📰 PPC News: Paid Search (W29)

🦸 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! 🌞

⚡ Sponsorship

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.

TrueClicks has expanded target tracking to help you easily manage all your goals (not just budgets) if you're aiming for a specific ROAS, CPA, or other targets.

We monitor two types of targets:

• Pacing (or volume) targets: like budget (cost), conversions, conversion value, or clicks.
• Efficiency (or ratio) targets: ROAS, CPA, or CPC.

You'll get daily updates on your progress toward these targets, making it easy to see where you need to focus. 🚀

Try our Target monitoring with a free account ✨

📰 Paid Search

[Issue No. 119 - July 15th to July 21st]

Google Ads

Google Ads Conversions Now Integrated with Google Analytics

Google Ads conversions are now automatically integrated with the connected Google Analytics account, streamlining the process. Previously, conversions had to be set up separately or created in Analytics and imported into Google Ads. Now, you can create conversions in Google Ads and have them reflected in Analytics immediately.

Optional Deactivation: Users also have the option to deactivate this integration if they prefer to avoid having conversions created in Analytics automatically. [LinkedIn]

🥇 1st Contributor: Aylin Damla Meşe

Google Ads Introduces "Budget Exhausted" Recommendation Feature

Google Ads has a "Budget Exhausted" recommendation feature for accounts with manual payments. This notification alerts advertisers when their budget is nearing depletion, helping them manage their ad spending more effectively.

Feature Awareness: Although this feature is not new, it has been widely documented and recognized. It is a valuable tool for advertisers to avoid campaign interruptions due to exhausted budgets.

🥇 1st Contributor: Hana Kobzová

Update on Topic Exclusions in Google Ads

Google Ads is phasing out certain topic exclusions. Advertisers can now exclude similar content using the "excluded content themes" feature at the account level. [LinkedIn]

Managing Exclusions: This change simplifies content exclusion management by consolidating exclusion options under a single feature, helping advertisers maintain control over where their ads appear.

🥇 1st Contributor: Tyler Hill

Supporter: Adriaan Dekker

Google Support for Small Agency Owners and Freelancers

Google now offers improved support for small agency owners and freelancers, including client onboarding assistance from Google's support team. Agencies can also access mid-level support if a new Google Ads account starts with a budget of $10k/month or more.

This initiative introduced a couple of years ago, aims to streamline the onboarding process and provide enhanced support for growing businesses. New Google team members are available to provide additional information and support for freelance companies.

🥇 1st Contributor: Tiago Goncalves

Missed from last week

Google Ads now offer AI-powered resource creation and keyword research

In some accounts, Google has introduced a new feature, allowing AI to automatically create campaign resources and perform keyword research for Search Network campaigns.

How it works: You can input a URL and a company description to generate tailored suggestions. This feature is separate from the existing AI-driven ad creation tools. [LinkedIn]

🥇 1st Contributor: 🔷 Oscar Abad

Other key updates

Display & Video 360 API v2 to Sunset on September 3, 2024

API v2 Sunset Announcement: Display & Video 360 API v2 will be sunset on September 3, 2024. Users must migrate to API v3 before this date to avoid service interruptions. [Google Ads Developers]

Upcoming Changes to Page Size in Google Ads API

Starting August 19, 2024, Google Ads API will enforce a fixed page size of 10,000 rows for GoogleAdsService.Search requests. Attempts to set the page_size field will result in errors: PAGE_SIZE_NOT_SUPPORTED for version v16 and INVALID_PAGE_SIZE for versions v15 and older. This change aligns all API versions with the page size setting introduced in version v17. [Google Ads Developers]

Google Merchant Center

Merchant Center Next Accelerates Rollout

MC Next Overview: Google is rolling out Merchant Center Next and Free Listings. The revamped platform includes enhanced product-related insights and AI tools. Unlike the antiquated Merchant Center Classic, MC Next features a modular design to accommodate varying user needs.

Rollout Details: Although Merchant Center Next was officially announced in May 2023, early versions appeared as far back as December 2022. The migration is currently voluntary, with some accounts receiving auto-enrollment notifications. Users can switch back and forth between versions during the transition. Google assures no changes to existing setups until compatibility is ensured.

Adoption Statistics: Current data shows a 41% adoption rate, driven partly by auto-enrollments. Many MC Next accounts lack added products, skewing adoption figures.

Key Changes:

1. Data Sources: Feeds are now termed Data Sources, accommodating various input methods, including "Found By Google" scraped data.
2. Modular Design: Some features require the activation of specific modules, like supplemental data sources.
3. Add-Ons: Additional features include dynamic remarketing reports, Google Customer Reviews, Local Inventory, and loyalty programs.
4. Merchant API: The new API adopts a modular structure, simplifying updates by focusing on relevant services.

Migration and Future: The Content API will transition to the new Merchant API. The classic Merchant Center and Content API will remain active for approximately 12 months post-rollout completion. [LinkedIn]

🥇 1st Contributor: Mike Ryan

Personal opinion: One of my biggest challenges accessing the merchant centre is missing the supplement feeds. Many new features are being introduced, and I'm looking forward to them.

However, during the migration, it is extremely important to ensure that all products are imported and everything is working correctly. For example, we should make sure that working supplement feed updates are not paused (see below).

Microsoft Ads

Microsoft Ads Introduces Brand Lists for Performance Max Campaigns

Microsoft Advertising has introduced brand lists for Performance Max campaigns, allowing advertisers to control brand associations and ad visibility. This feature enables the exclusion of specific brands from campaigns, ensuring ads appear in relevant contexts.

Benefits and Features: Brand lists help mitigate risks, optimize return on ad spend (ROAS), and cover misspellings. Advertisers can create up to 20 brand lists, search for specific brands, and request additional brands for inclusion after editorial review. [Microsoft Ads]

Note: It can take up 4-6 weeks for the editiorial review process to be complete.

Microsoft Advertising Introduces Campaign-Level Auto-Generated Asset Settings

Microsoft Advertising has released campaign-level settings for managing auto-generated assets in Performance Max campaigns. This new feature allows advertisers to control the types of assets created and the landing pages for user redirection.

Individual Asset Blocking: Advertisers can now block individual auto-generated text assets, offering more precise control over campaign content and ensuring relevance and appropriateness. [Microsoft Ads]

Microsoft announces significant updates to ad offerings.

Navah Hopkins also provided a comprehensive overview of the recent and upcoming product upgrades, including search term insights reports and search themes available soon.

Which ones do you prefer?

[LinkedIn]

🥇 1st Contributor: Navah Hopkins

Apple Search Ads

New Reporting Options for Apple Search Ads

Apple Search Ads Advanced now offers three ways to view performance data: Campaigns dashboard for top-level metrics, Charts dashboard for visualizing trends, and custom reports for tailored insights. These options provide comprehensive tools for tracking and optimizing ad performance.

Key Metrics and Definitions: Important metrics include Average CPA, CPM, CPT, Daily Spend, Conversion Rates, Impressions, Installs, and more. These metrics help advertisers understand the effectiveness of their campaigns and make data-driven decisions.

[Apple Search Ads]

App Store Search tab redesign enhances app discovery

The App Store Search tab now features suggested apps and a search tab ad at the top, replacing the previous search suggestions and top charts tabs. Users can browse categories directly from the Search tab, while the top charts have been moved to the Browse section. [LinkedIn]

🥇 1st Contributor: Talha Mumtaz

Image Credit: Swipe Insight

Retail Media

Walmart Connect Ad Center Introduces Dynamic Bidding Beta

Walmart Connect Ad Center has introduced Dynamic Bidding Beta, which adjusts bids in real-time by up to 100% to enhance conversion rates and optimize campaign ad spend. Advertisers should monitor this feature closely, as placement and platform modifiers can stack, potentially leading to higher bid amounts. [LinkedIn]

🥇 1st Contributor: Joe Shelerud

Tests Spotted in the Wild

New Google Ads Competitor Ad Formats Revealed

Google Ads has introduced new competitor ad formats, GBP (Google Business Profile) Connection Ads, and display alongside Google Business Profiles, potentially impacting local search visibility and competition dynamics. [LinkedIn]

🥇 1st Contributor: Anthony Higman

Google tests the 'NEW' label on the Forums menu item

Google highlights the Forums menu item with a 'NEW' label to encourage more clicks. This tab, which replaced Perspectives earlier this year, features content from Reddit and Quora. [LinkedIn]

🥇 1st Contributor: Brodie Clark

Marketing News

📻 Advertising Updates

Amazon Announces Record-Breaking Sales for 2024 Prime Day Event

Amazon reported that Prime Day 2024 was its biggest shopping event, with record sales and more items sold than any previous Prime Day. During the 48-hour event, Prime members globally saved billions across over 35 categories. [Amazon Ads]

Amazon's Impact on Google Ads during Prime Day

During Prime Day, Amazon significantly increases its dominance in Google Ads, leading to a 9% rise in impression share and 8% more head-to-head auctions. This impacts other advertisers with higher costs and competition. To counter this, businesses should analyze historical data, check the "retail category" in Auction Insights, and adjust pricing and promotions accordingly. [LinkedIn]

🥇 1st Contributor: Mike Ryan

Netflix Ad Revenue Model Shows Success in Latest Earnings

Netflix's ad-supported tier significantly contributes to its subscriber growth, accounting for over 45% of new signups in markets where ads are available. The platform recently added 8 million global subscribers, highlighting this budget-friendly option's success.

Taboola to Sell Ads for Apple

Taboola has struck a deal with Apple to power native advertising within the Apple News and Apple Stocks apps. This partnership allows Taboola to place ads within the main feeds and articles for select publishers across these apps, expanding its reach and validating its business model. [Axios]

Impact: This move is significant for both companies, with Apple leveraging Taboola’s extensive ad network to boost its ad business and Taboola gaining a prestigious partner in Apple, further solidifying its market position.

TikTok Partners with Eventbrite to Simplify Event Promotion

TikTok has partnered with Eventbrite, enabling users to promote and sell event tickets directly through TikTok videos. This integration allows TikTok users to seamlessly add Eventbrite links to their videos, making it easier for the community to discover and purchase tickets for a wide range of events without leaving the app. [TikTok]

Impact: This collaboration significantly boosts event creators, particularly local and independent organizers, by expanding their reach and simplifying the ticket sales process.

⚖️ Privacy & Compliance

Google Updates Ad Transparency Center for Political Advertising

Google has recently updated the Ad Transparency Center to include extensive information on political advertising across its properties. This update provides detailed insights into spending patterns, ad content, and targeting strategies used in U.S. political campaigns. [LinkedIn]

🥇 1st Contributor: Anthony Higman

GDPR Procedural Regulation Enters Critical Phase

The European Parliament and the Council of the EU have published amendments to the Commission's draft GDPR procedural regulation. This regulation aims to harmonize procedural laws across member states for better cooperation among data protection authorities (DPAs) in handling user complaints and enforcing GDPR against international companies. The Parliament's version adopts a high-level approach with fewer steps, while the Council's version adds complexity by incorporating more elements. [Noyb]

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 13.0px '.SF NS'; color: #0e0e0e} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 14.0px '.SF NS'; color: #0e0e0e; min-height: 17.0px} p.p3 {margin: 0.0px 0.0px 0.0px 0.0px; font: 14.0px '.SF NS'; color: #0e0e0e}

Google Adsense Updates Dynamic Content & Personalized Ads Policies

Google is set to update its AdSense policies in July 2024, focusing on ad placements within private communications and standardizing personalized advertising policies across all its platforms. Ads will be prohibited in direct messages, live chats, and similar private messaging areas, and customised advertising policies will become a Google-wide Publisher Policy, ensuring consistent enforcement across Google ad products. These changes also apply to Google Ad Manager partners.

Impact: Publishers must review and adjust their ad placements to comply with these new guidelines. [Swipe Insight]

Apple Introduces Enhanced Private Browsing in Safari 17.0

Apple has significantly upgraded its Private Browsing mode in Safari 17.0, adding new privacy protections like Link Tracking Protection, blocking known trackers, and advanced fingerprinting protection. These enhancements aim to provide users with more robust privacy by preventing cross-site tracking and fingerprinting while offering tools for ad attribution in a privacy-preserving manner.

Impact: Advertisers and publishers should note the changes in user data collection and tracking capabilities, as these updates could affect ad performance metrics and tracking accuracy. [Webkit]

Supporter: Swipe Insight

🤖 AI Developments

Introducing Ariel: AI-powered video ad dubbing tool

The Google Marketing Solutions team has released Ariel, an open-source Python library designed to automate the translation and dubbing of video ads into multiple languages. This tool leverages state-of-the-art AI and audio processing to provide a cost-effective, scalable, and efficient solution for advertisers aiming to expand their global reach. [GitHub]

🥇 1st Contributor: Christoph Scherf

Introducing GPT-4o Mini: Cost-Efficient AI Model"

OpenAI has launched GPT-4o mini, their most cost-efficient small model to date. This new model is designed to make AI more accessible by significantly reducing costs, priced at 15 cents per million input tokens and 60 cents per million output tokens. GPT-4o mini supports both text and vision inputs, with future updates to include video and audio capabilities. It outperforms previous models like GPT-3.5 Turbo in various benchmarks, making it a powerful yet affordable option for developers. [OpenAI]

Microsoft Designer is Now Generally Available

Microsoft Designer, a new AI-powered tool for creating and editing images, is now available to the public for free. Users can design images, icons, social posts, stickers, and invitations using AI features such as generative erase, restyling images, removing backgrounds, and framing images. The platform also offers office, business, social media, and print and paper design templates. [Microsoft Designer]

🥇 1st Contributor: Jack Rowbotham

💯 Tips of the Week

Caution Advised for Demand Gen Campaigns

Demand Generation campaigns, while promising, often need to improve. It's essential to manage expectations and budgets carefully. According to this PDF guide, Google recommends setting a daily budget of at least 15 times your expected CPA, which can be prohibitively expensive.

For example, with a CPA of €50, this would mean spending €750 per day for 4–6 weeks. The guide advises using these campaigns only with highly compelling offers and strong creatives, avoiding video formats due to high CPCs, and opting for Custom-Intent Audiences over In-Market Audiences for better performance.

Credit: Georgi Zayakov / Adriaan Dekker

Maximizing PMax Campaigns with Asset Groups

Asset groups are crucial in Performance Max (PMax) campaigns, but their optimal use is debated. The PMax API Workshop highlighted the benefits of multiple asset groups: targeting specific audiences, providing tailored assets, and viewing performance by group.

[See all deck]

🥇 1st Contributor: Georgi Zayakov

💼 Resources

Make use of the Ads Policy Monitor solution

Last year, Google released a new feature designed to help advertisers manage ad rejections more effectively. [See on Github] This tool is particularly beneficial for accounts frequently dealing with ad rejections, such as those with clickbaity or negative event-filled content, like animal help NGOs for 📈 Patryk Ciechanowski-Mirek [LinkedIn]

Key Takeaways from the Shopping Feed Optimization Webinar

Watch the recording here for detailed insights on shopping feed optimization.

Key Insights:

1. A/B Testing for Shopping Titles: A GitHub repository is available for A/B testing on shopping titles. GitHub Repository.
2. Compliance with AI-Generated Images: When using AI to create shopping images, compliance requires using a genAI label in the feed. GenAI Label Information.
3. GTIN and Shopping Performance: Products need a GTIN to see a drop in shopping performance, raising questions about running similar product URLs simultaneously in listings.

Upcoming Features: Expect many new features in Merchant Center Next to enhance shopping feed management and performance further.

🥇 1st Contributor: Tiago Goncalves

🌱 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.