search ads campaign, allowing advertisers to target users directly on the app’s search results page. This move acknowledges TikTok's evolving role as a search engine, particularly among younger demographics – 57% of users utilise the app's search function, according to internal data. With this new feature, advertisers can effectively capture user attention during critical moments of intent, reaching potential customers when they are actively seeking information or products.
For more information on the latest Google updates, contact your strategist or email hello@ph.digital.