What’s Next For Google Ads?

As we’ve settled into the new year, there’s been a lot of planning for the coming months. Naturally, as a leading PPC agency we like to make sure we’re always ahead of the curve, which really got us thinking about what we’re expecting to see from Google Ads in 2020.

Google Ads is full of surprises and nobody knows for definite what they have in store for us; however, we thought we’d share with you a few advancements we think we might see from Google Ads over the next 12 months…

Automation and Machine Learning...

We’ll get the most obvious one out of the way first, automation.

Automation is without doubt the biggest Google Ads trend of 2020.

It’s good to be excited about automation, but I think the key to making the most of this trend over the next 12 months will be learning how to integrate these new capabilities effectively. Adopting a blanket approach to all new automation tools and features won’t work. For machine learning to really play a valuable part in your Google Ads strategy, it needs to be tried, tested and ultimately, reflective of your overall goals for the account.

That said, automation as a whole is set to be hugely beneficial. PPC automation can optimise ad copy, manage bidding, and generate the data you need to inform strategic decisions; essentially, this can save a lot of time in your account. The manual, day-to-day tasks involved with managing a Google Ads account can be incredibly time consuming. By automating these and taking away the need for constant attention, account managers are able to spend their time optimising more valuable areas of the account.

Growth Of Video

2019 saw the rise of video and I think this will be very much continued through 2020. Over the last 12 months we’ve seen advertisers warming to the idea of video, and introducing it in certain areas of their account. Where I think 2020 will really capitalise on this trend is that we’ll start to see advertisers integrating video right through every stage of the purchasing funnel – it’ll become an integral part of each and every strategy, rather than a one off approach.

Video advertising is a valuable resource for Google Ads advertisers to harness and I think we’ll see it really come to the forefront of online advertising over the next 12 months.

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Improved Audience Targeting...

Targeting the right people, at the right time, with the right offering, in the right place, for the right price will always be the key to success for any form of marketing; but, getting that balance just right is easier said than done. To get that perfect mix, audience targeting is of paramount importance to any Google Ads campaign.

2019 was a huge year for audience targeting. Google Ads took great strides towards making audiences an instrumental part of online advertising success. During 2020 I think we’ll see a lot more emphasis put on the messages delivered to these audiences. Audience targeting will continue to be hugely important to Google advertising and if last year was anything to go by, I think 2020 will bring a similar level of advancements for audience targeting.

Leveraging Consumer Data


Those four letters became a force to be reckoned with for the best part of two years. Consumer privacy is now an absolute must for any marketer and it’s argued that the clampdown on data protection has restricted both tracking and targeting capabilities.

With users becoming more aware of their online privacy rights and even more clued up on how to control them, advertisers have since been on an uphill battle to make use of the data they do have and use it effectively in campaigns.

With that in mind, over the next 12 months I’d like to think that Google will launch some new tools and/ or features to help us leverage consumer data within our ads, whilst still complying with GDPR legislation.

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Predictions From Team Mabo...

Let’s take a look at what the rest of Team Mabo think Google Ads has in-store for us this year…




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So there you have it, our predictions for 2020!

We’ll all wonder and speculate about the next 12 months, and I dare say the vast majority of us will do our very best to plan for the future, but the reality is – who knows what Google has instore for us?

The paid search landscape is constantly changing, and staying ahead of the curve is becoming increasingly difficult. To ensure your Google Ads are going to grow your business to its full potential during 2020, contact Mabo today. Our free-review will help you identify potential areas of improvement and ultimately, make your online business more money through Google Ads.

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What's Next For Google Ads_