Major shifts in 2024 will disrupt the PPC industry. Third-party cookies will be retired, accelerating privacy-focused measurement. Meanwhile, automation through AI will transform campaign types, creative, and search engine results pages.
This article outlines seven key areas to evolve your PPC advertising approach in 2024 so you’re better prepared for what’s ahead.
1. Evolve your measurement
The time is finally here. The deprecation of third-party cookies is imminent in 2024.
Google Chrome is already restricting cookies for 1% of users, as noted in recent reports. Many advertisers have been putting off the heavy task of restructuring their measurement frameworks to be privacy-centric, but now is the time. There is no more waiting.
