Google Ads Verticals: Dynamics and Prospects

2023

The year 2023 continued many key trends that had begun in recent years but also brought several important changes. The rapid development of technologies, shifts in consumer preferences, and new market regulations forced companies to adapt to new conditions. In some verticals, this led to increased competition and the emergence of innovative approaches, while others began to experience signs of saturation:

• Infobusiness and Online Courses: In 2023, there was a boom in the field of infobusiness and online courses. Campaigns focused on professional education, programming skills, and personal growth received significant attention. This vertical attracted a large number of new market entrants.
• Financial Services and Cryptocurrencies: With the growing interest in cryptocurrencies and blockchain technologies, financial services — including crypto projects — became one of the most discussed verticals. However, due to increased regulation and changes in Google Ads policies, many companies began to experience difficulties in promotion.
• Mobile Applications (UAC): The mobile applications vertical continued to strengthen but with an emphasis on user quality rather than just quantity. Developers began to focus more on user retention and monetization, which led to more aggressive strategies in Google Ads. We have previously covered how to promote mobile apps quickly and effectively in our article.

2024

This year brought further changes in advertisers’ and users’ preferences:

• Infobusiness: The product is experiencing a renaissance, especially in segments oriented towards premium services and audiences with high purchasing power. Campaigns utilizing video advertising on YouTube and the Google Display Network are showing excellent results.
• Device Optimization and Security Applications: Mobile applications for cleaning and optimizing devices remain an important vertical, especially in emerging markets where users are actively seeking ways to improve their gadgets’ performance.
• Smart Devices and IoT: With the growing interest in smart homes and IoT (Internet of Things), advertising products related to this technology have begun to gain momentum. Google Ads provides unique opportunities for targeting audiences interested in new technologies.
• Educational Platforms: Online education continues to be a relevant vertical but with an emphasis on international markets. Services offering training in foreign languages or professional courses have become even more in demand, especially due to the globalization of the labor market.

Our case studies

Building on trends and our experience with various verticals, we want to share the results of several successful case studies implemented by our team in 2023 and 2024. These cases illustrate how different strategies in Google Ads can lead to high profitability and the achievement of key performance indicators (KPIs).

Device cleaning application

Since February 2023, we have been working with a client promoting a mobile application for cleaning and optimizing devices. The main strategy was using UAC (Universal App Campaigns) targeting a global audience.

Key Takeaways: This case clearly demonstrates the high effectiveness of using Universal App Campaigns (UAC) when working with a global audience. With a budget of $51,000, we managed to achieve an ROAS of 136%, which is 6% above the target indicator. This confirms that automated Google Ads campaigns can not only optimize advertising spend but also ensure stable profitability, even in competitive market conditions. The success of the campaign also indicates that strategies for promoting mobile applications through UAC continue to show high results in 2023–2024, especially when focusing on user retention and monetization.

Online education

In May 2023, we launched a client promoting an online English language school. The main strategy involved using video advertising on YouTube and the Google Display Network, targeting audiences in Europe and the USA.

Key Takeaways: Campaigns for online English language schools targeting audiences in Europe and the USA have proven to be extremely successful. A registration cost of $3.2 is significantly below the target value of $4, demonstrating the effectiveness of video advertising on YouTube and GDN for attracting a high-converting audience.

Infobusiness

In September 2023, we began working with a client promoting infoproducts in the education and professional growth segment. The campaigns were targeted at audiences in Europe, the USA, and the UAE, using video advertising on YouTube and the Google Display Network.

Key Takeaways: Infobusiness continues to demonstrate high results, especially in segments with premium clients such as Europe, the USA, and the UAE. Campaigns on YouTube and GDN allowed us to achieve a registration cost of $2.45, which is significantly below the client’s target indicator. This confirms that video advertising remains a powerful tool for attracting audiences in the infobusiness niche.

Trends and conclusions

Comparing 2023 and 2024, several key trends can be highlighted. Firstly, the importance of mobile applications continues to grow, becoming more mature each year and focusing on user quality rather than just quantity. Secondly, the role of online education and infobusiness is strengthening, demonstrating steady growth, especially in premium segments and international markets. Finally, there is a transformation in the e-commerce sphere: it has adapted to new conditions, including increased competition and changing user needs.

These changes open up new opportunities for promoting your projects. If you want to effectively promote EdTech services, infobusiness, or mobile applications, the experts at AdSkill can help you reach your target audience, select the most effective channels, and develop successful promotion strategies!