How Google Ads & Facebook Ads Are Evolving in 2024

The Digital Ad Wars: How Google & Facebook Are Fighting for Aussie Attention in 2024

Picture yourself strolling through a vibrant market. Stallholders shout, vying for your attention – some with product demos, others with colorful signs. This scene mirrors the competition between Google Ads and Facebook Ads for Australian eyes and wallets.

In the past, the lines were clearer. Google ruled search intent, Facebook thrived on social discovery. But in 2024, those lines are blurring. Understanding these platform shifts is vital for future-proofing your Aussie advertising strategy.

Here’s where this blog differs from most: We’ll look at the WHY behind the changes, giving you the tools to adapt, rather than just listing feature updates.

Google Gets Visual: “Seeing is Buying”

Google has always been text-heavy, but that’s changing fast. Here’s why:

• The Rise of the Camera as Search Tool: Younger Australians use their phone cameras to search – they point at a cool pair of shoes and Google shows similar styles. Source: Google AI Blog. This impacts your ads.

• The Ecommerce Explosion: Aussies shop online more than ever Source: Australia Post. Visual search helps them find what they can’t easily put into words – the perfect shade of lipstick, or a couch that fits their unique space.

• YouTube’s Influence: It isn’t just Google Search anymore. Google OWNS YouTube, the 2nd most-used search engine globally. Video results and ads are increasingly woven into the search experience.

Google Ad Tactics for Aussies in 2024

• Image is King: No more generic stock photos! High-quality, original product visuals are a must for shopping ads. Invest in lifestyle imagery for a competitive edge.

• Visual Keywords: Think about what people might SEARCH for through images (color, shape, patterns) and integrate those into your product descriptions and campaign keywords.

• Get on YouTube (strategically): Product demos, unboxing, “how-to” videos – these aren’t just for influencers. Short, informative YouTube ads could be the key to capturing visual searchers in Australia.

Facebook Fights Back: From Social to Search?

Facebook’s core has always been about connecting people. But as organic reach has dwindled for businesses, the push for ads has intensified. Here’s what they’re doing:

• The Reels Revolution: Those short, addictive videos? They are Facebook’s answer to TikTok, and they prioritise reels heavily in the feed to boost engagement. That means opportunities for Reel Ads nestled amongst organic content.

• More Shoppable Features: Facebook and Instagram Shops have become more sophisticated, blurring the line between social browsing and buying. It’s about reducing friction for the Australian user.

• “Discovery” Engine?: There’s speculation Facebook wants to move beyond showcasing content from people you ALREADY follow and become more of a true search tool based on interest signals. This is still nascent, but keep an eye on this space!

Facebook Ad Tactics for Aussies in 2024

• Don’t Ignore Reels, Even If They Feel Awkward: They’re undeniably popular in Australia. Quick tips, relatable brand moments, and even partnering with relevant micro-influencers could be your Reel strategy.

• Make It Shoppable: If you sell products, ensure your Facebook/Instagram Shops are updated and your ads seamlessly link to them. Tagging products in regular posts is also becoming crucial.

• The Blurred Line: Interest Targeting + Search? Test ads with keywords relevant to your product/service as if you were running a Google Search ad. This could be the future of Facebook if they truly lean into the “discovery” aspect.

The Big Disruptor: AI and Automation

Both Google and Facebook are pouring resources into AI-powered ad tools. This is a double-edged sword for Australian marketers:

• Easier…Or Less Control? Auto-generated ad variations, optimised targeting, and dynamic bidding all aim to simplify the process, especially for small businesses. But, this can mean ceding some decision-making to the algorithm.

• The Importance of Creative: If the targeting and bidding become more automated, the HUMAN element of good ad copy and visuals becomes even more crucial to standing out.

Finding Aussie Success in the Shifting Landscape

The idea of Google being purely for “bottom-of-the-funnel” immediate buyers, and Facebook only for top-of-the-funnel awareness is outdated. Here’s a mindset shift:

• Visuals Across the Funnel: Compelling product images now matter just as much in Google search results as they do when casually scrolling your Facebook feed.

• The Aussie Data Advantage: Use your own website and customer data to fuel BOTH platforms. Remarket to website visitors on Facebook, build lookalike audiences based on your best customers.

The winners in 2024 will be those who remain agile, test relentlessly, and understand the consumer psychology behind each platform’s evolution.

Let me know in the comments what aspect of this Google Ads vs. Facebook Ads evolution is the most daunting for YOUR Australian business!

“As a bonus I’ve put together some professional grade SOP’s on Google and Facebook Ads setups to help with the process..” See sidebar ➡️➡️➡️