If you don't include this part, you risk targeting people in the wrong niche and ultimately throwing money down the drain.
However, if you change your targeting and update your approach, you're sure to find a dynamic audience that correlates with your vision.
At the end of the day, audience management alone is worth it.
4. Prepare for video content advantage
You've probably heard this phrase in the marketing field. Kotent is king.
With a few tweaks for 2024, the new featured phrases are: vIdea content is king.
Video is not only taking over social platforms like TikTok, Instagram, and Snapchat, but also asserting its dominance in YouTube advertising. The platform's short-form video service, YouTube Shorts, is growing rapidly.
This new format of video features a new ad format called vertical video ads.
In addition to marketers focusing on video marketing in general, 2024 is the year in which video strategies become more sophisticated.
Marketers should prioritize creating engaging, high-quality video content that is appropriate for each platform on which it is distributed.
If the thought of creating video content for multiple platforms is intimidating, remember that a little ingenuity can go a long way.
Start by creating evergreen content about your brand and test different lengths of content.
These can be used and recycled across multiple platforms and can be used for organic and paid video content at the same time.
Make sure to provide variety so users don't see the same messages or content on the same platform. This can make your video marketing less effective.
5. Don't sleep on Microsoft ads
Microsoft Ads continues to improve its advertising platform year after year.
It has many of the same coveted features as Google Ads, but also adds platform-specific features.
As a marketing professional, your brand will definitely benefit from digging deeper in 2024.
Some of the most notable updates Microsoft Ads has launched in the past 12 months include:
- Video and CTV ads: Microsoft announced these new ad types on its platform in September 2023. Advertisers can choose between online video ads or connected TV ads that cannot be skipped while users are streaming content. This gives advertisers large and small a leg up on what was once a very complex TV ad buying process.
- Three new generative AI solutions: Also announced in September 2023, Microsoft announced three new AI capabilities to help you grow and scale. These include Compare & Decide ads, Ads for Chat API, and Copilot campaign creation.
- Data-driven attribution reporting: Gone are the days of measuring the last click. Microsoft Ads has enhanced its UET tagging solution and implemented data-driven attribute modeling. Use machine learning to calculate the actual contribution of each ad interaction.
While Microsoft's share of available search engines remains low, keep in mind that if you don't consider this underrated advertising platform, you'll be leaving a ton of potential customers behind.
6. Focus on optimizing the user experience
With short human attention spans and limited marketing budgets, every interaction and website experience matters.
If your pre-sale metrics are positive, such as high engagement and high CTR, but you're not converting a sale, your ad may not be the problem.you have User experience issues.
In 2024, consumers will expect more from brands, especially if they are spending their hard-earned money on them.
Ask yourself when was the last time you sat down and walked through your website checkout process through the customer's perspective?
If you're not sure where to start optimizing your website experience for your users, here are some ideas to get you started.
- Use tools like Hot Jar and user testing to get real insights into how your customers are interacting and what their pain points are.
- Check the status of your desktop and mobile website.This may seem simple, but many websites still Forget about optimizing for mobile.
- Make sure your relevant CTAs are above the fold. The same goes for mobile.
- Check your site speed.
These are items that need to be continuously monitored, rather than the “set it and forget it” thing that unfortunately often happens.
Optimizing your website's user experience can have a positive impact on your paid media campaigns, potentially giving you more bang for your buck in the future.
7. Get the most out of your AI tools
Let's be honest: Machine learning and AI aren't going anywhere.
For marketing leaders, 2024 is all about teeth Rather than running away from inevitable progress, it's time to rely on its advantages.
It's not a question of whether to use AI or not.it's a problem How to use AI for your benefit.
As companies cut budgets and reduce headcount, PPC marketers are constantly being asked to do more with less.
This is where AI comes into play.
In fact, AI can be used to enhance the ROI of any type of paid media campaign, regardless of your preferred channel.
Be careful not to sacrifice your brand personality for a little efficiency.
One way to accomplish this is by using Google-generated AI assets (currently in beta). The tool uses Gemini-powered AI solutions to make campaign creation more streamlined and can generate ad assets, including ad images, headlines, descriptions, and more.
Additionally, you may already be using one of Google's smart bidding strategies to automate your bidding process.
By combining creativity and machine learning, advertising has the potential to advance further than ever before.
Your plans for 2024 shouldn't be static
If the past year has taught us anything in marketing, it's that it's fluid.
In some cases, previously proven tactics are now more unstable than ever.
Leverage advances in AI to increase your strategic advantage and keep in mind the platforms you've traditionally shied away from. It may be time to incorporate them into your 2024 strategy.
What changes would you like to try this year?
Other resources:
Featured Image: Sutthiphong Chandaeng/Shutterstock
