📰 PPC News: Paid Search (W25)

🦸 About PPC News 🦸♀️

PPC News is a collaborative project that aims to provide a free, unbiased, expert-curated resource for the latest PPC insights.

Please think of us as your guide in the dynamic world of PPC, highlighting new talents, innovation, and the essential role of paid media experts.

Have a great week ahead! 🌞

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Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.

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📰 Paid Search

[Issue No. 115 - June 17th to June 23rd]

Events

Purna Virji & Ginny Marvin: AI essentials in your PPC campaigns

Join Google Ads Product Liaison Ginny Marvin and LinkedIn's Principal Content Solutions Evangelist, Purna Virji , for a webinar on AI in PPC campaigns. They will discuss the latest updates from Google Marketing Live, share insider tips on leveraging AI for ad optimization, and emphasize the importance of maintaining strong marketing fundamentals.

[Register here]

Google Ads

Google Introduces Automatically Created Assets Using Generative AI

Google is launching Automatically Created Assets at the campaign level, utilizing generative AI to dynamically update ad headlines and descriptions based on existing ads, landing pages, and user searches. These assets aim to enhance RSA ad strength and address gaps, but advertisers should use them cautiously. The rollout details and whether this feature will be opt-in or opt-out remain unclear. [LinkedIn]

These are not to be confused With Automated Assets. Anthony Higman

First screenshots of image AI editing features

Google Ads has introduced new AI-powered image editing features, now available in beta. These tools include image cropping, background replacement, and colour adjustment, enhancing the ease of creating visually appealing ads directly within the platform.

[PPC News Feed]

🥇 1st Contributor: Hana Kobzová

New mandatory field in Google Ads customer support form

Google Ads has introduced a new mandatory field, "End Customer Company Name," in the customer support form. This addition aims to streamline support processes by accurately identifying the end customer's business. [LinkedIn]

🥇 1st Contributor: Arpan Banerjee

New Data Integration Section for Imported Conversions

Google Ads has introduced a new "Data Integration" section for imported conversions, allowing advertisers to connect data sources directly within the conversion action settings. This feature enhances data connectivity and streamlines the external data integration, facilitating more accurate tracking and reporting. [LinkedIn]

🥇 1st Contributor: Felix Mayo

Supporter: Adriaan Dekker

Google Updates Advertising Snapshot Layout

Google has updated the Advertising Snapshot Layout, encouraging users to select an Advertising Report or Publishing Report from the drop-down menu for enhanced insights. By linking a product to a Google advertising property, users gain detailed information on user journeys and advertising performance, with reports on channels, campaigns, media spending, and budget allocation. [LinkedIn]

Advertising Reports:

• Top paths and channel performance
• Comparison of attribution models

Publishing Reports:

• Publisher ads report (engagement and estimated revenue)

🥇 1st Contributor: Thomas Eccel

Google Merchant Center

Migration to Google Merchant Center Next by August End

Google is migrating most advertisers from the classic GMC to Merchant Center Next by the end of August. This updated platform introduces new features like the Product Studio and enhancements to existing tools. [LinkedIn]

Georgi Zayakov has shared a fantastic slideshow about the latest GMC conference on

LinkedIn. You can also watch it here:

Local Service Ads

Google integrates Local Services Ads with iOS Maps app

Google has announced that Local Services Ads (LSAs) will now appear on the iOS Maps app, leveraging businesses' existing ad data and user reviews from their Google Business Profile (GBP). This integration aims to enhance visibility and engagement for local businesses within the Maps environment. [X]

🥇 1st Contributor: Matt McGee

Image Credit: Anthony Higman

Tests Spotted in the Wild

Google Introduces "Deals Added in the Past 24 Hours" Label

Google has introduced a new "Deals added in the past 24 hours" label to highlight recently added promotions. This feature aims to help users quickly find the latest deals, enhancing the shopping experience and driving more immediate engagement with fresh offers.

🥇 1st Contributor: Khushal Bherwani

New Ad Formats Test by Google

Google is testing new ad formats, featuring more ads in the first position, leading to changes in placement definitions. These ads have truncated titles and deleted descriptions to make room for extensions, mainly review extensions and callouts. This indicates a shift towards shorter, more numerous ads to increase available ad space. [LinkedIn]

🥇 1st Contributor: Giuseppe Scollo

Microsoft Ads

Microsoft Ads makes Connected TV ads more accessible.

Microsoft Advertising has simplified the process for businesses to start using Connected TV (CTV) ads, enabling them to reach audiences across a global streaming network without extensive onboarding or high spending commitments. The platform leverages audience intelligence and search intent data to target ads effectively, helping brands connect with their desired audience on popular platforms like Netflix, Hulu, and Disney+. [Microsoft Ads]

Video Ads

Instacart makes YouTube ads shoppable for CPG brands

Instacart has extended its first-party retail media data to YouTube, enabling select brands to turn their YouTube ads into shoppable experiences. This integration allows viewers to purchase products directly from YouTube ads for same-day delivery, leveraging Instacart's retail media technology and fulfilment network. [Instacart]

YouTube "Subscriptions and Engagement" Now Widely Available

YouTube's new "Subscriptions and Engagement" campaign subtype is now widely available. This subtype aims to drive high-quality traffic and increase subscriptions for YouTube content creators. It utilizes video ads to boost engagement on YouTube channels, leveraging Google AI to target the most relevant users likely to convert.

Sync your YouTube Channel with your Google Ads Account to use this feature. Subscriptions can be tracked as a measurement-only option or biddable conversion goal. Subscriptions will appear in the “All conversions” column when used as a secondary metric. [LinkedIn]

🥇 1st Contributor: Thomas Eccel

Google streamlines YouTube and Display ad content controls

Starting in September, Google will consolidate content suitability controls for YouTube and the Display Network, removing several content label exclusions for YouTube ads while maintaining them for Display. This update aims to simplify brand suitability options, affecting new and existing campaigns without requiring immediate action from advertisers. [SEJ]

🥇 1st Contributor: Menachem Ani Ⓜ️

Supporter: Anu Adegbola

Campaign Manager

Google will offer instant reports via Bid Manager API for DV360

Google has announced that instant reports for Display & Video 360 will soon be available through the Bid Manager API, migrating from Offline Reporting. This change will enable partners to instantly access Standard, Reach, YouTube, and URA reports, improving report generation and access. [Google Ads / Swipe Insight]

DV360 API introduces new keyword targeting and optimization features

Display & Video 360 API has added support for managing keyword targeting at the advertiser level, along with a new optimizationObjective field in the insertion order resource, available to allowlisted customers. These updates apply to both version 3 and version 2 of the API. Methods such as editAssignedTargetingOptions, listAssignedTargetingOptions, create, delete, and get now support the TARGETING_TYPE_KEYWORD targeting type. [Display & Video 360 API]

Apple Search Ads

Apple Search Ads introduces a recommendations feature

Apple Search Ads now offers a recommendations feature for advanced campaigns, helping advertisers optimize performance through keyword, bid, and daily budget suggestions. The recommendations page provides detailed metrics and insights to improve ad placements and enhance app discovery on the App Store. [Apple Search Ads]

Reddit Ads

Reddit Launches Enhanced Conversation Ads at Cannes

Reddit has unveiled a revamped Conversation Ads offering at Cannes Lions 2024, aiming to leverage the platform's strength in contextual advertising. The updated ad placements, integrated within discussion threads, promise improved brand reach and performance by targeting users actively engaged in relevant conversations. [Reddit]

Marketing Industry

⚖️ Privacy & Compliance

AdSense updates privacy messaging for US state regulations

Google AdSense has introduced new privacy messages to comply with state laws in Colorado, Connecticut, Virginia, and Utah, in addition to existing California regulations. Publishers need to activate these messages manually in the user interface targeting settings. New state regulations will apply to all US states by default, but publishers can update these settings before publishing. This ensures that site visitors can opt out of selling or sharing their personal information. [Google AdSense / Swipe Insight]

IAS enhances Brand Safety for YouTube Ads

Integral Ad Science (IAS) has expanded its Brand Safety and Suitability Measurement for YouTube to include Performance Max and Demand Gen campaigns. This enhancement allows global advertisers to ensure their ads appear alongside brand-safe and suitable content, leveraging IAS's industry-leading measurement solutions for improved efficiency and safety. [IAS]

Google’s Privacy Sandbox faces GDPR complaints.

Privacy campaigner noyb has filed a GDPR complaint against Google's Privacy Sandbox, claiming the "Privacy Feature" in Chrome browser results in unwanted tracking. Noyb argues that the feature misleads users into enabling first-party tracking instead of providing genuine privacy improvements. [Noyb.eu]

Google child privacy lawsuit moves forward.

A lawsuit accusing Google of violating child privacy laws will proceed to trial after a judge denied the company's motion to dismiss the case. The suit alleges that Google's "Designed for Families" program misled parents and illegally targeted children under 13 with ads despite state laws prohibiting such practices. [The Register]

Google requests users to reconsider unlinking services Post-DMA

Just over three months after the Digital Markets Act (DMA) required Google to allow users to unlink its services, Google is now gently urging users to reconsider this option. The topic remains underreported and needs to be fully understood, with potential implications that might become clearer in the coming months. [LinkedIn]

🥇 1st Contributor: Mike Ryan

YouTube to prompt iOS users for ad tracking consent

YouTube will soon ask iOS users to ‘Allow’ tracking for personalized ads through an App Tracking Transparency (ATT) prompt, affecting regular users but excluding Premium subscribers and child accounts. This move addresses the challenge of obtaining ad data from iPhone users post-Limited Ad Tracking (LAT) and ATT implementations. [9to5Google]

🤖 AI Developments

Google expands Gemini Advanced features and availability in India.

Google is making more Gemini Advanced features, including the 1.5 Pro model, available in India. Users can now upload documents, analyze data, and process up to 1 million tokens in context. Additionally, Gemini is integrated into Google Messages for select devices, and the Gemini app is launching in India, Turkey, Bangladesh, Pakistan, and Sri Lanka. [Gemini]

Google showcases AI advancements in marketing at Cannes Lions 2024

At the Cannes Lions Festival, Google highlighted how AI revolutionises marketing and creative potential. Key announcements included AI for generating audience insights, speeding up creative production with models like Veo, and enabling large-scale campaign customization, exemplified by the Pixel 8 campaign, which generated 4,500 ad variations across platforms. [Google Ads]

TikTok launches Symphony, a creative AI suite.

TikTok has introduced Symphony, a suite of AI-powered creative solutions designed to streamline and elevate the content creation process.

Symphony includes tools like Symphony Assistant for idea generation and Symphony Creative Studio for video production.

TikTok will allow brands to create AI-generated ad avatars using stock or custom ones. The ads will be clearly labelled on the platform.

This official video shows a demo of a TikTok avatar here: [TikTok for Business]

Microsoft Ads reveals consumer trust in conversational search.

Microsoft Advertising and Publicis Media's study shows that consumer trust in generative AI and chat results is growing, with 74% of daily users expressing high trust in these technologies. The study also highlights that conversational search is seen as a complement to traditional search, with ads in chat results being positively received, indicating a promising avenue for advertisers. [Microsoft Advertising]

🪧 Advertising News

Meta announces AI chatbots, messaging tools, and Threads API at Cannes Lions 2024

At the Cannes Lions International Festival of Creativity, Meta unveiled three new products: an AI chat feature for Messenger, new business messaging tools for creating and sending paid marketing messages, and the Threads API to help businesses and creators manage and share content. These tools enhance customer engagement, streamline communication, and leverage AI for better business performance.

AI analysis of 8,000 top YouTube ads reveals key trends

Google's AI analyzed 8,000 top-performing YouTube ads, uncovering trends and best practices that distinguish successful campaigns.

Findings highlight increased representation, a focus on community and self-expression, and the use of magic and fantasy, with brands leveraging these insights to create more engaging and inclusive ads. [Think with Google]

CVS Media Exchange launches self-serve ads via The Trade Desk

CVS Media Exchange is now offering self-serve advertising for the first time through a partnership with The Trade Desk. This new feature allows brands to control their ad campaigns and gain more transparency, addressing a significant demand from advertisers. [LinkedIn]

🥇 1st Contributor: Roger Dunn

Clay showcases its GPT-4 powered sales research tool Claygent.

Clay has integrated GPT-4 to create Claygent, an AI agent that centralizes lead information and automates sales research. This innovation has led to a 10x year-over-year growth for the past two years, with over 100,000 users, including significant clients like Intercom and Notion. Claygent efficiently scrapes and verifies data from websites, enabling small teams to perform the tasks of an entire agency. [OpenAI]

💯 Tips of the Week

Choosing Between Ads Tag and GA4 Import for Google Ads Conversions

When setting up conversions in Google Ads, you can use either the Ads Tag or import from GA4. Both methods are advanced and capable of tracking cross-device conversions. However, a critical difference is that only the Google Ads Tag counts view-through conversions, which is essential for understanding the impact of video and display campaigns on your customers. [LinkedIn]

🥇 1st Contributor: Krzysztof Bycina

LinkedIn Ads supports exclusions for audiences under 300 users

LinkedIn Ads has confirmed that audiences with fewer than 300 users can function as exclusions, allowing advertisers to exclude small retargeting audiences, such as those who submitted a Lead Gen Form. This new capability helps refine audience targeting and optimize campaign performance without the need for large audience sizes. [LinkedIn Post]

While working in paid search marketing, it can be extremely useful to advise clients, especially those working with smaller businesses.

🥇 1st Contributor: AJ Wilcox

Enhance your Dynamic Remarketing with new options.

While many advertisers are familiar with Dynamic Remarketing, few are aware of the following customization options:

Price prefix (up to 10 characters), such as:

• 'Including tax'
• 'Starting at'
• 'Per unit'

Promotion text (up to 25 characters), such as:

• 'Lowest Price guarantee'
• 'Black Friday sale'
• 'Price drop'

These additions can help create more appealing and effective ad content, potentially boosting engagement and conversions.

🥇 1st Contributor: Denie Geertzen 🟢

💼 Resources

New free script: PMax search terms are back

Google has restored the ability to export PMax search terms via the UI and scripts, which had been disabled for the past few weeks. A free updated PMax search terms script, now including extra metrics, is available in response.

You can grab your copy here (look for v4).

🥇 1st Contributor: Mike Rhodes 💡

How to add Google Ads remarketing tag to Shopify

A step-by-step guide has been released on adding the Google Ads remarketing pixel to Shopify using the latest features. This guide includes detailed instructions for setting up and configuring the tag, ensuring accurate remarketing for Shopify store events.

[FeedArmy]

🥇 1st Contributor: Emmanuel Flossie

🌱 That's it for this week!

Now, you are ready to kick-start your week with all the knowledge unpacked.

Hopefully, with a bit of comfort and some new ideas in mind.